Keynote address: Emerging trends - Glee 2017 · Keynote address: Emerging trends ... piggy back on social media of THE STAR! ... vacancies than it can fill in the UK despite the

12.30 – 13.00

Keynote address: Emerging trends

Nick Bailey, Freelance horticulturalist, best-selling author, TV presenter and garden

designer

NICK BAILEY

Garden MakerAuthorBBC TV Presenter

www.nickbailey365.com

@nickbailey365

Emerging Trends in Horticulture

What Drives Trends?

• New Product innovation• TV• Flower Shows• Consumer demand• Climate change• Tumbling production costs• Iconic Gardeners• Legislation/law changes• Pursuit of the novel – blue rose• Print media/publications• Social Media• Hipsters with a lots of time on their hands!

Evolution of Trends 70’s – 80’s

Evolution of Trends 70’s – 80’s

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Evolution of Trends: 80’s – 90’s

Evolution of Trends: 90’s – 00’s

Evolution of Trends: 00’s -

Evolution of Trends: 00’s – today…

Online plant/product sales

Jug-eared gardeners

3 Emerging Trends for 2018 and beyond…

• Shifting demographic

• Organics

• LED + GYO

1. Shifting Demographic:The 51st State and the rise of the millennials

• Gardenresearch.com 2017: US Market - Baby Boomers are the highest spending group But the most important market force was 18- to 34-year-olds. Five million of the six million ‘new’ gardening households were Millennials

• 89% of UK under 25s have a garden or grow plants (Ipsos Mori)

• Holistic Millennials: 92% think that gardening helps to relax and de-stress, a great way to lift your mood. Instead of going to the doctor, get out into the garden.

Shifting Demographic

• At German trade show spoga+gafa (sept 17) there were discussions around the mindfulness trend reaching horticulture, especially among the young.

• Tim Clapp, head of range at kingfisher (B&Q) said at GroSouth 2016: “the way to bring young people into gardening is innovation, bombproof plants, simple solutions, plant and forget, and no instructions for the iPad generation”.

Shifting Demographic

• Launched in summer 2016, rakesprogresshas a fast-growing, wildly enthusiastic and loyal readership 60/40% male/female split

• Target age: 25+ ABC1/ AB

• Circulation: 3,000 and growing (each issue sells out – the autumn issue 2017 is projected to sell more than 4,000 copies)

• Readership: 9000

What’s Driving This?

•Are we experiencing the same phenomenon as the ‘Arts and Crafts’ movement of the late 1800’s? Hipsters – stripped back to basics….low-tech…craft skills returning to the fore?

•Millennials greater sensitivity to the planet and a desire to grow?

What can Garden Retailers do to Make it Profitable?

• Targeted marketing directed a new home owners/renters and millennials?

• Sponsor schools hort’ programmes – catch em’ young?

• Many hort’ retailers have pensioner discount days. Could it work to have millennial discounts days?

2. Organics

• Increasing pubic awareness of potential impacts of Glyphosate and Neonicotinoids *

• Bayer, Westland and other producers successfully promoting ‘greener ranges’*

• The impact of post-Brexit pesticide legislation?

• greengardener.co.uk “nematode sales have increased 20 % year on year for the last decade!”

• *Source: Telegraph


• The public’s wider environmental concerns

• Major horticultural players such as RHS, NT reducing pesticides usage & advocating this approach

• Many garden magazines now wholly advocating an organic approach

• It works – We applied a pesticide once during my 7 years at Chelsea Physic Garden!

What can garden retailers do to make it profitable?

• Stock holding near impossible – own-brand mail order delivery?

• Discounts for season-long supply?

• PACKAGE IT: KEEP YOUR GARDEN PEST FREE for JUST £60.00 a year?

• Wider ranges of chemical-free pesticides?

• Incentivise sales of organic products with BOGOF to prove effectiveness

3. LED and GYO

• Gardenresearch.com: 1 in 3 US households participated in food gardening last year spending $3.6 billion growing vegetables, fruit and herbs

• Grow-systems supplier: “10 times more LED lights sold this year than 3 years ago”

• “sales of LED lights for mini greenhouses and indoors are booming” (Mintel)

• UK Home produced vegetables were worth £1.3 billion in 2016, up 7.5% on 2015 - DEFRA


• Increased food prices?

•Seeking a connection to nature in an increasingly digital age?

•Smaller gardens and spaces to grow?

What can garden retailers do to make it profitable?

•Affordable set up packages: lights, planters, seeds, food?

•Ongoing instore demos and time lapse films?

•Niche micro-greens seed to counter falling seed sales?

NICK BAILEY



@nickbailey365

13.15 – 13.45

Inside Retail Interviews James Wong LIVE On Stage!

Sophy Searight, Editor, Inside RetailJames Wong, Botanist, Science Writer and

Broadcaster

14.00 – 14.30

Keynote address: How to use Garden Shows to promote your garden centre


designer

NICK BAILEY



@nickbailey365

Can Flower Shows Work to Promote Your Business?

Exposure and Spends

• 100 garden shows in the UK attracting over 1 million visitors

• RHS Hampton Court Flower Show: 41 million see/here TV + radio coverage. 30 million people aware as a result of printed press!

• Average spend at show: £94 (excluding lunch and ticket)

• 72% of people spend on product or order product at the show. Newness is key!

Exposure and Spends

• Aztec Events: The National Flower Show & Blenheim Palace Flower Show attract over 100,000 visitors

• 10 million potential visitors reached via Marketing and PR campaigns

• River Street: Gardeners World Live• 88,000 visitors in 2017• Average spend per head: £198!• 47% come specifically for plant and product shopping

Stand and Show Garden Costs

• Sponsoring a Show Garden: 50k to 1 million

• RHS Shows: 5x5 m ‘open space’: Chelsea 4k, Chatsworth 2k Hampton 3.5k• Blenheim: £1,000 for a trade stand • Rare Plant: £50 a day • RHS London Shows: £120 •Open Ground Stand: Chelsea - £167 Chatsworth - £89 Hampton - £137 Tatton - £85 (per m2)

What do Shows Deliver to Your Business?

• Brand awareness

• Change in brand perception?

• Specific Product Promotion

• Sales and Marketing

• Nothing but your target audience (captive!)

• Shelley Turner of Hilliers: “the benefit is in brand awareness and exposure; Chelsea is a large part of our history that our customers look forward to and enjoy seeing”

Promotion and Sales Tactics ISponsor a Garden?

Brand exposure: potentially global

Big name designer: pro’s and con’s

Cost of staffing: onsite 14+ hours

Charitable purpose: press, corporate responsibility

Overall costs: Marketing, logistics, giveaways

Promotion and Sales Tactics II

• Discount cards

• Local shows v national shows: cost benefit analysis

• Direct sales at shows?

• Free Garden advice

• Sponsor crèche

• Name a plants after a celebrity!

• Giveaways – do they work?

• What do people need on the day?

• What will people keep and use?

• Winton Branded Bag: 30,000 bags at £2.70 each “could have given away twice as many, we had to ration them to 5,000 a day!” Sharon Perez NBG

Promotion and Sales Tactics III

Work the Press!

• Lead teasers for show reveal• Social Media – Build a narrative• Associate with a charity or donate garden

– good cause but also increases brand profile

• Hire a ‘face’ – Carole Vorderman releasing doves WILL get you press coverage + piggy back on social media of THE STAR!

• You can have the best garden in the world but the cover of the broadsheets or their lead picture on the show coverage is always the model in a turf dress!

The National Treasure and the model in the flower dress!

NICK BAILEY



@nickbailey365

14.30 – 15.15

Tour of Retail Lab @ Glee

Romeo Sommers, Creative Director, Retail Lab @ Glee

14.45 – 15.15

Xylella Fastidiosa – Essential Information and Five-Point Plan for your Garden Retail

Business

Raoul Curtis-Machin,Director of Horticulture, HTA

15.30 – 16.00

Keynote address: Ways to engage the youth in horticulture


designer

NICK BAILEY



@nickbailey365

How do we bring Young People into Horticulture?

Why it matters…

• Our garden culture is the envy of the world

• 1/3 of ALL tourists that visit the UK will visit a garden or park – that’s 12 million people!

• The hort’ industry including landscape, nursery and amenity is estimated at being worth around £10 billion in the UK (HTA)

• The only way to sustain this vital cultural and economic industry is by young people joining it

The Problem:

• It’s for old people - not enough young role models, poor salary, structure and prospects

• 70% of 18-year-olds believe horticulture is for those who have “failed academically”

• 50% of under-25s think horticulture is an “unskilled career”

• “It is quite staggering that whilst youth unemployment is at an all-time high, the horticultural industry has more skilled vacancies than it can fill in the UK despite the recession” Sue Biggs DG RHS

Why Are Young People put off Horticulture?• RHS Survey: 70% of school leavers have no

notion that horticulture is a viable career

• Only 7% of schools suggest a career in horticulture (The Guardian)

• Starting Salary: RHS, Kew, NT, EH: 12-16k

• RHS Wisley Curator – responsible for 80+ staff, 200 hundred acres and the largest ornamental plant collection on Earth: salary: 45-50k. TFL Driver– responsible for 0 staff: salary: around 45k

V

The Evidence

CPG Trainee: average age 29HBGBS trainee: average age 27PGG Trainee: below rightRHS Wisley Trainees: top rightKew Graduates: middle right

However…

A recent RHS survey revealed that an astonishing 89% of under 25 year olds engage in growing plants in some way.

Glimmers of Hope – Hadlow College

• Traditionally high numbers of mature career changers on the HE programmes, but now attracting more A-Level leavers

• Numbers have increased at a steady rate for Commercial Hort’ coupled with a decrease in Garden Design courses

• “There is a clear interest in sustainability and food production amongst our students”

Glimmers of Hope – Capel Manor College

• Apprenticeships – now there is a levy for big organisations, have gone from 140 to 200 apprenticeships in 2017

• 16-18 year olds - 65/70% stay in the industry following training

The Solution?

• Changing hearts and minds – how can we re-brand our industry to reflect the extraordinary opportunities and fulfilling lifestyle it brings?

• Travel

• Creativity

• Art and Science combined

• A welcoming community of people

• Tied housing for generation-rent

• Fitness and health

The Groundwork is Beginning…

• Catch em’ young – junior discounts, after school garden clubs

• RHS Green Grey Britain doing a great job at 19,000 schools - which is near 80% of ALL primary aged children. £100 million set aside to continue this work

• The RHS’s ‘Green Planet’ initiative for high schools targeting 12-16 year olds is hitting the gap in the middle

• How do we forge a continuum from these age groups to ensure new horts?

1. Promotion of Youth Voices

• More ‘celebrity’ young horticulturalists

• Jamie Butterworth RHS Ambassador "He dresses sharply, talks with pride and affection about his career, and was a finalist in the BBC’s Young Gardener of the Year. If the new movement needs a poster boy, Jamie is your man“ Telegraph April 15th 2015

2. Linking to Growth Industries

• In 2006, there were 259,000 registered restaurants in the UK, in 2016 there were 334,000 (Office of National Statistics).

• Linking horticulture with currently trendy chef jobs and training by tying in locally sourced and foraged food (plants)

3. Sort out the Salaries • Common retort of horticultural employers:

‘It’s a vocation’ – subtext – you enjoy it so we won’t pay you well!

• Target-led salary structures and clear progression

• The Public Gardens and the RHS, NT and EH upping gardeners salaries – a ticket supplement for -The Gardener's?

• 2,300 garden centres and retail nurseries in the UK – you can get the message out there!

NICK BAILEY



@nickbailey365

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Keynote address: Emerging trends - Glee 2017 · Keynote address: Emerging trends ... piggy back on social media of THE STAR! ... vacancies than it can fill in the UK despite the