Glee gets the industry talking thanks to clever marketing email ? introducing ?Green Shoots Birmingham?!

Last week the UK garden retail market was abuzz with intrigue thanks to a special email campaign from i2i Events Group, the organisers of Glee 2014.

In this email recipients we invited to ?find out more? about Green Shoots Birmingham, a ?new? exhibition taking place in the Birmingham NEC during September.? Billed as having a host of exciting opportunities for suppliers and retailers alike, Green Shoots? offering included more than 500 exhibitors, a leading showcase of 40 UK plant growers, unrivalled access to the industry?s most inspiring and innovative products, a host of demo and testing areas for outdoor and barbeque products, hosted and informal networking opportunities, all rounded off with the ongoing support of industry trade associations such GIMA, the HTA, Gardenex and the GCA.

But what many didn?t realise is that the Green Shoots mailer was actually a clever marketing tool from the team behind Glee, all designed to get people talking about the exciting changes that are taking place at Glee later this year (14th ? 16th September)!

i2i?s Matthew Mein, Glee?s event manager, said: ?Over the past few months we?ve been working tirelessly to develop a program for Glee that is unlike any show that has come before.? ?New, new and even more new? really does encapsulate this year?s show, as every step around the 2014 show will offer exhibitors and visitors something different.? From the layout and new location, to the raft of amazing features and content that we?ve got planned, we believe that Glee 2014 will work harder than ever before.? Whilst we?ve been communicating these changes we thought it might be good to have a bit of fun with it, and see if people would recognise the changes and automatically link it back to Glee.

?The response to the email has been fantastic, and has opened up new lines of communication with both existing and potential exhibitors and visitors.? Many people instantly recognised the branding and messaging, whilst some others worried that there was a pretender to the ?garden retail exhibition? crown, prompting them to quickly pledge their allegiance to Glee! Either way, the email has certainly got people talking, and has helped us to reiterate that Glee 2014 will be new.? From the very second you walk into the show this sense of newness will be felt, and we believe it will positively impact on the show, helping people to build better business, source new and exciting products, gather inspiration, and network with even more companies than ever before.? All of this comes together as an extremely exciting prospect; one that we hope the industry shares with us as we rapidly approach the opening of the 2014 show.?

Find out more

Glee – organised by i2i Events Group – is the UK?s leading garden trade buying event, and the only one to bring the whole industry together under one roof.? Glee 2014 will be the 40th successful year for the show, and will see it enter a new era as it moves to a new location within the NEC?s Halls 17 ? 20; creating a host of fresh indoor and outdoor exhibiting, feature and visitor opportunities that meet the buying and selling needs of the modern garden retail industry.
Further details about Glee 2014, including a wealth of additional brands confirming their support for the show, will be announced soon.? For exhibiting information and to book your place at the Glee Exhibitor Workshop, call 0203 033 2160, and to find out the latest show news log onto

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