Arett Open House 2019 Highlights
The 2019 Arett Open House theme was Transformation, representing the creative changes we all must make in order to thrive in the modern marketplace. Arett and our manufacturer partners embraced this important theme throughout this year’s show. From new booth designs and innovative product offerings to panel discussions and show-only offers, Open House was the most transformative it’s ever been. We even transformed our beverage options with a very popular cold-brew coffee cart from local shop Drip n Scoop!
EXCITING NEW FEATURES
New Products Area Update
The 2019 Arett Open House came with a total revamping of the New Products area to highlight our vendors’ exciting new offerings and mimic an upscale shopping experience for the retailers – all front and center as you entered the show hall. Retailers leisurely browsed the creatively merchandised products and voted on their favorite. The Heath Beehive Kit won Best New Product.
Just beyond the show entrance, the Grow Area was a great opportunity for customers to engage with emerging trends in indoor gardening. Featured products included starter seed packs, grow lamps, grow houses, and CBD products from new vendors Twine CBD and Karma Cure, who also participated in the well-attended CBD panel event.
Once again, Power Alley was a customer and vendor favorite of the show, packed with tremendous savings. Customers were raving: Kyle from Gale’s Garden Center loved the “huge, huge selection” of desirable products and Kathleen from deMonye’s Garden Center couldn’t get over the “amazing deals!” And on top of all of that, the ordering process was super easy and efficient, simply a win for everyone involved!
On the opening day of the show, customers ran straight from registration to the closeout booth to get their hands on unbelievable deals. Folks were buzzing around the new and improved larger booth, now with even more products and plenty of space to mingle! Even though the deals go fast, old friends took the time to catch up and share pictures and stories. Customers visited the booth throughout the show to make sure they didn’t miss out on a single deal.
GOLFING FOR A CAUSE
13th Annual Arett Open Golf Tournament
This year marked Arett’s 13th Open Golf Tournament benefitting Angel Flight East. We returned to our original venue, Seaview Golf Resort, current host of the ShopRite LPGA Classic. We played on the Bay Course, a 6,300-yard course with a Scottish links feel, dramatic seaside views, deep pot bunkers, plus small undulating greens.
A portion of the proceeds was donated to Angel Flight East. Angel Flight’s mission is to provide free air transportation to qualified patients and their families by arranging flights to distant medical facilities, delivering supplies to disaster areas, and reuniting families during desperate times.
1st PLACE: Seeton Turf (Mike Linkewich, Troy Seeton, Ron Gorniak, Ryan Tretter).
2nd PLACE: Squared Away (Brian Widell, Ben Widell, and Tracey Allen) who played with Trey Kendrick (GroGroup).
Close to Pin: Brooke Feld (Vendor for Southern Patio).
Long Drive: Danny Gnias (Yeagers Farm & Market).
Bond: BBQ Lunch
Weber: $95,000 Hole In One Contest
P & G: Golf shirts that were given to all participants
Scotts: Long Drive Contest
Bonide: Closest to Pin Contest
Sunday Keynote Speaker: Scott Deming
‘Transforming Customer Service’
In Scott Deming’s engaging and energetic Keynote presentation just before the show opened, retailers learned they cannot underestimate the importance of the customer experience in creating customer loyalty. Famed 20th-century psychologist Abraham Maslow believed, “emotion is the most important factor in every decision we make” – and this extends to where we choose to spend our money. If people can form an emotional connection with your company, you will have a customer for life.
Audience members scribbled notes as Deming cited business success stories stressing the importance of company leadership, culture, and innovation, making the argument that customer loyalty begins with a great company culture. Attendees walked away with Deming’s book, Powered by Purpose, in hand and three key points to creating customer loyalty:
- You don’t want people talking about your products – you want them talking about YOU.
- Don’t just meet customer expectations, shatter them!
- Treat customers how you would want to be treated and forge relationships. Treat people like people.
Purchase: Powered By Purpose by Scott Deming
The Monday morning retailer panel on “Transformational Initiatives” provided top-notch tips to Arett customers on how to plan and promote events that will keep customers coming back, bring new customers in, and help them get a competitive edge over big-box stores. Panelists emphasized the role of social media in promoting their events, not shying away from using social-media-savvy millennials to help them get the word out for events, and leaning on friends, family, and the community of local businesses to get their events off the ground. Panelists advised attendees to plan their first event based on what they already do really well and from there, the possibilities are endless!
Arett extends a heartfelt thank you to panelists Mike Boyert of Boyert’s Greenhouse & Farm in Medina, OH, Joe Dee of The Dee’s Nursery & Florist in Oceanside, NY, Lee Ganim of Ganim’s Garden Center & Nursery in Fairfield, CT and Kristi Klaver of Flowerland with three locations in Michigan, for sharing their time, candor, and humor with us!
Greensmith Marketing Seminar
FACT: Marketing has changed more in the last 5-10 years than in the last 50 years!
With over 30 years of combined experience in digital and print content marketing, Adam Chesbrough and Kelley Williamson of the Greensmith Advertising Agency led the audience through what independent retailers need to be doing in 2020 and beyond to succeed in the ever-changing retail market.
Independent retailers must strive to build their brand and connect with new and younger consumers. One way of doing this is Omni-Channel Marketing. This is when a brand sends messages to a customer across channels that interact with each other such as web, social media, digital ads on devices, and print, responding to customer needs throughout. According to the Harvard Business Review, 73% of customers shop across multiple channels. What does this mean for you, the independent retailer? Omni-channel marketing is not just occasionally nice-to-do – it’s a must.
Furthermore, with over 1 billion devices observed each month, digital ads can target individual devices -both mobile and desktop- by individual households in local relevant areas. They can target potential customers by income level, location, store visits, previous purchases, and market interests to achieve industry-leading accuracy. We can transform insights into response, engagement, performance, and even foot traffic into your store. This drives traffic into your store and increases sales. It’s all measurable and trackable – we will help you chart your success.
With combined efforts to develop your content on all mediums – through digital and print – your marketing will excel and generate the highest return.
These services and much more are available through Greensmith – A Full-Service Print & Digital Advertising Agency. Call today: – 1-800-395-6009.
CBD & Hemp Panel
**CBD Products are 100% THC FREE**
The CBD panel discussion was a huge success with vendors and retailers alike. Attendees were taking notes and asking detailed questions while Brian Barlow of Twine CBD, David Knopp of Karma Cure, and Elijah Howe of Pine Bush Agway cleared up the smoke and mirrors surrounding the booming new industry of all-natural CBD products. This industry is estimated to grow 43% overall in the upcoming years.
The two main questions that came up during the panel were, “Is it legal?” and “Is it safe?” The answer to both is yes! CBD comes from hemp – a different plant than marijuana — which contains no more than 0.3% TCH and was legalized under the Agricultural Improvement Act of 2018. Furthermore, attendees were assured that you cannot overdose on CBD and you cannot get high. However, it’s recommended you buy from a company that uses third-party testing, like Twine and Karma Cure, in order to make sure the product is 100% pure CBD Oil and 100% THC-free.
CBD products are incredibly versatile and used by people of all ages and backgrounds for pain relief, anxiety, insomnia, auto-immune diseases, and you can even give it to your furry friends at home! All three representatives agreed, if you can get your customers to try these products in-store or take a sample to try at home, they will come back looking for more. The number one way to sell CBD products to your customers is by creating trust. Once consumers realize that CBD is all-natural and completely safe, they will purchase them again and again.
MONDAY NIGHT DINNER & DANCING
Dinner & Dancing at the Hard Rock Casino
Arett Sales hosts the Monday night event each year during Open House as a thank you to customers for their business and to exhibitor partners, whose contributions continue to make the Open House a huge success.
This year, Arett Sales hosted their Monday night Open House dinner event at the new Hard Rock Hotel & Casino in Atlantic City, which recently underwent a $500 million renovation!
The Hard Rock welcomed guests with a 60-foot-tall guitar and exuded what USA Today called “rock ‘n’ roll-style glitz rooted in music artifacts and memorabilia,” including a signed guitar from New Jersey native Jon Bon Jovi, a Swarovski crystal glove worn by Michael Jackson, John Lennon’s original handwritten lyrics to “Imagine,” and an outfit from Bruce Springsteen’s “Born in the USA” tour.
Open House attendees and exhibitors had several exciting and new entertainment options for the evening:
- Live Music by Modern Luxe Powerhouse Dance Band
- Sports Fans were treated to the Texans vs. the Saints and then the Broncos vs. the Raiders on the giant TV screens at the Whammy Bar
- Cocktails, Ocean Views, & a Starry Night, and cool breezes on the relaxing patio, overlooking the Atlantic Ocean and fully-lit Observation Ferris Wheel
- Fully-stocked Antipasto/Appetizer Bar & Fine Dining and dessert buffet
- Arett’s School of Rock, where they learned how to play chords on electric guitars
- Arett’s Photo Booth, complete with props and masks that offered attendees the chance to dress up like a rock star or superhero
Thanks to everyone who attended and made this a night to remember!