GIE Expo: A Formula for Success

Agency tips on how your outdoor brand can stand out at the Green Industry & Equipment Expo

The Green Industry & Equipment Expo (GIE) is the industry’s largest gathering, occurring annually in Louisville. Manufacturers of outdoor equipment travel from across the globe to present the new year’s lineup. SPLASH visited the show in October of 2018 to gather industry insights and visit clients. Below is our evaluation and approaches to consider for 2019.

There are 3 main audiences:

Dealers, owners of outdoor equipment stores

Dealers, owners of outdoor equipment stores

Retailers, big box store buyers

Retailers, big box store buyers

Lawn service company owners and enthusiasts

Lawn service company owners and enthusiasts

GIE booths

GIE booths

Standing out at a show with hundreds of similar products is a true formula. The big manufacturer names- Briggs & Stratton, Husqvarna, John Deere, and Stihl drew the crowds in with great looking booths, fast-moving videos, live demos, and strong graphics. We loved the Graverly backlit image as well as the John Deere family of products hanging in photo above.

The more niche names on the other hand- Spartan Mowers, Bad Boy Mowers, Lera, and so many more (the majority of the show exhibitors) focused in on their specific audiences. This is where we introduce the formula for success- great design and graphics, live demos, fast-moving videos, (and even BEER sometimes). Of course, giveaways don’t hurt as well, everyone loves a good hat.

Fast moving feature product videos like this one inform audiences quickly and encourage pausing in front of your booth

MowOx 40V Family at GIE Expo produced by SPLASH

Great design and graphics + live demos + games + fast moving videos + giveaways + beer = one full booth

Knowing your audience is key- what do they value, what makes them excited, what are their goals? Bad Boy Mowers knew their audience through and through. The star of their fast moving product videos was a blonde woman with flare jeans and cowboy boots. Guess who was at the GIE Expo signing posters of herself sitting on their lawnmower? Let’s just say their booth was constantly packed. Maybe not our approach, but it worked well for them.

Focus on what makes your brand unique and align with industry trends

The clear industry trends of 2018 were robotic mowers, zero-turn mowers, and high-performance battery power. Robotics robotics robotics- the future of lawn maintenance was made very clear.

Briggs & Stratton, a manufacturer of engines, added skin in the game with the battery theme and focused on their brand strengths. Partnering with MowOx allowed them to share the power of a gas engine with InStart Technology, an easy and advanced no-pull battery start.

To sum it up

The formula for success: Great design and graphics, live demos, fast-moving videos, (and even BEER)

Industry trends: Robotic lawn mowers, high-performance battery power, zero turn

Brands to watch: DAYE North America presented under the name MowOx. With new U.S. Headquarters and patented zero-turn three wheel mower, they are destined for success.

SPLASH keeps up with industry trends through OPE, Outdoor Power Equipment. Join us in the free subscription of their monthly magazine at

Ready for your brand to stand out? Let’s talk