The Garden Media Guild awards took place in London yesterday - an interesting event from my perspective, as representing a trade journal, I tend to lose focus sometimes that our industry is part of a utterly mainstream and incredibly popular pastime.

Gardening as a hobby seems bigger than its ever been and judging by the awards being given out yesterday for categories including podcasts and social media influencers, is one that is now attracting a younger, more urban demographic as well as its traditional advocates.

OK, so lawnmowers, brushcutters, chainsaws and the like didn't get a look in amongst all the recognition for flowers and planting, but the machinery side of the industry was represented by some familiar companies sponsoring awards. Honda presented Website of the Year; STIHL gave out the Journalist of the Year; Cobra sponsored the Digital Innovation Award; and Briggs & Stratton awarded the News Journalist of the Year.

It's probably worthwhile reminding ourselves sometimes that this industry does enjoy mass appeal. I was talking to some gardening journalists from mainstream publications yesterday, who when they found out I worked for a title concerned with the machinery side of the industry, were very interested in quizzing me about the new technologies coming through.

Robotic mowers in particular seemed of interest. It appeared that these machines hold real intrigue. The people I spoke to, who were reflecting the views of their gardening readerships, were genuinely curious about where the technologies are heading. I'm not saying they believed all their readers were going to rush out this weekend to buy a new robot, but they clearly felt something was changing with their popularity. 

What it indicated to me was just how important it is that specialist dealers make sure they are leaders and the trusted experts when it comes to explaining and selling these products.

One journalist said to me how they were put off from trying out a robot because they thought it would be too complicated to set up. They were genuinely surprised when I pointed out this would be the job of their local dealer!

What this proves yet again, is just how vital it is that dealers continually promote themselves and all the services they can offer to their local communities. If it's possible that a gardening journalist doesn't know what their dealer can do for them, it makes one worry just how many other people wouldn't have a clue either.

The event yesterday proved once again the value of new media in reaching a targeted audience - tools which are of course available for anyone to utilise. With Twitter, Facebook, Instagram and the like dealers are able to get their message out, direct to their customers - at little or no expense.

A regular drip-feed of information from their local dealer about what tools can help gardeners with their current tasks, and how you can help them use and understand those tools, would go a long way in raising both your profile and awareness of how you can be of assistance.

Make no mistake, there are people out there who want this information. And more importantly they want this information from someone they can trust and who knows their subject inside and out.

Specialist dealers really have the opportunity to position themselves as the true experts at the forefront of this exciting developing technology.