New market opportunity
Situation
An
event scenery creation company wanting to expand into the exhibition stand
design and build market.
Brief
Analyse
new market opportunity
Review
current skill set and experience to identify suitability for new market
Plan
strategy for targeting new market
Develop
company positioning and marketing to suit new market
Solution
Analysed
size of opportunity, and applicability of Creatrix skills and suitability of
service offering. Investigated
costs of targeting new market and recommended the company to proceed with this
new opportunity.
Identified
key strengths and weaknesses within Creatrix and proposed strategy to counter
perceived weaknesses. Used Creatrix strengths to develop proposition and marketing
positioning.
Working
closely with Creatrix management agreed a strategy for targeting potential
customers and building on existing customers and experience.
Identified databases of exhibitions and exhibitor listing for campaign
targets.
Developed
marketing materials to target this new market, and positioned PR activities
appropriately. Reviewed current web
and collateral content and proposed new style, structure and content to target
new markets, whilst continuing to serve the established customer group.
New
web content, collateral and PR in place with strong positioning
Campaigns
underway targeting potential customers