Marketing Strategy and Function – Exhibition Stand Design Company

Online Exhibitions, a fast growing exhibition stand design and building company in Dubai approached TOFCS to devise a marketing strategy which will enable it to change its clients’ portfolio from a large number of low revenue projects to a small number of high revenue ones. The brief included setting up an in-house marketing function and recruitment of a Marketing Manager.

We conducted a survey of the marketing approach and positioning of Online’s competitors. Interviews were held with decision makers amongst Online’s target clients and exhibition organizers. The findings were analysed and a new positioning for Online was developed. A marketing strategy and action plan was developed and set in action. The implementation included revision of the company’s brand identity, and development of a full new set of marketing tools to include Credentials Presentation, Brochure, Telemarketing script, Website redesign, staff uniforms and signage. A marketing manager was successfully recruited by TOFCS. Training workshops for the sales, marketing and project management staff were conducted, covering Introduction to Branding, Customer Service and Sales Skills.