Imago Venues
The word “Imago” signifies the transition of the caterpillar to the butterfly and is all about development, growth, evolution and transformation. They were founded as a company back in 1991 to connect people through face-to-face learning and great hospitality; bringing busy people together to connect and grow.
Thirty years later, they're still supporting businesses to grow, world-class athletes to flourish, friends to share experiences, and team members to transform.
The brief was to help transition the business from a 5-day week to 7-day week of conference trading by positioning the venues for weekend conferencing.
Project scope:
- Market segmentation
- Audience targeting
- Brand positioning
- Visual identity
Just like a midweek conference...
only cheaper.
Imago are well established as one of the UK's leading independent venue brands. Following a major refurbishment, they needed to find additional conference growth by extending their award-winning service from the normal corporate week into a full 7-day operation with weekend conferencing and events.
Segmentation
& targeting...
By really understanding different market segments and their personas, it allowed us to understand who the right people were to target, and what we needed to say when we found them. Special interest groups and associations, who need to meet outside their normal day jobs, want and need all the same things a mid-week corporate event needs, but are often overlooked by venues.
Often, venues see it as "low rated" business that isn't worth the expense of opening at the weekend. But by understanding what those people need, it was clear that the same service could still be massively profitable at the weekend, especially in a venue that historically struggles to fill shoulder nights outside of the normal conference trade. Rather than flailing around for unsuitable or low profit trade (like weddings), we understood the value of delivering the business's core service, but to a wider slice of the potential market in a profitable way that resonated with them.
There's always the weekend...
By understanding that organisers of special interest groups and association events are often juggling the commitment in addition to their day job - and that finding venues with availability and affordability is incredibly difficult - we positioned around the fact that the weekend packages were every bit as good as midweek ones, yet better priced and more available.
Emma Chamberlain
Commercial Director, Imago Venues
"We wanted more than just a campaign to advertise our weekend conferencing package. We were trying to make it clear that all the great things we deliver during the week for corporate events are always there at the weekend too. By positioning around "groups who meet outside the 9-5 norm", it positions our venues as a feasible option for those groups who are sometimes forgotten/ignored by venues who focus on the usual Tue-Thu corporate business - which also opens up an entirely new market that drives revenue across a 7-day week. Extremely happy with Rob's work and gives us something evergreen to position on, rather than just a campaign."
Are you ready to elevate your brand?
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