Venue Performance
Venue Performance is a benchmarking platform for Meetings & Events that allows hotels and events venues to benchmark their M&E performance quickly and easily. Their simple mission is to support and grow the market with authoritative data that is timely, accurate and actionable. The brief was to take a start-up brand and elevate it to the market leader in hospitality and MICE sector.
Project scope:
- Full Diagnosis
- Quantitative research
- Strategy and objectives
- Brand positioning
- Visual identity
- Website build
- Price framing
Where truth builds trust.
In a market flooded with noise, what Venue Performance offers is rare: clarity. The new brand positioning leant into more emotional drivers - trust, truth, and confidence - that speak directly to venue professionals under pressure to justify decisions, prove performance, and plan with certainty. By making data not just accessible but believable, the brand becomes more than just a benchmarking platform - it becomes a partner in better decision-making.
Strategy with substance...
To move Venue Performance from a startup challenger to a category leader, we began with a full market diagnostic - surveying the market, understanding the audience, and identifying performance gaps. Through quantitative research, audience segmentation, and persona development, we built a picture of who the brand needed to speak to - and how. From sales funnel mapping to UX functionality, every touchpoint has been crafted to support clarity, confidence, and commercial traction. The result is a brand now rooted in real insight - not guesswork.
Positioned for belief.
Designed for impact...
The strategic positioning centred on an emotional benefit ladder. Moving beyond functional value to what truly matters to the audience: trust, confidence, and professional credibility. Venue Performance isn’t just a platform for data; it’s a source of truth in a high-pressure industry where decisions need to be justified and performance proven. This shaped a tone of voice that’s calm, assured, and intelligent - guiding users without hype and giving them the confidence to act. The brand speaks to what users want to feel - certain, in control, and respected.
Removing barriers, creating conversion...
The brand already had strong awareness and interest - and positive feedback from active users. The challenge was getting more prospects to start. Through funnel analysis, we identified a key friction point: the perceived effort of integrating data before seeing any value. The solution? A 30-day free trial using realistic dummy data, giving users a hands-on experience of the platform’s power with zero setup. This shifted the value conversation from theory to experience, making conversion smoother and more confident. To further support this, we introduced some price framing through a new ‘Essentials’ subscription, creating a clear entry point while reinforcing the value of the full 'Professional' subscription.
Peter Heath
MD, Venue Performance
"Rob has bought a real clarity and vision to the Venue Performance brand and has laser focused the business on its core proposition. He has built out a strategy that is immediately paying dividends. Rob is now firmly 'bedded in' as my go-to strategy man and performs a central function, voice of reason, and so much more than just ‘marketing’."
Are you ready to elevate your brand?
Schedule a discovery call to discuss how I can help your business grow and increase market share.
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