Challenges:
Build understanding of broad target base created by organic growth of show into new categories; determine new branding strategy to facilitate ongoing success.

Rand Inc. Solutions:

• Evaluation phase
  – Internal interviews understand business goals, target insights, and culture
  – Business plan review, business model baseline , and historical data analysis
  – Attendance at trade show, including meetings with exhibitors and attendees
  – Planning and coordination of on-site intercept interviews with attendees
  – Execution and analysis of e-mail surveys to exhibitors and attendees
  – Analysis of all research leading to Direction phase
• Direction
  – Branding strategy recommendations to establish clarity and focus
  – Brand Architecture – definition of brand attributes and Brand Essence
  – Evaluation of current name’s impact on potential market response and growth
  – Initial quantitative market size and revenue potential understanding
  – “Checklist” of marketing initiatives to optimize efforts

Results:

• Clarity and focus for optimization of marketing and sales efforts
• Solid strategic platform for upcoming planning efforts:
  – Strategic business growth planning
  – Communication planning for re-branding effort