Fews Marquees – Telemarketing campaign to MICE agencies and Public event organisers

ASSIGNMENT

From an initial introduction at one of London’s leading Trade Shows GFG was approached by Fews Marquees MD, a Worcestershire based Marquee Structure Company to not only review their sales activity, but also help them penetrate and leverage meetings with key suppliers within the industry. Suppliers included Stadia venues, London Party Planners, themed Christmas party organisers as well as leading Production Agencies who would require Fews Marquee services.

As a result, our consultants were commissioned to support the MD and the Sales Director, on a fixed-term contract which lasted a year.

Output and Results

Based on supporting Fews Marquees four days a month, our Consultant reviewed and implemented the following activities:-

• Processes and procedures – With a selective number of staff, introduced measurable KPI’s allowing line managers to ensure staff became more accountable, which included a quarterly bonus scheme as part of the recognition process.
• With annual revenues of just under £1m per annum from the Asian and Western wedding market, implemented a more rigorous qualification process for wedding enquiries, which indirectly improved the conversion ratios.
• With GFG’s industry connections, leveraged a series of 15 to 20 introductory supplier meetings which generated pitch opportunities in excess of £100k, resulting in winning business in the region of £40k.
• Utilizing the marquee industry ‘enquiry handling/pricing model’ software, segmented and utilised this captured data, for a planned e-marketing communication campaign.
• Telemarketing activity – due to Fews limited resources, GFG were asked to follow up all 130 captured leads from a recent trade show, resulting in a series of meetings.