When two brands come together to present markets with new offerings, the value would increase proportionately. For example, GL events is one of the leading brands in our sector globally and, through all their investments in marketing, including advertising and public relations as well as the cascading effects on the brand after the successful completion of every major event, they increase the perceived value of their brand. Similarly, after 35 years as a supplier of infrastructure, Oasys Innovations increased its brand value, comprising mainly of its assets, sales, marketing investments, customer base, information gleaned from market research and other measurable components. With the recent formation of GL events Oasys, two existing brands, each with its own brand value, have come together to offer new and innovative solutions to various market segments such as events, including live events with high production values, exhibitions, conferences and end-user markets such as the refurbishment of point of sale stores in the retail sector and reception areas for large corporate brands.
As a consequence of the convergence of the two brands, there is an opportunity to leverage off the international experience in support of the company's business units: Exhibitions, events including live events, conferences, hiring as well as technical services including audio visual and electrical installations. These may of course be adjusted relevant to market demand with the potential of further diversification. The functions of the marketing and design units are to comply strictly with the parameters of the corporate identity of the principle (GL events) and to communicate these with both internal and external audiences. The value of the collective investments into the respective brands by the two companies requires discipline in the marketing and design assignments and processes. The observance and application of synergies between the two brands will undoubtedly lead to a new value that is intrinsic to the power of two brands - Gl events Oasys.
Our new offering will be elevated to existing customers with the focus on value adding, while new customers and new markets not previously addressed, will be informed about the turnkey solution based on the international business model. As we find ourselves in the sector of engagement marketing, we understand that our customers need to find an emotional connection with their target markets and our creative skills will explore every opportunity to present 'Big Ideas' without any oversight of detail in project management or injury to the brand - that of the customer or our own. The new brand will not abort the 'innovations' from the previous name, as this will be part of our DNA in the manner in which we will conduct our business and the way in which all employees will go about their duties as a matter of course. It will reflect on a passion for partnerships with clients from all sectors including organisers, venue owners and end-user customers. Going forward the company may leverage its brand against every marketing opportunity, including scouting the landscape for new or existing events that can be used as a platform for growing brand recognition. Therefore, in a nutshell: 'It's marketing time at GL events Oasys'
About the author:
Anélia Marais is a marketing manager at GL events Oasys.
