Grass Roots to reposition brand offering

Since its merger with Blackhawk Network this summer, C&IT speaks to Grass Roots Meetings and Events' David Taylor about plans to reposition the agency's offering.

David Taylor of Grass Roots Meetings & Events
David Taylor of Grass Roots Meetings & Events

It’s been more than six months since you were appointed, what changes can we expect from the business?

The company has gone through a number of years of change. I was appointed to help the company meet the overall strategy for growth for 2020. We took about four to five months to have a really good look at what we had as a business, and after looking at our core strengths, we are repositioning ourselves in the market, to highlight these strengths. We now have a very well-defined position for Grass Roots Meetings & Events. We have explained this new proposition internally and restructured our sales and accounts team in line with this.
What will be the core focus of the restructured proposition?

We as a business spend around £150m a year on meetings management. What we’re going to very much focus on is developing this, and helping companies to manage their meetings spend and resources. We’re basically here to help our clients get greater efficiency out of their meetings and events.
We as a business are helping companies to improve their business through engagement of their employees, their third parties and their customers. We do that traditionally through managing big communication programmes and education events. In a changing world, people are looking at how they impact their own organisation. They are constantly searching for new ways to engage and we believe we can offer support for these clients in the way they manage and govern these events.
 
Will you still be offering the same services? 

Under the new proposition we have divided into five key services - strategy and insight, venue sourcing, delegate management, event management services and measurement. As part of that we’ll be closely analysing data to help us drive efficiency for businesses and create better and more successful engagement within those companies. 

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