George P. Johnson Australia (GPJ) conceives, designs, constructs and assembles exhibition stands for a number of global car manufacturers for motor shows held throughout Australasia. The exhibition and event industry is a highly competitive environment ranging from well-established businesses like GPJ through to smaller operators who are often in a position to be able to undercut bids. GPJ needed to find ways to stand out from its competition.
Sense Marketing Solution
Sense Marketing identified the need for GPJ to reinforce its position as a strategic supplier within the automotive sector, which accounts for the majority of the company’s turnover. GPJ also needed to ensure the ongoing retention of its existing automotive clients whilst finding new ways to acquire new automotive clients.
In 2002, we suggested GPJ undertake a qualitative Consumer Research Study at the Sydney International Motor Show, Australia’s largest motor show attracting over 600,000 visitors every year. It was an industry first and remains a unique marketing initiative in the industry. Sense Marketing project managed the study, engaging a market research firm who we worked closely with to develop the questionnaire and to tabulate the results.
- The study provided greater insight into consumers’ behaviour to assist GPJ improve stand conception and offerings, delivering more accountability in exhibition design
- The research assisted GPJ to differentiate from its competitors, which has resulted in retaining existing clients as well as identifying new business opportunities in the automotive industry.
- The research project was launched in 2002 at the Sydney International Motor Show and was followed up in 2003. In 2004, the study was broadened to also include the Melbourne Motor Show.