Think Bigger: Genesis

“Our blend of marketing insight and wide-format graphics experience means we can work with clients to push the boundaries of what people have come to expect. Fresh ideas, made possible with innovative media products, can elevate an event, and clients definitely want to stand out. It’s great to move clients on from pedestrian, commodity graphics and show them things they would never have imagined were achievable. It’s very rewarding for us.”

Providing event branding and city dressing services to an impressive public and private sector client base across Wales, Owen’s background as a director of two large marketing and event management companies shapes Genesis Marketing’s approach to every brief. He likes to have a full understanding of what the client wants to achieve with their branding, and their core message. “Customers who benefit most from our expertise give us an open brief,” he says. “They tell us what they want to achieve, and we give them a shopping list of opportunities. Our marketing background means we understand the ‘message’, and how the audience will receive it.”

But he maintains marketing expertise is not enough. “Our experience of large-format graphics makes us different from another marketing agency. For a recent event, the visuals developed by the creative agency weren’t right for the large-format graphics – too much detail and timid colouring that would have been lost at a distance. With our advice, they adjusted them, with a far better result.”

Owen also promotes quality versus quantity. “Clients may equate impact with volume of graphics, and many a printer goes along with that. But one very high impact execution can deliver the ‘wow factor’, be unforgettable, and deliver better ROI for the client.”

Spandex, which supplied Genesis with its Roland VersaCamm VS540i, helps support the company’s print expansion, bringing new products and advising on the best choice of media from its ImagePerfect portfolio and other quality branded products, to optimise visual impact and overcome any practical challenges that an event brief might throw up.

Placement of graphics is key too. “We evaluate each event space from the visitor’s perspective. We understand traffic and movement, where people will dwell longest, where they will be on the move. That’s also key to impact, not just the size of the graphics.”

Owen points out that it’s rare to get a fixed budget. “That’s no obstacle; it’s an opportunity to showcase your creative ideas. Often the client opts for something they

wouldn’t have included in a more prescriptive brief. “Of course some clients come with a specific list of

requirements. But as the relationship develops, they see us add value and it goes from transaction to partnership. Getting to know the client can be a long road, but as you get a better feel for what they need to achieve, your responses become more effective.”

Having supportive suppliers is also key, according to Owen and the choice of ImagePerfect media available from Spandex at a range of price points, is key to helping Genesis deliver an innovative response. “For example, we can rely on Spandex to support us with deep media product knowledge, so that we can recommend the optimal material for any job, and help the client achieve the best outcome. I only have to name an application and our Spandex account manager can tell me the product for the job, at the right price point and with the performance guarantees my clients need. That is fundamental to bringing our ideas to life.”

Owen is a believer in the karma of business. “If you go the extra mile for a client, it will repay itself. When a client likes what we do, they tend to recommend us within their network.”

The Think Bigger Report is now available to read online here.

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