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Grass Roots ditches one-off small events business

Agency to focus on long term meetings strategies for clients and large complex events

Pictured: David Taylor, Grass Roots Meetings & Events MD

Grass Roots Meetings & Events has shifted focus from one-off small events to longer-term relationships.

The meetings arm of the Grass Roots Group will now place a greater emphasis on working with clients to produce consolidated meetings strategies or large events with complex logistics.

MD David Taylor said the move was part of the company’s “refined” approach as part of a five-year plan.

“We took six months to stop, take the engine out and look at it,” he said. “We worked out where we want to be and where we want to add the most value. Now we’ve plugged the engine back in, we are ready to go with a refined vision.”

Grass Roots M&E, which reported a £2.1 million pre-tax profit in its last available accounts for 2014, says the new approach will pull it out of a crowded market.

Taylor added: “We were doing every single type of meeting, whether small or one off events, a brand launch or whatever, we were getting involved, but our real value is large events where there is complexity, where there is a large event with big partnerships or travel logistics. Our offer is very deep, so it’s allowing us to focus on areas where the competitor set is not as broad.

“When we look at a consolidation of meeting activity, where there are lots of smaller events in the calendar, we will absolutely do that. What we won’t be doing is one-off pieces of work that are not large activations or are not part of an overall consolidation. That market is well served by hundreds of different companies.

“We feel that we have a lot to offer clients who want to engage their third parties and employee base.” 

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