BINGO a company that kept signage, branded merchandise and festivals under one name came away with two brands, two promises and a plan to enter Kyiv
In brief
BINGO runs its own 400 m² production floor and a team that has been making advertising and events since 2007: signage and structures, print, branded merchandise, road signs, forums and festivals. Its clients include major retail chains and state-owned companies.
All of it lived under one name and rested on the owner’s personal brand: clients came through referrals, tenders and personal connections. The goal was ambitious — enter the Kyiv market and win mid-size and large businesses.
We proposed a format without lengthy research: a series of strategic sessions with the team, each ending in a decision. In four sessions we set the goals, split the business into two brands, described who buys from each and why, wrote two positionings and built a 7P action plan.
Key points
Signage, merchandise and festivals under one name. We split them into two worlds
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01 · Challenge
Enter the Kyiv market
Strong production and experience since 2007. Yet clients came through referrals and tenders, and everything rested on the owner’s personal brand.
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02 · Method
A series of strategic sessions
No months of research: four two-hour meetings, each ending in a decision the team makes itself.
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03 · Solution
Two brands and an action plan
Production and events each got their own positioning, every segment got a named decision-maker, and the customer journey became a plan that shows what to fix first.
Method
Four sessions, each ending in a decision
Session 01
Goals
How the business works today, where clients come from, what holds growth back. Business goals for 1–3 years and the marketing goals that serve them.
Session 02
Segments
Who buys in each line, who makes the decision, what they fear and how they look for a contractor. A customer journey for every segment.
Session 03
Positioning
The transformation the client gets, the central idea, rational and emotional drivers, tone of voice — separately for each brand.
Session 04
Hypotheses
A 7P marketing mix: what to change in product, price, channels and promotion — with a priority for every action.
Architecture
One brand or several? We sorted the business lines with three questions
01 / 05 · Starting point
Everything under one word
Nine business lines lived under the single name BINGO. A client looking for signage saw festivals. A forum organizer saw merchandise. The first question of the sessions: keep everything together or split it?
02 / 05 · Question 1
Who buys?
Signage and print are bought by a chain’s marketing team, the owner or a procurement officer. Events are bought by HR, an event manager or the head of an NGO. Different people need a different language.
03 / 05 · Question 2
What do we promise?
Production sells peace of mind: consistent quality and precise deadlines. Events sell emotion and reputation. In one brand these promises get in each other’s way — so the business lines move into two separate storefronts.
04 / 05 · Question 3
What stays shared?
Production, design and the team. The in-house workshop dresses an event quickly, and an advertising client can order an event. The brands separate while the business stays whole.
05 / 05 · Decision
One house, separate storefronts
Production stays BINGO, with clear product lines. Events get a separate brand with its own promise and audience. Above them sits a group that shows scale and drives cross-selling.
The working names during the sessions were “Bingo Advertising” and “Bingo Event”. Naming the event brand and the group became a separate task, while the architecture itself already defined how to speak to each client.
Segments
Eight segments, each with a different decision-maker
BINGO · Advertisingproduction for business and government
Event brandevents for business, communities and municipalities
BINGO · Advertising
Retail chains
Decision makerMarketing DirectorChain ManagerStore Fit-Out Lead
- What matters
- Speed, everything in one place and a manager who runs the project from design to installation
- What they fear
- Missed deadlines and uneven quality across locations
- How we talk to them
- Contractual guarantees and proposals built for a specific chain
BINGO · Advertising
Mid-size business
Decision makerOwnerDirectorMarketer
- What matters
- Quality, design and fast layout changes
- What they fear
- An unreliable contractor who needs constant supervision
- How we talk to them
- A portfolio by industry and the production floor on camera
BINGO · Advertising
Road and utility companies
Decision makerProcurement OfficerDepartment Head
- What matters
- Products in stock, compliance with standards, delivery to the regions
- What they fear
- Missed timelines and a “faceless agency”
- How we talk to them
- A website showing the production floor and experience with similar orders
BINGO · Advertising
Branded merchandise
Decision makerMarketerHROffice Manager
- What matters
- Unconventional solutions and ready-made options for the task
- What they fear
- Spending ages searching for something that fits
- How we talk to them
- A catalog organized by task
Event brand
Corporate business events
Decision makerHREvent ManagerMarketerCEO
- What matters
- Cases from similar companies, creative ideas and production in any city
- What they fear
- A template event that embarrasses them in front of partners
- How we talk to them
- Lead with event outcomes
Event brand
City festivals
Decision makerDepartment Head
- What matters
- See the concept and program before launch
- What they fear
- The risk of a public event falling apart
- How we talk to them
- A concept and cost estimate before the first meeting
Event brand
Grant-funded events
Decision makerHead of an NGO
- What matters
- Stay within budget, with a script and a roadmap for the event
- What they fear
- Spending the grant with no impact
- How we talk to them
- A dedicated line for donor organizations
Event brand
Own networking events
Decision makerSmall or mid-size business owner
- What matters
- Strong speakers and new connections
- What they fear
- Shallow expertise
- How we talk to them
- A separate product with its own community
For each segment we mapped the customer journey from trigger to repeat order. It showed where clients were getting lost — and the action plan grew out of it.
Positioning
Two brands, two different transformations for the client
BINGO · Advertising
Fromrisk and chaos in producing advertising materials
Topeace of mind, consistency and guaranteed quality
A reliable advertising partner that keeps a business looking professional and coherent.
- What we really sell
- A sense of security and predictability, and time freed up for the owner. Signage and print are how it gets delivered.
- Tone of voice
- Simple and clearConfident yet friendlyAccountable and honest
- Brand truth
- Competitors can copy prices, design or technology. The feeling of security and reliability stays ours.
Event brand
Fromchaos, risk and fear of failure
Toan event that builds reputation and leaves an emotional mark
We create emotion and reputational capital for business — events are the vehicle.
- What we really sell
- Confidence in success, loyal guests and new business opportunities. Stage, sound and catering are part of the package.
- Tone of voice
- InspiredConfidentCreative and lively
- Brand truth
- A script and equipment can be copied. The idea, the creative and the emotions guests take home stay unique.
Both brands rest on one truth: the client wants a partner who owns the result. Yet they promise different things — and so they speak different languages.
Action plan
We fixed the customer journey stage by stage
We laid out the 7P hypotheses along the customer journey: at every stage, where BINGO was losing a client and what we change so they reach the next step.
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Where the customer got lostThe client searches for a contractor online and finds neither a website nor cases
What we changeChannelsA website for every segment and social media where marketers and procurement officers search
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Where the customer got lostEnquiries arrive by DM, phone or email — and get lost in between
What we changeProcessesA single enquiry path into the CRM and a dedicated manager for the new market
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Where the customer got lostThe same proposal for a chain, a restaurant and a municipality
What we changeProofTailored proposals with cases from the client’s industry
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Where the customer got lostThe client fears the responsibility for the result will fall on them
What we changeProductContractual guarantees and the production floor shown on camera
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Where the customer got lostContact breaks off once the project ends
What we changePeopleRegular check-ins and surveys on what the client is missing
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Where the customer got lostWord of mouth runs on its own
What we changePromotionReviews, video testimonials and a referral program
Foundation under the journeyCRM and client statusesSales scriptsCall trackingMedia plan and reporting
Result
BINGO got answers to questions that had stayed open for years: how to structure its brands, what to sell to whom, and where to start its entry into Kyiv.
The architecture split production and events so that each line speaks to its own buyer in its own language while drawing on the strength of the group. For each of the eight segments, it is clear who makes the decision and what convinces them. And the action plan fixed the customer journey: from search and first contact to repeat orders and referrals.
What we’ll do for you
Strategic sessions that end in decisions
For businesses that have grown into several lines while marketing still runs on referrals and the owner’s personal brand. We run a series of strategic sessions with your team — without months of research — and in a few meetings arrive at goals, brand architecture, segments, positioning and an action plan.
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01 Goals and architecture One brand or several — and why. -
02 Segments and positioning Who buys and what to promise them. -
03 A 7P plan What to do first and what comes next.
Team
- Agency
- DOGMA
- Product
- Marketing Strategy · strategic sessions
- What we did
- Four strategic sessions: goals, brand architecture, segmentation and customer journey, positioning for two brands, a prioritized 7P marketing mix
- Client
- BINGO
