GDMC Blog

After years of restructuring and redecoration, the Palazzo delle Esposizioni in Rome reopened proposing several exhibitions.

Despite its central position and the huge amount of people walking in Via Nazionale, this financial period is ending with a loss.

Why?

Downtown Rome is full of archeological and cultural attractions, each one generating huge income, eg. the Colosseum.
Have you ever heard someone saying “Today I have visited the Flavian Amphitheatre”?
More likely you’ve heard “Today I have visited the Colosseum”!
This is product positioning, and it is so important to determine the success of a product/service.
Product positioning is not only about naming, it’s brand creation, it’s the evocative image of the product. 

Downtown Rome is one of the most populated place on Earth.
The question is: who is populating this place?
Answer: everyone, meaning every kind of person!

The Palazzo delle Esposizioni is now a very classy place, made up for some intellectual elite; even the bookshop and the cafè!
And the exhibitions that are held aren’t so mass-attractive.

A huge investment was made to bring the Palazzo delle Esposizioni back to life, but the beautiful result and the (absolutely important and interesting) exhibitions have been probably out-of-target.
If a new €-machine was needed, the target was people not elite.

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