Define.
Identify participant groups, motivations and barriers. Shape a clear proposition for each audience, and distinguish registrations, relevant attendees and desired follow-up actions.
The right people.
A reason to come.
Audience building belongs inside the event strategy. Define who matters, make the invitation relevant and connect interest to participation.
Start with
what matters.
A delegate campaign for a summit, visitor acquisition for an exhibition or participation in a public-facing initiative. The campaign should reflect what people will actually experience and the next step they can take.
Connect.
Plan invitations, content, partner communication and reminder sequences. Select channels around the audience and agree the source, permissions and owner for participant data.
Carry through.
Connect registration questions, confirmations, pre-event information, arrival and post-event communication. Keep messages consistent with the programme and delivery plan.
The final deliverables, commercial terms and division of responsibilities are agreed for each project. Venue, suppliers, media and specialist services depend on the brief.
What the plan
can put in your hands.
An audience map
Priority groups, participation motivations and the specific value the event can offer them.
A campaign framework
Messaging, channel responsibilities, content requirements and a practical communication calendar.
A measurement plan
Agreed definitions for registration, attendance, engagement and useful follow-up.
Define success before the doors open.
Track where relevant registrations originate, how many attend and what they do next. Set targets after the audience, budget, timing and channel access are understood; attendance is not guaranteed.
A few useful
starting points.
Does this include media spend or contact databases?
Campaign scope, paid-media budgets, platform access and any client or partner data are agreed separately. No audience database or fixed turnout is implied.
Can audience marketing support an existing event?
Yes. Start with the established concept, programme and audience goals. The campaign scope can then focus on the parts of the participant journey that need support.
EVERY GREAT EVENT STARTS SOMEWHERE
Bring the ambition.
Start with the brief.
A clear objective, the people you want to reach and a sense of what's possible. That's a useful place to begin.
Download the event brief
A simple planning template you can fill in at your own pace.
Direct enquiry details will be added soon.