Marketing that moves people
Marketing &
Audience Growth
A great event needs an audience, and a campaign needs a measurable objective. We build targeted media and field programs around where fans move, what motivates them and the action we need them to take. From ticket and pay-per-view campaigns to launches, sampling and multi-market deployments, the channel follows the objective.
The objective first,
then the channel
Most event marketing starts with the media plan. We start with the action: a ticket bought, a stream purchased, a product tried, a follow that turns into a fan. Once the action is clear, the audience, the message, the timing and the channel follow from it — and so does the measure of whether it worked.
Sports and entertainment audiences are specific. A fight crowd, a festival crowd and a brand's target customer move through different places, respond to different voices and decide on different timelines. So the plan is built around where those people actually are — online, in the city and on the ground — rather than around the channels that are easiest to buy.
Marketing also works harder when it is connected to the rest of the brief. Partner commitments from sponsorships & commercial partnerships need media inventory; the fan journey built under technology & digital platforms needs traffic; an experiential & fan engagement programme needs people to show up. Planned together, each makes the others cheaper.
Every placement and activation has a purpose. If it cannot name the action, it does not run.
What we deliver
A single scope, not five suppliers pointing at each other.
- Audience strategyWho the audience is, where they move, what motivates them and what we need them to do.
- Hyper-targeted mediaPaid social, search, streaming and out-of-home planned against the action, not the impression.
- Ticket & pay-per-view campaignsDemand built across the whole on-sale window, from announcement to the final push.
- Field teams & street campaignsOn-the-ground presence in the neighbourhoods, venues and events where the audience already is.
- Launch campaignsProduct, property and event launches with one message carried across every channel.
- Sampling & product trialProgrammes that put a product in the right hands, at the right moment, with a way to follow up.
- Multi-market deploymentOne campaign standard, adapted by market and run to one calendar.
- Measurement & reportingThe objective set up front, tracked during the campaign and reported honestly afterwards.
How the work runs
The six disciplines of our approach, read through this one.
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01
Imagine
The objective and the audience: what action the campaign exists to drive, who has to take it, and by when.
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02
Design
Message, channel mix, calendar and budget, planned against the action and the runway available.
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03
Produce
Creative, media buying, field recruitment and the tracking that will show what is working.
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04
Operate
The campaign live: media optimised in flight, field teams briefed and deployed, spend moved to what performs.
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05
Commercialize
Partner inventory and media value built into the plan from the start — see sponsorships & commercial partnerships.
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06
Measure
Results against the objective — sales, viewership, attendance, trial or engagement — and what the next campaign should change.
Questions we get asked
Can you help us fill a venue or build an audience?
Yes. We build audience-led marketing plans around the market, the available runway and the outcome you need, from attendance and ticket demand to viewership, engagement and brand response.
What kinds of campaigns do you run?
Ticket and pay-per-view demand, event and product launches, sampling and product trial, fan acquisition and multi-market deployments. The format follows the objective rather than the other way round.
Do you run field teams as well as media?
Yes. On-the-ground campaigns — street teams, venue presence, sampling crews — are planned alongside paid media, so the online and physical parts of a campaign push the same audience toward the same action.
How do you measure a campaign?
Against the action agreed at the start. Typical measures are ticket or pay-per-view sales, viewership, attendance, product trial, sign-ups and engagement — tracked during the campaign so spend can move, and reported plainly afterwards.
Next to this
These capabilities are the ones this work usually arrives with.
Bring us the objective
A building to fill. A partner to develop. An audience to engage. A digital platform to build. A live moment to produce. Tell us what needs to happen, and we will put the right team around it.