Marketing for events and conferences
Registration curves, exhibitor floorplans and sponsor renewals run as one campaign, timed backwards from the day doors open.
Where the money moves.
An event has one deadline and it does not move. Every dollar of delegate revenue, every square metre of exhibition floor and every sponsorship package has to be sold before a fixed date, and the marketing that gets you there runs hot for a few months then goes quiet. Ignis builds the whole run: the programme release, the speaker reveals, the early bird cut-off, the last-chance push in the final fortnight. We plan the calendar backwards from the door date, so spend lands where the registration curve actually bends instead of sitting flat across the year.
You are not marketing one event. A portfolio means several registration curves overlapping, each with its own audience, its own exhibitor base and its own rebooking conversation happening on the show floor. The most valuable asset in that portfolio is the data you already hold: last edition's registrants, the lapsed attendees from two years ago, the exhibitors who took a smaller stand than they did before. We build audience segments off your own registration platform and your own CRM, then run acquisition against lookalikes of the people who turned up rather than the people who clicked.
Exhibitor and sponsor revenue is a different sale entirely, and it usually decides whether the edition clears. Floorplan sales run on a prospectus, a pipeline and a phone call, so the marketing job is to make the delegate audience provable before a sales director asks anyone for a signature. That means audience profile material, published attendance quality, and evidence from stand holders who reported good leads. We produce the prospectus assets, the post-show report and the follow-up sequences that carry an exhibitor from this year's booking into next year's.
Everything sits in your name. Ad accounts, registration tracking, the email platform and the creative files all stay with the event and stay usable after the campaign ends, and the work is produced by our own team rather than passed along. Reporting is written against registrations, stand sales and sponsorship value, with cost per delegate broken out by ticket tier instead of by channel. When an edition closes you keep a build you can run again, because next year starts from the same audience list, refreshed.
What we run.
The countdown calendar
We map every beat backwards from the day doors open: programme release, speaker reveals, early bird close, the final fortnight. Each beat ships as one drop with creative, email, paid and organic timed together, so nothing lands in a quiet week by accident.
Your registrant list as the ad audience
Past registrants, lapsed attendees and abandoned registrations are exported from your platform into matched audiences, then used to build lookalikes off people who actually attended. Acquisition spend chases the profile that turns up, not the profile that clicks.
The exhibitor prospectus and post-show report
Two documents carry your floorplan revenue. We produce both: a prospectus with a credible audience profile for the sales conversation, and a post-show report on attendance quality and lead outcomes that makes the rebooking call an easy one.
Session footage cut for the next edition
Filmed sessions from the last edition become the sell for the next one. Keynote moments, panel exchanges and floor vision get cut into short-form for the speaker announcements, the sponsor pitch and the delegate campaign.
Search around the event name and the topic
Delegates search the event by name, by sector plus the year, and increasingly they ask an AI assistant which conference is worth their week out of the office. We build the pages, the schema and the answer-ready copy that reach all three.
Questions we get asked.
It fits, and the quiet months are where the advantage gets built. Registration data is cleaned, session footage is cut, the site and the tracking are rebuilt, and the audience segments are ready before the announcement. When the selling window opens the whole programme launches at full speed instead of warming up in public.
You do, from the first day. Ad accounts, tracking, the email platform, the domain and the creative files are registered in the event's name and we work inside them. If the relationship ends, the audiences you paid to build stay with the portfolio and the next campaign starts from them.
We market it, your sales team closes it. That means the prospectus, the floorplan page, the audience profile evidence, retargeting against stand enquiries and the post-show report that supports rebooking. The value of a stand is proved by delegate quality, so the delegate campaign and the exhibitor campaign are built together.
By curve, not by equal share. Each event has a different registration pattern, a different exhibitor base and a different point where spend converts, so allocation moves through the year as those windows open and close. Reporting comes back per event and per portfolio, so you can see which show is carrying the year.
Also in travel and events
Talk to us.
9 services under one team, run against the numbers your business already reports on.
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