Marketing Proposal
Patch's Approach
Built to Prove Demand, Protect Quality, and Create Momentum Beyond Year One
Launching a Year 1 exhibition is not about generating noise. It's about proving the right demand quickly, protecting the premium positioning of the show, and giving exhibitors confidence that the audience is real, relevant, and worth investing in.
This marketing strategy is designed to deliver four outcomes:
- Targeted brand awareness across Surrey, Berkshire and South West London
- Engaged, high-intent visitors, not passive browsers
- Qualified registrations that exhibitors recognise as valuable
- A reusable audience asset that reduces risk and cost in future years
Everything in this proposal ladders back to those outcomes. If it doesn't support them, it doesn't belong in the plan.
This Marketing's Purpose
This campaign exists to make your job easier.
Specifically, it is designed to:
Early Evidence
Provide early, credible evidence of demand you can show exhibitors and sponsors
Reduce Uncertainty
Reduce uncertainty by validating audience interest before spend is scaled
Premium Positioning
Maintain the show's premium, advice-led positioning
Reusable Funnel
Deliver a controlled, GDPR-compliant registration funnel that can be reused and improved
Our role is not just to run ads. It's to help you move from reassurance-led conversations to data-led ones.
The Strategic Principle
We are not redefining your audience. We are operationalising it.
Rather than treating the show as one broad "property exhibition," the campaign separates demand by buyer intent and life stage. This ensures:
- Messaging feels relevant rather than generic
- Media spend is focused, not diluted
- Registrations are segmented, measurable, and defensible
This approach protects quality while giving you visibility on what is working, early enough to act on it.
Channel Strategy
Chosen to Deliver Speed, Precision, and Proof
Every channel has a specific job. None are included by default.
Google Ads Search Campaigns
Primary Driver of Qualified Registrations
Search is the fastest way to demonstrate real demand.
It captures people already considering moving, downsizing or retirement living, and connects them directly with the show at the point where advice and choice matter most.
This channel:
Delivers early, measurable registration volume
Provides clear intent signals you can share with exhibitors
Anchors the campaign in outcomes, not awareness alone
For a Year 1 event, this is the engine that proves viability.
Target Audience Personas Snippet
First-Time Buyers Age Range: 27-39 Keyword Examples: “first time buyer schemes Surrey”, “Help to Buy Berkshire”, “new build homes under £400k Surrey”, “mortgage advice first time buyers” New Home Seekers Age Range: 35-55 Keyword Examples: “new homes Surrey commuter belt”, “family homes Berkshire”, “relocating from London Surrey”, “new build 4 bed homes” Downsizers Age Range: 50-65 Keyword Examples: “downsizing properties Surrey”, “smaller homes Berkshire”, “2 bed new builds Surrey”, “downsizing advice” Retirement Living Age Range: 65+ Keyword Examples: “retirement homes Surrey”, “retirement villages Berkshire”, “retirement living options”, “later living communities”
Google Ads Performance Max & Retargeting Campaigns
Scaling What Works Without Losing Control
Once intent is established, Performance Max and retargeting increase efficiency rather than chasing volume.
They are used to:
Reinforce Awareness
Reinforce awareness among high-likelihood movers
Recover Registrations
Recover abandoned registrations
Improve Efficiency
Improve cost efficiency as data accumulates
This layer allows the campaign to scale with confidence rather than guesswork.
Campaigns Snippet
In-market audiences Property buyers, movers, home improvement Life events Recently moved, considering moving Retargeting Website visitors, registration abandoners Custom segments Combined intent + demographic signals
Meta Campaigns (Facebook & Instagram)
Precision Awareness and Consideration
Meta supports demand generation by shaping perception and driving consideration among defined geographic and age-based audiences.
Its role is to:
Build Awareness
Build awareness without undermining premium positioning
Support Search
Support search by warming audiences before conversion
Maintain Relevance
Maintain message relevance by intent, not mass reach
Search converts demand. Meta helps create it.
Geographic Precision & Demographic Layering Snippet
First-Time Buyers Age Range: 27-39 Location: Living in SW London (Wandsworth, Clapham, Battersea, Wimbledon) OR Surrey/Berkshire Homeowner status: Renters Interests: Property search sites (Rightmove, Zoopla), first-time buyer schemes, mortgage comparison New Home Seekers Age: 35-55 Location: London postcodes (SW, W, SE) OR currently living in Surrey/Berkshire Homeowner status: Homeowners Interests: Family activities, school catchment areas, commuter rail services Downsizers Age: 50-65 Location: Existing Surrey/Berkshire homeowners + affluent London postcodes Homeowner status: Homeowners Interests: Gardening, golf, lifestyle magazines, property renovation Retirement Living Age: 65+ Location: Surrey, Berkshire, South West London Homeowner status: Homeowners Interests: Retirement planning, later life living, gardening, travel Lookalike Audiences Built from early registrants (week 2-3 of the campaign) 1% lookalikes for the highest quality, 3-5% for scaling phase
LinkedIn Campaigns (Optional)
Credibility and Quality Signalling
LinkedIn is used selectively.
It is not a volume channel. Its role is to reinforce the show's premium, advice-led positioning among established professionals and relocators.
This strengthens perceived quality, which in turn supports exhibitor confidence and audience trust.
Geographic Precision & Demographic Layering Snippet
First-Time Buyers Location: Working in London, living in London/Surrey/Berkshire Job seniority: Entry, Associate, Mid-Senior Company size: 51-10,000+ (established employers) Years experience: 3-15 years Education: Graduate+ New Home Seekers Age: 35-55 Location: Working in London (City, Canary Wharf, West End) Job seniority: Mid-Senior, Senior, Director Member interests: Family, property, commuting, work-life balance Downsizers Location: Surrey, Berkshire, SW London Job seniority: Senior, Director, Executive (pre-retirement professionals) Company size: 201+ (established careers)
Landing Page Optimisation
Reducing Friction at the Point of Decision
We focus on:
Clear, intent-led value propositions
Mobile-first journeys that prioritise speed and clarity
Trust signals that reinforce the calibre of exhibitors and advice
Conversion Rate Optimisation:
- Persona-specific landing pages with tailored value propositions
- Clear registration CTAs above the fold
- Trust signals: Exhibitor logos, MoveTo Residential backing, expert speaker lineup
- Mobile optimisation (60%+ traffic expected from mobile)
A/B Testing Focus:
- Registration form length (minimal fields vs detailed qualification)
- Value proposition hierarchy per persona
- CTA copy (“Register Free” vs “Get Tickets” vs “Reserve Your Place”)
- Social proof placement
Email Marketing
From registration to attendance and long-term value; email ensures registrations turn into attendees and future opportunity.
Reduces Drop-Off
Reduces drop-off through clear expectation-setting
Increases Attendance
Increases attendance with timely, relevant communication
Builds Database
Builds a database that continues to deliver value beyond September 2026
This is where short-term performance turns into long-term leverage.
Email Marketing (Mailchimp - Full event cycle)
Pre-Registration Phase Capture emails before formal registration opens Segment by content download and audience type (indicates persona interest) Automated welcome sequence Registration Confirmation (Immediate) What to expect at the show Exhibitor/speaker highlights relevant to their persona Calendar save reminder Pre-Event Nurture Monthly updates (May-September): Featured exhibitors, expert schedule, special offers 2 weeks out: “Plan your visit” + floor plan 1 week out: Final reminders, travel info, parking details Day before: Final logistics + “see you tomorrow” Post-Event Thank you + feedback survey Links to exhibitors they expressed interest in Early bird offer for 2027 show Nurture unattended registrants for future events
Why This Works for a Year 1 Show
This approach delivers:
Early proof of demand
Controlled spend and reduced risk
Clear insight into what audiences convert
A repeatable framework for future launches
It is designed to help you launch confidently now, and operate more efficiently in future years.
Post-Event: Building Long-Term Value
Fast-forward to six months after The New Homes & Retirement Living Show and the conversation has changed.
You now have:
A segmented, GDPR-compliant database built from real intent
Known acquisition costs by channel and audience type
Clear insight into which audiences registered, attended, and engaged
Performance data you can confidently share with exhibitors and sponsors
In Month 1, what you need is proof.
Six months later, what you have is leverage.
This strategy is built to get you there without compromising positioning or audience quality.
Credentials
Premium Specialists
Specialists in premium venues and exhibitions
Google Partner
Google Partner managing £5k–£10k monthly budgets
Mailchimp Partner
Mailchimp Partner with full event lifecycle expertise
Case Studies
A small sample of our clients
Reporting Approach
Clarity Over Complexity
Are we driving the right registrations?
Which audiences are converting best?
Where should budget be increased or pulled back?
We focus on:
Qualified registrations by segment
Cost per registration
Channel contribution to performance
Attendance uplift where measurable
Reports are structured to support decisions, with custom built, real-time dashboards.
Cadence & Service Fees
No Surprises
Regular Check-Ins
Regular performance check-ins aligned to campaign phases
Clear Recommendations
Clear recommendations, not just data
Early Flags
Early flags if something is underperforming, with action taken quickly
Cadence & Service Fees
No Surprises
Regular Check-Ins
Regular performance check-ins aligned to campaign phases
Clear Recommendations
Clear recommendations, not just data
Early Flags
Early flags if something is underperforming, with action taken quickly
Investment & Campaign Tiers
Choosing the right level of support for your Year 1 show. We offer three distinct tiers, each designed to meet different objectives and investment levels. Our Recommended tier is our Tier 2 offering, providing comprehensive coverage and optimal performance for a new exhibition show.
Essential
Total Cost: £25,100
Summary: Proves demand - Core coverage
Base Ad Spend: £5,750
Google Campaigns: 5 campaigns
Meta Campaigns: 3 campaigns (persona-based)
LinkedIn: N/A
Email Assets: 11 emails
- Base-level lifecycle
- Monthly updates
SEO/Landing Page: Apr-Aug (limited)
Recommended
Total Cost: £32,520
Summary: Full 6-month campaign - full event lifecycle coverage
Base Ad Spend: £7,050
Google Campaigns: 6 campaigns
Meta Campaigns: 4 campaigns (persona-based + lookalike)
LinkedIn: N/A
Email Assets: 15 emails
- Enhanced lifecycle
- Bi-weekly touch-points
SEO/Landing Page: Apr-Sep (full)
Optimal
Total Cost: £33,930 (base) / £38,070 (with LinkedIn)
Summary: Maximum performance - Premium positioning
Base Ad Spend: £7,050 (+ £1,980 LinkedIn if included)
Google Campaigns: 6 campaigns
Meta Campaigns: 4 campaigns (persona-based + lookalike)
LinkedIn: 2 campaigns (optional add-on)
Email Assets: 17 emails
- Full segmentation
- Weekly nurture + countdown
SEO/Landing Page: Apr-Sep (full)
All Tiers Include:
- Strategy development & campaign planning
- Account management (Account Director + Account Manager)
- MailChimp setup, templates & automation
- Conversion tracking (GTM, GA4)
- Monthly campaign optimisation
- Targeting across 4 key personas: First-Time Buyers (27-39), Relocators (35-55), Downsizers (50-65), Retirement Living (65+)
The New Homes & Retirement Living Show