The Challenge
A major UK events company was facing a brutal reality. After 20 years, a once-thriving convention circuit had rolled back to just two events. Superfans kept attending, but the business model was faltering – and premium pricing felt impossible without alienating the very community the brand was built on.
The Work
Through expert interviews, cultural analysis and a 2,000-person study, we built the first-ever visitor segmentation for the convention. Eight distinct segments emerged, each with strikingly different needs – from exclusive networking and premium access to diverse experiences and quiet spaces. A striking finding: the highest-spending attendees were also the least satisfied, held back by crowd anxiety. Treating everyone identically was disappointing everyone.
The Impact
The segmentation revealed that 16% of visitors represented an untapped premium audience that had previously been invisible. Armed with evidence, the client overcame internal resistance to premium pricing and launched a VIP ticket tier – which sold out immediately, and again for the following event. The two annual events are now distinctly positioned: one for volume and broad appeal, the other for exclusivity and higher value. On the ground, the cosplay area has been relocated to create a quieter, more intimate space – freeing up the main floor for the exhibitors and experiences that high-value attendees come for.
