BRAND EXPERIENCE / GTM
How audience research shaped both the story and media mix for a new international business festival.
G GATE was known for energetic industry side events. The challenge was to create a larger business proposition without losing the distinctive social energy that people valued.
G GATE CAMP combined a business programme, face-to-face access and open-air festival atmosphere in Belgrade. The job was to make the proposition credible to several professional audiences at once.
We conducted around 30 qualitative interviews and received more than 100 quantitative survey responses. Participants were not simply looking for content or headline performers. Different professional groups wanted access to each other.
This changed the segmentation logic: the product’s value depended on attracting a healthy mix of affiliates, founders, business-development teams and other specialists. Showing who else would attend became a part of communicating the product.
The studies also clarified where people discovered industry events and which sources they trusted. Telegram and peer networks stood out. This was not only an adjustment to campaign copy.
We reduced excessive work outside the relevant channels and concentrated more of our promotional effort on Telegram, niche communities and relevant people within those networks. The communication then focused on participant visibility, networking value, business opportunity and social proof.
The outcome was a more focused media plan shaped by observed audience behaviour rather than a broad category template.
The event’s creative world brought together the utility of an industry gathering and the mood of a summer festival. I worked across brand communication, concepts, copy, video briefs, influencer and Telegram placements, performance assets and on-site partner ideas.
One activation transformed a partner’s community acquisition goal into a local Serbian wine tasting unlocked via a Telegram subscription. The metric mattered, but the interaction had to feel worth attending.
After the event I designed a follow-up survey that revisited drivers of attendance and checked assumptions against the experience: motivation, satisfaction, willingness to return and recommendation.
The goal was to learn which aspects of the new format had actually worked, rather than stop at the launch.
These outcomes demonstrate the new positioning and format in practice. They do not isolate the contribution of any single channel or creative asset.
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