Pillar four
Event-Led Market Access
Turn defence events into qualified pipeline, not just attendance.
Pricing From £1,500 (target mapping) to £12,000 (full campaign)
Defence events can be valuable, but attendance alone does not create pipeline. We help defence and dual-use suppliers plan the commercial activity around exhibitions, conferences and industry forums: before, during and after the event.
That means identifying the right accounts, mapping speakers, sponsors and exhibitors, approaching target stakeholders, booking meetings, preparing follow-up and turning event visibility into qualified commercial conversations.
Who it is for
- Suppliers attending or exhibiting at UK and international defence events.
- Teams that want meetings booked before they arrive, not badge scans afterwards.
- Exhibitors and walk-the-floor attendees alike: a planned visit outperforms an unplanned stand.
The model
What does a before, during and after model look like?
Most of an event's value is decided in the weeks either side of it. We plan all three phases as one campaign.
Before
The weeks before the event decide most of its value.
- Event selection and prioritisation
- Exhibitor, sponsor and attendee mapping
- Target-account list
- Pre-event LinkedIn and email outreach
- Meeting booking
- Event messaging and capability positioning
During
On the day, discipline beats footfall.
- Meeting schedule management
- On-the-day target list
- Conversation capture template
After
Follow-up is where attendance becomes pipeline.
- Structured follow-up campaign
- Opportunity qualification
- Pipeline and engagement report
- Handoff into the Managed Market Access Programme where relevant
What is included
The deliverables
Event selection and prioritisation
Which events genuinely concentrate your buyers and partners, and which to skip.
Sponsor, exhibitor and attendee mapping
Working through who will be in the room, and which organisations matter to you.
Target-account list
A named list of the accounts and stakeholders to engage around the event.
Pre-event LinkedIn and email outreach
Compliant, sequenced outreach that lands before diaries fill up.
Meeting booking support
Qualified meetings scheduled before you arrive, managed through the event.
Event messaging and capability positioning
What you say at the event, sharpened for the buyers and partners you will meet.
Post-event follow-up campaign
Structured follow-up that turns conversations into qualified opportunities.
Pipeline and engagement report
What the event produced: meetings, qualified conversations and opportunities opened.
Events we plan around
Plus sector conferences and regional defence and security cluster events, in the UK or internationally.
- DSEI
- Farnborough International Airshow
- DVD (Defence Vehicle Dynamics)
- DPRTE
- Security and Policing
- Combined Naval Event
- Three Counties Defence and Security Expo
Event names are referenced for identification only. Defence Access is independent of, and not affiliated with, any event organiser.
Pricing
What does event-led market access cost?
| Offer | Price |
|---|---|
| Event Target Mapping | £1,500 to £2,500 |
| Pre-Event Meeting Campaign | £3,500 to £6,000 |
| Full Event-Led Market Access Campaign | £7,500 to £12,000 |
| Managed Market Access Programme with event support | £8,500 to £15,000 / month |
The monthly figure is the Managed Market Access Programme with event support included, not a separate retainer. Pricing reflects scope; book a review for a tailored proposal.
How it fits the wider programme
Event-led market access is the fourth pillar of our capability. It runs as a fixed-scope campaign around a single event, or as event support folded into the Managed Market Access Programme.
Post-event opportunities hand off naturally into the Programme, where the wider pipeline is managed week by week.
Related services
Engagement and pricing
Rung 03
Full Event-Led Market Access Campaign
From £7,500
8 to 12 weeks around an event
Best for: Suppliers attending or exhibiting at a defence event who want meetings booked before they arrive.
- Event selection and target mapping
- Pre-event outreach and meeting booking
- Event messaging and positioning
- Post-event follow-up campaign
- Pipeline and engagement report
Rung 04
Managed Market Access Programme
From £7,500 / month
3 months minimum
Best for: The main programme for credible technical SMEs.
- Target-account and prime/tier-one route mapping
- Stakeholder research and compliant outreach
- Opportunity intelligence and DSP tracking
- Partner and teaming conversations
- Weekly pipeline review and meeting generation
Plain English
Event terms, defined
- Capture
- The disciplined work of positioning to win a specific opportunity before a formal bid: understanding the requirement, the stakeholders and the competition, and shaping your offer accordingly.
- Exhibitor mapping
- Working through an event’s exhibitor and sponsor list to identify which organisations matter to you, who is likely to attend from each, and how to reach them before diaries fill up.
- Delegate list
- The list of people attending an event. Where one is available it sharpens outreach; where it is not, likely attendance can often be inferred from an event’s speakers, sponsors and exhibitors.
Questions
Event-Led Market Access FAQs
Do you organise defence events?
No. We are not an events company and we do not organise, host or run events. We help suppliers get commercial value from existing exhibitions, conferences and forums by planning the target accounts, outreach, meetings and follow-up around them.
Which defence events do you cover?
Events we plan around include DSEI, Farnborough International Airshow, DVD, DPRTE, Security and Policing, Combined Naval Event and Three Counties Defence and Security Expo, plus any event where your buyers and partners concentrate, in the UK or internationally.
When should we start planning?
Ideally 8 to 12 weeks before the event. That gives time to select and map the event, build the target-account list, and land outreach before diaries fill up. Later starts are workable, but the earlier the mapping begins, the stronger the meeting schedule.
What does event-led market access cost?
Event Target Mapping runs from £1,500 to £2,500. A Pre-Event Meeting Campaign runs from £3,500 to £6,000. The Full Event-Led Market Access Campaign runs from £7,500 to £12,000. Folding event support into the Managed Market Access Programme runs at £8,500 to £15,000 per month.
We are attending but not exhibiting. Is this still useful?
Yes. A walk-the-floor meeting plan often outperforms an unplanned stand. With a mapped target list and meetings booked in advance, an attending supplier can leave an event with more qualified conversations than many exhibitors do.
Event-led market access
Planning to attend or exhibit at a defence event?
We can help you turn it into a pipeline-building campaign: accounts mapped, meetings booked before you arrive, and disciplined follow-up after.