Strategy Overview   ·   GTM 2026   ·   Betts & Burton

A go-to-market plan
built from scratch
for Lux Technical.

A complete go-to-market strategy for Lux Technical. Seven sectors you already own the room in, 70 content assets, three paid media channels plus specialist dry hire paid search, and keyword research across every market. Built to generate inbound enquiries from the production managers, event directors, and planners who are already searching.

Client Lux Technical
Agency Betts & Burton
Date March 2026
Scope Content, Paid Search, SEO
Sectors 7 target markets
7 Target Sectors
70 Content Assets
19 Campaign Docs
3 Paid Channels
480+ Target Keywords
The Markets

Seven active markets, all with clients already searching.

Lux Technical already has clients across every one of these sectors, which means the foundation is there. This plan is about reaching the people who haven't found Lux Technical yet, but who are actively looking for exactly what it does.

Agencies & Producers

Creative event agencies are loyal to suppliers they trust, and winning one agency can mean dozens of events a year. The opportunity is to reach new agencies who don't yet know Lux Technical, and to stay front of mind with the ones who do.

Production Manager Creative Director Event Producer
Charities & Non-Profits

Charity gala budgets are scrutinised down to the last hundred pounds, yet the production still has to feel like a proper event. Teams want a supplier who understands that balance, won't pad the quote, and shows up fully briefed.

Head of Events Events Manager Fundraising Director
Corporates & Brands

Working direct with internal events teams cuts out the agency margin and builds long-term relationships. SANS is a good example of what a multi-year direct account looks like, and this plan is designed to generate more of them.

Internal Events Manager Marketing Director Brand Manager
Hotels & Venues

Preferred supplier status at a high-end hotel means recurring briefs from every event the venue takes. Mandarin Oriental and Park Hyatt show the calibre is there, and the goal is more venues with the same access.

Events Director Venue Sales Manager General Manager
Museums & Galleries

Installation work for cultural institutions is genuinely rare, and the Hayward Gallery project is proof of range. Curators talk to each other, and a visible track record in this space opens doors that most AV companies never get close to.

Curator Creative Project Manager Gallery Director
Private Clients

The luxury wedding and private event market is worth targeting at the high end only, where luxury planners and five-star venues become consistent referral sources. The first few showcase jobs here will define how Lux Technical is perceived in this space.

Luxury Wedding Planner Estate Venue Private Client
Event Production Dry Hire

Production companies, freelancers, and in-house teams who need equipment without crew. They know exactly what they want, they're searching for it by name, and the decision comes down to availability, condition, and whether the supplier can actually turn it around in time.

Freelance Technician Production Manager In-House AV Manager
01   The Objective

Turn a referral business into an inbound one.

Lux Technical is built on relationships and reputation. The work speaks for itself once you're in the room. This plan makes sure you're in the room more often, by putting Lux Technical in front of the right people when they're actively searching for a production partner.

Problem 01

The business is invisible to clients who don't already know it

A production agency searching for a preferred AV partner, a hotel evaluating its technical supplier panel, a charity planning a gala dinner. These people are searching online right now. Without content that ranks for the searches they make, Lux Technical doesn't exist to them yet.

Problem 02

Paid media without sector targeting wastes budget on the wrong audience

Generic event production PPC campaigns pull in clicks from everyone except the people Lux Technical actually wants to work with. The value is in being a specialist. The paid media strategy here targets the specific decision-makers in each sector, using the exact search terms they use when evaluating production partners.

Opportunity 01

Seven distinct markets, each with their own language and search behaviour

Production agencies, charity events teams, hotel venues, corporate events directors, cultural institutions, and private clients all search differently and respond to different messages. A venue director looking for a preferred AV supplier doesn't use the same language as a wedding planner sourcing lighting. Sector-specific content and campaigns outperform generic ones because they sound like they were written for the person reading them.

Opportunity 02

Content that ranks compounds over time while paid media stops when the budget stops

The 60 content assets in this plan are designed to rank organically, building Lux Technical's visibility in search over months and years. Combined with paid campaigns that generate immediate traffic, the plan produces both short-term and long-term ROI from the same underlying keyword research.

02   The Strategy

Three pillars. One coherent plan.

Content, paid search, and sector positioning all draw from the same keyword and market research. They reinforce each other rather than running in parallel.

📄

Content & SEO

60 long-form content assets structured into topic clusters, each built around a primary keyword that Lux Technical's target clients are actively searching. Pillar pages, mega guides, and articles designed to rank and convert simultaneously.

6 pillars  ·  6 mega guides  ·  48 articles
🎯

Paid Media

18 campaign documents across Google PPC, LinkedIn, and Meta. One per sector, per channel. Each campaign is structured with ad groups matched to specific search intent, negative keyword lists, and copy matched to where the client is in their decision process.

6 Google  ·  6 LinkedIn  ·  6 Meta
🏮

Sector Positioning

Each sector gets its own messaging architecture, keyword map, and content strategy. A hotel venue director and a charity events manager have completely different needs and different vocabularies. This plan is built to sound right to both of them.

7 sectors  ·  distinct messaging per market
03   Finding Lux's Why

The production partner that gets your sector before you brief it.

After the discovery sessions, this is what we found. The positioning for Lux Technical isn't about the kit. Every competitor has kit. It's about sector knowledge, operational reliability, and the fact that the team doesn't need managing. A production manager at an event agency and the events director of a five-star hotel both need technical production. They don't need the same thing, and they respond to entirely different messages. Lux Technical knows the difference.

Core positioning statement

Lux Technical is the specialist technical production partner for people who run real events in the real world. Not a generalist AV supplier trying to serve everyone. Not a freelancer with a van and a rate card. A proper technical team, with the sector knowledge and the kit, that steps into an event and makes the technical work invisible so the event itself can do its job.

"We work in seven specific parts of the events industry. The team already knows the language, the constraints, and what's at stake before the brief arrives."

Tone of voice, in practice

Lux Technical sounds direct and technically confident, without being showy. The team knows more than they say. They talk about outcomes, not kit. They reference specifics when it matters and skip the preamble when it doesn't.

✓  Sounds like Lux
"We've done this room before. Here's what to watch for."
"That spec will work. This one will work better."
"We'll be there for the load-in. You don't need to chase us."
"We know gala season. We'll have the team ready."
✗  Doesn't sound like Lux
"We are delighted to offer our premium AV solutions."
"Our cutting-edge technology will transform your event."
"We leverage world-class expertise to deliver bespoke..."
"It's more important than ever to have the right partner."

What stays the same and what changes

The core message is always the same: Lux Technical already understands your sector. What changes is the specific pain point being addressed. A hotel GM cares about the venue's reputation. A charity events director cares about the budget being visible and accountable. An agency production manager cares about not having surprises. The message is the same underneath. The words on the surface are written for the person reading them.

The sector-specific one-liners are shown below. These become the headline of every pillar page, the first line of every cold email, and the opening of every LinkedIn InMail for that sector.

The one-line message for each sector

Agencies & Producers
"The production partner your producers don't have to babysit."
Charities & Non-Profits
"Technical production that respects the cause and the budget."
Corporates & Brands
"The production team that learns how your events programme works."
Hotels & Venues
"The AV supplier that protects your venue's reputation."
Museums & Galleries
"Technical precision for spaces where the work itself is the point."
Private Clients
"The best events feel effortless. The work to make it that way isn't."
Event Production Dry Hire
"The kit will be ready, the spec will be right, and you'll be on the road when you planned."
04   Communicating Who We Are

The templates. Written, in Lux's voice, ready to send.

These aren't examples of what a template could look like. These are the working documents. The subject lines are tested formats. The body copy earns its place. Every email has one job. Edit the personalisation tokens. The structure and the tone stay as they are.

Agencies & Producers cold intro

Hotels & Venues cold intro

LinkedIn connection note (all sectors)

InMail version (same opening, add one line): "We've recently worked with [sector-relevant client type] on [event type]. Happy to share how we approached it if that's useful."

The full communications toolkit

💻  Outreach emails by sector
Cold intro: Agencies & Producers
written above
Cold intro: Hotels & Venues
written above
Cold intro: Charities & Non-Profits
in library
Cold intro: Corporates & Brands
in library
Cold intro: Museums & Galleries
in library
Cold intro: Private Clients
in library
Cold intro: Dry Hire
in library
📱  LinkedIn templates by sector
Connection note (all sectors)
written above
InMail: Agencies
in library
InMail: Hotels & Venues
in library
InMail: Charities
in library
InMail: Corporates
in library
InMail: Museums
in library
InMail: Private Clients
in library
📜  Supporting pieces
Post-event thank-you email
in library
Quote follow-up (day 3)
in library
Quote follow-up (day 7)
in library
Capability brochure (per sector)
7 versions
Case study one-pagers
6-8 pieces
First-enquiry call script
in playbook
Email signature standard
in playbook
05   Infrastructure & Setup

A proper CRM. Eight pipeline stages. The automations. Set up properly.

The recommendation is a dedicated sales CRM. The right platform for a business like Lux Technical sits between £60-120 a month for two users. That covers the pipeline, email sequences, meeting booking, and reporting. Not Salesforce (too heavy for a 10-person business). Not a spreadsheet (the data already exists, spread across inboxes and memory). Here's the structure.

Why a dedicated CRM

A proper CRM is the right size for Lux Technical right now. It handles all contact and company records, deal pipelines with custom stages, email sequences that fire automatically from a deal stage change, meeting booking links, call logging, and a reporting dashboard that shows pipeline by sector and by source. The right platform integrates with Gmail and Outlook out of the box. There's no significant technical setup required beyond connecting the email accounts and configuring the pipeline stages below.

✓  A good CRM includes
Custom pipeline stages
Email sequences (automated follow-up)
Meeting booking pages
Call logging and recording
Custom fields and deal properties
Gmail and Outlook integration
✗  Not recommended
Salesforce: enterprise cost and complexity
Pipedrive: weaker marketing integration
Spreadsheet: no automation, no history
Monday.com: project tool, not sales CRM

The eight pipeline stages

Mapped to the actual Lux Technical sales process, not a generic template. Every deal moves through these stages so the whole team can see where every lead and project sits at a glance.

  1. New enquiry auto-created from web form or manual entry
  2. Discovery call booked first call confirmed in diary
  3. Brief received written brief in hand
  4. Quote in progress proposal being built
  5. Quote sent follow-up sequence fires
  6. Verbal agreement verbal yes, contract pending
  7. Contract signed project confirmed, moves to ops
  8. Delivered and invoiced post-event, retention sequence fires

Closed-lost reasons tracked: lost to competitor / budget gone / timing moved / not qualified. All logged, reviewed monthly.

The six automations from day one

These are the repeatable jobs that fire automatically so the team doesn't have to remember them. Each one is set up, tested, and documented before any paid media goes live.

  1. Web enquiry received auto-acknowledge email fires within 5 minutes, deal created, you get an alert
  2. Quote sent 3-step follow-up sequence fires on days 3, 7, and 14
  3. Hot lead signal if a contact opens a quote email 3 times, you get an alert: warm lead, call manually
  4. Contract signed internal kick-off checklist assigned to ops lead
  5. Project delivered post-event NPS survey fires 3 days after the event date
  6. 90-day inactivity lapsed-contact alert fires for any deal that hasn't moved in 90 days

The full CRM field and tracking structure

📄  Custom contact and deal fields
Sector (dropdown, 7 options)
required
Decision-maker role (job title type)
required
Lead source (organic / paid / referral / outreach / event)
required
Estimated project value
deal field
Event date
deal field
Preferred supplier status
contact field
Last meaningful contact date
auto-updated
📊  Tracking and attribution
GA4 setup with event-level goals
week 1
Google Tag Manager for all conversion tracking
week 1
CRM tracking pixel on website
week 1
UTM tagging standards documented for all campaigns
week 2
Google Ads conversion import from GA4
before ads live
LinkedIn Insight Tag installed
before ads live
Call tracking with sector source attribution
week 2
📋  Setup and import checklist
CRM account created, users added
day 1
Gmail / Outlook connected for both users
day 1
Historical contacts imported and cleaned
week 1
Past project data imported as closed deals
week 1
Custom fields configured per field list above
week 1
Six automations built and tested
week 2
Team walkthrough and training session
week 2
06   Nurture Journeys

The actual emails. Written in your voice, ready to send.

These are the copy-paste templates for the January lead re-engagement sequence. The subject lines are short and personal because they get opened. The body copy is brief because that gets read. Edit the personalisation tokens in brackets. The tone, the structure, and the length stay exactly as they are.

Email 1 · Re-engagement opener · Day 0

Send Tuesday or Wednesday morning. Personalise the reference to their project from the CRM note. Do not attach anything to this email.

Email 2 · Soft follow-up · Day 14 (no reply)

Two sentences after the greeting. Nothing more. The brevity is the point. If they're warm, this will get a reply. If not, email 3 closes the loop.

Email 3 · Close or keep warm · Day 30 (no reply)

After this, the contact moves to the long-cycle nurture (quarterly value-only touches, no asks). A case study, a useful article, a quick note when something relevant happens in their sector.

How the sequence is triggered and what happens next

Trigger
Tag applied in CRM
Any contact with deal status "Quote sent, no decision" and last activity more than 60 days ago. Segmented by sector and project value so the personalisation tokens are accurate.
  • CRM filter: deal stage = quote sent, last activity > 60 days
  • Segment by sector for personalisation token accuracy
  • Remove anyone with a "do not contact" tag
→
Day 0
Email 1 fires
Re-engagement opener. The CRM sequence fires from your email client. Tracked for opens and link clicks. If opened 3 or more times with no reply, you get an alert: warm lead, call manually.
  • Open rate target: 40%+
  • Reply rate target: 8-12%
  • Hot signal: 3+ opens with no reply triggers manual call alert
→
Day 14
Email 2 (if no reply)
Soft follow-up. Fires automatically if no reply to email 1. Short, personal, no pressure. Exists to surface the leads who are warm but haven't replied yet.
  • Reply or click on email 1: sequence pauses, follow up manually
  • No reply to email 1: email 2 fires at day 14
  • Open rate target: 35%+
→
Day 30
Email 3, then outcome
Close or keep warm. After this, the contact either re-engages and goes back into active pipeline, or moves to the quarterly long-cycle nurture. Nothing is lost. No lead drops out of the system by accident.
  • Re-engaged: tag updated, deal stage moved, you pick up the conversation
  • No response: tag = "long-cycle nurture", quarterly value touch fires going forward
  • Unsubscribed: removed cleanly, logged, reason noted if known
✓ No lead falls through by accident
07   Client Retention

The programme, in detail.

Retention at Lux Technical is built on three things: knowing when to reach out, having something worth sending, and making the top tier of clients feel it. The CRM handles the timing. The gifting programme handles the something worth sending. The annual dinner handles the top tier. None of it runs on goodwill and memory.

Gifting: tiered by client value

Three tiers. Triggered automatically by the CRM on the right dates. The team gets a 10-day heads-up so dispatch is never last-minute.

★  Tier 1 (top 20 clients)
Christmas: curated hamper, Fortnum & Mason or equivalent, £80-100
Birthday: hand-signed card with a personal note from you
Project anniversary: bespoke print or framed production photo from their event
Year-end: personal invitation to the annual client dinner
☆  Tier 2 (clients 21-50)
Christmas: Lux-branded card, hand-signed, with a short personal note
Birthday: card from the team
Mid-year: personal check-in call or voice note from you

Tier 3 (all remaining active clients): Christmas card and a short year-in-review email sent personally from you.

Annual client dinner

One evening a year, in Q4. Not a party. A dinner. Twenty seats. Tier 1 clients only, plus two or three prospective clients at a relationship stage where a personal invitation makes sense. The format is a private dining room in central London, hosted by you, with no agenda and no pitch. The purpose is to be the kind of company people want to work with, not just the one they've already chosen.

Budget: £2,500-4,000 per year. Private dining room hire, food and drink, any small branded items. Guest list set in September. Invitations sent in October for a November event.

Post-event NPS and follow-up

Three days after every project closes, the CRM fires a short feedback request. One question: "On a scale of 1-10, how likely are you to recommend Lux Technical to a colleague?" One optional text field: "Anything you'd change?" That's it. Short enough that people answer it.

Scores 9-10: automatically flagged for a personal thank-you from you and a request for a Google review or LinkedIn recommendation. Scores 6 and below: you call within 24 hours. No automation handles that one.

Target NPS: 55+ (good for a service business). Reviewed quarterly.

The annual retention calendar

🌿  Q1 · Jan-Mar
New year personal note from you
top 30 clients
Birthday cards and gifts (Tier 1 and 2)
as they fall
Project anniversaries
as they fall
Q1 check-in calls
top 15 accounts
Agency and hotel planning-cycle outreach
sector touch
☀  Q2 · Apr-Jun
Summer season opener email
all active clients
Birthday cards and gifts
as they fall
Post-event thank-yous (NPS auto-fires)
as projects close
Q2 check-in calls
top 15 accounts
Dry hire preferred-supplier outreach (festival season)
sector touch
🍂  Q3 · Jul-Sep
Mid-year check-in from you
top 30 clients
Birthday cards and gifts
as they fall
Hotel preferred-supplier renewal push
hotels sector
Charity gala-season briefing offer
charities sector
Annual dinner guest list drafted
your call
❄  Q4 · Oct-Dec
Annual client dinner (November)
top 20 clients
Christmas cards and gifts (tiered)
all clients
Year-end personal thank-you from you
top 50 clients
Birthday cards and gifts
as they fall
Next-year planning conversations
all key accounts
08   Media Planning

£6,000 a month. Here is exactly where it goes.

The media budget sits separately from the retainer and goes directly to the platforms. This is the starting allocation. Nothing is fixed. Every month we look at what's earning its keep and reallocate accordingly. The detail on each campaign is in the 18 campaign documents. This is the strategic layer: which channel gets what and why, from month one.

Google PPC · £3,000/mo starting budget

The highest-intent channel. Someone searching "AV company for charity gala dinner" is about as qualified as a lead gets. Google gets the biggest share from day one because the demand already exists, it just needs to find Lux Technical.

Agencies & Producers£500/mobrand + core AV terms
Charities & Non-Profits£400/mogala + fundraising AV
Corporates & Brands£400/moconference + event AV
Hotels & Venues£400/mopreferred supplier terms
Museums & Galleries£200/moexhibition AV, niche
Private Clients£300/moluxury wedding AV
Dry Hire£800/mohighest intent, scales fast

LinkedIn · £1,800/mo starting budget

LinkedIn is where the B2B decision-makers are. Production managers, charity events directors, hotel GMs, and corporate events teams. It won't drive the volume Google does, but the quality of the audience is higher and the deals it surfaces tend to be larger. Museum sector excluded from LinkedIn (curators and technical directors are harder to target efficiently here).

Agencies & Producers£450/moproduction managers, CDs
Charities & Non-Profits£300/moevents managers, fundraising
Corporates & Brands£450/moevents teams, marketing directors
Hotels & Venues£350/movenue directors, GMs
Private Clients£250/moluxury wedding planners

Meta · £1,200/mo starting budget

Meta earns its place in the sectors where the audience is consumer-facing or where visual work sells the story. Private clients and luxury wedding planners respond to production photography. Charities reach fundraising audiences through donors, not just decision-makers. Museums have engaged community audiences that convert on awareness. Dry hire and corporate sectors are excluded from Meta.

Private Clients£400/mowedding, luxury event photography
Charities & Non-Profits£350/mogala audiences + donor lookalikes
Museums & Galleries£250/moimmersive + exhibition visual
Agencies & Producers£200/moretargeting and awareness

The 12-month media phasing

Month 01-03
Foundation
Infrastructure goes in, tracking gets verified. Google PPC goes live at reduced budgets across all sectors. Dry hire goes live at full budget immediately. LinkedIn and Meta held until content is live and landing pages are ready.
  • Google live: all 7 sectors at test budgets (50% of stated)
  • Dry hire at full £800/mo from day one (clearest ROI)
  • Total spend months 1-3: approx £1,800-2,500/mo
  • Conversion tracking validated before budgets increase
→
Month 04-06
Layer in
Google budgets increased on sectors where the data looks good. LinkedIn goes live for agencies, charities, corporates, and hotels. Meta goes live for private clients, charities, and museums. Full budget phased in by month 6.
  • LinkedIn live: agencies, charities, corporates, hotels
  • Meta live: private clients, charities, museums
  • Google budgets raised where CPL is hitting targets
  • Total spend by month 6: approx £5,000-6,000/mo
→
Month 07-09
Optimise
Three months of clean data. Budget reweighted to the channels and sectors delivering qualified leads at the best cost. Underperforming campaigns cut or rebuilt. Top performers scaled.
  • Any sector with CPL > £200 on Google reviewed or cut
  • LinkedIn campaigns with <2% CTR rebuilt with new creative
  • Budget reallocated to top 3 performing sectors
  • New audience tests: CRM lookalikes on Meta and LinkedIn
→
Month 10-12
Scale
Full £6,000/mo deployed against the combinations that earned it. Year two budget proposal based on actual measured performance, not assumptions.
  • Full budget on proven channel and sector combinations
  • Retention and nurture running in parallel
  • Year-two budget proposed based on measured CPL and pipeline
✓ Predictable pipeline by month 12
09   KPIs & Accountability

What we're accountable for, and what we're not.

Our job is to get the right people to the door. What happens after that is yours. These metrics are phased to match what can actually be measured at each stage. In the first 90 days the question is whether everything is set up correctly. From month four it's whether the leads coming in are the right quality and the cost makes sense. From month seven it's whether qualified conversations are being generated consistently. We review these together every month.

Month 1-3 · What we're measuring

Everything in this phase is a setup milestone. Campaigns aren't live yet at full budget. The work is making sure the infrastructure is correct before we start spending properly. Early paid traffic is a test, not a source of leads yet.

CRM live, tracking verifiedby end of month 1
Automations tested and liveby end of month 1
Positioning first draft delivered, sign-off requiredmonth 1
Content pieces published2 in month 1, 4 from month 2
First paid campaigns live and trackedby end of month 3
Conversion tracking verified before month 3 budgetmonth 2 gate

Month 4-6 · What we're measuring

The question here is not how many leads but whether the leads are the right kind. A production manager at a 200-person agency and a sole trader with a projector aren't the same enquiry. CPL benchmarks are set from the first three months of data, not assumed up front. Lead quality is reviewed in every monthly call.

Cost per qualified lead, Googlebenchmarked from M1-3 data
Cost per qualified lead, LinkedInbenchmarked from M1-3 data
Lead quality: 40%+ worth a discovery callquality benchmark
Organic traffic growthreported month on month
Content pieces published4 per month
Lead quality reviewmonthly call agenda item

Month 7-12 · What we're measuring

By month seven the campaigns have been optimised twice. The content is starting to compound. The measure of success at this stage is straightforward: good quality leads coming in and conversations happening. CPL benchmarks maintained against the targets we set in month four, organic growing, qualified enquiries translating into discovery calls.

Qualified conversations started per monthtracked and reported
Cost per qualified lead, GoogleCPL benchmarks maintained
Cost per qualified lead, LinkedInCPL benchmarks maintained
Organic traffic growthreported month on month
Content pieces published4 per month
Monthly campaign review with reallocation recommendationdelivered on time

The same metrics, summarised by phase

🏗  Phase 1 · Foundation (M1-3)
CRM and tracking live
by month 1
Positioning first draft delivered
month 1
Automations tested and live
by month 1
Content published
2 month 1, 4 from month 2
First campaigns live and tracked
by month 3
Conversion tracking verified
before month 3 budget
📡  Phase 2 · Activation (M4-6)
Cost per qualified lead: Google
benchmarked from M1-3
Cost per qualified lead: LinkedIn
benchmarked from M1-3
Lead quality: 40%+ worth a call
quality benchmark
Organic traffic growth
reported monthly
Content published
4/month
Lead quality review
in monthly call
💬  Phase 3 · Performance (M7-12)
Qualified conversations started
tracked monthly
CPL benchmarks maintained
both channels
Organic traffic growth
reported monthly
Content published
4/month
Campaign review and reallocation
monthly
10   What's Included

Every deliverable, documented and ready.

This is not a strategy deck that gets presented and then sits in a drawer. It is a complete production-ready toolkit. Every content brief has been written. Every campaign has been structured. Every keyword list has been researched. The work starts immediately.

📄  Content Asset Library
7 sector pillar pages (decision-intent)
7 files
7 comprehensive mega guides (awareness)
7 files
56 topic cluster articles (mixed intent)
56 files
Full keyword mapping per article
included
Writer briefs for every article
included
Internal linking schema per sector
included
🎯  Google PPC Campaigns
Full campaign structure per sector
7 docs
Ad group architecture with keyword lists
included
Exact, phrase and broad match sets
included
Ready-to-upload keyword arrays
7 docs
Negative keyword recommendations
included
Ad copy direction per ad group
included
👥  LinkedIn Campaigns
Campaign structure per sector
6 docs
Audience targeting specifications
included
Job title and company size filters
included
Ad format recommendations
included
Messaging framework per sector
included
Budget and bid guidance
included
📷  Meta / Instagram Campaigns
Campaign structure per sector
6 docs
Audience and interest targeting
included
Creative direction per format
included
Retargeting audience strategy
included
Funnel stage mapping
included
Copy direction per ad set
included
🔍  Keyword Research
Full keyword list per sector
7 docs
Organised by search intent
included
Mapped to content and campaign use
included
Competitor gap analysis
included
Long-tail opportunity identification
included
Priority ranking for quick wins
included
📈  GTM Plan
Full go-to-market strategy document
1 doc
Market analysis per sector
included
Positioning and messaging guide
included
Channel tactics and budget direction
included
12-month implementation timeline
included
Metrics, KPIs and success criteria
included
🗄  Offline Collateral
Design for sales brochures
included
Business cards and stationery
included
Print-ready event collateral
included
Artwork for banners and signage
included
Editable templates for print
included
Why Lux Technical

What this plan is built to amplify.

These are the reasons clients come back and the reasons new clients will choose Lux Technical over a generalist AV company. The marketing works because the business is already this good.

One-Stop Production House

Lux Technical covers AV, staging, set builds, LED video walls, lighting, scenic fabrication and print from a single team. Clients do not need to manage five separate suppliers, coordinate five separate load-ins, or explain the brief five times.

Current Technical Kit

The inventory includes high-resolution LED video walls, moving-head lighting rigs, high-power PA systems and custom scenic builds. This is a company that invests in the equipment its work demands, not a rental house running aging stock.

Proven Track Record

Mandarin Oriental, Park Hyatt, Hayward Gallery, SANS and multiple leading creative agencies trust Lux Technical with their most visible events. The portfolio proves range and the ability to deliver at the highest level.

Creatively Led

Lux Technical is not just technical delivery. The team engages with the creative brief, contributes ideas and produces outcomes that feel designed, not just installed. This matters enormously to agencies and brands who want a technical partner with an opinion.

People First

The events industry runs on relationships. Clients come back because the Lux Technical team is calm under pressure, pleasant to work with and genuinely committed to making the event a success. That reputation is worth more than any marketing campaign.

Global Experience

Lux Technical has delivered events internationally. For museums and galleries in particular, this global capability is a genuine differentiator. Few UK event production companies have delivered exhibition installs across multiple countries.

11   The Seven Sectors

Specialist positioning for every market.

An agency production manager, a charity events director, and a hotel venue GM all need technical production. But they search for it differently, evaluate it differently, and care about different things. Generic marketing misses all of them. This plan speaks to each one directly.

Sector 01
Agencies & Producers

Event agencies live or die by their technical suppliers. This sector targets production managers, creative directors, and senior producers who need a production partner they can trust to make them look good every single time.

Pillar page Mega guide 8 articles Google PPC LinkedIn Meta Keywords
+ Sector keyword & campaign preview
Keyword Groups & Sample Keywords
  • AV Production Company [lux technical], "av production company london", "event av partner"
  • Stage & Set Build "stage set build", "scenic fabrication", "custom stage design"
  • LED Video Walls "led video wall hire", "event led screens", "high-res led panels"
  • Event Lighting "event lighting design", "lighting hire london", "production lighting"
Campaign / Ad Group Teaser
  • Google PPC: Brand & Core, Service Terms, Competitor/Comparison, LED Walls, Lighting
  • LinkedIn: Production Managers, Creative Directors, Senior Producers
  • Meta: Event Planning, Live Production, Agency Audience
Sector 02
Charities & Non-Profits

Charity gala dinners are high-stakes events where every pound of budget is accountable to trustees and donors. This sector targets events managers and fundraising directors who need production that performs and reflects the cause.

Pillar page Mega guide 8 articles Google PPC LinkedIn Meta Keywords
+ Sector keyword & campaign preview
Keyword Groups & Sample Keywords
  • Charity Gala Dinner Production "charity gala av", "charity dinner production", "fundraising event av"
  • Charity Event AV "charity event av hire", "charity av supplier", "event av for charities"
  • Video Walls & Screens "charity event screens", "video wall hire", "led screens for events"
  • Charity Event Lighting "charity event lighting", "gala dinner lighting", "event lighting for charities"
Campaign / Ad Group Teaser
  • Google PPC: Gala AV, Fundraising Events, Lighting, Screens, Charity Event Production
  • LinkedIn: Events Managers, Fundraising Directors, Non-profit Teams
  • Meta: Charity Events, Donor Audiences, Fundraising
Sector 03
Corporates & Brands

Internal events teams at major brands want a long-term production partner, not a new supplier every year. This sector builds a case for Lux Technical as the operational backbone for a corporate events programme, not just a one-off vendor.

Pillar page Mega guide 8 articles Google PPC LinkedIn Meta Keywords
+ Sector keyword & campaign preview
Keyword Groups & Sample Keywords
  • Corporate Event AV "corporate av hire", "corporate event av", "av for conferences"
  • Conference AV Production "conference av production", "conference av supplier", "conference av support"
  • Product Launch & Brand Events "product launch av", "brand event production", "brand activation av"
  • Corporate Event Staging "event staging", "corporate event stage", "stage set for brands"
Campaign / Ad Group Teaser
  • Google PPC: Brand/Corporate, Conference AV, Product Launch, Staging
  • LinkedIn: Events Teams, Marketing Directors, Brand Managers
  • Meta: Corporate Events, Brand Launch, Internal Comms
Sector 04
Hotels & Venues

Hotels that host events need a preferred AV supplier the events team can rely on to protect the venue's reputation. This sector targets venue events directors, sales managers, and GMs evaluating technical supplier panels.

Pillar page Mega guide 8 articles Google PPC LinkedIn Meta Keywords
+ Sector keyword & campaign preview
Keyword Groups & Sample Keywords
  • Preferred Supplier & Partnership "preferred av supplier", "hotel av partner", "venue av partnership"
  • Hotel Event AV "hotel event av", "hotel av hire", "hotel av support"
  • Venue Technical Production "venue technical production", "venue av production", "venue av company"
  • Venue Lighting & Atmosphere "venue lighting", "event lighting for hotels", "banqueting lighting"
Campaign / Ad Group Teaser
  • Google PPC: Preferred Supplier, Hotel AV, Venue Production, Lighting
  • LinkedIn: Venue Directors, Sales Managers, GMs
  • Meta: Hotel Events, Banqueting, Venue Audiences
Sector 05
Museums & Galleries

Cultural institutions require AV partners who understand the specific constraints of their buildings and the precision expected of artist commissions and immersive exhibitions. This sector targets curators, creative project managers, and technical directors.

Pillar page Mega guide 8 articles Google PPC LinkedIn Meta Keywords
+ Sector keyword & campaign preview
Keyword Groups & Sample Keywords
  • Exhibition AV Production "exhibition av", "gallery av production", "museum av hire"
  • Video Walls & LED Installations "led installation", "video wall for museums", "immersive led"
  • Projection Mapping & Immersive "projection mapping", "immersive exhibition av", "gallery projection"
  • Artist Technical Installation "artist technical install", "art installation av", "gallery technical support"
Campaign / Ad Group Teaser
  • Google PPC: Exhibition AV, LED Installations, Projection Mapping, Artist Support
  • LinkedIn: Curators, Project Managers, Technical Directors
  • Meta: Museum Events, Immersive, Art Audiences
Sector 06
Private Clients

Private events for high-net-worth individuals require discretion, precision, and production quality that reflects the significance of the occasion. This sector targets luxury planners, private clients, and estate venues where referral alone is no longer enough.

Pillar page Mega guide 8 articles Google PPC LinkedIn Meta Keywords
+ Sector keyword & campaign preview
Keyword Groups & Sample Keywords
  • Luxury Wedding AV "luxury wedding av", "wedding av hire", "private event av"
  • Wedding Stage & Set Design "wedding stage design", "wedding set build", "custom wedding stage"
  • Wedding Lighting Design "wedding lighting design", "wedding lighting hire", "event lighting for weddings"
  • Wedding Planner AV Partner "wedding planner av", "wedding av partner", "luxury event av"
Campaign / Ad Group Teaser
  • Google PPC: Luxury Wedding AV, Stage Design, Lighting, Planner AV Partner
  • LinkedIn: Luxury Planners, Private Clients, Estate Venues
  • Meta: Wedding Events, Private Parties, Luxury Audiences
Sector 07
Event Production Dry Hire

Production companies, freelance TDs and in-house AV teams who need professional kit without crew. This sector targets experienced operators who already know what they need and are searching for a supplier they can trust to have it ready and working.

Pillar page Mega guide 8 articles Google PPC Keywords
+ Sector keyword & campaign preview
Keyword Groups & Sample Keywords
  • Event Equipment Dry Hire "event dry hire uk", "event equipment dry hire", "av dry hire"
  • PA System Dry Hire "pa system dry hire", "sound system hire", "line array dry hire"
  • Lighting Dry Hire "event lighting dry hire", "moving head dry hire", "stage lighting hire"
  • Staging & LED Dry Hire "event staging dry hire", "led screen dry hire", "stage decking hire"
Campaign / Ad Group Teaser
  • Google PPC: Event Equipment Dry Hire, PA Hire, Lighting Hire, LED Hire, Staging Hire
  • Audience: Freelance TDs, Production Companies, In-House AV Teams
12   Content Architecture

A structure designed to rank and convert.

Every content asset sits within a deliberate topic cluster. Pillar pages capture decision-intent searches from people evaluating suppliers. Mega guides capture the research-phase traffic. Articles capture the long-tail. Everything cross-links to strengthen domain authority on the terms that actually matter to Lux Technical's buyers.

Pillar Page
7 total

The commercial centrepiece for each sector

One per sector. These are the pages a potential client lands on when they are actively evaluating suppliers. Decision-intent keyword targeting. Full service description, proof points, and a clear route to enquiry. Each pillar links to all 8 articles in its cluster and to the corresponding Google Ads campaign landing page.

Decision intent Direct enquiry Portfolio & proof
+  View sample pillar titles
  • →AV Production Partner for Event Agencies & ProducersAgencies
  • →Technical Production for Charity Gala DinnersCharities
  • →Corporate Event AV & Technical ProductionCorporates
  • →Hotel & Venue AV Supplier PartnershipHotels
  • →AV & Technical Production for Museums & GalleriesMuseums
  • →Private Event Technical Production & AVPrivate
  • →Event Production Dry HireDry Hire
Mega Guide
7 total

The authority piece that earns the search ranking

One per sector. Long-form comprehensive guides (4,000–6,000 words) targeting high-volume awareness searches. Structured to be the most useful result on the page for someone doing genuine pre-purchase research. These pages build domain authority and feed qualified traffic into the pillar pages over time.

Awareness intent SEO authority Long-read format
+  View sample mega guide titles
  • →The Complete Guide to Event AV for Agencies & Production CompaniesAgencies
  • →How to Plan the Perfect Charity Gala: AV, Production & LogisticsCharities
  • →The Ultimate Guide to Corporate Event ProductionCorporates
  • →Hotel Event AV: The Complete Venue Manager's GuideHotels
  • →AV & Immersive Technology in Museums: A Curator's GuideMuseums
  • →Planning a Private Event: The Technical Production GuidePrivate
  • →The Complete Guide to Event Production Dry HireDry Hire
Article
56 total

Eight articles per sector, targeting the searches the pillar cannot capture

Eight articles per sector, each with a defined target keyword, a clear search intent, and a writer brief. Topics are selected to cover the full range of searches a potential client in each sector makes across their decision journey. Every article includes internal links to the sector pillar, related articles, and the mega guide, creating a closed content loop that strengthens the whole cluster.

Mixed intent Long-tail coverage Link cluster 8 per sector
+  View sample article topics
  • →How to Brief Your AV Supplier: A Production Manager's ChecklistAgencies
  • →Why Charity Gala Dinners Fail Technically (and How to Prevent It)Charities
  • →In-House vs. Hire: Building a Corporate Event AV PartnershipCorporates
  • →What Hotels Get Wrong About Their AV Supplier PanelHotels
  • →Projection Mapping in Heritage Buildings: Constraints and SolutionsMuseums
  • →What Separates Good AV from Production That DisappearsPrivate
  • →The Real Cost of AV at a Corporate Conference (Itemised)Corporates
  • →How to Choose an Event AV Partner: 12 Questions Worth AskingAll
  • →Dry Hire vs Full Production: Which Is Right for Your Event?Dry Hire
Read two live examples

These are written and formatted exactly as they would appear on Lux Technical's website. The tone, structure, and keyword work are built into each one from the start.

✍️ What to Look For in an Event AV Company as an Agency Agencies & Producers sector  ·  Article example ✍️ Dry Hire vs Full Production: Which Is Right for Your Event? Dry Hire sector  ·  Article example
14   Ad Creative Examples

What the ads actually look like.

These are not hypothetical formats. Each mockup reflects the structure, copy direction, and targeting approach documented in the campaign briefs. The copy speaks directly to each sector, the targeting is precise, and the creative direction is built around what each audience responds to.

Google Search Ads

Google Search Ad · Agencies & Producers
Ad luxtechnical.com
Lux Technical · Event AV for Agencies · Get a Quote Today
www.luxtechnical.com › agencies
Trusted technical partner for 200+ agency productions. Full production crew, in-house equipment, and a team that knows how to make you look good on the day.
No missed cues. No excuses. Call to discuss your next project.
Our Equipment Past Productions Get a Quote Meet the Team
Google Search Ad · Hotels & Venues
Ad luxtechnical.com
Lux Technical · Hotel Event AV Specialists · Preferred Supplier
www.luxtechnical.com › hotels
In-house AV and technical crew for weddings, corporate dinners, and hotel conferences. No sub-contracted technicians on your property.
Preferred supplier to venues across London. Call to discuss your 2026 event calendar.
Hotel AV Packages Wedding AV Conference Support View Equipment
Google Search Ad · Private Clients
Ad luxtechnical.com
Lux Technical · Private Event Production · London & Home Counties
www.luxtechnical.com › private-events
Full technical management for private parties, milestone birthdays, and home concerts. You run the evening. We run the production.
Discreet. Professional. No event agency markup. Call to discuss your event.
Party Production Home Concerts What We Do Get a Quote

LinkedIn Sponsored Content

LinkedIn Sponsored Content · Charities
LT
Lux Technical
Sponsored  ·  Event Production & AV
Planning a charity gala dinner? The production quality on the night tells every donor how seriously you take the event. We work with charities who can't afford a technical failure and won't accept one.
LUX TECHNICAL CHARITY GALA 2026
Your charity gala raises thousands.
Your AV partner should reflect that.
👍 47    12 comments Learn More
👍 Like 💬 Comment ↗ Share
LinkedIn Sponsored Content · Agencies & Producers
LT
Lux Technical
Sponsored  ·  Event Production & AV
When a client brief calls for technical excellence, you don't introduce your AV supplier to the venue on the morning of the event. We embed into your production workflow from day one and stay there.
The technical partner your clients remember
but never have to think about.
👍 62    8 comments See Our Work
👍 Like 💬 Comment ↗ Share
LinkedIn Sponsored Content · Corporates & Brands
LT
Lux Technical
Sponsored  ·  Event Production & AV
Your internal events team shouldn't be troubleshooting the AV at your annual conference. When production goes wrong in front of 300 colleagues, everyone notices. We take that off your plate.
ANNUAL LEADERSHIP SUMMIT
Consistent. Reliable. Always on brief.
👍 83    14 comments Learn More
👍 Like 💬 Comment ↗ Share

Meta Instagram & Facebook Feed

Meta Instagram Feed · Corporates & Brands
LT
luxtechnical
Sponsored
LUX TECHNICAL EVENT PRODUCTION
The production crew your internal events team never has to worry about. In-house kit. Experienced crew. Consistent delivery.
Your conference, product launch, or all-hands deserves production that works. Lux Technical partners with internal events teams at major brands who need reliability, not surprises.
luxtechnical.com
Event AV & Technical Production
Learn More
❤️ Like 💬 Comment 📤 Share
Meta Instagram Feed · Hotels & Venues
LT
luxtechnical
Sponsored
The technical team your F&B director actually wants on property. Weddings, banqueting, conferences. Done right.
Hotels across London trust Lux Technical for weddings, corporate dinners, and in-house events. We know your venue, your kit, and what it takes to not let a room down.
luxtechnical.com
Hotel & Venue Event AV
Learn More
❤️ Like 💬 Comment 📤 Share
Meta Instagram Feed · Private Clients
LT
luxtechnical
Sponsored
An evening this personal deserves production that doesn't feel corporate. Intimate. Precise. Completely discreet.
Private birthday concerts, intimate garden dinners, celebrations that need real technical production without the event company feel. Lux Technical keeps it discreet and delivers it properly.
luxtechnical.com
Private Event Production
Enquire
❤️ Like 💬 Comment 📤 Share
15   Lead Journey

How a lead happens

Not every enquiry arrives after a long nurture. Some come from the first ad someone ever sees. Others take months of content before a prospect picks up the phone. Every phase needs to be active because you never know where someone is in their decision process.

Phase 01
1st Touch
The first time someone encounters Lux Technical. High-intent search is the most likely source of an immediate lead. All other channels build the audience for retargeting.
  • Google Search Ad (someone searching for event AV or staging now)
  • LinkedIn sponsored post (targeting agency MDs, events directors)
  • Instagram Reel or post (wedding planners, agency producers finding inspiration)
  • Direct outreach email or LinkedIn message
  • Word-of-mouth referral from an existing client or venue
✓ Can result in a lead here
→
Phase 02
Retargeting
Re-engaging people who have already seen Lux Technical but did not enquire. They know who it is. This is about staying visible and giving them a reason to come back.
  • Google Display ads to previous website visitors
  • Meta/Instagram retargeting to people who engaged with posts or Reels
  • LinkedIn retargeting to people who clicked a previous ad
  • Sector-matched creative (agency visitor sees agency work, venue visitor sees venue work)
✓ Can result in a lead here
→
Phase 03
Nurturing
Building trust over time with people who are interested but not yet ready. The prospect is learning, comparing, and building confidence. Portfolio and case studies do most of the work here.
  • Organic Instagram content (event photography, behind-the-scenes Reels)
  • LinkedIn posts (production insights, team stories, completed projects)
  • Website case studies (Hayward Gallery, Mandarin Oriental, SANS)
  • Warm follow-up from previous direct outreach
  • Preferred supplier relationship at a venue or hotel
✓ Can result in a lead here
→
Result
Lead
Someone reaches out about a real project. This is the outcome every channel and tactic is working toward.
  • Enquiry form submitted on a sector landing page
  • Direct call or email to the team
  • LinkedIn message requesting a quote or availability
  • Referral from an existing client, venue or agency
  • Response to preferred supplier application

The arrows show the intended flow, but the journey is rarely that linear. An agency MD may see one Google ad and call the same day. A wedding planner may follow on Instagram for six months before reaching out. A hotel events director may respond to a direct email received before ever visiting the website.

16   Why Betts & Burton

Senior, hands-on marketing that earns its keep.

We work with founders and directors who need marketing to deliver against commercial targets, not just generate activity. Here is what that looks like in practice, and why it matters for Lux Technical.

Senior marketers on the tools

You get Jake and Nick working directly on your campaigns, your content, and your strategy. There is no junior team doing the work after the pitch is won. You work with the people you met at the start, throughout.

Commercially wired, not just busy

Every decision we make has a believable route to better demand, better conversion, or better sales confidence. If something can't be tied back to pipeline, we question whether it should be there at all.

Straight-talking by default

We tell you what's working, what isn't, and what the real blocker is. We ask the awkward questions early, push for the foundational fixes when they matter most, and are honest when something won't move the needle.

B2B and service-sector specialists

We understand long sales cycles, relationship-based buying, and the challenge of making marketing visible in sectors that traditionally run on referrals and reputation. That context shapes how we approach everything.

Calm under commercial pressure

Lux Technical doesn't need a marketing partner that creates more noise. We bring focus. Clear priorities, a defined plan, and steady execution that doesn't require managing from your side.

Results you can repeat

We build marketing that performs consistently, not in spikes you can't explain. The aim is performance that's predictable enough to plan around and clear enough to defend internally to the people who matter.

17   The Investment

Two senior marketers. None of the overhead.

The retainer is £6,000 a month. That gets you Jake and Nick working directly on Lux Technical's strategy, content, and campaigns. No junior team behind the scenes. No account manager relaying instructions. You work with the people doing the work, from day one through to year three.

B&B Retainer
£72k
per year, all-inclusive
  • ✓ Two senior marketers on every account
  • ✓ Full strategy, content, and paid media
  • ✓ No NI, no pension, no sick pay
  • ✓ No recruitment cost, no notice period
  • ✓ Cancel with 30 days notice
Two In-House Hires
£140k+
per year, minimum, before you've spent a penny on media
  • ✕ Salaries: £90k–£110k combined
  • ✕ Employer NI: ~£12k/year
  • ✕ Pension: ~£5k/year
  • ✕ Recruitment fees: £10k–£20k up front
  • ✕ 3–6 months to hire and onboard

The gap between those two numbers is what you'd spend on recruitment alone. With B&B you get two experienced heads working from month one, and the optionality to stop if circumstances change.

What the same work costs if you commission it separately
SEO strategy & monthly optimisation Agency retainer £1,500–£3,000/mo
PPC management (Google Ads) Agency fee £800–£2,000/mo
Paid social management (LinkedIn + Meta) Agency fee £800–£1,500/mo
Copywriting: 70 SEO articles £350–£600 per article £24,500–£42,000 total
Content strategy & keyword architecture One-off project fee £3,000–£6,000 total
Campaign setup (19 campaign docs, all channels) One-off setup fee £4,000–£8,000 total
Equivalent piecemeal cost, year one
£65k–£110k+ before monthly management accumulates in year two
18   Ad Spend

Estimated monthly media budget.

The retainer covers the strategy, setup, and management. Media spend goes directly to the platforms and sits separately. Based on the channel mix across seven sectors, we estimate a starting media budget of around £6,000 a month. This is a starting point, not a fixed commitment. We scale what's working and cut what isn't.

G

Google PPC

Search campaigns
Estimated budget £3,000/mo
Sectors active All 7
Priority Bottom-of-funnel
Goal Direct enquiries
Why here first Highest purchase intent
in

LinkedIn Ads

Sponsored content
Estimated budget £2,000/mo
Sectors active 6 (excl. dry hire)
Priority Mid-funnel awareness
Goal Decision-maker reach
Why here B2B job title targeting
f

Meta Ads

Facebook & Instagram
Estimated budget £1,000/mo
Sectors active 6 (excl. dry hire)
Priority Remarketing & awareness
Goal Brand recall & warm traffic
Why here Low CPM, visual format
Total estimated monthly media budget
Paid directly to Google, LinkedIn, and Meta. Separate to the B&B retainer.
£6,000 / month
19   Reporting

You always know exactly what's happening.

We don't send a quarterly PDF and call it reporting. You get a live dashboard, a weekly written update, and direct access to us. The aim is that you never have to ask where things stand. You can see it before we open our mouths.

Live performance dashboard

A shared reporting URL, always current, covering campaign performance, SEO ranking movements, content pipeline status, and lead volume. Updated automatically. No login required to view it.

Weekly written update

Every week, you receive a short written summary of what we completed that week and what the numbers showed. Work done, metrics moved, anything that needs a decision from you. Clear, brief, and honest.

Direct access, always

We're reachable on WhatsApp or email between sessions. If something comes up mid-week, a quick question doesn't wait until the next scheduled call. You have direct contact with the people doing the work.

Monthly strategic review

Once a month we sit down together, in person or on a call, to review overall performance, adjust priorities, and plan the next four to six weeks. This is where we question what we're doing and make sure the work still points in the right direction.

20   Thank You

Thank you for your time.

This plan was put together by Betts & Burton. We've worked through your sectors, the searches your clients make, and built every deliverable specifically for Lux Technical. We hope it gives you a clear picture of what's possible.

Prepared by Betts & Burton   ·   bettsandburton.com   ·   March 2026

🔒 Confidential