Boosting ticket sales with targeted event marketing
Topcon Healthcare, a leading player in the optometry sector, approached Force 4 Events to support the marketing of its flagship National OCT Conference — an intensive two-day programme designed for optometric practitioners, opticians, ophthalmologists, and medical professionals.
The conference featured expert-led keynotes, workshops, panel discussions, and hands-on sessions, with a dinner on the first evening to encourage networking and connection.
With a goal of selling 250 tickets, raising brand visibility, and reaching highly specific industry professionals, Topcon needed a campaign that went beyond awareness. They needed results. And with just 12 weeks to deliver, momentum mattered.
“We got Rai back to work on our annual conference again as the ticket sales were low.
Not only did we hit our ticket sales target but in just a few short months Rai had grown our followers on LinkedIn by 50%, increased engagement in our posts, and we had press coverage in 3 of the 5 key trade publications.”
Andrew, Optometric Equipment
Getting started: Strategic event marketing support
We began by reviewing all existing event details, assessing current ticket sales, and identifying areas where their existing approach could be optimised.
The initial consultation gave us a clear understanding of their goals, audiences, and communication channels.
Over a focused 12-week period, we worked closely with the internal team to design a campaign that covered:
Email Marketing: Support for buidling and tracking targeted email campaigns to engage prospective attendees and analyse behavioural data.
Trade PR: Story pitching to key industry publications with clear value-led messaging.
LinkedIn Activation: A comprehensive content and engagement strategy to grow their online presence and drive interest.
Sales Teams Enablement: Training and guidance to empower internal teams to support marketing efforts on LinkedIn and beyond.
Content Strategy: Clear messaging and themes tailored to specific audiences. From delegates and sponsors to media and internal teams.
This campaign was about more than just visibility. It was about momentum. Helping the client move from passive promotion to purposeful activity that generated results.
Delivering impact: A full room and greater visibility
In three months, the strategy achieved:
- 250 ticket sales — full target achieved
- 3 out of 5 targeted trade publications featured the event
- LinkedIn audience for the company doubled in size
- Significantly increased engagement across social posts and profiles
- Internal sales team trained and enabled to use LinkedIn confidently
Measuring success: What this meant for Topcon Healthcare
Beyond the numbers, this campaign shifted the team’s mindset.
They gained confidence in their marketing strategy, clarity on where their audience was most active (hello, LinkedIn!), and tools to keep that momentum going beyond the event.
Sometimes, a focused window is all you need to turn an idea into impact.
Need to fill seats fast and reach the right people while you're at it?
Whether you’re planning a niche medical conference or a B2B event that demands real results, we help you build the right strategy, fast.
Let’s make your next event unmissable.