Two businesses, one entrepreneur
Stellar Drone Show creates spectacular aerial light shows using up to 2,000 choreographed drones for festivals, events, municipal celebrations and brand activations. Every show is custom-designed — combined with fireworks, lasers and music. A product you simply don't forget.
Field Promotions is a field marketing agency operating under the philosophy "Every Smile Counts." They run sampling campaigns, brand ambassador programmes, guerrilla marketing and retail support for major brands in FMCG, telecoms and the public sector. Clients like Connexxion and ESPN are already in the portfolio.
Two very different products — but with a shared common denominator: both operate in B2B, both sell something that requires trust and a personal sales process, and both have room to grow with the right leads.
Why this conversation was so valuable
You don't order a drone show after a single Google search. Nor a field marketing campaign. The decision cycle is long, the decision-makers are specific, and the qualification criteria are complex. As a marketer you need to understand who the ideal client is, how they search, and what convinces them — before spending a single euro of ad budget.
Tom wanted to understand this from the source: what makes a good lead for a drone show? Which market segments are most profitable for Field Promotions? What message works for which audience? You don't get that from a brief. You get it from a conversation.
What we discussed
- Audience segmentation per business — for Stellar Drone Show: event organisers, municipalities, brand teams at large companies. For Field Promotions: marketing managers at FMCG brands, telecoms and government bodies. Two separate campaign structures.
- Search intent vs. brand awareness — drone shows aren't searched for every day. We discussed combining search (for those actively looking) with display and YouTube (for those who don't know yet but would love it).
- Building in lead qualification — not every enquiry is profitable. Campaigns are set up to attract only the right event type and scale.
- National and international reach — Stellar Drone Show operates across borders. Field Promotions focuses on the Dutch market. Separate geo-targeting per business.
- Seasonal peaks — summer and Q4 are peak periods for drone shows (festivals, New Year's Eve). Field Promotions runs year-round but spikes around product launches. Budget allocation is aligned accordingly.
The approach
For Stellar Drone Show we build campaigns on branded keywords, event-related intent terms and display targeting decision-makers in events and marketing. The message is visually strong — we connect ads to video content that showcases the power of the shows.
For Field Promotions we focus on targeted B2B search: brand managers and marketing teams actively looking for an activation agency or sampling partner. Sharp ad copy that differentiates immediately from generic agencies.
A similar challenge for your B2B service or events business? View our lead generation service and schedule a free introduction call.