Building audiences starts with knowing your story
Creating a tribal audience starts with understanding who you are, what you stand for and why people should care. From there, it's about telling that story consistently, creating experiences that bring it to life and giving people a reason to belong to something bigger.
That thinking sits at the heart of Incrementum Advisory Group's Audience pillar, bringing together brand, storytelling and consumer experience to create lasting connections.
Led by General Manager – Audience & Growth, Jess Keily, this support helps organisations better understand their consumers, strengthen engagement and turn known and new audiences into measurable commercial outcomes.
Jess joined Incrementum following nearly a decade with WA Cricket and the Perth Scorchers, where she helped build one of Australia's strongest off-field sporting brands. During that time, the Scorchers achieved industry-leading attendance, tripled membership, topped merchandise sales and built one of the Big Bash's strongest digital audiences.
But for Jess, audience growth has never been about one campaign, one piece of content or one match-day experience. It's about how all of those things work together and repeating your message over and over again.
"People experience your brand in hundreds of different ways. It might be the first piece of content they see, the ease of buying a ticket, how they're welcomed at an event or the communication they receive afterwards.
"The opportunity is to make sure all of those moments are telling the same story and building towards the same outcome."
Define the Brand. Tell the Story. Create the Experience. Grow the Audience.
It's a simple framework that underpins Incrementum's approach to Audience.
Define the Brand – Understand who you are, what you stand for and what makes you distinctive.
Tell the Story – Communicate your identity in ways that capture attention and create connection.
Create the Experience – Bring your brand to life across every consumer touchpoint.
Grow the Audience – Turn interest into participation, attendance, membership and long-term loyalty.
Essentially, this work is understanding consumers: who they are, what matters to them and what motivates them to engage. This is delivered through Incrementum's broader methodology, start by diagnosing the opportunities and risks, developing a clear strategy and staying involved through to execution.
Jess's career has spanned teaching, broadcast journalism, communications, marketing and the business of elite sport, but there has been a consistent thread throughout.
"Years ago, I defined my personal purpose as helping people understand their story and articulate it.
"I probably didn't realise at the time how much that would shape my career. Whether it's a person, a sporting club or an organisation, there's enormous value in understanding what makes you distinctive and then being able to communicate that in a way that connects with people."
Because sustainable audience growth isn't simply about reaching more people. It's about creating a story people want to be part of.
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