Not a piece of cake

Before we really get started, what is event marketing?

Krsten: Event marketing is an approach that is aimed at developing and deepening a (brand) relationship with one or more (invited) target groups, using the event or series of events as a marketing and communication tool and where experience and emotion come together. The prerequisite is that there is a clearly defined objective, message and target group that is in line with the policy of the organizing organization.

‍What do you think is really not possible anymore?

Kirsten: A themed party really isn't possible anymore!

Simon: Unless you're a brewer and you're bringing a new winter beer to the market. Then isn't a beer party a great activation?

I just need to nuance it. I mean a theme just because of the theme. It's always more than that. There must be a layer of communication. We always look for that hook, so that we turn an event into real event communication.

There is nothing that is really not possible anymore, as long as it is born from a conceptual mindset and hangs under the communication umbrella of a brand.

We set the bar high. We come up with concepts that specifically match the brand, the momentum and are in line with the communication strategy.

It's about customization. An event makes a lot of impact and shows what the brand stands for. So it can be a lot of good things, but it can also damage your reputation. The art of concept development is to think freely and creatively while being careful.

What does an event mean for internal communication?

It provides the opportunity to connect with each other and with the employer brand. Feeling at home at the club. Events must appear in bold on the internal communication agenda, also to retain good employees. The corona period has certainly had an influence on that. There is now more recognition for our profession and the power of events is now more visible.

We are, however, the critical friend. Quite a lot is often expected from a meeting or event from a certain strategy or there are 10 different objectives on the table. You simply can't change the world in 5 hours. You have to make choices, express your goals and develop the concept and program for that. Because you want the event to really make something happen. What is that? That is where the starting point lies for us.

Can't clients now Google their event together themselves?

Kirsten: Sure, that's possible. Just like you can take photos and videos yourself, click together a website or come up with an advertising commercial yourself. You can also read an article by ChatGPT let it write. But what is your ambition level and how important is the event for you? Surely you want it to make an impact specific to your brand and situation. We provide strong creative conceptual thinking and a consistent visitor experience, like you couldn't have imagined!

Simon: Don't forget that the production of an event is really a box is. And that it is very time-consuming. You are responsible for hundreds or thousands of visitors. You spend money from the company and that should also pay off. And I'm not talking about small group meetings or a nice drink, but really leave the important events to professionals. In the end, that really gives you more. And it's a good thing that clients come up with their own ideas and think along! In fact, I think co-creation makes for better events.

And to make an impact, do today's events have to be big and compelling?

Simon: No. An event doesn't necessarily have to be big, bigger, big. For example, we had an employee event around the takeover of a company. Then we said: we'll just do it at your own location. An old school building with a beautiful courtyard. We lit a campfire, hung a flashlight and the employees stood around it in a circle. The owner let his heart speak and explained why he sold his company. It was silent as a whisper. No stage, no technology, nothing at all. It was impressive and intense and the right setting at the time. That's what it's about, feeling what's necessary.

Kirsten: Great example! And it also shows exactly what we want to achieve with our events. It must be meaningful and a strong communication moment. Of course, it's cool to rent the Ziggo Dome and fill it up with technology. But it's always about looking at what it takes to do. Sometimes that is big, but that is never an end in itself.

I always say: make events into communication moments. That is of course cheesy rhyme, but secretly what it's about.

At the end of last year, a company came to us for their annual closing event. They had worked very hard and the employees deserved a party as a reward, but they were also ready for the holidays. We came up with the concept 'Turn off the lights'. And during the event, the employees turned off the lights together at midnight. That was a wonderful symbolic moment to end the year.

There is so much symbolism in events.

Surely you will experience very special moments together.

Nothing has more impact than an event.

That's why we've been going really well together for almost 13 years. After all these years, you can still be very enthusiastic about a great concept for an event.

Yes, fortunately. When I started effects group* more than 25 years ago, we were really on the 'feel good' side. In those early days, we really organized and produced a lot of parties. It's great that we are now working on event communication and that we can make so much impact with events.

I like the fact that the event is now being discussed at the board of directors with clients. You notice more and more that the management is enormously involved in events for customers or employees.

I also realized the other day that it won't be long before a whole new generation of managers sits at that board table. This is the generation that grew up with all the major festivals and that has a completely different vision of conferences and events than the people in their fifties who now decide this. I think that the event profession will become even larger and more important in the coming years. That's going to be fun!

You are almost fifty yourself...

49 forever. So that will also be the theme of my birthday party next year.

That's possible, isn't it?

Who is Simon Renes?

CEO - The creative strategist and founder of effect group*. For more than 25 years, he has jumped out of bed every day to help customers with effective live events, campaigns and creative communication solutions. With the wind in his sails (sometimes literally), he always finds the right course. Unbeatable in short copy and, according to him, also in Padel and PingPong...

Who is Kirsten Flik?

Head of Creative — Came in pretty blue 13 years ago, but that's a different cake now... or cookie! Her glass is always half full, she has a great sense of responsibility and, with a good dose of energy, she goes the extra mile. Her goal? Happy clients and work that she is proud of!