Effectmaker Kirsten about live, online and hybrid events as a tool in the overall marcom mix
Always positive and bursting with energy, that's Kirsten, head of creative at effect group*. Don't tell her that something isn't possible, because she always has a solution.
Tell me Kirsten, what do you actually do at effect group*?
“I help clients achieve their goals with internal and external communication issues. Reach their target groups with a good creative concept. Touch people, activate. Ensure that they become better acquainted with a brand or that employees feel better connected to an organization's strategy. Live communication still plays the biggest role in this, but the mix of live and online is now here to stay.”
You have been working at effect group* for more than thirteen years. When you look back on that period, what has been your development?
“When I started here, effect group* was still an event agency and customers saw events primarily as a way to celebrate, to celebrate with colleagues. There were exceptions, but events were really at the bottom of the marketing and communication mix. It wasn't the tool that clients first thought of when they wanted to convey content. A few years later, we made a switch as an agency. We wanted to add more value to events, seeing them as a means of communication with a fixed position in the marketing communication mix. And we have now been a real blended agency for clients for years, with all the expertise in-house. From strategy to online marketing and from brand development to brand activation: we make brands of today. That has also been a big change for my work. I now advise marcom managers, HR managers and directors on broad communication issues.”
A few years ago, many organizations were forced to gain more experience with online and hybrid events due to corona. How did you experience that?
“During corona, it was a huge shame that all planned live events had to be canceled. In doing so, clients did maintain their communication goals, which they now had to fulfill in a different way. Fortunately, at effectgroep*, we have a lot of experience with online events and a lot of creativity in creating online content. So we were able to quickly help clients achieve their goals in other ways. For Rolande, for example, we transformed their event into creating video content, which they then used for an awareness campaign. And for the Entrepreneurs' College, which we've been organizing with a live audience for years on behalf of Baker Tilly, we've created a 100% online edition. If you think from goals, you can also add real value to online events, which is still the case years after the Corona period. For example, by recording its live stream, making short themed videos and using them in their content strategy. In this way, we develop shareable content that can also be used for brand building or even recruitment. This way, events have become much more part of an entire journey.”
A successful event starts with a clear communication strategy. By taking a good look at your goals, target group and message, you determine whether live, online or hybrid is the best fit.
Are there other advantages of online or hybrid events compared to live events?
“Your reach is much wider, so you can suddenly invite a lot more people than initially fit into your budget. It's more sustainable because people no longer drive to a location and you don't waste food and drink. And you ask for less time from people, instead of one day, you do your story in an hour and a half. ”
Does it also require less preparation? Is it faster to organize?
“Yes, you can. At live events, if you ask for a big block in someone's agenda, a save the date has to be out up to three months in advance. This can be done much later with online events, you have a much shorter lead time. It is important that you switch to parties that think in the picture, it really requires something different than organizing a live event. We notice that parties in the television world get it right. It also requires more from speakers; you have to get your story straight in that short time. That's what we'll help them with.”
And is an online event cheaper than a live event?
“If you do it entirely online, you naturally have no catering costs from visitors, that makes a difference. There is a piece of technology in return. And your budget goes more into properly preparing an exciting program. And in better communication, for example to stand out from the abundance of invitations on your digital doormat. Maybe you should send a physical invitation right now. The distribution of budget items is mainly different than at a live event.”
And how do you look at results, the ROI?
“We are now looking at that even more critically. Why are you organizing an event? Why does the viewer have to watch or be present? What is your message? Sometimes we are the critical friend and you have to decide together that an online or hybrid event is not the right means of communication. Then it's nice that we at effect group* have a lot more expertise in-house. At effect group*, we do not think from the point of view, but always from the point of view of objectives and results.
How do you ensure that a kick-off really includes employees in the new strategy and common goals?
“A kick-off is the time to include employees in the new strategy and common goals. It's not just about looking back and looking ahead, but also about connection, energy and inspiration. Whether you do that with a live event, a hybrid approach or a creative internal campaign, it's about impact. If you think from those communication goals, you can implement them in many ways. An online event, a catchy video or even a home package can contribute to the experience. It's about not just organizing an event, but choosing the best way to fulfill your communication goals.”
