Not a piece of cake

Before we really get started, what is event marketing?

Kirsten: 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 just Google their way to a great event these days?

Kirsten: Of course they can. Just like you can shoot your own photos and videos, build a website with a few clicks, or write your own ad campaign. You can even have ChatGPT write an article for you. But then the question is: what’s your level of ambition, and how important is this event to you?

If you want real impact, tailored to your brand and your specific situation, you need more than a quick fix. We deliver a strong creative concept and a consistent visitor experience you wouldn’t have come up with on your own. That’s where the difference is made.

Simon:
And let’s not forget — producing an event is a true craft. It’s time-consuming, and you’re responsible for the experience of hundreds, sometimes thousands of people. You’re spending company money, so it has to deliver. I’m not talking about small meetups or drinks with the team, I mean key events. Leave those to the professionals. In the long run, it pays off.

That said, we love it when clients come to us with their own ideas. Collaboration only makes the end result stronger. I genuinely believe co-creation leads to better events.

Do events today need to be big and bold to make an impact?

Simon: Not at all. An event doesn’t need to be bigger, better, louder by default. Take the employee event we once organised to mark a company acquisition. We proposed: let’s just do it at your own location. It was an old school building with a lovely courtyard. We lit a campfire, hung some string lights, and gathered the team in a circle. The owner spoke from the heart about why he’d sold the company. You could hear a pin drop. No stage, no tech, nothing fancy. It was powerful and intimate — exactly the right setting at that moment. That’s what matters: sensing what the moment needs.

Kirsten: Such a beautiful example, and it perfectly illustrates what we aim to achieve with our events. They should be meaningful and serve as powerful communication moments. Sure, it’s impressive to rent out the Ziggo Dome and go all in on production. But every time, the question should be: what’s really needed here? Sometimes it’s something grand, but that’s never the goal in itself.

I always say: turn events into communication moments. It might sound like a cheesy rhyme, but it’s actually what it’s all about.

Last year, a company came to us for their annual closing event. They’d worked incredibly hard, and the team deserved a celebration — but they were also ready to slow down for the holidays. We came up with the concept Turn off the lights. At midnight, everyone turned the lights off together. A beautiful, symbolic moment to end the year on.

There’s so much symbolism in events.
You experience something truly unique together.

Nothing creates more impact than a live moment. Nothing.

That’s why we’re still going strong after nearly 13 years. Even now, a great event concept still gets us fired up.

Simon: Absolutely. When I started effectgroep* over 25 years ago, we were all about the ‘feel good’ side of events. Back then, we produced a lot of parties. And it’s amazing to see how far we’ve come — today we’re creating real event communication with genuine impact.

What I love is that events are now being discussed at boardroom level. You can feel how invested leadership teams are in experiences for both customers and employees.

And you know what struck me recently? It won’t be long before a whole new generation of managers is sitting at that boardroom table. A generation that grew up on major festivals and sees events and conferences in a completely different light than the current fifty-somethings calling the shots. I think our industry is only going to grow in importance. It’s going to be exciting.

You’re nearly fifty yourself...‍

49 forever. That’s actually going to be the theme of my birthday party next year. Totally legit, right?

Who is Simon Renes?

CEO – Creative strategist and founder of effectgroep. For over 25 years, he’s jumped out of bed each day to help clients with powerful live events, campaigns, and creative communication. With the wind in his sails (sometimes quite literally), he always finds the right course. Unmatched in short copy — and, according to him, also in padel and ping pong…

Who is Kirsten Flik?

Head of Creative – Walked into effectgroep 13 years ago still a bit green, but that’s ancient history now. Her glass is always half full, she’s got a strong sense of responsibility, and brings enough energy to go that extra mile every time. Her mission? Happy clients, and work she can be proud of.