Effectmaker Kirsten on events, online and hybrid events

Tell me Kirsten, what exactly do you do at effectgroep*?

“I help clients achieve their goals by tackling internal and external communication challenges. That means reaching their audiences with strong creative concepts, moving people, activating them. Whether it’s making a brand more visible or helping employees connect with their company’s strategy, that’s where we come in. Live communication still plays the biggest role, but today, the mix of live and online is essential.”

You've been at effectgroep* for over thirteen years. Looking back, how have you grown in that time?

“When I first started, effectgroep* was still mainly an event agency, and most clients saw events as a way to celebrate, get together and have fun. Of course, there were exceptions, but events weren’t yet seen as a serious tool in the marketing and communication mix.

A few years later, we made a clear shift as an agency. We wanted to add more value to events and position them as a strategic communication tool. Today, we’re a true blended agency, with all disciplines in-house. From strategy to online marketing, from brand development to brand activation: we build modern brands. That shift has also changed my role. I now advise marcom managers, HR leaders, and leadership teams on broader communication strategies.”

A few years ago, many organizations were forced to explore online and hybrid events because of COVID. How did you experience that shift?

“It was really disappointing to see all those live events suddenly canceled. But the communication goals behind those events didn’t go away, clients still needed to connect with their audiences. Fortunately, we already had a lot of experience with online events and strong in-house creativity when it came to producing digital content. So we were able to pivot quickly and support clients in new ways.

For example, we transformed Rolande’s event into a series of video assets for an awareness campaign. And for Baker Tilly’s Ondernemerscollege, which we’d always hosted in front of a live audience, we produced a fully online edition.

When you work from clear communication goals, you can still create real value with online events. That hasn’t changed, even years after the pandemic. Take livestreaming, for instance. If you record it and turn it into short, themed videos, you can integrate that into your broader content strategy.

It’s about creating shareable content that supports brand building or even recruitment. In that way, events have become part of a much larger communication journey.”

Are there other advantages of online or hybrid events compared to live events?

"Your reach is much greater, you can suddenly invite far more people than your budget would normally allow. It’s also more sustainable: no travel, no wasted food or drinks. And it demands less time from attendees. Instead of taking up an entire day, you get your message across in just 90 minutes."

Do they require less preparation? Can they be organized faster?

"Yes, absolutely. A live event takes up a big slot in someone’s agenda, you really need to send a save-the-date at least three months in advance. With online events, the timeline is much shorter. But you do need to work with people who think in terms of visuals. It’s a different mindset than organizing a live event. We’ve found that people with a background in television understand this well. It also puts more pressure on speakers, you’ve got to tighten your message and deliver it clearly in a shorter time. And that’s something we actively help them with."

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 look at that more critically than ever. Why are you organizing this event? Why should someone attend or tune in? What’s your core message? Sometimes, we act as the ‘critical friend’ and help decide whether an event is even the right medium. And that’s the benefit of working with effectgroep*, we bring a full range of expertise. We never start with the medium, we start with your objectives and work toward real results."

How do you ensure a kick-off truly engages employees with the strategy and shared goals?

"A kick-off is the perfect opportunity to bring employees on board with the new strategy and common goals. It’s not just about reflecting on the past or setting the course ahead, it’s about connection, energy, and inspiration. Whether that’s through a live event, a hybrid format, or a creative internal campaign, it’s all about impact. When you start with clear communication goals, there are so many ways to bring that to life, an online event, a compelling video, even a curated package delivered to people’s homes.

The key is not to organize ‘just another event,’ but to make a strategic choice based on what your goals really demand."