You indicated in an earlier conversation that you are hard on conversion. How then?

"We don't start the content production of the event until we know what the objectives are. And I'm not just talking about 'a high guest turnout,' because that's obvious. We want to know when an event is truly successful. After all, why high-five at 100% score? We want to exceed that by at least 20%. For us, that also means looking at how we can use the content or video footage from the event for other applications to get a return on that as well.

That is a strong promise.

"Yes, and we really pride ourselves on that. If it is a commercial KPI, for example the desire to turn half of the prospects present at a sales event into customers, then we go for a 100% score. And actually in such a way that they are already converted into customers during the event and not after the event with all kinds of calls and emails. When it comes to ambassadorship, we do not go for a 9, but at least for a 9 or 10 as NPS. Because we constantly keep securing conversion, very interesting partnerships arise."

Speaking of which; how do you look back on the collaborations last year?

"Good. For us, '22 was the year of the reboot and '23 was the year of updates and building. How can we work better, smarter and faster and thus be more effective for our clients and collaboration partners? We have become a one-stop shop, so that we can really take care of everything. Whether that's an international request for a total production or just in helping with a piece of video content or event management. It's a powerful foundation that offers a lot of confidence for the future."

That seems like a relief to clients.

"We also get that back from them. Because we keep raising the bar, the collaborations are also getting better and better."

Let's take a concrete look at that one stop shop method. What exactly do you take care of?

"We have divided our services into five parts: event management, experiences [everything around F&B, entertainment, music and technology], event styling, content and logistics [storing material in warehouse and transportation]."

What changes did you make in that last year?

"If we look at the last component, logistics, for example, we have implemented a lot of cleverness in that. That ranges from protecting material even better or thinking smartly when dismantling so that it is immediately ready for the next build-up event. We no longer leave anything to chance."

"In terms of content, we hired a broadly educated employee who is specifically dedicated to content and marketing. In addition to being a talented photographer. For event management, we set up a new CRM, which allows us to move much faster and clients can also follow the status of the project in real time. While we obviously value personal contact, it's nice that they have immediate access to this."

"For event experiences, last year we made a strong commitment to being at the forefront of the experience. Both in technology, the right food, sustainability and more. Especially by taking a good look around us at festivals, concerts, museums, etcetera. The latter also applies to event styling. It is getting crazier, in a good way. It has to be completely in concept. Brand creation is key."

Sounds good. What is the focus for 2024?

"We want to focus even more on creating strong annual calendars for our clients. If you organize six events for one organization on an annual basis, there is a very good chance that there is a lot of overlap in those guest lists. You do want that returning guest to be surprised and inspired every time."

What would you like to get in as an assignment this year?

"I would really like to organize some big multi-day events. Preferably even with an international character. We are already well set up for this and have proven several times in the past that we can do this very well. In addition, I am especially proud when we can put together beautiful calendars full of brand activations, product launches and business events. That gives the most energy, fun and just a big smile. Doing very cool things in very cool places with very nice cooperation partners and colleagues."

Finally, beyond what has already been shared, what else makes The Event Company different from other agencies?

"Hospitality is our backbone. Good hospitality is always responsive. Really thinking carefully about what someone needs. We also apply that basic principle in our business and in relationships with clients. When we win an event concept, it is almost always based on distinctiveness from service and hospitality. Nice example; we participated in a big pitch and had to present it at the client's office. In other words, at "their home. However, we wanted them to be welcomed there as guests. So we were allowed to use a space and set up a barista there, including fresh croissants and sausage rolls. That way when they came in, they didn't have to ask us for coffee, we did it for them. That's making you feel welcome, as we do at our events and in our collaborations."

Source: Event inspiration