“If you have long-term goals, live communication is crucial”
Ester de Graaf | Founder, DDG Europe | Event Marketing
Recently back from the Cybersec trade fair in Brussels, Ester de Graaf has once again seen the variety of approaches companies take when participating in such events. Many struggle with formulating a clear strategy, while others succeed in creating an engaging and lively atmosphere. De Graaf notes, “There’s a lot we can learn from the energy at Belgian trade fairs.”
Ester de Graaf established DDG Europe | Event Marketing in 1997, deliberately positioning the company as an event marketing agency rather than a traditional events company. “Yes, we handle event management, but we prefer to take a campaign-based approach. How can you position events most effectively in the market? What do you do in terms of communication and audience activation before the event? How do you engage participants during it? And, importantly, how do you follow up afterwards to ensure results? We often become an integrated part of our clients’ marketing teams, offering substantial support. This makes us accountable,” she explains.
De Graaf’s company focuses on the long-term impact of events, aiming to be involved from the start. “What’s the plan for the year? How does the buyer journey look like? Which campaigns are running? And how do events fit into that? How can we move the target audience, optimise the process, and ultimately generate marketing and sales-qualified leads? We go beyond just delivering the event—we focus on results and real qualified leads.”
Live Communication: Still Seen as a Separate Activity
Not all organisations see events as a fundamental part of their broader marketing strategy. According to De Graaf, sectors like ICT are more advanced in this area, but even within industries, the approach can vary greatly from one company to another.
“In some organisations, the focus is on sales, and events are used to keep leads and contacts moving, facilitating cross- and upselling. In others, marketing plays a major role, and events are key for positioning, brand awareness, and storytelling. Based on those goals, we design the format, select speakers and panellists, and invite influencers to participate.”
Sometimes, companies reverse the process. De Graaf recalls an example where a business had tickets to a Formula 1 race. “Rather than just sending them out aimlessly, we designed a campaign around the event, aligning it with existing marketing activities. My background in advertising helps me think this way,” she adds.
Measuring Event Success
When it comes to measuring the success of trade shows, De Graaf admits that while lead measurement is relatively straightforward, other event types are more challenging.
“We first look at what data is available within the company. This helps us understand the current situation and where we want to be post-event. Based on these objectives and the available data, we set the desired end results. For instance, you may want to change certain behaviours, generate new leads, or cross- and upsell to existing customers. Mapping this out helps determine the desired outcomes. But it’s not an easy process—it requires organisations to be aware and prepared.”
The Power of Live Communication in a Digital World
One of the key challenges facing live communication is the difficulty of measuring its results. Despite this, De Graaf believes it is an essential tool in a world that’s becoming increasingly impersonal and digital.
“Live communication is the perfect way to connect your audience to your brand. In an age where people feel more disconnected, it’s unique. Events are the only communication tool that stimulate all senses. That’s what makes us human and what is critically important as a counterbalance to the ever more impersonal, digitised world.”
At the Brussels trade show, De Graaf was struck by the vibrant networking atmosphere. “By 2 PM, everyone was standing with a drink in hand, engaging in conversations. That’s incredibly valuable.”
“We don’t always realise that people function optimally when all their senses are engaged. Live communication is the only marketing tool that does this. It’s a powerful instrument, particularly when building communities. If you have long-term goals, live communication is crucial.”
Baarn, 5-6-2024, foto serge ligtenberg, Ester de Graaf
Are Dutch Trade Shows Dull?
De Graaf makes a striking comparison between trade shows in Belgium and the Netherlands. “Trade shows in the Netherlands can be quite dull. We should make them more enjoyable, and in doing so, we’d do better business. In Brussels, we were there until 8 PM. Here in the Netherlands, everyone heads home by 5 PM.”
Moving further into the sales funnel, events often become more specific. De Graaf recalls Telenet’s stand at the Brussels event, which was designed as a bar or café. “Their goal was to connect with existing customers, network, and pursue cross- and upselling opportunities.”
As prospects move further through the funnel, companies often organize their own events, such as roundtable discussions. “It becomes more targeted, with content tailored to the audience’s stage in the buyer journey.”
Distributed Events and Current Trends
De Graaf has observed a shift in how companies handle their events. “In tech, large-scale events were once the norm, with one big meeting in North America and another in Europe. During the pandemic, there was a quick shift to digital and hybrid events, and now we see more distributed events, where companies take their event on the road.”
These distributed events require flexible formats and content that can adapt to different locations. De Graaf’s company has been well-prepared for this shift, having built a European network with local affiliates years ago. “We can provide local support from our boutique offices.”
Festival-style events are also on the rise, with their more relaxed, creative formats. “Calling it a ‘festival’ gives us more freedom to be creative,” she explains.
The Decline of Hybrid Events
Despite the early rise of hybrid events during the pandemic, De Graaf notes that their popularity has since waned. “I had expected hybrid events to become more mainstream, but I think we’re all a bit tired of sitting behind screens after the pandemic.”
She acknowledges the complexities and costs involved in hybrid events. “It’s more expensive and logistically complicated. Ideally, you need two moderators—one for the live audience and one for the virtual participants.”
When asked whether environmental concerns like “flight shame” or CO2 budgets might shift the trend back to hybrid or virtual events, De Graaf sees more of a push towards local events. “Where we once brought everyone together in one location in Europe, we’re now organising roadshows that visit cities like Amsterdam, Munich, Paris, London, and Stockholm.”