Inhoudsopgave
1 Introductie .............................................................................................................................................. 3
1.1 Segmentatie ......................................................................................................................................... 3
1.2 Buyer persona ...................................................................................................................................... 3
1.3 Positionering ........................................................................................................................................ 3
1.4 USP ....................................................................................................................................................... 3
1.5 Customer Journey ................................................................................................................................. 4
1.6 AIDA + CTA ........................................................................................................................................... 4
1.7 Owned vs Bought vs Earned Media ...................................................................................................... 4
1.8 Interactiemarketing ............................................................................................................................. 4
1.9 GDPR .................................................................................................................................................... 4
1.10 Acquisitie vs Retentie vs Activatie vs Traffic vs Leadgeneration .......................................................... 5
1.11 Content Marketing Kanalen ................................................................................................................. 5
1.12 Ideale situatie ....................................................................................................................................... 5
1.13 Content Marketing ............................................................................................................................... 6
1.14 Focus op goede content ....................................................................................................................... 6
2 Van strategie naar concept ..................................................................................................................... 7
2.1 Event essentials .................................................................................................................................... 7
2.1.1 8 DNA - elementen .......................................................................................................................... 7
2.1.2 Twee waardevolle evenementen: Realtime Event (RT) en Conversatie Event (CE) ........................ 9
2.1.3 De eventmanagementcirckel ........................................................................................................ 11
2.2 Strategie ............................................................................................................................................. 12
2.2.1 Waarom een eventstrategie? ........................................................................................................ 12
2.2.2 Hoe kom je tot je eventstrategie? ................................................................................................. 12
2.2.3 Wat is de output van de strategische fase? .................................................................................. 14
2.3 Concept .............................................................................................................................................. 15
2.3.1 Waarom een conceptuele fase? .................................................................................................... 15
2.3.2 Hoe kom je tot je eventconcept? .................................................................................................. 16
2.3.3 Wat is de output van de conceptuele fase? .................................................................................. 17
3 Virtuele evenementen .......................................................................................................................... 18
3.1 Event in tijde van Corona (covidproof events) .................................................................................... 18
3.1.1 Never waste a good crisis .............................................................................................................. 18
3.1.2 GOD-, ME-, WE – EXPERIENCES ..................................................................................................... 20
3.1.3 Geld met virtuele events ............................................................................................................... 20
3.1.4 Wereldwijd best opkomende muziekgenre .................................................................................. 21
3.1.5 Travis Scott and Fortnite ............................................................................................................... 21
3.1.6 VR .................................................................................................................................................. 22
4 Productie van het conversatie-event..................................................................................................... 23
4.1 Waardevolle content .......................................................................................................................... 23
4.1.1 Heropfrissing vorige lessen ........................................................................................................... 23
4.1.2 Event marketing tools ................................................................................................................... 24
1
, 4.1.3 Activatieplan.................................................................................................................................. 24
4.1.4 Activatieplan en contentplan ........................................................................................................ 25
4.2 Tools ................................................................................................................................................... 35
4.2.1 Creatietools ................................................................................................................................... 35
4.2.2 Planning & monitoring tools ......................................................................................................... 35
5 Marketingplan ...................................................................................................................................... 36
5.1 Promoot je event via sociale media ................................................................................................... 36
5.1.1 Hoe zet ik sociale media in ter promotie van mijn event? ............................................................ 36
5.1.2 Sociale media voor-tijdens-na het event....................................................................................... 39
5.2 Contentplan en contentkalender opstellen ........................................................................................ 42
5.2.1 Waardevolle content ..................................................................................................................... 42
5.3 Online marketingplan opstellen: sociale media, mailing, online ads ................................................. 49
5.4 Event marketing tools ........................................................................................................................ 49
6 Gastcolleges en andere ......................................................................................................................... 53
6.1 BAM-Congres ..................................................................................................................................... 53
6.2 Influo – Influencer Marketing ............................................................................................................. 53
6.3 Clouds – Matthias (17/03/’22) ........................................................................................................... 54
6.3.1 Basics ............................................................................................................................................. 54
6.3.2 Technics ......................................................................................................................................... 55
6.3.3 Cases.............................................................................................................................................. 57
6.3.4 You................................................................................................................................................. 57
6.4 Videomarketing .................................................................................................................................. 58
6.4.1 Waarom? ....................................................................................................................................... 58
6.4.2 Pre-productie ................................................................................................................................ 58
6.4.3 Productie ....................................................................................................................................... 58
6.4.4 Post-productie ............................................................................................................................... 60
6.5 Wonderweekend – Steven (12/05/’22) .............................................................................................. 61
6.6 Fyre: documentaire ............................................................................................................................ 66
2
, Online Event Marketing
1 Introductie
1.1 Segmentatie
Je kan de markt opdelen in verschillende groepen, die groepen hebben enkele kenmerken
gemeenschappelijk:
Geografisch Landen, wijken, regio
Demografisch Leeftijd, religie, geslacht gezinssituatie, beroepen
Psychografisch Levensstijl, persoonlijkheid, sociale klasse
1.2 Buyer persona
Per doelgroep/ segment moet je een aparte buyer
persona maken.
Je geeft die echt een naam en gezicht.
Je stelt de ideale klant op eb vraagt je af of die
persoon je product zou leuk vinden.
Stel op welke sociale media die gebruikt, waar hij
woont, interesses, job etc.
1.3 Positionering
Je moet een plaatsje creëren in de mensen hun hersenen. Hoe ze zich
gaan associëren met je brand. Probeer jezelf te differentiëren met
andere brands.
1.4 USP
Unique Selling Proposition
Zorgen dat mensen een associatie krijgen met je brand.
Coca Cola → happiness
Red Bull → avontuur
Volvo → veiligheid
3
, 1.5 Customer Journey
De klantenreis.
Raakpunten die je
hebt met je klant,
gekoppeld met
AIDA
1.6 AIDA + CTA
Call To Action (CTA): mensen over de streep trekken om iets te
Action doen.
Desire
Interest
Attention
1.7 Owned vs Bought vs Earned Media
CONSISTS OF: ATTRACTS:
EARNED (verworven): reviews, PR, sociale media berichten Fans (kleinste groep)
van andere mensen, word of mouth
OWNED Eigen kanalen Customers (middel)
BOUGHT Betalende advertenties Strangers (grootste groep)
1.8 Interactiemarketing
Wisselwerking interactie, gesprek
Direct Marketing: (direct mail, e-mail marketing, telefoon marketing)
Database: je hebt gegevens nodig → daarna kan je interactie hebben met je klanten → doel:
langdurige relatie aangaan met klant
1.9 GDPR
General Data Protection Regulation
Privacy (wetgeving) van de klant beschermen. Je moet toestemming hebben voor te contacteren (bv.
aanvinken).
Mogen we u nieuwsbrieven sturen?
4
1 Introductie .............................................................................................................................................. 3
1.1 Segmentatie ......................................................................................................................................... 3
1.2 Buyer persona ...................................................................................................................................... 3
1.3 Positionering ........................................................................................................................................ 3
1.4 USP ....................................................................................................................................................... 3
1.5 Customer Journey ................................................................................................................................. 4
1.6 AIDA + CTA ........................................................................................................................................... 4
1.7 Owned vs Bought vs Earned Media ...................................................................................................... 4
1.8 Interactiemarketing ............................................................................................................................. 4
1.9 GDPR .................................................................................................................................................... 4
1.10 Acquisitie vs Retentie vs Activatie vs Traffic vs Leadgeneration .......................................................... 5
1.11 Content Marketing Kanalen ................................................................................................................. 5
1.12 Ideale situatie ....................................................................................................................................... 5
1.13 Content Marketing ............................................................................................................................... 6
1.14 Focus op goede content ....................................................................................................................... 6
2 Van strategie naar concept ..................................................................................................................... 7
2.1 Event essentials .................................................................................................................................... 7
2.1.1 8 DNA - elementen .......................................................................................................................... 7
2.1.2 Twee waardevolle evenementen: Realtime Event (RT) en Conversatie Event (CE) ........................ 9
2.1.3 De eventmanagementcirckel ........................................................................................................ 11
2.2 Strategie ............................................................................................................................................. 12
2.2.1 Waarom een eventstrategie? ........................................................................................................ 12
2.2.2 Hoe kom je tot je eventstrategie? ................................................................................................. 12
2.2.3 Wat is de output van de strategische fase? .................................................................................. 14
2.3 Concept .............................................................................................................................................. 15
2.3.1 Waarom een conceptuele fase? .................................................................................................... 15
2.3.2 Hoe kom je tot je eventconcept? .................................................................................................. 16
2.3.3 Wat is de output van de conceptuele fase? .................................................................................. 17
3 Virtuele evenementen .......................................................................................................................... 18
3.1 Event in tijde van Corona (covidproof events) .................................................................................... 18
3.1.1 Never waste a good crisis .............................................................................................................. 18
3.1.2 GOD-, ME-, WE – EXPERIENCES ..................................................................................................... 20
3.1.3 Geld met virtuele events ............................................................................................................... 20
3.1.4 Wereldwijd best opkomende muziekgenre .................................................................................. 21
3.1.5 Travis Scott and Fortnite ............................................................................................................... 21
3.1.6 VR .................................................................................................................................................. 22
4 Productie van het conversatie-event..................................................................................................... 23
4.1 Waardevolle content .......................................................................................................................... 23
4.1.1 Heropfrissing vorige lessen ........................................................................................................... 23
4.1.2 Event marketing tools ................................................................................................................... 24
1
, 4.1.3 Activatieplan.................................................................................................................................. 24
4.1.4 Activatieplan en contentplan ........................................................................................................ 25
4.2 Tools ................................................................................................................................................... 35
4.2.1 Creatietools ................................................................................................................................... 35
4.2.2 Planning & monitoring tools ......................................................................................................... 35
5 Marketingplan ...................................................................................................................................... 36
5.1 Promoot je event via sociale media ................................................................................................... 36
5.1.1 Hoe zet ik sociale media in ter promotie van mijn event? ............................................................ 36
5.1.2 Sociale media voor-tijdens-na het event....................................................................................... 39
5.2 Contentplan en contentkalender opstellen ........................................................................................ 42
5.2.1 Waardevolle content ..................................................................................................................... 42
5.3 Online marketingplan opstellen: sociale media, mailing, online ads ................................................. 49
5.4 Event marketing tools ........................................................................................................................ 49
6 Gastcolleges en andere ......................................................................................................................... 53
6.1 BAM-Congres ..................................................................................................................................... 53
6.2 Influo – Influencer Marketing ............................................................................................................. 53
6.3 Clouds – Matthias (17/03/’22) ........................................................................................................... 54
6.3.1 Basics ............................................................................................................................................. 54
6.3.2 Technics ......................................................................................................................................... 55
6.3.3 Cases.............................................................................................................................................. 57
6.3.4 You................................................................................................................................................. 57
6.4 Videomarketing .................................................................................................................................. 58
6.4.1 Waarom? ....................................................................................................................................... 58
6.4.2 Pre-productie ................................................................................................................................ 58
6.4.3 Productie ....................................................................................................................................... 58
6.4.4 Post-productie ............................................................................................................................... 60
6.5 Wonderweekend – Steven (12/05/’22) .............................................................................................. 61
6.6 Fyre: documentaire ............................................................................................................................ 66
2
, Online Event Marketing
1 Introductie
1.1 Segmentatie
Je kan de markt opdelen in verschillende groepen, die groepen hebben enkele kenmerken
gemeenschappelijk:
Geografisch Landen, wijken, regio
Demografisch Leeftijd, religie, geslacht gezinssituatie, beroepen
Psychografisch Levensstijl, persoonlijkheid, sociale klasse
1.2 Buyer persona
Per doelgroep/ segment moet je een aparte buyer
persona maken.
Je geeft die echt een naam en gezicht.
Je stelt de ideale klant op eb vraagt je af of die
persoon je product zou leuk vinden.
Stel op welke sociale media die gebruikt, waar hij
woont, interesses, job etc.
1.3 Positionering
Je moet een plaatsje creëren in de mensen hun hersenen. Hoe ze zich
gaan associëren met je brand. Probeer jezelf te differentiëren met
andere brands.
1.4 USP
Unique Selling Proposition
Zorgen dat mensen een associatie krijgen met je brand.
Coca Cola → happiness
Red Bull → avontuur
Volvo → veiligheid
3
, 1.5 Customer Journey
De klantenreis.
Raakpunten die je
hebt met je klant,
gekoppeld met
AIDA
1.6 AIDA + CTA
Call To Action (CTA): mensen over de streep trekken om iets te
Action doen.
Desire
Interest
Attention
1.7 Owned vs Bought vs Earned Media
CONSISTS OF: ATTRACTS:
EARNED (verworven): reviews, PR, sociale media berichten Fans (kleinste groep)
van andere mensen, word of mouth
OWNED Eigen kanalen Customers (middel)
BOUGHT Betalende advertenties Strangers (grootste groep)
1.8 Interactiemarketing
Wisselwerking interactie, gesprek
Direct Marketing: (direct mail, e-mail marketing, telefoon marketing)
Database: je hebt gegevens nodig → daarna kan je interactie hebben met je klanten → doel:
langdurige relatie aangaan met klant
1.9 GDPR
General Data Protection Regulation
Privacy (wetgeving) van de klant beschermen. Je moet toestemming hebben voor te contacteren (bv.
aanvinken).
Mogen we u nieuwsbrieven sturen?
4
