Event-marketing
2025-2026
,Inhoudsopgave
Les 1: introductie (opfrissing) ........................................................................................................ 4
Les 2: Real-time & conservatie-event............................................................................................. 8
2.1 Event Essentials ......................................................................................................................... 8
2.1.1 Acht DNA-elementen ........................................................................................................... 8
2.1.2 Twee waardevolle evenementen: Realtime event + Conversatie event .................................. 10
2.1.3 Eventmanagementcirkel .................................................................................................... 12
2.2 Strategie ...................................................................................................................................13
2.2.1 Waarom een eventstrategie? .............................................................................................. 13
2.2.2 Hoe kom je tot je eventstrategie? ........................................................................................ 13
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
Les 3: Het Eventmarketingplan – Deel 1 ........................................................................................ 18
3.1 Doelgroepanalyse .....................................................................................................................18
3.2 Positionering .............................................................................................................................19
3.3 SMART doelstellingen ................................................................................................................20
3.4 Event customer journey .............................................................................................................21
3.4.1 Awareness......................................................................................................................... 21
3.4.2 Consideration .................................................................................................................... 22
3.4.3 Purchase/Engagement ....................................................................................................... 22
3.4.4 Visit/Experience: activatie .................................................................................................. 23
3.4.5 Loyalty/Advocacy ............................................................................................................... 23
3.5 Bepaal jouw communicatieindex - communicatiemix..................................................................24
3.5.1 Owned media .................................................................................................................... 24
3.5.2 Paid media ........................................................................................................................ 24
3.5.3 Earned media .................................................................................................................... 26
3.5.4 Wisselwerking paid – owned – earned ................................................................................. 26
Les 4: Het Eventmarketingplan – Deel 2 ........................................................................................ 28
4.1 Content en contentkalender ......................................................................................................28
4.1.1 Welke content?.................................................................................................................. 28
Content bepaalt de identiteit van je evenement ....................................................................... 28
4.1.2 De drie content checks ...................................................................................................... 29
4.1.3 Faciliteer de event belevers ................................................................................................ 30
4.1.4 Conversatie-event tijdens en na het realtime-event ............................................................. 30
4.1.5 Observeer en reageer ......................................................................................................... 31
4.1.6 Planning ............................................................................................................................ 31
Les 5: Geurillamarketing & Brand activation .................................................................................. 34
1
, 5.1 Marketing-PR als onderdeel van de marketingcommunicatiemix .................................................34
5.2 Guerillamarketing als een vorm van Marketing-PR.......................................................................34
5.3 Brand Activation / Experiential Marketing ....................................................................................35
5.4 Brand Activation ¹ Guerillamarketing .........................................................................................35
Les 6: E-mailmarketing ................................................................................................................ 37
6.1 Inleiding ...................................................................................................................................37
6.2 Fundamenten van e-mailmarketing ............................................................................................39
à Toestemming voor E-mailmarketing (Opt-in & Opt-out) ............................................................ 40
6.3 DoeltreQende e-mails ...............................................................................................................42
à Gebruik van beelden .............................................................................................................. 43
à Tekstuele aanpak ................................................................................................................... 43
à Visueel Ontwerp .................................................................................................................... 43
à Inhoud & Techniek.................................................................................................................. 44
à Nieuwsbrief-frequentie .......................................................................................................... 44
Het ideale verzendmoment ...................................................................................................... 44
6.4 E-mailautomatisering ................................................................................................................45
Waarom e-mailautomatisering gebruiken? .................................................................................. 45
Voorbeelden: ............................................................................................................................. 45
6.5 Meten is weten..........................................................................................................................47
6.5.1 Essentiële KPI’s – Hoe ebectief is je campagne? .................................................................. 47
6.5.2 A/B testing ......................................................................................................................... 48
6.6 E-mail marketing voor B2B .........................................................................................................49
Les 7: Eventmarketingdays........................................................................................................... 50
Les 8: Digitale Marketing .............................................................................................................. 50
8.1 Event website ...........................................................................................................................50
8.1.1 Registratie domeinnaam .................................................................................................... 50
8.1.2 Opzetten hosting ............................................................................................................... 50
8.1.3 Bouwen website ................................................................................................................ 50
Het gedrag van de surfer ........................................................................................................... 51
Tips voor scanbare teksten ....................................................................................................... 51
8.1.4 Koppelen ticketingplatform ................................................................................................ 52
8.2 SEO en SEA voor je event ...........................................................................................................53
8.2.1 SEO................................................................................................................................... 53
8.2.2 SEA ................................................................................................................................... 54
8.3 Social Media .............................................................................................................................55
8.3.1 Promoot je event via sociale media ..................................................................................... 56
8.3.2 Meta advertising .....................................................................................................................58
8.4 Meten is weten..........................................................................................................................58
Les 9: eventvideo met smartphone - videomarketing ..................................................................... 60
2
, 9.1 Pre-productie............................................................................................................................60
9.2 Orde in de chaos – cameravoering .............................................................................................60
9.3 Dat tikkeltje meer ......................................................................................................................61
9.4 Post productie ..........................................................................................................................61
9.5 AI in video .................................................................................................................................61
9.6 Waarom videomarketing? ..........................................................................................................61
3
2025-2026
,Inhoudsopgave
Les 1: introductie (opfrissing) ........................................................................................................ 4
Les 2: Real-time & conservatie-event............................................................................................. 8
2.1 Event Essentials ......................................................................................................................... 8
2.1.1 Acht DNA-elementen ........................................................................................................... 8
2.1.2 Twee waardevolle evenementen: Realtime event + Conversatie event .................................. 10
2.1.3 Eventmanagementcirkel .................................................................................................... 12
2.2 Strategie ...................................................................................................................................13
2.2.1 Waarom een eventstrategie? .............................................................................................. 13
2.2.2 Hoe kom je tot je eventstrategie? ........................................................................................ 13
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
Les 3: Het Eventmarketingplan – Deel 1 ........................................................................................ 18
3.1 Doelgroepanalyse .....................................................................................................................18
3.2 Positionering .............................................................................................................................19
3.3 SMART doelstellingen ................................................................................................................20
3.4 Event customer journey .............................................................................................................21
3.4.1 Awareness......................................................................................................................... 21
3.4.2 Consideration .................................................................................................................... 22
3.4.3 Purchase/Engagement ....................................................................................................... 22
3.4.4 Visit/Experience: activatie .................................................................................................. 23
3.4.5 Loyalty/Advocacy ............................................................................................................... 23
3.5 Bepaal jouw communicatieindex - communicatiemix..................................................................24
3.5.1 Owned media .................................................................................................................... 24
3.5.2 Paid media ........................................................................................................................ 24
3.5.3 Earned media .................................................................................................................... 26
3.5.4 Wisselwerking paid – owned – earned ................................................................................. 26
Les 4: Het Eventmarketingplan – Deel 2 ........................................................................................ 28
4.1 Content en contentkalender ......................................................................................................28
4.1.1 Welke content?.................................................................................................................. 28
Content bepaalt de identiteit van je evenement ....................................................................... 28
4.1.2 De drie content checks ...................................................................................................... 29
4.1.3 Faciliteer de event belevers ................................................................................................ 30
4.1.4 Conversatie-event tijdens en na het realtime-event ............................................................. 30
4.1.5 Observeer en reageer ......................................................................................................... 31
4.1.6 Planning ............................................................................................................................ 31
Les 5: Geurillamarketing & Brand activation .................................................................................. 34
1
, 5.1 Marketing-PR als onderdeel van de marketingcommunicatiemix .................................................34
5.2 Guerillamarketing als een vorm van Marketing-PR.......................................................................34
5.3 Brand Activation / Experiential Marketing ....................................................................................35
5.4 Brand Activation ¹ Guerillamarketing .........................................................................................35
Les 6: E-mailmarketing ................................................................................................................ 37
6.1 Inleiding ...................................................................................................................................37
6.2 Fundamenten van e-mailmarketing ............................................................................................39
à Toestemming voor E-mailmarketing (Opt-in & Opt-out) ............................................................ 40
6.3 DoeltreQende e-mails ...............................................................................................................42
à Gebruik van beelden .............................................................................................................. 43
à Tekstuele aanpak ................................................................................................................... 43
à Visueel Ontwerp .................................................................................................................... 43
à Inhoud & Techniek.................................................................................................................. 44
à Nieuwsbrief-frequentie .......................................................................................................... 44
Het ideale verzendmoment ...................................................................................................... 44
6.4 E-mailautomatisering ................................................................................................................45
Waarom e-mailautomatisering gebruiken? .................................................................................. 45
Voorbeelden: ............................................................................................................................. 45
6.5 Meten is weten..........................................................................................................................47
6.5.1 Essentiële KPI’s – Hoe ebectief is je campagne? .................................................................. 47
6.5.2 A/B testing ......................................................................................................................... 48
6.6 E-mail marketing voor B2B .........................................................................................................49
Les 7: Eventmarketingdays........................................................................................................... 50
Les 8: Digitale Marketing .............................................................................................................. 50
8.1 Event website ...........................................................................................................................50
8.1.1 Registratie domeinnaam .................................................................................................... 50
8.1.2 Opzetten hosting ............................................................................................................... 50
8.1.3 Bouwen website ................................................................................................................ 50
Het gedrag van de surfer ........................................................................................................... 51
Tips voor scanbare teksten ....................................................................................................... 51
8.1.4 Koppelen ticketingplatform ................................................................................................ 52
8.2 SEO en SEA voor je event ...........................................................................................................53
8.2.1 SEO................................................................................................................................... 53
8.2.2 SEA ................................................................................................................................... 54
8.3 Social Media .............................................................................................................................55
8.3.1 Promoot je event via sociale media ..................................................................................... 56
8.3.2 Meta advertising .....................................................................................................................58
8.4 Meten is weten..........................................................................................................................58
Les 9: eventvideo met smartphone - videomarketing ..................................................................... 60
2
, 9.1 Pre-productie............................................................................................................................60
9.2 Orde in de chaos – cameravoering .............................................................................................60
9.3 Dat tikkeltje meer ......................................................................................................................61
9.4 Post productie ..........................................................................................................................61
9.5 AI in video .................................................................................................................................61
9.6 Waarom videomarketing? ..........................................................................................................61
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