Sharing knowledge and experience during the coronacrisis

Organising events in the Netherlands will no longer be permitted until 1 June. Does this mean you need to cancel or reschedule your event to the autumn? One thing is clear, even this tumultuous period will end one day. The question is when. 

The sector expects a peak in large events to occur in the coming autumn. We advise you to reschedule your event as soon as possible to ensure that a suitable date is still available. This will also give you more time to prepare for the event. We have listed a number of tips for you. If you have any useful tips, please let us know.  

Analyse your visitors

Create an analysis of your ideal visitor and analyse your customer database. Make an overview on company level and distinguish per target group. You may end up with a list of different target groups with whom you can communicate in a better way. The analysis could also reveal a gap between the customer database and ideal visitor that you want to reach. Gaining these types of insights is essential. 

What do your visitors really want?

After mapping your target group, it’s time to ask what visitors really want during the event. What do they consider important? What are the market trends? And what should they expect from visiting the event? To find the answers, go directly to the source: your target group. 

Pick up a phone and conduct a small survey. Or an online survey. Make sure you put effort into creating a good questionnaire. The survey should contain questions on contents, interaction and energy.  

Determine your customer journey

It’s often overlooked, but an important part of preparing and organising an event involves mapping the customer journey. What journey does the target group make online and offline to attend the event. Mapping this journey will give you better insight into what content to create and how to ensure the target group actually visits your event. Focus on the five phases of the customer journey: see, feel, think, do and care. 

Event calendar
An event is much more than just the event itself. Using an event calendar to mobilise your target group and connect them with your event is a good idea. You can use the event calendar to focus on the preparatory and follow-up phase. What steps will you take to mobilise your visitors before the event? How will you use all the content you created after the event?

Marking these steps in an event calendar helps you to create a clear overview and will indicate when to take each step.  

Be creative!
Do you organise the same event each year? Now is the time to reflect on the setup. What aspects work well and what improvements could be made? Do you have a fixed concept or theme? Ask yourself these questions and work them out into a creative concept. Why not come up with ideas and put them forward to your colleagues?

Need help?

Have we got you thinking? Let our team advise you. Send an email to