Event Marketing

The Value of Events

Within a B2B production environment, event marketing is one of the most direct and impactful ways to sense the market and strengthen relationships. It goes beyond visibility; events create experience, interaction, and valuable first-hand feedback.

For me, event marketing has always been an indispensable tool — not only because it energizes and enhances collaboration with colleagues, but also because the process demands discipline: tight deadlines, precise organization, and maximum impact in execution.

From prominent trade fair presentations, such as our 90 m² stand at the Bouwbeurs in Utrecht, to conferences, roadshows, staff events, and anniversary celebrations — each event is a strategic moment to make brand experience tangible. These are the moments when brand, market, and people converge — and where sustainable relationships are built.

50 Years- BrandExperience with Impact

An anniversary is more than a mileston; it’s the perfect moment to reflect on where a company comes from, what it stands for, and most importantly, where it’s heading.
In 2016, I organized a large-scale relationship event celebrating 50 years of Hertalan Rubber Products. Not as a nostalgic look back, but as a powerful manifestation uniting past, future, and vision.

The venue was deliberately chosen: sustainable, inspiring, and aligned with the company’s character. During this event, we welcomed our most valued partners for a day full of experience, inspiration, and connection. In addition to an extensive lunch and exclusive dinner program, the content was central: leading keynote speakers, personal stories from key stakeholders, and an impressive visual presentation on a 20-meter-wide and 5-meter-high screen. An event where storytelling, strategy, and emotion reinforced each other — where our identity wasn’t just told, but felt.

The inspiration video I produced for this event captures in images what words can hardly express: how experience becomes tangible when you dare to share vision.

I had a fantastic aftermovie produced for this and I can provide the correct YouTube link upon request (it is publicly available).

Trade Fairs | Congresses & Events. Making Brand Experience Tangible

Trade fairs form the stage where brand strategy comes to life.
It’s no longer about simply showcasing products — it’s about experiencing the brand. A trade fair is the ideal place to take the pulse of the market: to meet partners, clients, and contractors in a different setting and deepen existing relationships.

For a B2B manufacturer, participation in a trade fair is much more than a commercial opportunity. Here, the brand is anchored in the minds of customers and stakeholders — not just as a supplier, but as an authority and reliable partner in the value chain.

The Dutch Building Exhibition (Bouwbeurs) was the highlight: a 90 m² booth designed for total experience, from visual presentation to hospitality and catering/lunch sessions. It not only created visibility in the market but also strengthened the company’s authority.

In addition, there are numerous specialized niche fairs where individual brands positioned themselves within their own segments.

In short: a trade fair is not an incidental marketing activity, but a strategic investment — a key instrument for brand building, relationship development, and market authority. A place where brand, people, and market meet.

Architect Trips & Lunch Sessions. Knowledge Sharing as Brand Experience

In the world of design and construction, the architect’s role is shifting — from direct material selection toward process guidance. Yet this audience remains strategically vital: they are the influencers at the front end of the chain. Where vision, aesthetics, and technology converge.

That’s why I have invested for years in targeted knowledge and relationship programs for architects and designers. Not with standard product presentations, but with inspiring Architect Trips and in-depth Lunch Sessions where experience, dialogue, and professional content take center stage.

During these trips, from Hamburg to Seville, and from Rotterdam to Amsterdam, we literally and figuratively set architects in motion. Often organized together with platforms as 'Heinze- Germany', 'De Architect- The Netherlands', etc.

The Architect Lunches, organized in collaboration with other producers in the construction sector and the 'Architectenweb' platform, have also proven their value. In compact sessions, held directly at architectural firms, we share knowledge about detailing solutions, material choices, and system integration.

The entire team, from designer to project architect, gets the opportunity to experience our solutions, ask questions, and integrate them into their own design practice.