What a cool day it was! On 11 April, the 4th edition of The Digital Dutch took place: the business event about digital innovation. All participants were deeply impressed by all the digital highlights KPN and its partners showed at the event. We spoke to Alle Welling, product owner at KPN, about this spectacular event.
At first, we were a little unsure whether we could create enough atmosphere and intimacy in one large space, but the result exceeded our expectations. The atmosphere was brilliant and – just as importantly – the food and service were top-notch.Alle Welling, product owner at KPN
But let’s take a step back. How did The Digital Dutch come about?”
About four years ago, more and more companies were grappling with issues surrounding digital transformation. KPN was able to answer many questions, but of course couldn’t solve every challenge. With our extensive network – including partners such as Microsoft, Cisco and Samsung – we are keen to bridge the gap between businesses and sectors. In doing so, we help our customers move forward. And that is precisely the aim we have in mind with The Digital Dutch. It’s important to note that – in addition to the event – we also offer an online platform with valuable content and, with the KPN Digital Dutch Xperience, we have a multifunctional space in Zoetermeer where customers can come to discuss their digital challenges.”
Events are valuable marketing tools. How do you measure their success?
“At KPN, we do this in various ways. It starts with our desire to offer our customers a great event as a token of appreciation for their partnership. We also see that the event makes a positive contribution to KPN’s brand perception. But of course we also look at the commercial results: how does the sales funnel develop after the event? Every year, we organise ‘The Digital Dutch’ in collaboration with marketing, sales and portfolio management. By involving sales right from the start, you maximise commercial success.”
The Digital Dutch is a KPN event, but KPN isn’t the main focus. Tell us more!
“We made a conscious decision to launch The Digital Dutch as a brand. The focus is on digital innovations, not our range of products or services. Naturally, we bring a wealth of relevant expertise to the table. Because KPN’s senior management are also prominently present at the event and engage directly with participants, this demonstrates the commitment of the entire organisation. Customers really appreciate that.”
What did your customers enjoy most about the event?
“On 11 April, the focus was on sharing a wide range of digital innovations, but certainly also on the experience of them. At the innovation square, participants skated whilst wearing a special sensor suit, allowing them to monitor their results in real time on a screen. The fact that you can learn something, but also actually do it yourself, plays a key role in the success of The Digital Dutch. Our visitors were also marvelling at the Lightyear One, an electric car whose bodywork consists partly of solar panels. A Dutch invention we can be proud of!”
To know just how brilliant it was, you really should have been there…
“Actually, yes,” Alle admits. Almost 14,000 m² of digital inspiration, top-class speakers and a striking integration of the main programme and the innovation floor. No wonder KPN’s customers – both large enterprises and SMEs – rated the event 8.6 out of 10. “We set the bar a lot higher for this edition. And it paid off: in 2019, The Digital Dutch was even more innovative and impactful than in previous years. Watch our aftermovie to get an idea of what it was like.”
How did Jaarbeurs contribute to the success?
“As our ambitions were higher this year, we made a conscious decision to move the event to Jaarbeurs. Its central location certainly played a part in attracting a larger number of participants. We were a little unsure at first whether we could create enough atmosphere and intimacy in one large space, but the result exceeded our expectations. The atmosphere was brilliant and – just as importantly – the food and service were top-notch.”
‘Digital Disneyland’ is what one of the speakers called the event. How are you going to pull that off again next year?
This year made it clear: the core concept, realised through close collaboration with the agencies Steam and Fjuze, is rock solid. Form and content flowed seamlessly into one another. So in 2020, we want to achieve at least the same level of ambition.
