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.
But just a step back. How did The Digital Dutch come into being?"
About four years ago, more and more companies were struggling with issues of digital transformation. KPN could answer many questions, but obviously could not solve all challenges. With our extensive network, think partners such as Microsoft, Cisco and Samsung, we like to make the connection between companies and sectors. In doing so, we help our customers move forward. And that is exactly what we aim for with The Digital Dutch. Important is that - besides 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 clients can go with digital issues."
Events are valuable marketing tools. How do you determine success?
"We do that at KPN in different ways. It starts with the fact that we like to offer our customers a nice event as appreciation for the cooperation. We also see that the event contributes positively to the KPN brand experience. But of course we also look at the commercial result: how does the sales funnel develop after the event? Every year, we build The Digital Dutch with marketing, sales and portfolio management together. Because sales is involved from the start, you increase the commercial success."
The Digital Dutch is a KPN event, but KPN does not dominate. Tell!
"We deliberately chose to introduce The Digital Dutch as a brand. The content about digital innovations is paramount and not our product or service offering. Naturally, we bring a lot of relevant knowledge. Because the top management of KPN is also emphatically present at the event and enters into direct dialogue with the participants, you show commitment from the entire organisation. Customers really appreciate that."
What did your customers like most about the event?
"It was all about sharing diverse digital innovations on 11 April, but certainly also about experiencing them. At the innovation square, participants skated with a special sensor suit on, allowing them to monitor their results in real time on a screen. The fact that you can learn something but actually do it yourself plays a key role in the success of The Digital Dutch. Our visitors also marvelled at the Lightyear One, an electric car whose bodywork is partly made of solar panels. A Dutch invention we can be proud of!"
To know how cool it was, you should have been there
"Actually it is," admits Alle. Almost 14,000 m2 of digital inspiration, top speakers and a striking integration of the main programme and the innovation floor. Not surprisingly, KPN's customers, both large corporations and SMEs, rated the event with an 8.6. "We set the bar a lot higher for this edition. And we succeeded: The Digital Dutch in 2019 was even more innovative and impactful than in previous years. Watch our aftermovie to get an impression."
How did Jaarbeurs contribute to its success?
"As the level of ambition was higher this year, we made a conscious decision to move the event to Jaarbeurs. The central location certainly played a role in achieving a larger number of participants. We were a bit uncertain at the beginning whether we could create enough atmosphere and intimacy in one large space, but the result was beyond expectations. The ambience was great and -also very important- the food and service were top notch."
Digital Disneyland' was what one of the speakers called the event. How will you achieve that again next year?
This year it was clear: the basic concept, realised in intensive cooperation with agencies Steam and Fjuze, stood like a house. Form and content flowed together seamlessly. So in 2020, we aim to achieve at least the same level of ambition.
