This document summarizes three rules of event marketing according to Hans Janssen of DenkProducties. The rules are: 1) Have goals rather than tools, and recognize that people want to improve, not change; 2) There is no such thing as over exposure if the message is consistent and content drives marketing; 3) Be original, personal and generous to make marketing stick out through guarantees even without guarantees. The document provides background on DenkProducties which plans premium seminars and online learning programs in the Netherlands.

1. Hans Janssen , DenkProducties,22nd May 2017
WHAT THEY DON'T TEACH YOU
ABOUT EVENT MARKETING

2. DENKPRODUCTIES:
• Premium seminars for managers and professionals
• 2016: 17 seminars. 4000+ participants.
• Average rating: 8,4 / 10
• team of 12 in Amsterdam
• New in 2017: 6 online learning programmes

5. YOU HAVE 1.4 SECONDS
Rule #1

6. YOU HAVE 1.4 SECONDS
Rule #1
• IG Nobel Prize rule:
"Research that first makes you laugh and then makes
you think"

8. YOU HAVE 1.4 SECONDS
Rule #1
• IG Nobel Prize rule
• No tools but goals

10. YOU HAVE 1.4 SECONDS
Rule #1
• IG Nobel Prize rule
• No tools but goals
• Nobody wants to change, everybody wants to improve

11. 05
03
13
ééndaagsseminar|amsterdam
www.denkproducties.nl/dirtytricks
Eindelijkeenboekjeopenoverde
ongeschrevenregelsvanhetspel
Ditseminarverdiendezichzelfzeersnelterug.Laurens Vissers, consultant, KPN
10

12. THERE IS NO SUCH THING
AS 'OVER EXPOSURE'
Rule #2

13. THERE IS NO SUCH THING AS OVER EXPOSURE
Rule #2
• The Law of 'Soldaat van Oranje'
• The Law of booking.com
• Single message marketing
• The content is the marketing

15. BE ORIGINAL AND GENEROUS
Rule #3

16. BE ORIGINAL AND GENEROUS
Rule #3
• Make your marketing 'sticky' and personal
• Guarantee even without guarantees

18. WORK LIKE HEATHER

19. JANSSEN@DENKPRODUCTIES.NL