Expert Interview

This section presents a comprehensive exploration into the world of marketing through an insightful conversation with an industry expert. This interview offers a deep dive into the experiences, strategies, and challenges faced by professionals who have made a significant impact in the marketing landscape.

The upcoming text features detailed discussions that touch upon various aspects of marketing, from CONCEPTUALISATION to execution. The content delves into real-world scenarios, providing valuable insights into the dynamic and ever-evolving field of marketing.

the interview is crafted to unveil the unique perspectives and experiences of the expert, shedding light on the strategies that have propelled successful marketing endeavors. From festival experiences simplified with GigGoMe to connecting people through events at Scoop Expert, this interview cover a spectrum of projects, highlighting the diverse applications of marketing strategies.

Prepare to be immersed in the knowledge shared by this seasoned professional, gaining a deeper understanding of the intricacies that contribute to effective marketing campaigns.

Anke Kuipers

In the spotlight of this expert interview is Anke Kuipers, a luminary in the realms of marketing, event planning, and creative strategy. With a diverse portfolio that includes roles such as Creative Business Kubro Chairman, Co-Founder of Bend-it B.V, and Director at GigGoMe, Anke brings a wealth of experience to the table.

A Brief Overview

Anke's journey is marked by a relentless commitment to innovation, evident in her roles as a founding director, co-founder, and director across various ventures. Her ability to seamlessly blend creativity with strategic thinking has positioned her as a trendsetter in the industry.

Talking Points for the Interview:

  1. Navigating Creativity and Strategy: Explore Anke's unique perspective on merging creativity and strategy in the marketing and event planning landscape.

  2. Challenges and Solutions: Uncover insights into the challenges Anke has faced throughout her career and the innovative solutions she has employed to overcome them.

  3. Multifaceted Ventures: Gain an understanding of Anke's experiences in diverse roles, from founding directorships to co-founding ventures, and how each role contributes to her overarching professional narrative.

  4. Event Planning and Marketing Dynamics: Delve into Anke's expertise in simplifying the festival experience at GigGoMe and her strategies for effective marketing in the digital age.

  5. Innovation and Vision: Learn about Anke's role as a trendsetter and how her ventures, such as Bend-it B.V, aim to bring added value to their audience through innovation and a unique vision.

Prepare to embark on a journey through Anke's professional trajectory, gaining valuable insights into the dynamic intersections of creativity and strategy.

  • Connect International and Kubro:

    1. How does your role as Chairman at Connect International align with your work at Kubro?

    2. Could you share a specific project where you applied creative and strategic thinking at Kubro?

    Bend-it B.V:

    3. What inspired the creation of Bend-it, and how did you envision it adding value to its owners?

    4. How did you approach marketing Bend-it to make it more than just a shoe but an exceptional addition to one's appearance?

    GigGoMe:

    5. What challenges did you face in simplifying the festival experience with GigGoMe, and how did you overcome them?

    6. How did you use marketing to consolidate festival information, travel options, and accommodations into one easy-to-use tool?

  • Anke Kuipers, Director of KUBRO.works and Ecosystem Services B.V.

    Connect International, Kubro & Ecosystem Services:

    Anke's role as Chairman at Connect International is seamlessly aligned with her work at Kubro. Drawing lessons and experiences from various functions, she applies an out-of-the-box perspective to current projects and developments within the NGO. Anke serves as a brainstorming partner for the NGO's Director and, along with other board members, ensures proper governance. She often combines creativity with business strategies in her projects, exemplified by her involvement in revamping a museum in Friesland and her role at the NL pavilion at Mobile World Congress Barcelona.

    Concept Development and Problem Solving:

    Anke emphasizes combining creativity with business acumen in concept development and problem-solving. She encourages thinking beyond traditional boundaries to connect people, create new concepts, and devise innovative solutions.

    Marketing to Diverse Demographics:

    Discussing the challenges of marketing to a large and diverse demographic, Anke shares insights from her experience at Mobile World Congress. She navigates obstacles by adapting creative and strategic thinking to effectively communicate with varied audiences.

    Bend-it B.V.:

    Bend-it, a professional shoe brand, was born out of collaboration with Anke's sister. The shoes, designed for easy stepping in, feature a flexible heel and premium leather for comfort and durability. Anke faced marketing challenges in the traditional shoe shop market, where conveying the uniqueness of the product proved difficult. Learning to specify their niche and targeting exclusive fairs helped them reach their audience effectively.

    GigGoMe:

    GigGoMe, an app for simplifying the festival experience, faced unforeseen challenges due to the COVID-19 pandemic. The industry's transformation and slow recovery posed difficulties. Anke highlights the initial success and subsequent setbacks faced by the company.

    Marketing for Festival Information:

    To consolidate festival information, travel options, and accommodations into an easy-to-use tool, GigGoMe utilized online sources and formed partnerships. They engaged in individual sales to onboard new clients, creating a comprehensive platform for festival-goers.

    Anke's journey reflects a dynamic blend of creativity, strategic thinking, and adaptability across diverse projects and ventures.

  • As a marketeer for Mosaic Events, the key takeaways from Anke Kuipers' interview that apply to my role include:

    Out-of-the-Box Thinking: Anke emphasizes the importance of applying lessons from various functions to bring an out-of-the-box view to projects. As a marketeer, I should think creatively and leverage diverse experiences to develop unique and innovative marketing strategies for Mosaic Events.

    Creative Problem Solving: Incorporate creativity into problem-solving. Anke suggests combining creativity with business strategies to find new solutions, connect people, and create concepts. In my role, I should approach challenges with a creative mindset to develop impactful solutions.

    Targeted Niche Marketing: Anke's experience with Bend-it B.V. highlights the importance of specifying your niche. In the competitive events industry, identify and target specific audience segments for Mosaic Events, ensuring tailored and effective marketing campaigns.

    Adaptability in Marketing: The challenges faced by GigGoMe due to the COVID-19 pandemic underscore the importance of adaptability. i’m to stay agile in my marketing approach for Mosaic Events, being ready to adjust strategies based on external factors, industry changes, and emerging trends.

    Strategic Partnerships: Anke's approach in GigGoMe involved making partnerships to consolidate festival information. I should consider forming strategic partnerships for Mosaic Events, collaborating with relevant businesses, influencers, or platforms to enhance marketing reach and effectiveness.

    Personalization and Customization: Anke's strategy of customizing shoes for customers at exclusive fairs offers a lesson in personalization. I should explore ways to personalize the event experience for attendees through tailored marketing messages, exclusive offers, or customized event features.

    Storytelling in Marketing: Anke's challenges with Bend-it B.V. in conveying the uniqueness of their shoes highlight the importance of effective storytelling. I should craft compelling narratives around Mosaic Events, emphasizing its unique selling points and creating an emotional connection with the audience.

    Balancing Creativity with Business: Anke consistently integrates creativity with business considerations. Finding the right balance between creative and strategic thinking in my marketing endeavors for Mosaic Events, ensuring that campaigns are not only imaginative but also align with overarching business objectives.

  • The interview with Anke Kuipers, Director of KUBRO.works and Ecosystem Services B.V., provided a comprehensive view of her multifaceted roles at Connect International, Kubro & Ecosystem Services, Bend-it B.V., and GigGoMe.

    Key discussions included her creative problem-solving approach, strategic thinking, and experiences in diverse projects.

    Feelings:

    I Felt inspired and invigorated by Anke's ability to seamlessly merge creativity with strategic business thinking.

    Simultaneously, a sense of concern emerged as Anke shared the challenges faced by GigGoMe, particularly due to unforeseen circumstances like the impact of COVID-19.

    Evaluation:

    Positive evaluation stemmed from Anke's insightful narratives, emphasizing creativity, adaptability, and the significance of niche marketing.

    On a critical note, the challenges faced by GigGoMe underscored the vulnerability of businesses to external factors, highlighting the importance of strategic planning (covid couldn’t have been planned for).

    Analysis:

    Applying Anke's insights to the SMART goal of enhancing marketing strategies for Mosaic Events.

    Recognizing the value of creativity in marketing, aligning with Anke's emphasis on out-of-the-box thinking.

    Understanding the importance of niche marketing and the need for adaptability in the ever-evolving business landscape.

    Conclusion:

    Key takeaways include the fusion of creativity and strategy, the pivotal role of adaptability, and the effectiveness of niche-focused marketing.

    Recognizing that the challenges faced by GigGoMe serve as valuable lessons, emphasizing the need for comprehensive contingency planning.

    Action Plan:

    Infusing creativity into Mosaic Events' marketing campaigns to evoke engagement and interest.

    Identifying specific niche segments within the target audience and tailoring marketing messages accordingly.

    Incorporating adaptability into marketing plans by developing contingency strategies for unforeseen circumstances.

    Exploring opportunities for strategic partnerships to enhance marketing reach and impact.

    Learning Outcome:

    The interview facilitated a great understanding of the symbiotic relationship between creativity and strategic thinking in successful projects (Crowe Associates, 2019).

    The learning outcome guides the refinement of marketing strategies for Mosaic Events and myself, aligning them with the SMART goal of increased brand visibility and audience engagement.