Leading in Event Marketing
An inspiring speaker is the heart of your event, but without the right marketing its impact stays limited. As the sister organisation of a leading marketing and PR agency, we offer a unique synergy between content and results.
Since 2017 we've been filling venues like AFAS Live, AFAS Theater and Koninklijk Theater Carré for renowned booking agencies and a broad spectrum of agencies representing artists and celebrities.
We treat your conference or seminar as a full-fledged production that has to sell out.
Smidswater Event Marketing
Psychographic Segmentation
We look beyond demographics alone. We analyse what truly drives your audience, so we activate the right people with the right content.
360° Campaign Management
From strategic PR advice and podcast placements to high-performance social advertising; we are the engine that drives conversion for your business event.
Integrated Project Management
We understand the production power required — from on-location content creation to managing the media attention around your speakers.
Successful Cases
Tens of thousands of visitors at Carré
For Stardust International, Smidswater ran the online strategy of two of the world's largest Christmas circuses in the Netherlands and Germany for years. With tens of thousands of visitors a year, there was a need for a more efficient, data-driven approach to increase online conversion and lower advertising costs.
Our Role & Impact
Micro-targeting
Through advanced audience segmentation, we identified and reached diverse target groups with personalised media and copy.
360° Content Direction
Our team handled the full social media strategy in both the Netherlands and Germany. By being backstage for real-time content creation, we translated the magic of the show into digital impact.
PR & Social Proof
During the premieres we acted as an extension of the PR department. We produced high-end video content on the red carpet, deployed directly as social proof in running advertising campaigns.
Renewed activation for the Edisons
The Edisons is the most prestigious music award in the Netherlands, held at the AFAS Theater, but its recognition outside the industry was due for a refresh. Smidswater was tasked with revising the social media strategy.
Our Role & Impact
Storytelling & Authority
By digitising the extensive image archive dating back to 1960 and deploying it strategically, we translated the Edison's historical authority into modern content.
Original Content Creation
We developed a hybrid content engine, interviewing nominees in advance for high-end teasers. During the ceremony we acted as an integral editorial team for (semi-)live coverage.
Strategic Partnerships (TikTok)
As director of the official TikTok collaboration, we launched successful livestreams and micro-targeted advertising campaigns, introducing the brand to millions of young people.
A sold-out AHOY for Rico Verhoeven
For the first edition of HIT IT, Rico Verhoeven — combining top-level sport with live music — the bar was high. The challenge was to establish a new brand in the market in a short time and completely sell out AHOY Rotterdam.
Our Role & Impact
Strategic PR Direction
To generate national awareness, our PR managers steered the media attention and strategically positioned the key players at leading talk shows and national media.
Data-driven Advertising
We developed an advanced advertising structure on Meta and Google. By targeting the followings of all participating artists and athletes with psychographic precision, we maximised ticket sales.
Press & Event Management
During the press conferences and the event at Ahoy, we handled the full press direction, from red-carpet coordination to backstage support.
Recovery strategy through psychographic segmentation
In a post-pandemic market, the competition for consumer attention was fierce. For Typhoon's show at AFAS Live, ticket sales were not meeting historical standards.
Our Role & Impact
Advanced Data Analysis
Using specialised scraping software, we analysed sentiment in articles, YouTube comments and social engagement, and thus understood the emotional drivers of fans.
Psychographic Content Creation
Based on this data, we identified two core target groups and produced content that spoke precisely to their specific needs, instead of a flat commercial call to action.
A/B Testing & Optimisation
By scientifically testing content variants, we proved our methodology. Only when the tailored content reached the right psychographic profiles did we see a direct rise in ticket conversion.
