Last Friday, March 17, SearchUser organized a big online marketing event in collaboration with Google, the NHV, Cocoa from Ghana and the Municipality of Almere. With a turnout of 120 people, we can say that the event was a success!
Ex-top athletes Matthijs Vink and Dirk Tuip, owners of the performance online (B2B) marketing agency SearchUser, took the initiative to inspire the sports industry. Several (B2B) companies, sports clubs and sponsors came to learn how they can use online media for more sales, brand awareness and/or subscriptions. In conclusion, the participants were allowed to attend the handball match of the Dutch handball ladies against Iceland.
Humberto Tan as opening
Together with Matthijs Vink, Humberto Tan opened the event. Although Humberto himself says he does not yet know much about handball, he finds it a very beautiful sport. During the opening he shared how he experiences the developments and success of the Dutch women's handball team as a media personality. Humberto hopes that the success of these ladies is a food source for the Netherlands to remember what potential we have as a sports country.
Joost Bellaart of Cocoa from Ghana
Cocoa from Ghana is the main sponsor of the Dutch women's handball team. The logo has been on the front of the ladies' shirts for a year now. Joost explained how they used sports marketing to make this main sponsorship such a success. We also got to see a first; the new promo of Cocoa from Ghana and the Dutch handball players. Watch the promo here.
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Boudewijn Elsenburg of Google
Speaker Boudewijn van Elsenburg spoke on behalf of Google about the trends they see within the online (sports) world. For example, how 360-degree videos are used to make it seem as if you are actually at the location. You can then decide for yourself what you want to see of the sports game. This way you create more involvement with the user. In addition, he showed how you can approach your specific target group by capitalizing on direct intention and behavior. Finally, Boudewijn shared the importance of video in the sports world. For example, YouTube has a catalog of as many as 8.5 million sports-related videos that together have generated 280 billion views.
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Anita Kristiansen of the Danish Handball Federation
Flown in from Denmark, Anita Kristiansen of the Danish Handball Federation spoke about online sports branding. She did so using two cases: Bygma and Matilde Sport. Among other things, Bygma created a Crossfit container and shared videos of how national handball players trained in it. The second case was Matilde Sport. They wanted to strengthen their brand and used their partnership with the Danish Handball Federation to do so. This gives them the right to use the national team players. This way they linked their specific target group to their product (sports chocolate milk), partly by using video.
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After the break, the program continued with the last two speakers: Patrick van Kalken and Dirk Tuip.
Ex-Olympic Judoka Patrick van Kalken
Patrick van Kalken told how he made the transition from Judoka to entrepreneur. In 2000, he and his wife founded the Essimo brand, which has now grown into a globally known judo suits brand. He then launched Ernesto Hoost Fight Gear in 2014. This brand has also become a great success within the sports world.
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Dirk Tuip founder of SearchUser
Unfortunately a slightly shorter presentation due to time constraints. But no less interesting for that! Dirk Tuip talked about the major online marketing developments and how you can capitalize on them to bring in more money. You can do this by targeting the right audience, using Google Advertising and social media and by using marketing automation (the most popular marketing trend at the moment) to convert leads into customers.
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Festive closing
After all the presentations there was an opportunity to eat and network. At 19.30 we could go to the hall where the Dutch ladies handball team took on Iceland. Which the ladies also won with 23-20. The perfect ending to a successful afternoon!
We would like to thank all speakers and partners once again for their efforts and of course the participants for their presence. If you would like to receive one or more presentations or more information regarding one of the presentations, please contact contact us!
We will keep you informed of upcoming events via email and look forward to seeing you next time!
