“We avoid comparing ourselves to other events, focusing instead on maintaining authenticity in our reach,” Laura added.


They recognize that a high number of likes on an advertisement does not always translate to organic engagement, and they strive to crea- te content that resonates deeply with their audience.


COMMUNITY BUILDING THROUGH SOCIAL MEDIA


At the core of Verknipt’s social media strategy is a commitment to cultivating meaningful relationships with their audience.


“We value a personal approach, which aligns with our outspoken mindset,” Iris noted.


The team maintains a professional demeanor while adopting a casual communication style, reflecting the fun atmosphere of their events.


Memorable interactions with fans serve as reminders of the impact they have on their community. Laura recounted instances where audience feedback led to significant improve- ments in their offerings.


“We aim to create an informal, friendly atmosphe- re in our communications,” she said.


The behind-the-scenes videos and festival content showcase this ethos perfectly, resona- ting with fans and fostering loyalty.


NAVIGATING DOMESTIC VS. INTER- NATIONAL MARKETING


As Verknipt expands its reach beyond the Ne- therlands, Iris and Laura have found themsel- ves navigating the complexities of international marketing and PR. With over 12 years of experience in the Dutch market, they have a solid understanding


of local consumer behavior.


“However, we began branching out internationally only two years ago,” Chris explained.


This expansion necessitated a tailored approach, considering the unique media landscapes and social media preferences of different countries. For example, while WhatsApp is popular in Sou- th America, Facebook remains vital in Eastern Europe.


“Before entering new markets, we collaborate with local partners to research strategies and content needs,” Chris shared.


CONNECTING WITH NEW AUDIENCES


Identifying and connecting with new audiences can be a challenge, but Iris and Laura have im- plemented innovative methods to break into new markets.


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“We work closely with partners in each region to understand the media landscape before announ- cing our events,” Laura explained.


This preparation helps them craft strategies that resonate with local audiences. A breakthrough moment came when they successfully partnered with local influencers in a new market, amplif- ying their reach and generating buzz around their events. This collaborative approach has been instrumental in sharing their passion for music and events.


Every strategy faces challenges, and Verknipt is no exception. Iris recounted hurdles related to local laws surrounding ticketing and licensing, as well as difficulties in trusting new partners and navigating cultural differences.


“Time zones can create challenges in understan- ding each other’s working styles,” she noted.


However, these experiences have led to valuable lessons. The team has learned to be more adap- table and responsive, adjusting their strategies based on the challenges they encounter.


The evolution of Verknipt’s marketing and PR team has been a remarkable journey. From its early days, the team has grown significantly, reflecting the organization’s overall expansion.


“In 2022, we hired our first marketing team mem- ber, which was crucial as Verknipt began to experience substantial growth,” Iris shared.


The addition of a dedicated marketing team allowed for a more structured approach, with responsibilities divided between domestic and international marketing.


“We went from 14 events in 2022 to 43 in 2024!” Chris exclaimed, highlighting the impressive growth.


As the team continues to expand, the focus is on creating a balance between individual passions and structured processes.


“While we value everyone doing what they love, we also recognize the importance of structure to en- sure tasks are clearly defined,” Iris explained.


Verknipt’s social media strategy reflects a dyna- mic and adaptive approach that has allowed the festival to flourish in a competitive landscape. By embracing creativity, engaging authentica- lly with their audience, and continuously evolving their strategies, Iris and Laura have positioned Verknipt as a leader in the events space. Their commitment to high-quality content, community building, and responsiveness to audience fee- dback serves as a powerful reminder of the im- portance of connection in the world of social media and beyond. As they continue to explore new markets and opportunities, the lessons learned from their journey will undoubtedly shape the future of Verknipt.


Text by: Sergio Niño


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