Thursday, October 12th, 2017
At 10u30


Circuit Zolder
Martini Racing Club

Don't miss the extras in this #smdayBE edition!

Register Now

Welcome to the Strategic Marketing Day
An outlook towards the next marketing - 2020. The merge of strategy, innovation & social marketing

A new name…

The Strategic Marketing Day is the new name of the Social Media Day. After 7 years, social has become a part of the general company strategy. Time to go further into details on what strategic marketing is all about!

A well-known formula…

You can still follow us on Twitter with #smdayBE, because the formula itself won’t change. You still have a full afternoon to learn and discover the secrets of a working marketing strategy. And the time to network with other marketing professionals.

High level marketing intelligence…

Gain marketing knowledge with tips, tricks, cases and insights of national and international speakers and companies. You will be able to start implementing this knowledge immediately after a #smdayBE edition.

The Speakers

Meet the confirmed speakers


Global Director Digital Innovations @ GROHE


Senior Consultant @ The House of Marketing


Senior Consultant @ The House of Marketing

De Schutter

Founding Partner @ Juiceable


Co-Founder @ OneBonsai


Business Manager Northern Europe @ Platform.sh


Owner @ Heinz Performance & professional race driver


Head of Video Strategy @ StoryMe


Founder & CEO @ StoryMe

Van Wijnendaele

Global e-Commerce & Innovation Manager @ Van de Velde (MarieJo & PrimaDonna)

Conference Schedule

Packed with strategic insights, just for you.

9:30 am - 10:45 am

Possibility to view race trainings or try the virtual cockpit and race on the circuit.

10:45 am - 11:00 am

Welcome & registration #smdayBE

11:00 am - 11:45 am

Brand commerce: still a dream or already reality?

Kristien Schrauwen & Bess Cannaerts
Senior Consultants @ The House of Marketing

Are you already combining the emotional power of your brand with sales activations? Do you turn every customer interaction with your brand into a transaction?
To reach the future of marketing, we identified at The House of Marketing 5 areas where improvements can be made, based on the results of the Yearly Marketing Survey. Customer centricity, customer experience, data, technology and organizational design will get you to the next level of marketing: Brand Commerce. Let’s dream together and turn the dream of Brand Commerce into reality!

11:45 am - 12:15 pm

Van de winkel naar de digitale paskamer en terug

Jan Van Wijnendaele
Global e-Commerce & Innovation Manager @ Van de Velde (MarieJo & PrimaDonna)

Hoe Van de Velde & Lincherie door middel van innovatie de paskamer verbinden met de online store.

12:15 pm - 1:00 pm

Case: From €3K to € 30K per day, scaling digital customer experiences

Tom Devos
Digital Entrepreneur @ Intago

Tijdens deze sessie ontdek je hoe Intago één van haar klanten in de B2B-sector begeleid heeft in een digitaal customer experience traject, en op deze manier de dagomzet vertienvoudigde met behulp van nieuwe customer experience technieken en digitale platformen. Je ontdekt er de kracht van persona’s, customer journeys en customer analytics, en hoe deze als basis hebben gediend om de interne teams, processen en platformen te herdefiniëren met een sterkere klantbeleving als oogpunt, en een vertienvoudiging van de dagomzet als resultaat.

1:00 pm - 2:00 pm

Lunch and possibility to view testing on the track or race yourself in the virtual cockpit

2:00 pm - 2:30 pm

Interview with a brand ambassador

Anthony Kumpen
Owner @ Heinz Performance & professional race driver

Anthony Kumpen heeft niet veel introductie nodig. Als professioneel race piloot heeft hij reeds vele titels beet: EuroNASCAR kampioen in 2014 en 2016, FIA GT vice-kampioen in 2009, 10 maal Belgisch GT kampioen, winnaar van de 24 Hours of Spa en 6-voudig winnaar van de 24 Hours of Zolder.

Als de zoon van ondernemer en voormalig voorzitter van VOKA Paul Kumpen, en mede dankzij zijn studies, weet hij alles over business en marketing. Hij lijkt de ideale ambassadeur voor vele merken. Tijd voor een interview.

De volledig bio van Anthony kan je hier vinden.


2:30 pm - 3:00 pm

AI and XR: new enterprise tools?

Evarest Schoofs
Co-Founder @ OneBonsai

Brace for impact, the world is changing! Artificial Intelligence is marching in and big players are turning to Mixed Reality (XR) to supplement their marketing and improve their processes. Technological changes and improvements happen ever faster making it difficult to keep up and decide where to invest time and resources in.

Get introduced to the fascinating events unfolding right now and get a glimps of current and future opportunities so you are better able to set out your digital strategy.


About Evarest Schoofs:
After a succesful career in petrochemics Evarest decided to change paths and founded OneBonsai out of the strong belief that there are ample of opportunities available to fundamentally change and improve the way corporations work and think. Through Workshops and Design Sprints, OneBonsai offers companies the opportunity to explore AI and XR solutions and find out how these can improve their processes. In-house development of AI and XR solutions complement the offering.

3:00 pm - 3:30 pm

Big Brother is consulting you; turning digital big data insights into the right marketing & storytelling approach for your brand!

Wim De Schutter
Founding Partner @ Juiceable

3 key take-aways:

-How do you need to leverage the right big data analytics to deeply understand your audience/target?

-How do you set-up a data driven strategic marketing plan?

-How can you differentiate your brand vs the competition through a unique and compelling marketing story?


About Wim De Schutter:

Wim De Schutter is marketing veteran who turned himself into an entrepreneur after a marketing carreer in several blue chip companies. Graduated as MBA in marketing at the Vlerick Business School in 2001, he started-off his career at AB Inbev in the sales department before following his heart as marketeer. Following brand got spiced-up by Wim: Cha-Cha, Nutella, BASE, Nespresso and lately Red Bull. As Maketing Director Nespresso he was instrumental in turning the brand from a global brand into a glocal acting key player in the Belgian coffee & gastronomic landscape. Fueled by the right big data insights, the brand and digital strategy of Nespresso got spiced-up to achieve a all-time high turnover and brand love. With all this knowledge Wim launched this year 2 start-ups: Juiceable.com, the first European premium digital freelance network and Puredeluxe.eu, a high-end medium as well as a atypical storytelling agency.

3:30 pm - 4:00 pm

Coffee break

4:00 pm - 4:30 pm

Brand Commerce – We all know the shiny stuff at the front. But what magic is required to make it all happen?

Erik Evrard
Business Manager Northern Europe @ Platform.sh

Now that the boundaries between online and offline shopping continue to become ever more blurred and the future lies with brand commerce, we will explore what technological challenges this brings. In order to thrive in this new age, brands will need to quench the thirst for data, address their obsession with user experience, and break down silos. All this will require a new seamless integration of brand builders and engineers, and necessitates a new compelling paradigm for managing and delivering brand commerce services over the Internet. In this presentation, we will discover how such a paradigm change can be accomplished in practice.

4:30 pm - 5:00 pm

Innovative marketing streams uncovered

Bert Depiere
Global Director Digital Innovations @ GROHE

Bij GROHE kennen ze wat van innovatie. Op productniveau, maar ook op niveau van logistiek en marketing.

Deze innovatie is nodig om je plaats te veroveren en te behouden in een zeer competitieve markt.
Een toelichting van hoe water een volledige strategie kan beheersen.

5:00 pm - 5:30 pm

How to think video first to optimize conversions in all your company departments

Lorenzo Bown & Yan Ketelers
CEO & Head of Video Strategy @ StoryMe

You’ll get inspired, maybe blown away, by how to optimize your company touchpoints with video. StoryMe’s Founder & CEO, Lorenzo, will talk you through the entrepreneurial story and why video is booming before Head of Video Strategy, Yan, will go through 20 concrete touchpoints where you can implement video to rock your business.

About Lorenzo Bown:

Lorenzo Bown founded StoryMe when he was 27 years old. Today, almost 4 years later, he is leading the 75+ people company specialized in Video Marketing. They are always looking for fresh talents for offices in Ghent, Brussels, London, and soon Amsterdam.


About Yan Ketelers:

Yan is a growth marketeer and head of Video Strategy at scale-up company StoryMe. Before being a Video Strategy Inspirator he started his career by joining the three founders of Bubble Post as first employee and head of Marketing and Communications. What makes him happy? Fresh snow.

5:30 pm - 6:30 pm

Networking drink


Volg ons mee op Facebook of Twitter via #smdayBE

Why is this conference for you?

Networking opportunities

The iron tower is definitely outdated anno 2016. Get out and explore! Vision, sharing knowledge and strategic partnerships are key in a fast evolving society and business environment. Meet new people, visionary speakers and the solutions to support your marketing 2020 strategy.

Find new ways of thinking and problem-solving

We strive to have innovative and inspiring speakers on the #smdayBE stage, speakers with a proven track in an out-of-the-box thinking attitude. Learn how to create that new mindset enabling you to find new ways of doing (online) business! Embrace ideas and tactics how you manage to think wider than the traditional ecosystem to find new opportunities and markets!

Stay ahead of the curve

Knowledge is power! Discover new insights, best practices and new solutions that will help you defining your marketing 2020 strategy. Lift your marketing strategy towards a higher level and take that leap ahead in the competitive landscape you’re facing these days.

Strengthen Your Skills

A broader knowledge, visionary insights and being engaged in a network with the right people on the right moment, are highly respected skills today. Become part of our community with thousands of “likeminds”. When you’re more into in-depth knowledge and insights, we provide trainings and workshops. Improve your skills through our trainings in collaboration with our partners and other specialized professionals of the #smdayBE network.

Pricing & Registration

Super early bird tickets available till September 22nd.

Fill out your information

€ 199


When you have to opt for this ticket, this means you missed super early and early bird. But you can still join!

€ 149

Early bird Save NOW

Tickets available from September 22nd till October 6th. You will save € 50

€ 99

Super early bird

This ticket is available till September 22nd. You will save € 100.


The #smdayBE is only possible thanks to these partners! Get in touch

  • Bisnode
  • The House of Marketing
  • Husky
  • WhitepaperCentral
  • MediaSpecs
  • VLCM
  • SafeShops.be
  • Combell
  • Ambassify
  • DMB

Location and Venue

Martini Racing Club @ Circuit Zolder


Martini Racing Club @ Circuit Zolder

Terlaemen 30, 3550 Heusden-Zolder

Additional details