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Aaron Mirck3/7/19 2:43 PM4 min read

Momice founder Rutger Bremer explains how to use events for co-creation (and vice versa)

Momice software focuses on events. Therefore, Rutger Bremer – co-founder of Momice – knows better than anyone how to make use of events, for example for co-creation with clients. That is why Momice regularly organises events for event professionals. According to Rutger, co-creation prevents disappointments and teaches organisations to anticipate developments in the market: “Simply putting a CEO on stage is not enough: in 2019, you really have to know what your attendees are waiting for.”

Co-creation for events: how to?

Co-creation for events is not a linear process  – you can engage in a conversation with your target audience before, during and after the event. In other words: you can start at any time. According to Rutger, the following question would be a useful starting point: “What do my clients or relations need?” By sending out a survey before the event, the expectations of the audience will become clear. As an event professional, you can then exceed these expectations for example by finding a fascinating speaker for this subject, or by creating specific content about the subject in the run-up to the event.”

And afterwards, a survey not only offers an opportunity to discover how the event was valued, but also to determine what subject the next event could be about.

Conduct an excellent event survey. Download the event survey white paper!

How Momice uses co-creation in events

Rutger: “Momice organises so-called Insight Sessions to teach clients more about the software. We also try to take some time to look into questions and challenges that the target audience encounters. The first Insight Session focused on event mailings, because we received a lot of questions regarding that subject.

In the first four Insight Sessions, we covered all the modules from the software. After this, we decided to investigate what topic our users wanted to explore. Through a digital survey, we learned which subjects our users would like to cover in the next edition. This was the beginning of co-creation.”

Examples and benefits of co-creation

Co-creation is about shaping products or services, based on the input of the target audience. Rutger: “At Momice, co-creation has become a central part of the organisation. Often-mentioned topics by our users will be more prominently presented during our events or in our content, including blogs and white papers. For example, many users look for inspiration for their invitations. Therefore, we created a Lookbook with stunning designs for invitations and websites. Besides, we help users with useful tips, e.g. where to find royalty-free photos in order to prevent penalties for illegal image use.”

The development of new features is based on co-creation as well. We ask our users what they feel is missing in our software and determine whether it is possible to expand the software. Also, we often test prototypes and new ideas in an early stage. It is a cliché, but this is how the client is central in our approach.”

In need of some inspiration for your event website or invitation? Download our lookbook!

Future-proof thanks to co-creation

According to Momice, co-creation can be helpful to any organisation. An organisation will work more demand-driven and tailor products or services to the client’s needs. Momice, for example, launched Momice Agency because of a need for support with complex event registration – and that clients wanted to outsource this job. “Momice Agency services clients beyond the standard Momice license. Besides the fact that we can serve our them better, it is an extra revenue model for us.”

An important benefit of co-creation is that clients feel seen and valued, as Rutger states. “The fact that our users can influence our products and services will create more engagement. Thanks to co-creation, not only the software improves – the relationship with our clients will optimise too. This is why I recommend co-creation to any company.”

Technology for co-creation

As mentioned before, co-creation does not have to be limited to moments before or after an event. “Ensure interaction during events as well. With tools like Sendsteps you can gauge statements, test new ideas, and enable attendees to ask questions via a special website. This will not only result in more engagement, it adds a lot of valuable information too.”

Surveys provide the ideal tool for event professionals to shape co-creation. “Use them to find out which topics were appealing, what your attendees think were missing, and what topics should be covered next time,” Rutger advises.


Co-creation contributes to a closer relationship with your target audience. It gives organisations more insight their (potential) clients’ needs. Organisations that apply co-creation are thus given the opportunity to better adjust their products and services. As an event software organisation, Momice uses events as a tool for co-creation – supported by surveys before and after the event. This way, they keep in contact with valuable clients and create the opportunity to continuously adapt their products and services to their needs.