Questions & Answers
Briefly explained, quickly understood
Allgemein
Live communication is the targeted, personal interaction between brands and people – whether in person, in a hybrid format or online. It brings messages to life and creates an impact that advertising alone cannot achieve.
We design and produce corporate events, digital and hybrid events, executive retreats, anniversaries, conferences and sales events – always in line with our clients’ strategic objectives.
Live events are most effective when it comes to building emotional connections and engaging audiences. Digital formats excel in terms of reach and efficiency. Hybrid events combine the best of both worlds – ideal when both local depth and global reach are required.
An agency provides strategy, creative work, production and performance measurement all under one roof. This takes the pressure off in-house teams and ensures a professional result that is consistent with the brand.
Success is measured both quantitatively and qualitatively against defined objectives: participant engagement, brand impact, leads, reach, NPS or business impact – depending on the specific format.
Sustainability is now a fundamental requirement – socially, economically and environmentally. We plan events with resource efficiency and accessibility in mind, whilst aiming to reduce our carbon footprint.
Depending on the complexity, we estimate a lead time of 3 to 12 months. Strategically complex large-scale projects require more time for design and production.
The investment depends on the number of participants, the format, the venue and the requirements. We develop solutions that focus the budget on the most effective areas.
We work across a range of sectors, with a particular focus on manufacturing, technology, energy, financial services, insurance and pharmaceuticals.
Our clients include owner-managed manufacturing companies, medium-sized global market leaders, as well as international corporations and market leaders.
Our clients are united by their commitment to actively shaping markets, driving change and successfully shaping the future.
We are specialists in event-centred B2B communication – offering strategy, campaign management, consultancy and coaching all under one roof. This enables us to create events that are embedded within a broader communication framework, allowing them to achieve maximum impact.
Conferences and workshops support knowledge sharing, while experiences such as open houses or product launches strengthen customer relationships and brand visibility. Kick-offs and team events can boost motivation and cohesion, with the format tailored to the audience and message.
Professional event design combines clear objectives and an understanding of the audience with a creative concept. It includes a coherent programme, suitable formats and coordinated planning of the venue, technology, communication and budget.
Corporate
A corporate event is an occasion organised by a company to position its brand in the eyes of external stakeholders, nurture business relationships and generate enthusiasm – whether in person, in a hybrid format or online.
Corporate events strengthen brand loyalty, build trust among customers and partners, and create personal experiences that digital communication alone can rarely achieve.
Particularly for anniversaries, product launches, customer events, sales campaigns or strategic repositioning – wherever the aim is to engage external audiences.
Typical formats include customer and partner events, company anniversaries, in-house exhibitions, dealer presentations, roadshows for external audiences, and hybrid customer days.
Primarily for external stakeholder groups with a direct connection to the company: customers, retailers, partners and suppliers. Employees can be involved as a secondary audience.
A corporate event is aimed at external stakeholders. If the primary target audience is exclusively internal, we refer to it as a motivational or employee event.
A corporate event is based on a specific company occasion. A brand activation engages a brand’s target audience directly through the product experience – usually without a traditional corporate event.
A clear strategic objective, a creative guiding principle, consistent brand positioning, integration into the overall communication strategy, and a demonstrable contribution to business objectives such as customer loyalty or sales success.
Yes. Hybrid and digital corporate events expand reach, enable international participation and are particularly effective for roadshows or global customer engagement.
From participant feedback, NPS, qualitative feedback, leads, follow-up business and brand impact – always aligned with the predefined targets.
The cost depends on the number of participants, the venue, the technical requirements, the dramaturgy and the level of production detail. We develop concepts to suit a range of budgets.
Führungskräftetagung
An executive conference is a strategic event for senior managers, designed to communicate and reinforce corporate objectives, changes and shared visions.
They provide clarity on strategic decisions, strengthen the leadership culture and empower managers to effectively drive change throughout the organisation.
Particularly during strategic shifts, at the start of the financial year, during M&A processes, when introducing new management models, or at the outset of and throughout major change initiatives.
Guidance, empowerment, motivation and networking for senior management – with a clear mandate to translate strategies into organisational action.
Keynote speeches, panel discussions, strategy workshops, World Café sessions, town hall meetings, breakout sessions, dialogue and discussion formats, staged strategy presentations, and interactive plenary discussions – delivered live, in a hybrid format, or online.
Clear content, a well-structured programme, genuine engagement rather than a one-way lecture, and a clear path to putting what’s learnt into practice after the conference.
An executive conference is designed to inspire action and drive implementation. A conference primarily conveys knowledge and content – without any explicit expectation of internal implementation.
Yes. In international companies in particular, hybrid formats make it possible to involve all levels of management – without everyone having to travel to the venue in person.
Depending on the scale and scope of the project, we estimate a lead time of three to nine months – including the definition of strategic objectives, concept development, content creation and coaching for the speakers and presenters.
This is key: strategic messages must be translated in a way that is understandable, clear and emotionally engaging, so that managers can communicate them effectively. Managing expectations in the communication leading up to and following the event enhances the impact and the success of the change process.
Success is measured in both quantitative and qualitative terms: participant feedback, NPS, observed adoption of changes, the implementation of the measures discussed, and the long-term impact on lower management levels and organisational culture.
External venues provide a break from day-to-day business, promote concentration, offer an exclusive atmosphere and create space for honest dialogue and informal discussion – often usefully combined with accommodation and catering in one place.
A management conference is usually aimed at a larger group of managers and combines information-sharing, discussion and motivation. The focus is on shared objectives, strategic direction and networking. A closed-door meeting, on the other hand, often takes place in a smaller group and is designed for in-depth work on specific strategic or organisational issues. Which format is more suitable therefore depends primarily on the objectives, the group of participants and the desired outcomes.
Start with the objectives: What should participants understand, develop together or decide? We use these goals to create the right concept, with a clear agenda, opportunities for discussion and facilitation that guides participants through the topics.
The agenda should address the issues that matter to your leadership team, such as company strategy, organisational change and shared leadership responsibilities. Presentations, discussions and workshops help turn these topics into practical next steps.
A leadership conference often focuses on communicating strategy, providing direction and connecting leaders. A leadership retreat usually brings a smaller group together to work intensively on specific questions and decisions, although the formats can overlap.
Hybrid
A hybrid event is an event that takes place simultaneously in person and online – with a shared narrative structure, coordinated content and integrated production for both channels.
A digital event is produced and streamed entirely online. A hybrid event combines the digital stream with one or more live productions taking place on-site at the same time.
Digital events significantly reduce travel, accommodation and catering costs, substantially lower the carbon footprint, can be scaled up internationally without logistical hassle, and provide precisely measurable data on attendance, engagement and content performance.
Whenever local expertise and international reach need to come together – for example, at product launches, conferences or global sales meetings.
Professional streaming production, video, audio and lighting technology, a robust interactive platform and a well-designed backup architecture – ideally managed by a single provider. To maximise impact, we often operate at the standard of TV productions.
Indeed: live polls, Q&A sessions, breakout rooms, networking lounges, gamified elements and co-creation tools turn digital events into genuine experiences.
Virtual conferences, live streams, digital kick-offs, hybrid staff events, online workshops, webinars and digital product launches.
Generally speaking, yes: travelling less and implementing an optimised approach to the use of materials and energy significantly reduce the environmental footprint.
Yes. Multilingual streams, time zone logic and locally activated communities make hybrid events the perfect tool for global communication.
Information on participant numbers, session duration, completion rates, engagement rates, Net Learning Score, leads and qualitative feedback – tailored to the objectives.
A clear structure, strong and incisive content, high technical quality, professional presentation and active engagement of participants through interaction.
An experienced agency like what when why coordinates content, concept, talent, technology, platform and direction – ensuring that the focus remains on the content and brand impact, rather than the technical aspects.
A hybrid event begins with defining the objectives and target audiences—both in-person and online. Building on this foundation, the event concept, the appropriate platform, the technical infrastructure, and a unified narrative structure are developed. Professional direction, interactive elements, and sufficient technical testing are crucial to ensuring that both target audiences enjoy a high-quality event experience.
Jubiläum
An anniversary event showcases a company milestone – as a narrative of the brand and its values for internal and external audiences.
An anniversary provides a rare opportunity to tell the story of a company’s history, values and vision for the future all at once – in a way that is emotionally engaging, fosters a sense of identity, and has a powerful impact both internally and externally.
Depending on the concept, this may involve staff, families, customers, partners, politicians, the press and the general public – often in a carefully planned sequence of different formats. Combined with what when why’s campaigning, this results in highly effective communication campaigns.
VIP galas, formal ceremonies, staff events, family celebrations, client evenings, open days, international roadshows, digital anniversary experiences, anniversary campaigns, exhibitions and multi-day event concepts.
A strong overarching theme that links the past and the future, a consistent brand presentation, and a communication strategy (what, when, why campaign) that extends beyond the event date.
For large-scale projects, we recommend allowing at least 12 to 18 months’ lead time – strategy, concept development, venue sourcing and communication support all take time.
Storytelling transforms an anniversary milestone into a holistic experience. History, values and a vision for the future are woven into an emotional, authentic narrative that runs through every touchpoint.
An anniversary provides the perfect framework for a multi-faceted communications strategy: a pre-event campaign, a main event, and follow-up content – across all relevant channels and target groups.
Yes – particularly for international companies, hybrid anniversary celebrations combine in-person celebrations with global participation and maximum reach.
Success is measured in both quantitative and qualitative terms: participation rates, NPS, qualitative feedback, brand and image impact, media and social media reach, as well as the long-term impact on employee engagement, customer loyalty and reputation.
Organising an anniversary event is an extremely complex undertaking with numerous potential pitfalls. An experienced agency brings together strategic, creative, communication and production expertise – ensuring that the anniversary is more than just a celebration: it is a milestone that shapes the brand.
Planning begins with defining objectives, target audiences, and a budget. Building on this foundation, a creative concept, the appropriate event format, and a communication strategy are developed. This is followed by planning the venue and service providers, as well as production and execution. It is important that all elements are coordinated and that the anniversary continues to have an impact beyond the event day itself.
Konferenz
A conference is a structured event that shares specialist knowledge, strategies and insights with a professional audience and facilitates professional exchange.
Conferences facilitate knowledge transfer, networking and stimulate innovation. They position companies as thought leaders in their field.
Whether it’s to address new trends, market changes or research findings, or to establish oneself as a thought leader. Internal conferences for specialists are also a good idea.
Specialist conferences, B2B conferences, user conferences, customer conferences, academic congresses, summit formats, industry summits, internal management meetings, as well as hybrid and digital conference formats.
A conference imparts knowledge without a primary focus on implementation. An executive conference, on the other hand, has a clear focus on engagement and implementation following the event.
A clear thematic focus, compelling speakers, a well-structured programme, high levels of interactivity and a professional experience for attendees – both on-site and online.
Speakers shape the quality and perception of a conference. In-depth content, a clear message and a strong stage presence make all the difference. Consistent coaching for speakers and presenters helps ensure success by maximising impact.
Yes. Modern conferences combine the depth of a live event with the reach of digital platforms, thereby maximising participation and enabling the reuse of content.
Very important: Many participants attend as much for the opportunity to network as for the content itself. Well-designed networking formats are a key factor in the event’s success.
Depending on the scale and scope of the event, we estimate a lead time of six to twelve months – including setting the agenda, securing speakers and planning the content structure.
Knowledge sharing, networking, market positioning, thought leadership and – in the case of commercial conferences – lead generation and ticket sales.
Success is measured in both quantitative and qualitative terms: participant satisfaction, NPS, Net Learning Score, engagement rates, reach, media impact, and follow-up effects such as downloads, leads, rebooking rates and community growth.
Sales Event
A sales kick-off starts with clear objectives and a central idea that motivates the team. Strategic insights, interactive formats and concrete next steps help translate the content into everyday sales practice.
Particularly for product launches, the start of the financial year, strategic reorientations or sales campaigns in a new market segment.
A good sales event is interactive rather than one-way, clearly structured, emotionally engaging, and provides concrete arguments and tools for the sales pitch.
Focusing on shared sales objectives, boosting sales motivation, equipping staff with knowledge, tools and sales pitches, and strengthening team spirit and a sense of belonging.
A sales event motivates and empowers sales teams to take action. A conference primarily imparts knowledge – without the specific aim of motivating action.
Through clear reasoning, refined sales tools, greater motivation and a shared focus, a well-organised sales event translates into a measurable improvement in sales performance.
Sales kick-offs, dealer and partner events, sales conferences, incentive trips, roadshows, product launch training sessions, sales boot camps and hybrid sales convention formats.
Depending on the scope and depth of the content, we estimate a lead time of three to nine months – including the concept, content development and preparation of the voice-over artists.
Yes. Particularly in the case of international sales structures, hybrid sales events make it possible to target all markets simultaneously – without the need for global travel.
Success is measured in both quantitative and qualitative terms: sales metrics such as pipeline development, conversion rates, deals closed, activities per sales representative, cross-selling rates, as well as participant feedback and the implementation of the content covered.
A successful sales kick-off begins with a clear objective: what should the sales team understand, experience and subsequently put into practice? Building on this, we develop content, a programme structure and suitable interactive formats. The result is a sales kick-off that not only informs, but also provides guidance, motivates and generates new energy for shared goals.
A sales conference usually focuses on information, knowledge-sharing and the strategic direction of the sales team. A sales event, on the other hand, can encompass a variety of occasions and formats – from a sales kick-off to a product showcase. It is not so much the name that matters as the objective: the right format depends on what resonates with the participants and the desired outcome.
A sales conference combines sales objectives, market and product insights with practical workshops and personal exchange. Shared experiences and recognition of achievements strengthen team cohesion.
Success is measured against predefined objectives through participant feedback, knowledge gained and the implementation of agreed actions. Sales metrics can provide further insight into how the event’s ideas translate into daily practice.
Agentur
Event-centred communication places an event at the heart of a broader communication strategy. Activities before, during and after the event work together to extend its message beyond the occasion itself.
A live communication agency brings companies and their messages to life through shared experiences. It develops the strategy, designs the right event format and delivers the event.
Yes, what when why works with companies throughout Germany and internationally. Our location in Ludwigsburg is our starting point, not the limit of where we work.
An event agency develops and organises events around a company’s objectives. It handles concept development, planning and delivery, coordinating everyone involved.
Yes, what when why supports events from the initial idea through concept development and planning to delivery. We agree on our responsibilities according to each project’s requirements.
what when why works with B2B companies across different industries. We help them reach their customers, employees and partners through events and supporting communication.
Campaigning
Campaigning involves the strategic planning and integrated implementation of communication initiatives across multiple channels, with the aim of achieving clearly defined outcomes.
A campaign is strategic, multi-channel and time-bound. Advertising is usually a single initiative – campaigns bring together many initiatives to form a coherent narrative.
Brand building, brand awareness, lead generation, sales promotion, reputation, employer branding, internal engagement or social impact – depending on the brief and target audience.
An integrated campaign combines digital channels (social media, search, programmatic, content), traditional channels (print, OOH, radio, TV), events and PR – all orchestrated around a single, overarching concept.
Storytelling makes campaigns emotionally engaging and memorable. A strong story conveys the message across all channels and makes it relevant to the target audience.
It is the foundation of any effective campaign. Without a clear understanding of the target audience’s needs, language and media usage, even the most creative idea will come to nothing.
A strategically sound campaign typically requires two to three months for planning and production – depending on its scope, media mix and asset requirements.
As soon as performance data shows that reach, engagement or conversion are falling short of targets. Effective campaigning is an iterative process – based on real data.
Success is measured in both quantitative and qualitative terms: reach, engagement, qualified leads, conversion, cost per lead, brand perception and – where appropriate – brand lift or sales lift studies.
Because an event, as the highlight of a campaign, has enormous communicative impact. Pre- and post-event communication amplify the impact of the live moment.
A successful campaign strategy begins with a clear objective: who do we want to reach, what message do we want to convey to people, and what change do we want to bring about? Building on this, we develop the core message, the creative concept and the appropriate communication measures. The result is a campaign in which strategy, content and channels work in harmony – and communication translates into measurable impact.
A communication campaign combines clear objectives, a defined target audience and a core message with a creative concept. Relevant content, coordinated channels and a clear timeline and budget provide the foundation for delivery.
A campaign strategy starts with an analysis of the brand, target audience and competitive landscape, alongside clearly defined communication objectives. These insights shape the messages, creative approach and channels used to reach the audience effectively.
The right metrics depend on the campaign’s objectives, such as reach and brand awareness, engagement, or qualified leads and conversions. Comparing results against predefined targets reveals how effective the campaign is.
Coaching
Ahead of high-stakes appearances and in challenging communication situations: keynote speeches, investor conferences, annual general meetings, financial results press conferences, staff town halls, roadshows, media interviews, TV appearances and panel discussions.
Coaching is also a key factor for success when new executives are taking up their posts, during M&A processes, ahead of international appearances or in crisis situations – as well as in the long-term development of a confident public speaking style.
Our coaching offers personalised preparation for important and high-profile appearances – from C-level keynotes and speaker coaching to event hosting. Authentic, approachable, and professional.
For board members, executives, speakers and presenters – in other words, for anyone who needs to speak with conviction and clarity at crucial moments: in front of staff, customers, investors or the media.
A public speaking course provides general knowledge about language, voice and body language – usually in group settings and without reference to a specific occasion. Coaching at what when why is one-to-one speaker coaching: it prepares a specific individual for a specific presentation – focusing on their message, their voice, their role and the impact they aim to make. This naturally includes language, voice and body language.
It starts with clarifying objectives and content, followed by structured sessions involving feedback, practice and fine-tuning. Until the message, delivery and impact are just right.
Speaker coaching, keynote coaching, presenter coaching, presentation coaching, stage coaching, media coaching, and coaching for on-camera and streaming appearances.
Clarity of message, storytelling and dramatic structure, tone of voice and body language, demeanour and leadership presence, confident stage presence, managing stage fright, confidence in Q&A sessions and crisis communication, as well as a compelling performance in front of the camera or a live audience.
Coaching is rarely an ad hoc process. For a single speech or keynote address, at least two sessions are advisable – supplemented by preparatory work on the text. This always requires thorough preparation of both the text and the speaker. Moderator coaching usually comprises four to six sessions and general text work by the coachees. Long-term coaching helps to make an immediate impact at every event – and is often the most cost-effective solution for executives who are regularly in the public eye.
Structured discussion formats, video feedback, script work and stage rehearsals, voice and physical training, as well as full-scale rehearsals under real-life conditions.
Because the impact of a key presentation often determines how you are perceived, the level of trust you inspire, the acceptance of your strategies, and your business success. Coaching is an investment with high leverage – the effort required is relatively small compared to the added value it delivers.
Often after just the first session – clarity regarding your message and presentation emerges quickly. Your voice, posture and confidence become more assured over the course of several sessions.
Yes, but by no means exclusively. Online elements are an essential part of our coaching – we combine online and live formats specifically to suit the training objective. Theoretical and preparatory phases can be handled very effectively online. Real rehearsals, on the other hand, always take place live – because every performance is live, whether in front of a camera, a streaming audience or on stage. Impact, presence and the handling of space, audience and technology only truly come into their own under real-life conditions.
Our consultancy services provide strategic advice at the intersection of communication, branding and events. From analysing the current situation to developing communication strategies and event formats.
Consulting
Communication has become significantly more complex in recent years – due to parallel brand architectures, complex stakeholder landscapes, internationalisation, fragmented media usage and expanding event portfolios. Companies benefit particularly from consultancy where this complexity – whether internal or external – acts as a hindrance to effectiveness: consultancy brings clarity to the communication architecture and makes the use of resources measurably more effective.
Clarity regarding objectives and measures, more efficient processes, a more effective communication framework, and a clear basis for decision-making for senior management.
External consultants bring methodology, market benchmarks and an unbiased perspective. They help overcome operational blindness and speed up decision-making.
Consulting reviews, refines and develops the overarching communication architecture – in other words, how and through which channels brands communicate. Campaigning translates this architecture into specific, time-limited communication campaigns across multiple channels – with clearly defined objectives.
Typically: Analysis of the current situation → Target vision → Strategy and concept → Recommendations for implementation. We define milestones at which the impact becomes visible.
Communication strategy, brand and communication architecture, format and concept development, analysis of the events portfolio, internal communication, change communication, and optimisation of the efficiency and impact of event landscapes.
Consultancy is useful when communication strategies need to be reviewed, refined or developed from scratch – for example, during periods of growth, restructuring, rebranding, repositioning or ahead of strategically important events. The aim is to align content, messages, channels and target audiences with the occasion at hand and to convey a consistent message across all channels.
Yes. We run workshops, interviews and strategy sessions efficiently via remote channels – supplemented by face-to-face meetings at key stages.
Clearer communication strategies, optimised processes and structures, a more effective portfolio of events and communication formats, greater efficiency in the marketing budget, and a measurable improvement in the performance of communication investments.
The initial benefits – clarity, focus and the ability to make decisions – are often noticeable after just a few weeks. Lasting results are achieved through consistent implementation and ongoing support.
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