Eventex in the spotlight with Laura Schwartz: Hans Etman

The new episode of Eventex in the spotlight, the series that brings you up closer to prominent leaders in the vibrant world of events, is proud to welcome Hans Etman, co-owner of moderators agency Masters in Moderation and an Eventex Awards jury president. Joining us from The Netherlands, Hans gives his formula for preparing for an event, shares best industry practices for online events, and teaches us a new Dutch word — dagvoorzitter. 

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Helping others come across better 

Hans is an experienced moderator and life-long trainer, whose career also includes studying massage therapy, styling, and a role as an assistant soil inspector. While initially a keynote speaker at conferences about soil and the environmental industry, at one point, he got asked to be a moderator. 

“When I was on stage as a moderator, I could help other speakers come across better and connect the audience to what was happening on stage. I liked it much much better.”

The most important person in the room 

“The most important person in the room is not the keynote speaker, or me of course, or even my client, but it’s the audience and I want to connect the audience, I want to give real value of what’s happening there, of the event, to the audience, because that’s what you do it for.”

This is one of the philosophies that Hans has implemented into his platform for moderators which sends “the right moderator to the right place”. 

“Every meeting starts and ends with a goal”

Hans also shares with Laura his secret ingredient for organizing events. 

“Every meeting starts and ends with a goal of the meeting. If you don’t know the goal of the meeting, it won’t work, you can’t build the structure on something that doesn’t have a clear goal. And you cannot engage the audience in a program if there is no certain and specific goal.”

This is why his preparation usually involves “together with the client, finding the goal of the meeting”.

He further notes that constant learning is how he stays inspired, along with looking at the different styles of learning and communication. 

“All those things help me to always find new ways to interact with the audience. I think interaction is the key. People want to be engaged.” 

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“Feeling of belonging together” 

Hans, whose business adapted really well to the challenges brought about by Covid, also shares some best practices on how to keep people connected online. 

“You create this atmosphere of feeling together as a group. So, with an audience in a venue of 400 people, you will create the feeling of belonging together, in that situation. But you can get the same experience online.”

“The world still needs places to meet,” Hans says. 

The world championship of events 

For Hans, being part of the Eventex Awards jury is a networking opportunity but he also finds inspiration in the high-level events that list for the awards. 

To those still considering entering the Eventex Awards, Hans says: 

“Be part of the world platform. Be part of the world championship. It’s high-level, and if you can be part of it, do so because it’s not only a chance to show off what you can do or the wonderful things that you have done for your event but it’s also a wonderful opportunity to compare yourself with high-level competitors.” 

About Hans 

Hans Etman is co-owner of Masters in Moderation, the international booking agency for moderators and facilitators. An experienced moderator and life-long trainer himself, Hans focuses on interaction and on return on investment in meetings.

About Laura 

Laura Schwartz is a professional Emcee and Keynote Speaker — one of the top 7 speakers in the US. She’s been the Director of Events for the Clinton Administration, where she created and executed more than 1,000 White House events. Laura is an Eventex jury president, host of Eventex in the Spotlight series, and partner. 

About Eventex in the Spotlight

Eventex in the Spotlight is a new series by Eventex which showcases prominent leaders from the world of events and experiential marketing. Watch all the episodes and get inspired.

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