From nationwide campaign to personal conversation

How DPD makes WWV an extension of its marketing and sales strategy

A campaign builds reach and brand awareness. But how do you turn that attention into a real conversation? According to Lieke van Lieshout, Brand Experience Specialist at DPD, part of the answer lies on the exhibition floor of the Webwinkel Vakdagen. The parcel delivery company uses WWV as a live extension of its nationwide marketing campaign. What starts online hets a recognisable, personal, and commercial translation at te event.

DPD has been participating in the Webwinkel Vakdagen since 2015. Their goal is about more than being visible to e-commerce companies for two days. The event is a regular part of a broader marketing and sales strategy, where lead generation and brand awareness are equally important. “The best communication is personal communication,” says Lieke van Lieshout. “It lets you explain your offering in a way that's relevant to each business, while also responding to the needs and prioritites of the webshop. We want to show that we're more than a company that simply moves a parcel from A to B."

From nationwide campaign to personal conversation

How DPD makes WWV an extension of its marketing and sales strategy

From nationwide campaign to personal conversation

How DPD makes WWV an extension of its marketing and sales strategy

From nationwide campaign to personal conversation

How DPD makes WWV an extension of its marketing and sales strategy

From nationwide campaign to personal conversation

How DPD makes WWV an extension of its marketing and sales strategy

More than the van on your street

Anyone who knows DPD mainly from the van driving down the street is seeing only a small part of the company. Behind that van lies a European network that extends far beyond the next postcode. According to Lieke, it is precisely that international network that is one of DPD’s strengths. “When you ship internationally with DPD, your parcel stays within the DPD network. With other carriers, it may be handed over to another company. That doesn't happen with us. You have one provider from door to door. That's why we call it 100% DPD." This gives DPD control over the entire shipping process and keeps communication straightforward, even across borders.

But for DPD, great service is about more than logistics. The way you work with customers matters just as much. For Lieke, it all comes down to people. “DPD is a people-oriented business. We believe in working together and being a true partner to our customers.” That means being approachable, listening, thinking along, and finding solutions together.

DPD sums up this aproach in its brand promise: Always on the move. For you.

Where the campaign comes to life

This approach is also reflected in how DPD sees the Webwinkel Vakdagen. The event isn’t a standalone moment on the calendar; it's connects with campaigns already running nationwide. “If we have a campaign running around that period, we look at how we can bring the Webwinkel Vakdagen into it." One example was a campaign in 2025 centered on DPD's support for small and medium-sized businesses. It was a natural fit, since many online stores from this segment attend WWV. The 100% DPD” campaign also made its way onto the exhibition floor.

quote wwv “You spend three months promoting a campaign online. It's great to bring it back to life at Webwinkel Vakdagen, too.”

Where the campaign comes to life

quote wwv “You spend three months promoting a campaign online. It's great to bring it back to life at Webwinkel Vakdagen, too.”

Where the campaign comes to life

quote wwv “You spend three months promoting a campaign online. It's great to bring it back to life at Webwinkel Vakdagen, too.”

Where the campaign comes to life

quote wwv “You spend three months promoting a campaign online. It's great to bring it back to life at Webwinkel Vakdagen, too.”

Where the campaign comes to life

quote wwv “You spend three months promoting a campaign online. It's great to bring it back to life at Webwinkel Vakdagen, too.”

On the exhibition floor, online visibility suddenly has a human face. And that's where Lieke sees the real value and power. A campaign can grab attention, but a conversation is where you find out what a webshop is working towards, what its ambitions are and how DPD can help. “You often see a campaign online, but at the Webwinkel Vakdagen, you get to see it in person. People recognize it, want to know more, and can talk to you in person.”

DPD's commitment to the event is clear in the run-up to WWV too. “Every year, we look at how we can create as much awareness as possible for the Webwinkel Vakdagen.” In previous years, DPD promoted its participation with billboards and banners at the station. And everyone driving towards Utrecht could hardly miss it: DPD appeared along the motorway, too.

Two days at your own stand? A missed opportunity

For Lieke, the strength of Webwinkel Vakdagen lies in the combination of the exhibition floor, the program and the networking opportunities. The stand is where conversations begin, while the speaker sessions offer room to explore ideas in more depth. Visitors don’t just come to look around, but also to gain knowledge, ask questions, and discover which partners align with their ambitions.

For DPD, this combination works in several ways. The stand provides a space for conversations, while its presentations showcase the company's international e-commerce expertise. “With a presentation, we want to show that we’re more than just a parcel delivery company and that we have a great deal of international expertise.” And it works. DPD’s sessions regularly fill up. The content is often followed up later, for example, in a white paper. That way, the conversation doesn't end when the session does.

Lieke isn't convinced that companies should spend both days at their own stand. "You can walk around and network, too. You might find a way to help each other." She does that herself: visiting other stands, attending a session and seeing which topics draw people in. Afterall, inspiration is everywhere.

"That room is always packed. It's a great addition to just simply exhibiting, because it gives us the chance to share our expertise and insights."

The art of getting people to stop for a moment

Before you can have a meaningful conversation, you first need to get people to stop. DPD comes up with a new idea each year, tailord to the campaign running at the time.

For example, during a Valentine’s Day campaign in 2020, visitors could put together and send their own package of candy. It proved so populair that they ran out of stock on the first day. Even the folks at DPD hadn’t quite seen that coming. “We’d bought a huge amount of candy, and yet we still had to call colleagues to bring extra stock for the next day,” Lieke says with a laugh .This year, 2026, DPD chose the Track and Race Trophy. Three cardboard DPD vans, a trivia quiz, and a little friendly competition turned out to be enough to attrract a crowd once again. “That activation worked really well. That’s when I thought: we have to keep doing this. Create something that makes people take a moment to stop by our stand.”

The art of getting people to stop for a moment

Before you can have a meaningful conversation, you first need to get people to stop. DPD comes up with a new idea each year, tailord to the campaign running at the time.

The art of getting people to stop for a moment

Before you can have a meaningful conversation, you first need to get people to stop. DPD comes up with a new idea each year, tailord to the campaign running at the time.

The art of getting people to stop for a moment

Before you can have a meaningful conversation, you first need to get people to stop. DPD comes up with a new idea each year, tailord to the campaign running at the time.

The art of getting people to stop for a moment

Before you can have a meaningful conversation, you first need to get people to stop. DPD comes up with a new idea each year, tailord to the campaign running at the time.

And that moment matters. A fun activation creates a lively atmosphere, but for Lieke, a crowded stand alone doensn't make an event succesfull. “People don't always feel comfortable walking straight onto a stand. So talk to them and don't be afraid to approach them. We've seen that an activation works really well as a way to start a conversation." The stand of DPD was designed with that in mind: first, a quick game, then sit down for a proper conversation.

Even after all these years, DPD continues to learn something new every year. Scanning a badge is easy, but it doesn't necessarily make someone a good lead. “At first, almost everyone counted as a lead. Now we ask a few questions, such as how many parcels a business sends and where they're going. That gives us much higher-quality leads."

Become an exhibitor at WWV!

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The event doesn't end when the doors close

A good conversation at the booth is often just a beginning for DPD. Follow-up is a fixed part of the company's approach tot the event. While account managers meet visitors on the exhibition floor, colleagues at the office are ready to work on enquiries straight away. That means a quote doesn’t dissapear in a folder for three days marked 'after the event'.

quote wwv “If you request a quote at our stand on Wednesday, we’ll make sure you receive it the very same day. Sometimes within two hours later.”