In recent years, the industry has seen innovative events that set new standards and strengthened brands in competitive markets. Behind these achievements are skilled professionals like Lana, the Head of Events at PIN-UP Partners. Her creative and strategic approach has crafted experiences that captivate audiences and elevate business positioning.
Explore her full story in an exclusive video interview, revealing insights, her journey, and behind-the-scenes exclusives. Key highlights are summarized here, but for the full picture, be sure to watch the video with subtitles for English speakers.
Starting Out
Q: Let’s start from the very beginning. How did you get into event marketing?
Lana: I started with concerts as a hobby, working as an assistant manager handling artist logistics, accommodations, ticketing, and stage setups. Over time, I transitioned to the public sector, then to corporate event management for international IT and mobile solution companies. Eventually, I entered affiliate marketing, discovering a completely new and fascinating world.
Q: With your incredible experience, how have events evolved over the past 20 years?
Lana: Technology has transformed everything. Events have gone from simple gatherings, like basic conferences with minimal engagement, to full-scale experiences focused on networking and guest satisfaction. Now, every detail matters, from how the invitation is received to the entire “guest journey”. It’s all about creating a seamless and memorable experience.
Q: What about events in affiliate marketing in particular?
Lana: It’s changed a lot too. Professionalism has skyrocketed. Take Malta 2023, for example. They transformed an old, abandoned port into an incredible venue. When we saw it a month before the exhibition, it was just a warehouse with bare concrete, beams sticking out, no flooring. We couldn’t imagine how it would be ready in time. But they pulled it off, and the result was amazing!
Q: Tell us about your very first memorable event with PIN-UP Partners.
Lana: It was in 2022, my first large-scale event in Malta and the first time we had a two-story booth. We originally planned a simple networking area, but once we arrived, it was clear we needed to do something bigger. In just two days, we reimagined the idea and turned it into two nights of partying, featuring a headliner to give it that extra touch.
Making Waves
Q: How much have your goals grown since then?
Lana: Tremendously. It is like starting as a regional athlete, then competing nationally, and eventually aiming for the Olympics. Now, I am thinking on a much larger scale, with events for 2,000-plus attendees.
Q: Speaking of exclusivity, what’s the difference in planning an event for 200-300 people versus 2,000? How much harder does it get?
Lana: Surprisingly, there’s not much difference in the planning itself. The project plan stays the same regardless of the size. The main challenge with larger events is scaling up—finding a bigger venue, managing logistics, and ensuring smooth entry for thousands of guests. It’s all about scaling the details while keeping everything seamless and enjoyable.
Q: Have you noticed how the number of event locations has grown? Affiliate marketing events are now held all over the world.
Lana: Definitely. A great example is Tbilisi. There’s a growing buzz about it. While it’s not yet a major hub statistically, its favorable regulations and legislative framework are attracting iGaming companies and event organizers. I’ve already received several inquiries about potential meetups or local events there. Alongside Dubai and Cyprus. A couple of years ago, if someone had told me this about affiliate events in Tbilisi, I wouldn’t have believed it.
Backstage Exclusives
Q: What are the key principles you follow in your work?
Lana: My main rule is simple: nothing is impossible, if the plan is right. Every event has its challenges, but we approach them as opportunities to adapt and innovate. For example, during an event in Dubai, we had just 40 minutes to reset a yacht for 100 guests, and I mean furnishing it, creating an extra bar, installing a full DJ setup, and even doing a soundcheck. It was tight, but we made it work.
Q: A lot of your work happens behind the scenes. We have always wondered what happens to the booths after a conference. Are they recycled?
Lana: That is a question I get often and honestly it is a bit of a pain point for me. Ideally most exhibitions have contractors or subcontractors who handle recycling, but I am not sure how much of it actually gets recycled.
Q: Can booths be reused from one conference to another?
Lana: Not really. While some elements might be saved, it’s just a small percentage. Most booths are discarded after a couple of uses because parts get damaged or worn out. Even metal components rarely last long without restoration.
Planning Ahead
Q: What about 2025? What’s the plan?
Lana: Next year, PIN-UP Partners will continue with the major flagship exhibitions while also exploring local markets and smaller niche events. These focused gatherings are great for building connections within local communities. We’re also expanding into new regions and prioritizing requests from our loyal partners, who often ask when we’ll host events in their areas.
Q: What advice would you give to our competitors?
Lana: I believe our competitors know their work, so here’s some for newcomers. Start by understanding your audience. Even the best event won’t succeed if it doesn’t connect with its audience. Choose a venue that fits your vision and creates a memorable atmosphere. Focus on details, ensuring every step of the guest’s journey feels seamless and enjoyable. Finally, rely on a strong, collaborative team to handle challenges smoothly. Master these, and you’ll create impactful, unforgettable events.
How to get to the next event?
PIN-UP Partners are true industry leaders when it comes to events. Their parties are unforgettable, and their booths are always packed with visitors. Every new conference brings something fresh and exciting from the team. Now you know a bit more about the process, but it’s always better to see it for yourself than just read about it. Follow PIN-UP Partners on social media so you never miss a single event from them!
Discover more about PIN-UP Partners here
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