In addition to this article, you can explore the full interview with Lana. The video provides a deeper dive into her journey, insights, and behind-the-scenes moments, offering a complete experience for those who want to see the story unfold. 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, actually. Back then, it was more of a hobby than a career. I had access to funding, opportunities, and a passion for hearing artists perform live. I wasn’t just helping out; I was more like an assistant manager, taking care of artist logistics, accommodations, ticketing, and even helping with stage setups. From there, things naturally grew. I transitioned to working in the public sector, then moved into corporate event management for international companies, including IT firms and mobile solution providers. Eventually, I found my way into affiliate marketing, which turned out to be a completely different 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,” including convenience, clarity, and interaction. 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!
If you compare conferences, meetups, and exhibitions from 2022 to 2024, it’s a completely different world. The scale has exploded—everything’s 2x or even 3x bigger, with a whole bunch of new players and events popping up. Back in 2022, your options were pretty slim—just a couple of big ones like Sigma or ICE, and that was about it. But now, new players and conferences are appearing. For example, SBC is really stepping up now.
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.
The venue was small, meant for 200 people, but as a result over 600 attended. We had only two elevators and limited space, but we made it work. The biggest challenge was building a stage in a space with just 2.4-meter ceilings. The artist’s rider demanded a stadium-sized setup, but we improvised, brainstorming stage designs late into the night and sourcing equipment from nearby islands. It was pretty chaotic but what an unforgettable start!
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. This year, we are not just aiming to surprise—we are determined to outdo ourselves.
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. Everyone’s asking, “Have you been there?” 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.Q: Many guests come to your events primarily for networking. How important do you think networking is as a part of brand marketing strategy?
Lana: It’s essential. Conferences are all about connecting and building relationships. Networking zones, separate from crowded booths, offer a comfortable space for meaningful conversations. Even if guests aren’t our partners yet, they’ll remember having their meetings in our space—on the iconic red PIN-UP Partners couches.
This creates a positive association with our brand, building trust and paving the way for future collaborations. Sometimes it’s a long game, but those impressions stick, and they often lead people back to us. It’s an effective way to promote the brand and foster loyalty.
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. It’s all about growing our reach and strengthening relationships, so keep an eye out for updates.
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—know who they are, what they want, and how your event can meet their expectations. 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. Marketing is essential—an amazing event means nothing if no one shows up. 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!
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