Once, during Conversion Conf, the CEO of a sponsoring company approached Lana Rossi and said: “We’ve already closed a $500,000 deal today.” For the founder of Conversion Club and Conversion Conf, this is the best answer to the question of why such events exist in the first place. We spoke with Lana about what actually works at booths, how companies collect contacts and build partnerships, which PR cases have stood out to her the most over the years of Conversion Conf, and what it takes to get on her stage.
Booths: How to Stand Out Without Wasting Your Budget
Over the years of running Conversion Conf, you’ve seen hundreds of booths. Which ones have stood out to you the most and why?
Of course, the scale of booths from the industry’s biggest players always makes an impression. But a good booth is primarily not about the budget – it’s about the people and the networking that happens around it. That’s why I always recommend paying more attention to the mechanics of the booth rather than the size of the structure.
What is the most unusual way of attracting attention to a booth that you’ve seen at affiliate conferences?
It’s genuinely difficult to come up with something fundamentally new these days. But I really like it when a booth offers more than just beautiful design and creates an engaging experience. For example, Riddick Partners has its own game, and quite recently they even added me to it as one of the characters. Things like that are much more memorable than simply handing out merch.
Have there been cases where a small and relatively inexpensive booth attracted more attention than expensive and large-scale ones?
Of course, and more than once.
The cost of a booth itself guarantees nothing. The most important thing is to build the funnel correctly.
First, a person needs to become interested and approach. Then they need a reason to stay: a game, a gift, merch, a cocktail, a hookah, or another activity. Only after that does the manager turn the conversation into negotiations and effective lead follow-up.
That is exactly what produces results.
In your opinion, what really makes a visitor stop at a booth and pay attention to a company today?
There are many factors, but the first thing that attracts attention is the atmosphere.
Often, it’s good merch, attractive activities, drinks, or something unusual. But after that, everything depends on the team. It’s the people who turn a random visitor into a potential partner.
Which types of booth activities work best today? Games, contests, gifts, interactive experiences, or something completely different?
I’m not a big fan of contests and I personally almost never participate in them.
Games, interactive mechanics, eye-catching photo zones, and gifts work much better.
Today, we live in the age of content. It’s very important that a person doesn’t just approach the booth but also wants to take a photo, shoot a story, and tell their own audience about your brand.
Networking: How to Collect Contacts and Build Partnerships
What are some of the most interesting ways of collecting contacts that you’ve seen at conferences?
I always like it when managers don’t spend the whole day standing behind the counter but go out “into the field.”
A lot of companies still underestimate this. The best managers actively meet people throughout the venue instead of waiting for someone to approach them.
Can you tell us about cases where a company came up with such a successful mechanic that people actively went to the booth specifically because of it?
When a brand builds the right association over time.
Everyone already knows that this particular booth will have the most interesting atmosphere, the best meetings, or the most memorable party. That kind of reputation isn’t built in one or two events.
From your experience, what really helps companies make new valuable connections and build partnerships at conferences?
A well-thought-out concept.
A person should be able to understand within just a few seconds what the company does and why they should stop.
After that, the team takes over: well-designed scripts, a clear communication funnel, and a convenient lead collection system.
PR Cases at Conferences
Which PR moves by companies at conferences have stood out to you the most over the past few years?
I always like projects that do something unconventional.
For example, GGate once sent conference invitations in the form of a mirror. That’s the kind of gift you immediately want to post in your stories.
I really like Roma Spa Kill’s style – he always has a strong creative concept.
I also love the Devils mascot – their plush toy turned out to be genuinely memorable.
And, of course, I absolutely love our black bear in the Chrome Hearts aesthetic with a slight BDSM vibe. It also works great as Instagram content.
What was the most unusual or bold activity that took place at Conversion Conf?
Probably when we sent out invitations inside slime.
Although the contractor didn’t always make it the same consistency, so sometimes people would open the box and there was literally a “monster” from a horror movie inside.
It turned out really funny. People were filming it and posting it all over social media, and in the end, the activation generated much more organic reach than we expected.
Are there any promotional formats at conferences that, in your opinion, have stopped working, but companies continue to use them out of habit?
The main mistake is thinking that it’s enough to simply buy a booth and wait for visitors.
That hasn’t worked for a long time. If the team doesn’t know how to engage people, doesn’t understand the sales process, and isn’t proactive, even the most expensive booth won’t deliver results.
If you had to launch a new affiliate brand into the market today through a single conference and had a limited budget, what would you focus on?
Of course, I would choose Conversion Conf Warsaw.
It’s our flagship project, and I can clearly see the results our partners achieve. Many companies recoup their participation literally during the conference itself.
If you think back to the most successful PR cases from companies throughout the entire history of Conversion Conf, which ones would you highlight and why?
Recently, one company became our headline sponsor for the first time.
During the event, the CEO came up to me and said: “We’ve already closed a $500,000 deal today.”
For me, that is the best indicator of a conference’s effectiveness. That’s exactly why we create our events.
The Conversion Conf Stage: How to Become a Speaker
How can someone get on the Conversion Conf stage? What do you look for first in a potential speaker and their topic?
First and foremost – real expertise.
We especially value media buying specialists. Even if it’s a small team, but they have unique practical experience, we are more likely to invite them than a well-known brand with yet another promotional presentation.
Which topics and presentation formats are genuinely interesting to the audience today? Are there topics that people come to you with too often and that have become difficult to sell to the audience?
Topics around team building, people management, and operational processes resonate very well with the audience.
Virtually every entrepreneur faces these questions, so presentations on these topics always generate a lot of interest.
What should a speaker give the audience so that people continue discussing them after the presentation and come up to meet them in person?
Real-world practice.
When someone shares what actually works in their business, the audience can feel it immediately.
After such presentations, people come up to meet the speaker, continue discussing what they heard, and build new partnerships.
What mistakes do people most often make when they step onto the stage of an affiliate conference for the first time?
Most often – they try to appear more successful than they really are.
They embellish the numbers, exaggerate their results, or use inappropriate vulgar language.
In my opinion, the audience values honesty and real cases much more.
How much can speaking at Conversion Conf help a speaker develop their personal brand and business? What real opportunities can emerge after a strong presentation?
A lot.
When an entrepreneur openly shares their expertise, it attracts new partners, clients, and like-minded people.
A strong professional community has already formed around our speakers, where people regularly exchange experience, meet each other, and launch joint projects.
If someone has wanted to speak at a major affiliate conference for a long time but still doesn’t feel ready – what would you advise them to do to eventually get on the Conversion Conf stage?
Work on your expertise.
It’s practically impossible to get on the Conversion Conf stage by accident.
Most often, we invite people based on recommendations or after seeing them speak at other conferences.
It’s important for us to understand that a person has genuinely contributed to the industry and can give the audience knowledge that cannot be obtained from publicly available sources.
Digital Hustlers Editorial Comment
This interview clearly shows how Lana views conferences – not as a showcase of budgets, but as a platform where specific people and well-thought-out details make the difference: the funnel at the booth, the manager who actively goes out to meet people, and the speaker with real experience instead of embellished numbers. A useful reference point for anyone preparing for upcoming conferences and events.
See also: the latest schedule and program of conferences in the “Events” section of the website.
