In this episode of WeMarketers podcast, Andrew sits down with Victor Zhuk, Event Technology Manager at Viva Esprit, to delve into the magic of events and how to elevate them from good to great. Victor shares his method of blending technology with creativity to craft bespoke experiences and discusses important aspects such as ensuring attendee happiness, the role of professional event organizers, and impactful use of event technologies.
Join us to uncover Victor’s unique approach to event management and valuable advice for those starting in the industry.
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Connect with Victor Zhuk: https://www.linkedin.com/in/victorzhuk/
Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian
[00:01:04] Andrew: Welcome to the WeMarketers podcast. I’m Andrew, and my guest today is Victor Zhuk, Event Technology Manager at Viva Esprit. Victor, happy to have you here today!
[00:01:10] Victor: Thank you for having me.
[00:01:14] Andrew: Before we start, I’d like to say a couple of words. I’m really grateful to you for teaching me almost everything I know about events. We worked together for two years at Matchr on various events, and you taught me so much. Thank you very much!
[00:01:35] Victor: Thank you. It was a great time and we delivered some amazing events.
[00:01:42] Andrew: To kick things off, let’s talk about the magic of events. How do you ensure that magic happens during events? How do you turn a good event into a great one?
[00:01:54] Victor: I believe that people need people. It’s deep in our DNA. People want interaction and chemistry—they want to meet others and feel shared emotions.
[00:02:15] Victor: In terms of B2B events, these interactions allow attendees to establish valuable connections with people like themselves. For example, if I go to an event about event technology, I’ll meet professionals like me.
[00:02:33] Victor: Beyond that, I might meet people with the same values or passions. We can share our love for what we do, either through professional discussions or a friendly exchange of thoughts. It’s all about meeting people and sharing emotions—it’s in our DNA.
[00:03:09] Andrew: How do you ensure that people remain happy after the event? What practical steps can organizers take to ensure attendees recommend the event and return?
[00:03:27] Victor: Good food and good drinks, of course! But seriously, at the start of planning any event, I think of attendees as guests. It’s a warmer approach than calling them leads or prospects.
[00:03:50] Andrew: Treat people as people, not leads.
[00:03:54] Victor: Exactly.
[00:03:55] Victor: We must create value for attendees. We need to answer the question, “Why would someone spend time at this event instead of with their family or elsewhere?” That’s the foundation of everything.
[00:04:34] Andrew: Any practical suggestions for event organizers or marketers to inspire attendees?
[00:04:45] Victor: First, rely on professional event organizers. They don’t just know how to set things up—they feel it. Experienced organizers, who’ve managed dozens or hundreds of events, can quickly determine what works and what doesn’t.
[00:05:13] Victor: Think of it this way: marketers create the story to attract people, and event managers organize the space to deliver that story.
[00:05:44] Andrew: You mentioned creating space. How can event managers organize space to ensure the best experience for attendees?
[00:05:57] Victor: At its core, it’s about taste. Of course, there’s a lot of math involved—calculating seating arrangements, table spacing, exits, corridors, and so on.
[00:06:41] Victor: But beyond the math, there’s a feeling. When I walk into a venue, I can sense what kind of experience we can create there. Can the environment enhance our idea, or will we need to adapt to it?
[00:07:49] Andrew: During one of our previous events, The Recruitment Conference in Amsterdam, attendees said they felt like extroverts. That’s amazing! Your approach clearly isn’t standard—like inviting guitarists or organizing fun activities. Can you elaborate?
[00:08:20] Victor: At its core, just be human and deliver experiences that surprise and engage people.
[00:08:40] Victor: If our goal is to inspire people, we must dedicate resources to spark emotions. Otherwise, the event risks becoming boring.
[00:11:17] Andrew: Your current role is highly related to technology. Could you tell us more about how you blend technology with creativity?
[00:11:36] Victor: I use technology to create bespoke experiences for attendees while making the process enjoyable for my team. By incorporating tech, we save time and deliver better results.
[00:12:55] Victor: For instance, creating a playbook might take a team a month. With technology, we can do it in two weeks.
[00:17:11] Andrew: Are there tools or platforms that enhance the attendee experience, like AR or VR?
[00:17:39] Victor: AR and VR are promising, but they’re costly. For now, QR codes are a simple, budget-friendly tool that works wonders.
[00:21:27] Andrew: Every industry has challenges. What challenges do you face in event management, and how do you tackle them?
[00:21:51] Victor: It’s all about having the right team. With the right people, any problem can be solved. Budget constraints are another challenge, but they push us to be creative.
[00:23:03] Andrew: To wrap up, what advice would you give someone starting out in event management?
[00:23:38] Victor: Be brave, try new things, gain experience, and share your knowledge. Always ask, “Why am I doing this?”
[00:23:57] Andrew: Thank you, Victor! How can listeners connect with you?
[00:24:08] Victor: LinkedIn is the best way to reach me.
[00:24:15] Andrew: Thanks again, Victor. Bye!
[00:24:16] Victor: Thank you, Andrew.