Affiliate conferences and marketing strategies: Interview with CMO about Sigma Malta 2023

In the realm of Affiliate Marketing, numerous events unfold each year, ranging from conferences to meet-ups and business parties. Among these, conferences stand out for their benefits in networking, knowledge acquisition, and community engagement. Sigma is a prime example of such a conference. Affstream, (a trusted affiliate network specializing in top-notch gambling and betting offers in Brazil), recently organized an insightful interview featuring industry experts who shared their experiences and strategies related to attending the SiGMA World conference.? The interview delves into the preparations, goals, and key takeaways from the conference, offering valuable insights for both seasoned and novice affiliate representatives.

The interview features insights from key players in the industry, including Bogdan Kuiantsev , CMO of BlueChip Partners , Vasilii Gamov , CMO of RichAds , and Maryna Yuschenko CMO of Affstream . Their thoughts shed light on the advantages of attending Sigma, preparations for large-scale conferences, and the strategies employed to maximize participation and achieve set goals.

Another incredibly active week in Malta has come to an end. Tell us, what are the main advantages of attending Sigma that you can highlight? What did you remember the most??

SIGMA offers unparalleled networking opportunities with industry leaders and innovators. What stood out to me was plenty of conference activities. I had 3 panel discussions about Finnish marketing, growing iGaming brands, and AI changing our industry. All of them are recorded and soon will be published on our YouTube channel.

What's more, I had a podcast record with Affpal Stefan Paul Muehlbauer where we shared our insights on how to grow your content marketing, it's already published here:

For sure, I also had a lot of meetings with my friends, new partnerships, and deals. – Vasilii Gamov.

For us, attending Sigma is primarily an opportunity to meet with our partners and establish new connections. It's precisely the place where numerous opportunities arise, from generating new business ideas to finding partners for investments and more. We believe that such events serve as a significant springboard for networking with the right individuals and advancing one's career or business – Maryna Yushchenko.

SiGMA Europe was even more massive than last year. Plus, we had our first booth, and it was a really cool networking experience - the team was just exhausted for the first two days – Bogdan Kuiantsev.

SIGMA Malta is one of the most popular and significant conferences in the gambling industry. Share some tips on how to prepare for such a large-scale conference. What should those who haven't been to SIGMA yet know?

First-timers should research and plan their agenda in advance. Identify key speakers and sessions relevant to your product. Networking is crucial, so prepare a concise pitch about your company. Also, don't forget to carry plenty of business cards, several power banks, and a stable internet connection on your phone – Vasilii Gamov.

Sigma is truly one of the largest and most anticipated events of the year. The most straightforward advice is not to hesitate to initiate conversations; it's a business conference, and everyone is here to gather as many interesting and useful contacts as possible. People are very open and communicative. One of our team's hacks is having a pre-planned schedule of meetings, maximizing the benefit. We study the list of companies and exhibitor representatives, contact them in advance, and schedule meetings during the conference days so as not to waste time waiting – Maryna Yushchenko.

If you are going to be an exhibitor, choose the right location for your booth. If you plan to attend the conference as a visitor, schedule more meetings with your partners before the conference. Also, don't forget about the power of LinkedIn, where you can arrange a meeting at the conference with someone you are very interested in – Bogdan Kuiantsev.

Companies set goals for themselves such as attracting customers, brand recognition, etc. Tell us about your goals for attending Sigma. What strategies do you use to maximize your company's participation in exhibitions? Do you set KPIs for the team? Could you share an example of how this works in your company?

Our primary goal was brand visibility and networking. We set KPIs around the number of meaningful connections made and leads generated. For example, we aimed to connect with at least 50 potential partners, which we tracked daily – Vasilii Gamov.

As a relatively young company, Affstream's strategy for 2023 involved attending as many gambling conferences and events as possible to expand our partner base, strengthen brand recognition, and build industry partnerships. We actively leverage social media and other online channels to generate attention before the event, compile a list of partners to meet and research relevant chat forums. Regarding KPIs, we set specific success metrics, such as the number of new contacts. Each manager is tasked with bringing in 100 targeted contacts, helping us evaluate the effectiveness of our efforts at the exhibition – Maryna Yushchenko.

Our main goal was to make a statement about our project, which is only 1.5 years old, and we are already at SiGMA Europe. As for KPIs, to be honest, there were so many meetings that we just didn't set them. The main thing is that the team is interested in converting all these new acquaintances into results, which the team is currently working on – Bogdan Kuiantsev.

How often do you update your company strategy based on insights gained from thematic events like Sigma?

We evaluate our general strategy annually, and if needed we update or improve our tactics quarterly. These conferences like Sigma provide a pulse on industry shifts, which is crucial for staying ahead in a dynamic market – Vasilii Gamov.

The frequency of updating our strategy isn't fixed but rather adapts to the pace of changes in our industry. We conduct a thorough analysis of information obtained from such events, including market trends, new companies (competition), and feedback from experts and potential partners. For instance, after Sigma, we precisely know which geos will be added to our affiliate network in 2024 – Maryna Yushchenko.

We are already in the market and constantly communicate with partners, and competitors, and listen to our players to correctly adjust/update our strategy. Rather, after attending thematic events, there are a lot of new things to think about or test – Bogdan Kuiantsev.

To find out how long it takes for investments in conferences to pay off, how to strike a balance between a busy schedule and productivity, get the most out of all events, and also which conferences you can meet us at next year, follow the link!