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Omid Ekhlasi’s Journey from Journalism to Tech Arena CEO

From Journalism to Tech Event Leadership

Omid Ekhlasi began his career as a journalist before transitioning into marketing. This background equipped him with a unique perspective on storytelling and audience engagement. He explains, “My background is in journalism, and I went into marketing, which helped me understand the different stages of company building.”

Building and Investing in Startups

Omid’s journey took a pivotal turn when he joined a venture studio that focused on building and investing in startups. He worked closely with founders, helping them transition from R&D to a commercial focus. As Omid recalls, “over the years, I got the opportunity to work very closely with founders and learn about the challenges of building a company.”

Launching Techarenan

Seeing the need for more networking  opportunities for entrepreneurs in Sweden back in 2014, Omid founded Techarenan – an international platform for innovation, entrepreneurship and sustainability bringing together entrepreneurs, business leaders, experts, investors, decision makers and politicians.  “We started out with a very small entrepreneurship competition because we thought, how could we bring entrepreneurs together?” This initial competition quickly grew under Omid’s leadership, expanding to include investors, media, and policymakers, and eventually evolving to a larger, more impactful event called The Tech Arena.

Expanding and Scaling The Tech Arena

The Tech Arena’s initial success led to rapid expansion. Four years after founding Techarenan, Omid and his team made the strategic decision to focus solely on growing The Tech Arena event. “In 2018, we saw that this was getting bigger, and we needed to make a decision. So, we incorporated the company and built a small team to take The Tech Arena to the next level.”

Overcoming Challenges and Future Plans

When the COVID-19 pandemic swept across the world in 2020, of course The Tech Arena encountered substantial difficulties. Fortunately, they managed to rise above these challenges and became even more robust. Thanks to Omid’s focused leadership during those difficult years, The Tech Arena is now becoming a significant player on the international stage. “We decided to create this event in Sweden and make it the biggest Tech event in Scandinavia,” he says. By emphasizing Tech event leadership, The Tech Arena aims to attract even more international participants and continue fostering a strong community of entrepreneurs.

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Last week, I spent three days at Bits and Pretzels in Munich — a startup-focused event with a distinctly Bavarian flavor. Think Oktoberfest meets startup conference, complete with dirndls, lederhosen, and more beer than you might expect. As someone building an AI-powered event platform, I went in with a specific mission: Observe how startups actually market themselves at events. Here’s what I discovered: GoodBytz: The power of good demos What they did: Robotics startup GoodBytz set up a booth where its robots prepared kaiserschmarrn (a traditional German dessert) all day long. Why it worked: Nothing beats seeing a product in action. While other booths had brochures and demos, GoodBytz’s robots were actually cooking. The smell, the movement and the end result stirred together an experience that people will remember and talk about. The lesson: If you have a physical product, show it in action. The old writing adage generalizes well: Show, don’t tell.  Let people see, hear and touch the product. WeRoad: The bathroom hack What they did: Posted “Missing Investor” flyers in bathroom stalls with QR codes pointing to their website. Why it worked: Pure genius. Every startup at the event was looking for investors, but the “Missing Investor” headline, while a bit on the nose, proved irresistible. Plus, bathroom stalls are one of the few places where people have 30 seconds to actually read something. The lesson: Think about where your target audience’s attention will remain undivided. Sometimes, the most effective marketing leverages the most unexpected places. Emqopter: Visual impact matters What they did: Designed a bright orange booth that displayed their drone prominently. Why it worked: In a sea of grey, white, beige and brown, Emqopter’s bright orange booth was impossible to overlook. The drone was real, too, and proved a real conversation starter. The lesson: Your booth is competing with hundreds of others. Make it visually distinctive and ensure your product is the hero. Quests: Community building using the product What they did: Created a busy, branded booth with accessories (toy car, traffic cones, a bulletin board) and used their anti-loneliness app to build communities among founders at the event. Why it worked: Quests used their product to solve a real problem right at the event, and the busy booth design generated energy and curiosity. The lesson: Use your product to solve a problem at the event — if it’s possible, of course. Demonstrate your value in real time. Dyno: Event-themed marketing What they did: Distributed branded electrolyte packs with the tagline “Your hangover ends. Your pension lasts – with Dyno.” Why it worked: Dyno aligned its messaging perfectly with the Oktoberfest theme. Every attendee was thinking about beer and hangovers, so Dyno’s goodies were quite relevant. The tagline was clever, memorable, and directly addressed a pain point most people at the event might have to deal with later. The lesson: Tailor your marketing to the event’s theme and culture. The more you tie your messaging and product to the context, the more memorable you become. So, what did I learn? Event marketing is about more than just showing up and setting up a booth; you have to understand your audience and create experiences that people will remember. Here’s what really struck me: most startups and even big companies don’t know how to leverage events properly. They book the booth, show up and hope for the best; maybe they bring some branded pens and a pop-up banner. Then they’ll go back home and wonder why they spent €5,000 in exchange for 50 business cards that never convert. The startups that stood out at Bits and Pretzels understand something fundamental: event ROI isn’t about booth size or location; it’s about strategy, creativity and planning. None of the startups above improvised on-site, or planned something the night before the event in their hotel rooms. They laid everything out 4-6 weeks before the event. A solid pre-event strategy is what separates successful event marketing from expensive booth rental.  But what matters most for early-stage startups is that you don’t need a massive budget to stand out. WeRoad’s bathroom stall hack probably cost €50 to print the flyers. A standard booth package at Bits and Pretzels would go for €3,000 to €5,500. The ROI difference is staggering when you compare the cost per meaningful conversation. That’s the difference between simply spending money and investing smartly. Building Sesamers has taught me that helping startups find the right events is only half the equation. The other half is helping them understand how to maximize ROI once they’re there. Good props aren’t a marketing expense; they’re opportunities to meet customers, investors and partners, and strike up engaging conversations.

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