Sesame Summit 2026 – application open

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Sam Eshrati

Highlights:

Weathering the Storm: Navigating Event Challenges in 2020 and Beyond

One of the standout aspects of our conversation was how TechBBQ successfully navigated the turbulent waters of 2020, a year that saw the event industry severely impacted by the COVID-19 pandemic. Sam’s insights into this journey were enlightening.

TechBBQ, despite the odds, managed to not only survive but thrive during the pandemic. A testament to their resilience, Sam shared that they received invaluable support from partners and government assistance. This allowed them to retain their core team, ensuring they were ready to bounce back when the time was right.

The lesson here is clear: in the ever-changing landscape of the events industry, adaptability and a strong support network are crucial for event organizers to endure the toughest of times. While every event’s situation may be unique, TechBBQ’s ability to pivot and persevere offers valuable inspiration for those seeking to weather similar storms.

Beyond the Event: TechBBQ’s Holistic Approach to Fostering Innovation

TechBBQ isn’t just another tech event; it’s an organization with a holistic approach to fostering innovation and entrepreneurship. Sam shed light on TechBBQ’s role as a non-profit entity engaged in a variety of projects throughout the year, each designed to create connections and engagement within the tech ecosystem.

Their multi-project approach is both impressive and instructive. By extending their impact beyond the flagship event, TechBBQ ensures continuous engagement with their audience and partners. This strategy not only enhances their visibility but also aligns them more closely with the broader goals of their community.

Event organizers can take a page from TechBBQ’s playbook by diversifying their initiatives, focusing on community-building year-round, and embracing their role as more than just a one-time gathering. In doing so, they can foster deeper relationships and provide ongoing value to their stakeholders.

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TechBBQ

The Power of Personal Engagement: A COO Who Walks the Talk

One of the most striking aspects of our conversation was Sam’s personal approach to event management. As the COO and Chief Engagement Officer, he actively seeks to establish personal connections with attendees, partners, and speakers, creating a warm and memorable atmosphere at TechBBQ.

This personal touch extends beyond the event itself. Sam places a high value on giving back to those who dedicate their time to TechBBQ, be it through speaking engagements or attendance. He exemplifies the principle of reciprocity, ensuring that every participant feels appreciated and valued.

Sam’s dedication to personal engagement serves as a powerful reminder to event organizers that the human element is at the heart of every successful event. Fostering connections, expressing gratitude, and creating a welcoming atmosphere are invaluable strategies for building a loyal and engaged community.

Scaling Sustainably: The Challenge of Venue Selection and Growth

The conversation with Sam also touched on the challenges of scaling an event like TechBBQ. As the organization grows, it must consider its venue options carefully. TechBBQ has reached a point where its current venue may no longer accommodate its expanding audience.

Sam discussed the possibility of moving to a larger venue, but not without thoughtfulness. He emphasized the importance of retaining the unique, grassroots feel of TechBBQ, even as it potentially moves to a larger space. Maintaining the essence of what makes the event special is a priority.

Event organizers facing similar dilemmas can learn from TechBBQ’s approach. Scaling is often essential for growth, but it should be done with a keen eye on preserving the event’s core identity. Sam’s insights underscore the importance of strategic venue selection and thoughtful planning to ensure that an event continues to resonate with its community.

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TechBBQ

TechBBQ’s Journey Offers Inspiration and Insights

This conversation with Sam Eshrati provided a captivating glimpse into the inner workings of TechBBQ, a force to be reckoned with in the tech event space. Their ability to adapt and thrive during challenging times, embrace a holistic approach to innovation, prioritize personal engagement, and tackle the challenges of scaling sustainably holds valuable lessons for event organizers everywhere.

As the events industry continues to evolve, TechBBQ’s journey offers inspiration and insights that can help shape the future of event management. By staying true to their mission of fostering innovation and entrepreneurship, TechBBQ demonstrates the power of community-driven events and the enduring value they bring to the world of tech. Keep an eye on TechBBQ, because their journey is far from over, and their impact is sure to resonate for years to come.

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TechBBQ

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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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