In a digital landscape oversaturated with ads and online noise, how do you truly capture client attention? In this episode of the HMBT Podcast, host Hank sits down with Nikita Khanderia, Founder and CEO of Iria—a luxury experiential marketing and events agency. They break down why marketing budgets are shifting from screens to real-world experiences, how small businesses can start hosting high-ROI events on a budget, and why standard lead magnets are being replaced by memorable brand presence.
Key Takeaways & Highlights:
- Captive Audience vs. Digital Fatigue: With digital ad channels becoming more saturated and expensive, in-person events provide uninterrupted, focused attention that digital ads cannot match.
- The “Lead Attraction” Model: Instead of relying solely on aggressive call-to-actions (CTAs) or complex lead capture forms, focus on delivering extreme value and standout quality. When your work is exceptional, clients will proactively seek you out (over 66% of Iria’s business comes strictly via word of mouth).
- The Lean Event Strategy for Small Businesses: You don’t need a $50k conference budget. Start small by partnering with local venues, hosting collaborative workshops, or organizing 15-person community events to test FAQs, refine messaging, and gather direct customer feedback before scaling up.
- Redefining Event ROI: ROI isn’t just immediate link clicks; it’s long-tail brand equity and reputation. A memorable real-world impression often converts months or years later.
- Modern Swag That Actually Works: Generic mugs and cheap pens are out. High-retention swag focuses on desirable, wearable items (such as well-designed apparel, customized on-site items, or experiential activity stations) that attendees genuinely want to wear and share repeatedly.
Connect with Nikita Khanderia & Eria:
- Website: www.eriaevents.co
- Instagram: @iria.sausalito | @iria.marina | @nikitaliza
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