Stop Worrying About the Coffee: 27zero’s Head of Events Alexandra Pineda on Letting Pros Handle the Chaos

Hi Alex, thank you for joining us on EdTech Mentor today. We're going to talk about your role, experience marketing, event marketing, and how important these are for our clients. I’ve already mentioned your role, but if you'd like to add something and introduce yourself, go ahead, Alex.

Hi Laureano. I’m Alexandra Pineda. I’m the Head of Experience Marketing and Events at 27zero. That’s my role, really.

Excellent. Let me start with a quick reflection, a short anecdote. In the EdTech Mentor series—specifically the EdTech Mentor Essentials—I’d say eight out of ten interviewees, when asked in the rapid-fire questions segment: “A great event or a great campaign?” always answer, “A great event.” So, I want to start there. Why are events so important in an industry like ours? And, of course, this applies to other niches outside of EdTech too. But why are events vital for clients?

I think events are vital for clients because they create an opportunity to gather people with similar roles, challenges, or interests in one place, at one moment, to share something, foster networking, and have their undivided attention on you—your brand and your product. It’s a unique opportunity to speak directly to them, show them your value, and be heard.

And you know, one of 27zero’s strengths is community marketing, and an event is like the ultimate proof of community marketing. As you said, you're bringing together people with shared interests and providing a foundation for meaningful, valuable interactions. Let’s talk about the practical difference between an event and an experience—or how these two concepts combine.

Well, typically at 27zero, when we plan an event, we work with three main pillars. The first one is disruptive networking. That’s the foundation. It’s about creating a community of practice, where the event isn’t just about attendees listening to you, but you listening to them. That’s where our approach to creating unique events starts.

Normally, when you attend an event, you sit down, listen to someone speak, get some information, and leave. But when you shift the focus to listening to the attendees—the clients, the buyers, or potential buyers—when you really hear their needs, the event becomes an experience for them. They’re no longer mere attendees; they become protagonists of the event.

Another pillar is that traditional activities like dinners have evolved. It’s now about combining these elements to offer a broader experience—either as part of the event or as complementary to it. For instance, instead of inviting people to a breakfast, you might invite them to prepare breakfast together, take a hike, or join a yoga session. Events become an experience. You’re not just attending—you’re actively participating in different experiences that collectively form a cohesive, memorable event.

I’ve noticed this in the events you’ve organized. They include contrasting dynamics—sometimes keynote sessions, interactive moments, social activities, or even physical activities like a yoga session to reset the mood and energy for the day. This wasn’t even considered before, but now we see it more and more in high-participation, high-engagement events. Let’s get back to basics: What does a specialized niche agency like 27zero bring to clients that they may not be able to handle on their own?

As an agency, we bring two critical elements to events: creativity and what we’re now calling efficient logistics.

First, creativity: As a creative company, we don’t just focus on booking the venue, confirming attendees, or managing speakers. We think about how to infuse creativity throughout the event. From the moment attendees arrive, everything should make sense and align with the overarching concept. Creativity ensures the event’s objectives remain clear and memorable.

Second, efficient logistics: Marketing teams in Latin America, for instance, are often small. Working with an agency like 27zero, which has the capacity to execute across multiple countries in the region, means clients don’t need teams in every country. We handle it all, making it easier for them to manage their regional efforts with one agency.

There’s a lot to unpack in your response, but I want to cover everything. Let’s focus on the concept itself. The creativity you apply to the concept comes with both restrictions and opportunities, but it’s critical to stay on-brand and ensure the message aligns with the company, product, or objective.

Creativity isn’t just about designing artistic elements or assets; it’s also about designing the experience itself. Your team excels at this. Speaking of concepts, one of the most impressive examples of all these principles in action is the series of events you organized for D2L across Latin America. These had two formats. Can you share how you applied all of this and the benefits it delivered for the client?

Sure. First, there were two formats. One was smaller, called EdTech Sessions, which reflected both efficient logistics and creativity. It was about replicating the same event across multiple countries in the region, while tailoring each one to its unique cultural nuances.

For example, we proposed a single concept and replicated it across countries. From the event name, we created a consistent identity. This made it cost-efficient for the brand while still being creative and cohesive.

And it brought consistency. It’s worth noting that these events were attended by D2L’s CEO and other key executives, covering eight countries across the entire Latin American territory. There were two types of events: smaller ones and larger ones.

Exactly. The larger events were regional ones aimed at inviting key people from multiple countries to one location. For instance, we held major events in Mexico and Colombia, which served as hubs. People from Canada, the US, and other parts of Latin America attended.

These larger events, called D2L Connection, were two-day events with a range of experiences—dinners, regional activities unique to Mexico and Colombia, and longer, more in-depth sessions. They also provided a platform for presenting product updates.

The smaller events, the EdTech Sessions, focused on communities of practice. They were designed to bring together people from institutions with similar roles—IT, curriculum development, etc.—to share how D2L was solving challenges and how others were addressing them. Through these interactions, attendees found ways to collaborate and support one another.

So those were the two formats we executed within the set timeframe. Each had its unique value and benefits for the client.

So that felt like a rock band tour—a global tour, a full marathon—but a hugely successful one. I think that example is ideal for what you’re describing: it’s cost-efficient, it maintains consistency across the region, and it addresses the complexity of Latin America. People from other parts of the world sometimes forget how big and complex Latin America is. It’s not a single country, and you can’t treat it like one. Each country has its own cultural nuances and logistical challenges—I can only imagine how complicated it was. Despite all that, an agency like ours can effectively help a brand execute such events, even with added complexities, to achieve tremendous success. Alex, I wanted to ask you: what was the most difficult part for you in D2L’s massive roadshow? What were the most challenging aspects?

Well, as you said, even though Latin America might seem similar across countries, each one operates differently. Something as simple as the time you invite people can vary greatly. For example, in some countries, people have breakfast earlier; in others, it’s much later, or even impossible at certain hours. So, understanding your region—knowing the best times and speaking the local language, culturally—is key.

That reminds me of an example. In Mexico, when you say “comida” (meal), you’re referring to what Colombians colloquially call lunch. But if you invite someone to a “comida” in Colombia, you’re inviting them to dinner. That cultural complexity isn’t something many people from outside the region, especially North Americans, understand, and they can run into serious problems.

Exactly. For example, in Mexico, what we Colombians call lunch doesn’t happen before 2 PM, while in Colombia, people start eating lunch at 12:30 PM. So, understanding these logistics is crucial to ensure attendees show up and organizers are available. These small details, which might seem trivial, are actually the foundation of a successful event.

Absolutely—and those details are what make it so challenging. Alex, when it comes to the suppliers you work with, the team you rely on, and the collaborators who help ensure everything goes smoothly, what do you prioritize? What’s the non-negotiable factor for you when choosing who to work with?

Quality is, of course, very important—that goes without saying. But for me, a critical factor is the ability to solve problems in the moment. Events are dynamic; things can change minute by minute. Screens can fail, the power can go out—anything can happen, no matter how well-planned everything is. I’ve even experienced an event disrupted by something close to a hurricane.

So, beyond excellent quality, it’s essential to work with people who can problem-solve effectively in real-time. Not by improvising but by resolving issues with knowledge and expertise. In every single event, something unexpected happens. The goal is for the client or attendee not to notice. What happens behind the scenes stays behind the scenes. And having a team that resolves issues smoothly, without attendees realizing, is vital for us when choosing who to work with.

Exactly, and even if attendees do notice, it should feel like the situation was handled professionally, with a solid Plan B. That’s key because everything is always in flux—dependent on people, locations, and sometimes even natural events.

That’s right. We’re very cautious when it comes to audiovisual equipment. Hotels often provide their own AV teams, but they’re not always specialists. We always hire additional, specialized teams to support the hotel staff. In one event, we lost the projector during a break—no screen, no visuals, nothing worked.

We had 10 minutes to fix it before the attendees returned from the break. Those 10 minutes felt eternal, but thankfully, our external team had extra equipment on-site and quickly resolved the issue. They even turned the replacement setup into part of the room’s decoration. Without that backup team, there wouldn’t have been an event.

It’s all about having a solid Plan B. For someone new to event planning—especially since field marketers often handle events as part of their responsibilities—what advice would you give? What are the must-haves for organizing an event, whether they’re working with an agency or not?

Aside from the obvious, like having a clear concept, my advice is to focus on creating moments that evoke emotions. At 27zero, we always aim to generate some kind of emotional connection during events. When you involve emotions, attendees are more likely to remember the experience.

For example, it’s not just about hosting a breakfast to share product updates. Add something different—an aroma, a color, a unique element—that sticks in their minds. Something that makes attendees think, “Oh, I remember this happened at that event.” It doesn’t have to be directly related to the event itself, but it should create a lasting memory.

Secondly, we always break events into specific moments. This helps us stay organized and ensures each part of the event has a purpose. Dividing the event into moments also allows us to adapt if something goes wrong. For instance, if an issue arises during one segment, we can adjust without disrupting the overall flow.

Lastly, whether your event is big or small, choose a venue that knows how to handle events. This is crucial. Sometimes clients insist on trendy locations, like a popular restaurant. While we aim to accommodate their preferences, it’s important to set boundaries. If the venue isn’t equipped for events, things can go wrong, and you lose control over the experience.

Okay, so as you said, everything is constantly changing, and we need to stay flexible—but flexible within a solid plan. Now, what has been the event you remember most fondly or the one that stands out as particularly special?

There was one event that seemed like it wouldn’t go well at all, but in the end, it turned out amazing. It was a relatively small-scale event we were organizing. The attendees were high-ranking individuals from various institutions in Colombia. We chose a beautiful restaurant, and everything seemed perfectly organized. But as soon as the event began, everything started going wrong. It was hot, uninvited people showed up, and the perfectly planned, elegant event became chaotic.

Still, by the end, everything came together beautifully. The attendees left happy, the food was delicious, and everyone had meaningful conversations. It was a very different format from typical events, but it left a lasting impact on us as an agency and taught me many lessons that we still apply to our events today.

Got it. Alex, working with marketers in North America versus working with marketers in Latin America—have you noticed any differences? Or is it more or less the same? What’s your impression?

I’ve noticed that North American marketers working on events in Latin America tend to trust what we do more. They delegate with greater ease and confidence. In contrast, marketers from within the region often want to be involved in every little detail.

Our main advice to them is this: This is your moment. You have your clients here at this event. Don’t waste your time worrying about whether the coffee is hot or cold—that’s what we’re here for. Use your time to connect with your clients, talk to them about your brand, and build relationships. If you’re trying to manage both the event logistics and your clients, you won’t excel at either.

That’s such an important point. I asked earlier what an agency offers that a solo marketer can’t, and I think this might be the most crucial aspect of the entire interview. If you want to be a marketer who’s actively engaging with sellers and clients at a higher level during the event—beyond the logistics and experience—this is where we come in.

Of course, there are agencies that may not deliver at the same level, but this is where we shine. If I have to focus on venue details or food logistics, I’ll never be able to operate at the level of a host who’s engaging meaningfully. And that’s what we enable. With an agency, a field marketer can operate at that higher level, hosting the event as the face of the brand. We’ve seen great examples of this, where attendees perceive the marketer not just as an organizer but as a sophisticated host.

Exactly. You can’t do both things at once. Either you focus on connecting with your client—sharing insights, building rapport—or you’re busy checking if the breakfast is served or if the microphone is working. You need to strike a balance and trust your agency to handle the logistics.

A good agency will always keep you informed about any critical issues, but they’ll also ensure that you can dedicate your time to your clients without distractions. That’s the key: let the agency manage the event so you can focus on your client relationships.

Exactly. That’s such an excellent point. Now, Alex, we’ve talked about events and touched on two core pillars: concept and logistics. I’d like to dive into the different phases of an event. Forgive me if I don’t use the proper terms, but there’s the before, the during, and the after—all of which are critically important and one of the reasons to have a great agency on board. Let’s start with the before. Can we talk about the complexity of inviting and gathering attendees?

Of course. An event begins the moment a client tells you, “Hey, I want to organize something—to treat my clients, remind them we’re here, share some news, or just bring everyone together.”

The planning starts long before the event itself. You need to sit down and understand the purpose of the event, develop a concept, figure out the audience, and decide how to invite them. It’s not just about sending out a mass invitation or putting someone in a call center to make calls.

For example, for your key clients, you might decide that specific individuals need to personally invite them. There’s an entire preparation process: creating the concept, planning what you want to happen, designing the event’s image, organizing schedules—when people will eat, talk, or network.

We excel at this preparation phase, even down to how invitations are sent. Invitations and reminders today aren’t what they used to be. Simply sending a reminder email like, “Don’t forget, the event is on this date,” won’t work. You need to make the reminders engaging—ask your client something meaningful to make them feel important and valued. These small but significant steps are crucial before the event.

The preparation phase of events stresses me out the most, which is why I don’t handle events myself. But what you said is key—having established workflows and processes to ensure everything stays on track. That way, you can manage the event without unnecessary anxiety, even if there are unexpected challenges. What about registration, Alex? Can you share some insights into that crucial aspect?

Registration is always critical. Most events fall into that medium-sized category—they’re not so massive that everything needs to be fully automated, but they’re not small enough to ignore the details.

When you have an event with 70 to 100 attendees, you need a registration process that’s efficient but not overly costly. Automation is great for large events with hundreds of people, but for mid-sized events, you have to strike a balance between efficiency and budget.

The first impression attendees have at registration can set the tone for the entire event. If people encounter long lines or disorganization, it creates a negative experience right from the start. You need a system that moves quickly and captures accurate data.

The registration data itself is invaluable—it’s what the client or agency will use for follow-ups and future engagement. But often, people misspell names or emails during registration, so having attentive staff to double-check details is essential.

Additionally, while people wait to register, you can create mini-experiences to keep them engaged. For example, hand out small gifts or have something interesting happening nearby. Even with a tight budget, you can get creative to ensure attendees don’t feel like they’re wasting time.