How a Simple Travel Kit Strategy Turned an Event into a Buzz-Worthy Experience (with Yelena Kozlova from Finch) | Ep. 195

Scrappy ABM delivers practical playbooks that don’t break the bank, and this episode showcases just that. Host Mason Cosby talks with Yelena Kozlova, VP of Marketing at Finch, about an event activation that combined creativity, simplicity, and strong partner engagement to drive results.

Yelena shares how Finch, the number one payroll network, built a partner-focused activation at a premier third-party administrator event. Using a seamless travel kit, co-branded items, and a scavenger hunt-inspired process, the team generated buzz, showcased network strength, and created meaningful conversations. The discussion highlights how creative packaging, clear messaging, and smart use of resources—like an event agency and even ChatGPT—can transform event marketing. Listeners will hear how this scrappy approach turned a standard booth into the talk of the show while building momentum for future events.

👤 Guest Bio

Yelena Kozlova is the VP of Marketing at Finch, leading strategies that strengthen partnerships and drive network growth. With a background in product marketing and a passion for contextual messaging, Yelena shares insights on creative event activations and field marketing.

📌 What We Cover

• The strategy behind Finch’s partner activation at a third-party administrator event
• How a travel kit theme connected partners and prospects through co-branded items
• Turning booth visits into an engaging scavenger hunt experience
• Overcoming last-minute challenges and evolving the activation from idea to execution
• Using a personalized landing page and QR codes to capture and track leads
• Partner collaboration, measurement, and building buzz at events
• Lessons learned and what’s planned for scaling the activation at future events
• Why having the right partners and agencies matters more than a large team

🔗 Resources Mentioned

• Finch
• Farrago Events (Monica Ortiz)
• ChatGPT
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason Cosby for a conversation about ABM

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