The impact might come from sending out a gang of Harley Davidsons to deliver the potential client management team to a remote pitch location.
Or hiring a church and employing an actor to play the part of a fervent preacher delivering a pitch in the form of a sermon. Perhaps flying 46 journalists to Iceland to sample camera quality by taking pictures of a catwalk show staged on a glacier. All of which I’ve had great fun doing.
I’ve learned two crucial lessons from my time organising events. The first is to pay painstaking attention to every detail – no matter how minor they may seem. The second is to never, ever underestimate the Power of the Goody Bag.