Title: President, EMP, Santa Monica, Calif.
Insight: Beware of people who became event marketing experts overnight. It's golden when done right, but it's a waste of money when done poorly.
Opinion: There is no marketing equivalent to powerful sampling, where the right person is given the right sample at the right time in the right setting.
Trends: Outdoor sampling events capitalizing on hot sports and activities. Sampling used in conjunction with celebrity appearances, contests, radio shows and hands-on activities.
Tip: The personnel used at sampling events makes a world of difference. Each is a brand ambassador.
Prediction: Sampling will be increasingly combined with entertainment.