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Published on .

Jane Canepa logged several years doing retailer promotions before launching the Eventors, an event marketing company in Chicago that emphasizes publicity for sponsors as well as events. Clients include the Chase Corporate Challenge, Avon Running-Global Women's Circuit and local participatory sporting events.

Age: 48.

Opinion: Events are generally undermarketed. Publicity is one of the least expensive and most effective sponsorship weapons in your arsenal.

Forecast: Targeting women and kids for participatory events is a fast-growing area. They're the real product decisionmakers. Hot sponsorship categories: travel and leisure, healthcare, computers, and telecommunications.

Tip: Ask your customers what matters to them most before selecting a cause. Your employees can be an army of publicists. Get the CEO directly involved in the sponsored event.

Secret weapon: Creativity and preparation. If you're prepared, you can seize chance opportunities for major publicity. Luck has little to do with great PR.

Edge: Growing up with 10 brothers and sisters in a professional tap-dancing troupe, and an ability to improvise.

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