Title: Chairman-CEO, PGI, Arlington, Va.
Hot: Sponsored entertainment; events within corporate settings. Create the environment to communicate your message. Make entertainment intimate, real.
Insight: Marketers seeking more efficiency are looking for more targeted events, with "pre-qualified" customers and prospects. Think leads, not numbers.
Trend: Outsourcing. We bring more diverse experience to corporations, whose needs change every year. It's tough to fully staff event marketing in-house.
Forecast: The explosion of new communications channels, from the Internet to satellite broadcasts, will continue to create more dilemmas for marketers. The solution: simplify your message and media.
Opinion: The true value of end-to-end marketing integration hasn't really arrived, but it's on the horizon.