Coup: Breaking attendance records at recent events in Omaha and Dallas. In some markets we've drawn more than 1,200 participants per event.
Secret: Letting amateurs feel like pros. Creating an atmosphere for sponsors to integrate their messages into the experience.
Growth area: Grass-roots marketing events for kids. More sponsors are realizing the power of reaching kids as early as possible, establishing a connection and building loyalty.
Watch for: More sponsorship money from the technology and telecom sectors, targeting families and kids.
Tip: Grass-roots marketing doesn't take money away from traditional media. It's usually from local or merchandising budgets. Ad agencies are slowly learning the value of partnering with grass-roots groups, rather than fearing them.