Any sales and negotiation trainer will tell you it's essential to know your counterpart. Engaging and influencing another person is much easier when you understand their perspective.

That's a key component to successful events, too.

Great images tell a story about the event - who was there, what happened, and what did people think about it.

Pepsi’s biggest problem was that everyone already knew what Coca Cola tasted like. Believe it or not, your best conference and trade show prospects are ignoring you for the same reason…

Here’s a “quick and dirty” example of how to smoothly integrate sponsors into your event. We took the idea from the Jerry Lewis Labor Day Telethon, where Jerry used celebrities and corporate donors to support MDA. Jerry would do a quick segment with the the sponsor, tell a few jokes, and accept their donation.