The Two Hundred Events That Matter

observation — attributed to Colja Dams

Every corporation has two lighthouse events that command all the management attention and two hundred others running throughout the year whose combined budget exceeds the two that receive it. The sales leverage those two hundred events generate, when run with consistent brand standards and genuine skill, exceeds it further still. The attendee at a regional briefing in Düsseldorf carries the same brand experience as the attendee at the annual summit in Zurich, and the agency that understands how to run the two hundred is the agency that wins.

Industry Structure / Portfolio Strategy

event portfolio, implant business, brand consistency