The foundation for powerhouse event-based programs is sound strategy. Event programs must be an extension of the brand and be built out from the brand's marketing base.

Onto that foundation a brilliant idea must be born. The right idea can multiply the impact of the marketing program many times over. The wrong idea can compromise the integrity of a brand and bring the program to a grinding halt.

The final element is execution. There are literally thousands of details involved in producing an event-based program and nowhere does "sweating the details" count for more. By the time an event marketing program hits the ground, it needs to be running with precision and accuracy.