Over the past couple of years, Jeff Rogers, president of communications agency ZAP Creative in Chicago, noticed that many of his big-budget corporate clients were pulling him aside and saying the same thing. It always began with, “Hey, we’ve got this other meeting…” That “other” meeting didn’t have a large budget, they’d say, but they wanted to make it special. It was low budget but they didn’t want it to appear low value. “We found there is an underserved niche—the sub-$100,000 meetings, ...

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