With greater emphasis on corporate events as marketing tools, it's critical to put on an event that stands out. To learn how, we consulted with James Gilmore, founder of Strategic Horizons, an Aurora, Ohio — based consulting company, and co-author of The Experience Economy. There are four elements to an engaging event, says Gilmore: entertainment, education, escapism, and aesthetics. While it's essential to carve out a specific time for entertainment, it's also important to integrate ...

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