Happy February. I had a conversation last week where the person I was speaking to felt he had to justify why having an event would be an asset, not a financial liability. How could they ensure their money was being spent with purpose? When experiential is challenged, it’s usually for five reasons: Budget pressure -they cost a fair amount to do them well ROI uncertainty - where's the data to prove its worth Execution risk - it's live! Yikes, that's a lot of pressure Audience misalignment - do...