It usually starts with letting your passion and personality lead the way out into the real world. Because it's out there where people are looking for it the most and can't wait to pay attention when they find it. Real life event marketing has limitless potential beyond free pens and brochures to captivate and inspire what your agency is all about. If not, everything else is just a wasted opportunity to stand out against everyone else too afraid to bring something interesting to the table. That's what I talk to Michele Linca, of Linca Insurance, about as she tries to put her agency out into the real world.