Starts by committing to something on a level that most would consider too risky or downright impossible. However, that's what it takes most of the time to get people's attention and motivate them to participate in real-world activities. Event marketing has far more to offer than free pens and stress balls to really show people what your agency is all about. Sometimes all it takes is looking around to see what's possible right next door. That's what I talk to Shannon Strobel, of Shermann Insurance, about the untapped potential that sharing a parking lot.