Reviewed by Brian Beirl

It would be safe to say that you have attended many events, the good, the bad and the … “really bad.” We marvel at the difference in the amount of enjoyment, interest and effectiveness witnessed at various events and wonder does one have to be partially unhinged to commit to this kind of marketing. Ron Sturgeon and Linda Allen have over 54 years experience of creating, planning, and delivering events for their clients, as well as their own very successful companies.

This is the ultimate “how to” book on the specific systems required to create a successful event. It is written for small business owners and entrepreneurs who want to enjoy more control while collecting leads with fewer complications and expenses.

Here are the characteristics of a good event:
• Easy for the participants to understand
• Attracts the right people for your goals
• Projects a positive image for your business
• Has a common feel
• Stimulates conversations with prospects

Sturgeon and Allen explain in detail their trademarked Growth Matrix Optimizer that allows you to analyze event ideas and categorize them based on their effectiveness.

Speaking of ideas, they describe an impressive list of 409 event ideas. Some examples are:
• International Literacy Day
• Swap Ideas Day
• Fortune Cookie Day
• Make up your own holiday
• And my personal favorite: April Fools’ Day, where you have a competition on your website where participants vie for revealing the best April Fools’ prank ever

If you have ever considered hosting an event and have not experienced your desired result, pick up this book for yourself and your staff and see if you can make your future more eventful.

Dr. Brian Beirl enjoys an active general dentistry practice and is also an author, educator, presenter, consultant and business coach. He has published, the bookbinder, a popular business fable regarding the personal challenges of running a business, and the soon to be released, the bookbinder, Janis’ Story, a story of a woman’s struggle to balance her professional and personal life. www.mybookbinder.com BrianBeirlDDS@BBeirl.com