A spider spins a web to catch a target. If the web is too obvious to the target, they’ll avoid it. The event premise: Marketers spin many elements for their live efforts that intertwine at a series of touchpoints. Together they form what Bitonti calls a “cosmic spider web," a series of independent live experiences that together engage the target. “We want people to come to our event, we want them to feel comfortable, we want to talk with them and not at them, and we want our product to be a part of it all," he says. “When all the touchpoints are connected, the customer is enamored and immersed within the brand message. They’re in the middle of a commercial and they don’t know it.”

"You need to recognize and understand what these touch-points are to be an effective event marketer." Find out more in the book!