Industry events are different - they are a battle of creativity. They're also great opportunities to show strength, intelligence and a willingness to fight. This is where we make it clear to our competitors that we will take every reasonable measure to protect what we've built. We will be organized and squared away and we will make sure each and every detail has been seen to. We are there to attract business but, we are also there to attract future producers/employees. We always go in with our best foot forward or we don't go. Being present is enormously important... being there with the best execution is paramount.
Professional events are your typical realtor events... meetings, luncheons, award dinners and celebrations. Consumer events would be home shows, garden shows, etc.