Most broadcast stations have a public service quota to fill. If your event helps the greater good, creating a short radio spot will not only gain free advertising, but will convey the not for profit essence of your event.

Don’t have a philanthropic element to your event? It’s the perfect incentive to team up with one and give back to your community.

A common mistake occurs when agencies and clients try to replicate (i.e. plagiarize) previously successful interactive (advertising) ideas.

The problem is that these ideas rarely compare with the original, brand-tailored concept.

Brand Jam by Marc Gobé

If usability engineers designed a nightclub, it would be clean, quiet, brightly lit, with lots of places to sit down, plenty of bartenders, menus written in 18-point sans-serif, and easy to find bathrooms.

But nobody would be there. They would all be down the street at Coyote Ugly pouring beer on each other.

Joel Spolsky

Consumers are suspicious. They tend to disbelieve most product claims. Your brand might last longer, require less maintenance, and be easier to use, but who will accept claims like these?