Markets are becoming increasingly competitive, products more diverse, and at the same time interchangeable. Engaging target audiences through personal contact is becoming ever more crucial. With hardly any other marketing tool can companies reach their customers as directly and with such minimal wastage as with events. Peter Bremshey and Ralf Domning highlight the importance of unique experiences for a company's image, the motivation of employees and customers, and ultimately for the economic success of a company, its brands, or its products. Opinions and testimonials from renowned experts in business, academia, and agencies support the diverse project examples. Action and implementation plans assist in the practical realization of ideas. A standard work for all event managers and those aspiring to become one. Peter Bremshey is the founder of the event and incentive company.