If the client cannot come to the conference, we can always take the conference to the client. This was the basis of the Sony Ericsson Insider Tour which started yesterday. Distributor time is precious so how do you get ’share of mind’ when they find it difficult to even give you the time of day? The answer is a bus. We branded a ‘rock star’ bus and set up a UK tour of 10 UK cities during April. Client delegates simply step out of their premises and on to a bus. They see the brand presentation about the new X10 product with a live top ‘n’ tail from the local field team on screens dotted around the bus. Plus, of course, a bit of hospitality by inviting those with time in the evening to join us at a local bowling alley for a bit of R and R (the product is X10… geddit?). We started in Southampton and will end in Reading by the end of April, having ‘conferenced’ 880 pax. Very cost-effective.