In this day of "seminar fatigue" it's becoming harder to fill seats. So we had to apply a very different kind of "hammer" to fill a seminar series sponsored by Informatica. The seminar speaker was the well-known author and consultant, Dr. Michael Hammer. So we designed the layout of the seminar invitation to capitalize on the fame and personae of Dr. Hammer and his books, featuring large tinted photos of him in action along with a seminar agenda. We also convinced the client to offer an autographed copy of one of Dr. Hammer's books as a reward for registering early. The results were a big bang for Informatica, with filled seats in every city.
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