Lateral is a leader in relationship marketing through events - working with companies and brands to establish a series of extraordinary lifestyle events specially designed to attract customers and prospective customers.

It costs five times more to secure a new client than to retain an existing one, so companies of all sizes need to enhance their relationships with existing customers - extraordinary events provide the ideal environment for that to happen.

You will learn about what is happening and about to happen by talking to your customers... new threats, new opportunities, knowledge that can be vital to your future.

People are getting harder to reach and harder to meet face to face. They are putting up walls around themselves. Events provide an ideal tool to break down these walls.

Lateral not only delivers unique events that provide access to the inaccessible in a myriad of interests, we also develop the client lifestyle interest database, and work to develop a series of events in the optimum locations, with the optimum timing, that ignite the passions of the clients.

Lateral delivers events with a focus on fashion, wine, fine dining, the arts, performing arts, sports, family days and kid's events.

The event strategy is a part of a global trend towards companies taking control of their channels of communication. We are seeing the old world medium of advertising giving way to a fragmentation of the mass market towards niche markets, and this trend is set to continue apace.

When you bring your key stakeholders together for a conference, off-site or a road show, the difference between success and failure is often the degree to which people listen and absorb your messages.

Lateral specialises in creating and delivering events where great emphasis is placed on connecting and engaging perfectly with the audience.

Our job is to help you build positive excitement and anticipation in the build up to the event, and then to deliver an event where guests have a genuine and highly positive experience, where an environment is created that inspires, endears and engages.

Lateral prides itself on being highly creative, delivering conferences and meetings that are innovative, highly effective and cost efficient.

Lateral is the appointed event management company of several multinational corporations, delivering a series of internal and external conferences, off-sites, gala dinners, awards, launches and team building programs each year ranging from 20 through to 6,500 attendees.

We believe that the age-old lectern, PowerPoint, back-to-back presentation format should be replaced with more creative approaches to engaging the attendees and delivering corporate messages.

We have had tremendous success over the last few years in bringing a new, lateral dimension to the meetings industry.

Sponsorship is the most malleable discipline in the marketing mix.

We at Lateral believe that sponsorship is the acquisition of passion. The conversion of that passion into a force that changes people's behaviour is what great sponsorship marketing is all about.

We thrive on developing the ideas that make sponsorship such a powerful medium. Our creativity, our depth of experience and our pragmatic approach to sponsorship combine to create some highly original and effective programs.

Lateral works on behalf of corporations and properties in the provision of sponsorship expertise and execution of leverage programs.

As a 'sponsorship doctor' Lateral Marketing has turned failing or tired sponsorships into winning and revitalised programs, recognising that the monies already invested into existing sponsorships should not be lightly tossed aside.

Lateral regularly conducts audits of sponsorship portfolios, assessing the fit, the return on investment, and identifying ways to better leverage existing investment.

Lateral's CEO Simon Baggs is a current National Board Member and a past National President of Sponsorship Australasia (SA), and a former Director of Marketing of the ATP, worldwide governing body of men’s tennis. He, and the team at Lateral, have worked on sponsorship programs in all corners of the globe, in sport, the arts, community and government.