For Vincennes University Bookstores' Director Karen Faulkner, collegiate retail is about putting students first. She and Marketing Director Aimee Cummings regularly host bookstore events that draw hundreds of students, drive word of mouth and nurture the bookstore’s reputation as a lively campus hub. We sat down with Ms. Faulkner and Ms. Cummings to ask about what makes events successful, how they affect campus bookstore marketing and why fun events can never really fail.