Event marketer

Content

• Who is an event marketer?
• Key responsibilities of an event marketer
• Key skills
• Demand for the profession
• Career growth and opportunities
• How to become an event marketer?

Who is an event marketer?

An event marketer is a professional responsible for promoting a company, brand, or product through various public events. These include exhibitions, conferences, business meetings, and even parties. The name of this profession comes from the English word "event." The main task of an event marketer is not only to organize celebrations but also to create events that help solve business problems, such as attracting new clients, strengthening the company's image, and increasing the loyalty of existing customers.

For example, organizing a conference can significantly increase brand visibility and attract interest from new clients. It is important to understand that every detail of the event plays its role in achieving these goals.

Key responsibilities of an event marketer

An event marketer is a versatile professional who combines skills in various fields: marketing, management, sales, and analytics. Their responsibilities usually include the following functions:

• Organizing the company’s own events to increase customer and partner loyalty, and promote the brand.
• Developing the event concept, finding contractors, creating the script, and leading the advertising campaign.
• Participating in industry events, developing the booth concept, preparing presentations and promotional materials.
• Attracting clients by working with the sales department and collecting contact information at events.
• Finding contractors for organizing events, including venue rental and catering services.
• Planning the budget for each event and controlling actual expenses.
• Analyzing the effectiveness of events, gathering feedback from participants, and monitoring the market.

Key skills

For successful activity, an event marketer needs both personal qualities and professional skills:

Personal qualities (soft skills)

• Communication skills: The ability to interact with a large number of people and build good relationships.
• Creativity: The ability to generate new ideas and concepts for events.
• Planning skills: The ability to organize one’s time and resources for the successful execution of events.
• Leadership qualities: The ability to organize and lead a team towards common goals.
• Stress resistance: The ability to remain calm under high pressure and solve emerging problems.

Professional skills (hard skills)

• Knowledge in marketing: The ability to select events that address business problems.
• Knowledge of management: The ability to organize team work and oversee contractors.
• Budgeting: The ability to plan and control expenses for events.
• Skills in graphic editing: The ability to quickly edit materials for events.
• Text skills: The ability to create texts for various formats.
• Foreign languages: Useful for working at international events.

Demand for the profession

Event marketing is an expensive channel, so event marketers often work in large and stable companies. These can be either event agencies or companies that organize events independently. As of mid-2023, there are numerous job vacancies for event marketers on job search platforms, confirming the high demand for this profession.

The salary of an event marketer ranges from 40,000 to 150,000 rubles, depending on the region, experience, and job requirements. In some cases, working for an agency, event marketers can earn up to 300,000 rubles per month by developing events for clients.

Career growth and opportunities

The career of an event marketer can develop in several directions. With experience, one can open their own agency or move to higher managerial positions, such as marketing department head. However, entering this field without experience can be quite challenging. Having an internship or initial experience in organizing events can significantly increase the chances of success.

People with emotional stability and systematic thinking usually achieve greater success in this profession. Further growth can lead towards project management or deeper involvement in content and production.

How to become an event marketer?

To become an event marketer, it is beneficial to obtain a higher education in marketing, PR, or management. Additionally, it is important to study the event market, attend various events, and analyze successful practices. One can start a career from positions that do not require event experience, such as a universal marketer, and gradually accumulate experience and a portfolio of events participated in.

There are many courses on event marketing and event organization that can help acquire basic knowledge and skills. Reading specialized literature and participating in professional communities will also significantly ease the entry into this exciting and dynamic profession.