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Strategic, analytical, and interpersonal skills
- Event marketing is a dynamic and creative field that requires a combination of strategic, analytical, and interpersonal skills. Whether you are planning, promoting, or executing an event, you need to be able to communicate your vision, measure your impact, and connect with your audience.
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- Impeccable B2B marketing skills. Unsurprisingly, today’s event manager is expected to be a marketing mastermind. For experts like Michelle Cogliano, Senior Director, Global Field Marketing & Events at Transmit Security, full-circle marketing expertise is a prerequisite to the modern event marketer role.
- An eagle-eye for branding. Today’s leading Event Marketing Managers don’t just understand the inner workings of a robust B2B marketing strategy; they also recognize the long-term value of event branding.
- Top-tier tech skills. With 72% of Vimeo survey respondents expecting to maintain or increase their virtual event attendance even after the return of in-person events, it’s safe to say that knowing the ins and outs of a modern MarTech stack is a top skillset for event marketers.
- No fear of numbers. With 13% of gross annual revenue at B2B tech companies going straight to marketing departments and 22% of that going directly towards events, it’s understandable that the C-suite expects something a little more concrete than ‘70% of attendees enjoyed our event’.
In 2024, Event Marketing Managers will need to coordinate complex timelines, manage cross-functional teams, and ensure flawless execution of event plans. This skill requires meticulous attention to detail, the capacity to juggle multiple tasks, and the foresight to anticipate and mitigate risks.
- What Is Event Marketing?
- User Conference: Oracle Code One
- Experiential Activation: Audible Beach at SDCC
- Networking Event: Lean Startup’S Networking Event
- Publisher Conference: Content Marketing Institute’s Sales Acceleration Event
- Virtual Event: Google I/O
- Seminar: SQLBits
- Internal Company Meeting: Plum Organics’ Coloring Book Meetings
- Trade Show: CNET’s Computex
- Industry Roundtable: Isfa’S Austin Industry Roundtable
Event marketing is a direct way of forming new connections, providing learning opportunities, and creating memorable experiences for prospects and customers. Although there are many ways to successfully market a product or service through digital means, there is still no replacing the experience of face-to-face interactions. Some event marketing st...
User conferencesare a formal gathering of thought leaders, industry influencers, and industry titans. They often revolve around one or two themes within an industry. Attendees should expect activities like special guest lecturers and breakout networking sessions. At Oracle Code One (formerly known as JavaOne and called CloudWorldin 2022), programme...
Experiential activationsare ongoing installations that allow viewers to participate in or observe an activity that represents a brand. This type of event often involves a shocking or extremely memorable image like the one you’ll see in our example. At 2022 Comic-Con International (aka San Diego Comic-Con or SDCC), Audible brought Impact Winter and ...
Networking eventsbring groups of people together for assisted opportunities to form connections. Events can be as formal or informal as they reflect the host’s brand. Face-to-face meetings have become increasingly sought after in our growing digital world, making this type of event more and more popular. At Lean Startup’s most recent conference, th...
Whereas user conferences focus on engaging customers, nurturing prospects, and building thought leadership — publisher conferences are revenue drivers for media companies. They often bring together a wide community of readers, provide vast educational sessions, and are bolstered by partnerships. Content Marketing Institute’s annual publisher confer...
At Google I/O, organizers used a 360-degree camera to record keynote speeches so virtual attendees could watch live from all over the world. They even hosted the videos on YouTube, making the whole experience free and easy to access. While the conference was a living, breathing in-person event, the option to attend virtuallyprovided those unable to...
Seminars are educational events or focused training sessions given on a specific topic. These are often hosted by industry thought leaders (or those looking to secure their status as such). At SQLBits, data platforms reigned supreme, and attendees were eager to deepen their knowledge of cutting-edge technologies they otherwise wouldn’t have access ...
Internal company meetingsare informational updates or check-in sessions amongst company employees. They can involve the entire staff or select teams. Topics range from weekly check-ins to project work groups. In keeping with their child-friendly branding, Plum Organicsinspires the kid in all of their employees by encouraging them to color with cray...
Trade showsare an opportunity for exhibitors to showcase their products and services. They are usually hosted under a single industry theme. Usually, attendees are contractually obligated to spend a certain amount of money on products and services at the conference — providing an incentive for organizations to brave the price of exhibiting. At Comp...
Industry roundtables are a get-together for knowledge sharing between professionals on a given topic. Most of the activities presented at this kind of event include discussion sessions and expert panels. At the Austin Industry Roundtable, ISFAbrought Surfacing professionals together for education and networking. In addition to their thoughtful conv...
Jan 25, 2021 · Events inspire, teach, intrigue, entertain, and bring people together in a way unlike most other marketing efforts. That’s why we created this guide — to equip you to leverage event marketing for your own business. Keep reading to get started or use the chapter links below to jump ahead.
- Allie Decker
Mar 8, 2024 · 1 Strategy and Planning. The first skill you need as an event marketer is the ability to plan and execute a coherent and effective strategy for your event. This involves setting clear...
16. min read. A Guide to Event Marketing for Event Planners. Discover key strategies in event marketing to elevate your planning skills and deliver unforgettable experiences to your clients. As an event planner, you're more than just the person who books the venue and orders the cake.
Jan 4, 2023 · 12 Examples of event marketing to give you ideas. From trade shows to thought leadership events, there are many different event types and event marketing tools to consider for your next event marketing strategy. Here are some of the most successful, with 12 real-life examples.
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