What is event marketing?

To write an effective event marketing job description, we should start with knowing what event marketing is, in the first place. Event marketing is a field of marketing that focuses on strategies for promoting events. Event marketing also involves planning and executing the event (working very closely with production staff, vendors, speakers). These events can be for anything; from a concert or conference, to a product launch or virtual safari. Events can also be in-person, remote, or hybrid (a mix of virtual and on-site).

For B2B sales, successful event marketing results in high attendee and conversion rates, and increased brand awareness and brand loyalty. It functions as both demand generation and lead generation, for a strong ROI.

What does an event marketer do?

Event marketers will implement a strong marketing strategy that is tailored for each specific event and target audience. They will start by knowing who their target market is, where that audience is most likely to see and engage with your marketing efforts, and how the product/event will add value for potential new customers. They will create a marketing campaign that takes into account every step of the event - including the right platform to use, sponsorships and partnerships, marketing materials to provide, and post-event followup strategy. Event marketers also must know how to measure the KPIs for an event, analyze return metrics and build on the results. They may sometimes be asked to run and host events, as well, so event production experience can be a requirement.

What key qualifications should an event marketer possess?

A great event marketer is first and foremost a great marketer, with a solid foundation in marketing strategy. Here is a shortlist of some key qualifications for a good hire:

• Extraordinary organizational skills (juggling every aspect of event production and marketing planning around the event)
• Crystal-clear communication skills. An event marketer cannot have confusion when it comes any part of event planning
• Project management to the moon - event marketing involves people management and time management, with critical deadlines and milestones that cannot be dropped
• Marketing experience specific to events
• Event planning experience - preferably for the type of event/s your company plans to host
• Detail oriented - goes without saying, for event marketing if you are off by even fifteen minutes, that could spell disaster. Details are critical.
• Calm under pressure - events take place in a live, fast-paced environment. Someone who loses their head when things get heated, is not a great candidate for event marketing.
• Data driven - event marketing depends on getting the numbers right. Knowing where to place campaigns, how to measure the success of events, and following up strategically for high return and growth

When hiring for an event marketer, the question of education may depend on the type of events and marketing campaigns your company needs. If you have a one-man operation that hosts local birthday parties, a bachelor’s degree with years of experience in marketing might not be as important for your event marketer. For B2B companies, a professional background in marketing programs would be an asset.

When creating your job description for your event marketer, answer these event-marketing-specific questions to clarify the scope of your ideal hire:

• What does your company do and what is your product? What messaging do you want to get across with your events?
• What type/s of events do you want your event marketer to promote (conferences, concerts, fireside chats, SME interviews, training, etc)?
• Will your events be virtual, on-site or hybrid?
• What aspects of events do you want your event marketer to cover (will they collaborate with established event production teams, or actually run your events; will they be expected to act as event hosts; will they be planning your events and company event strategy)?

When you post your job description, include the salary range. Many qualified candidates will skip over a job posting that does not provide compensation information; in some states this is actually a law. Don’t forget to include the basics as well:

• Is this a full-time position, is it a contract, or temporary?
• Is this position entry-level, Associate, Mid-Senior (how experienced should your candidate be)?
• What benefits are offered?
• Are there any commissions or performance bonuses?

Ultimately the more specific you are about the position and your expectations of your event marketer, the better your chances of hiring the right person to take your business where you want to go.

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