In the eyes of a common man, the world of an event marketer may seem no less than glamorous and glittery just like the Events they organize. But the truth is, event marketing and planning is considered to be the fifth most stressful job in America. Corporate event marketers not only face an operational challenge of executing hundreds of B2B meetings but also bear the burden of showcasing ROI on the marketing spend. Now, event ROI is easier assumed than calculated using real meetings data.
The CareerCast study states:
“Though event coordinators are responsible for planning all logistics and activities for events he or she is responsible for throughout the year, an individual event may be once-in-a-lifetime special occasion for the client which contributes to the high-stress environment that planners often work in.”
The study throws light on the typical challenges faced by Event Marketers. Among the several hurdles involved, here is a list of some of the most critical challenges:
1) Measuring meaningful time spent in meetings:
Measuring the amount of time spent by attendees with partners, sessions and products is almost impossible. Knowing how attendees spend their time enables a better understanding of their buying interest and building a potential relationship. Event marketers need to have a strong understanding of these metrics. They need to collect the right sort of data to optimize their marketing spends better. It’s challenging for them to keep a track of metrics when they are bogged down by tons of Excel sheets and Outlook calendars.
2) Measuring the number of interactions:
Sales discussion can happen anywhere – in a boardroom, at a trade show, in a coffee shop or at an offsite. For an event marketer, it’s almost next to impossible to track which meeting leads to a potential deal. It’s challenging to know where and how many of the meetings they scheduled impacted the business pipeline.
3) Difficulty in tracking an attendee’s social activity:
Tracking the social activity and engaging with the attendees is a real challenge. Measuring quantity and quality of interaction is difficult enough at the event itself; it is nearly impossible afterward. In an era of social networking, online conversations are as important as offline ones. Tracking these interactions is crucial in shortening the otherwise long B2B sales cycles. An event marketer’s time is spread thin between managing an array of event management apps and platforms. Only if they had a holistic event management platform to take over the manual operations, they could focus on building meaningful conversations.
4) Overarching expectations require a specific marketer persona:
A successful event marketer has to be a multitasking super hero. Event marketers must have an eye for detail, unshakeable patience, crisis management skills and a godlike calmness to handle the pressure. The urge and need to constantly be “right” puts tremendous pressure not only on their jobs but also on their emotional wellbeing.
5) Murphy’s law:
Remember the old adage, “Anything that can go wrong will go wrong”. An event is no exception for this. Small or big, event marketers are always held responsible for anything that goes wrong with execution or strategy. They are in the forefront when unhappy clients complain, when enough number of meetings are not held and when sales teams are not able to meet the right decision makers. It takes a heart of a lion to dodge a bullet for no fault of yours. Event marketers do that almost every day.
6) Limited event marketing budgets:
The job of an event marketer entails optimizing the allocated budget to generate significant ROI with limited resources. Measuring the impact of their marketing initiatives is typically a qualitative process. Therefore, it’s hard to justify the spending on different activities or investing into any third-party software. Stuff like, booking a booth, exhibiting at the right event or hosting VIP dinners is expensive. A no-show can be quite an uncomfortable situation. Without a quantitative measurement platform or data capturing dashboard, it’s difficult for event planners/marketers to justify their spending or demand higher budgets for better results.
7) Strenuous lifestyle:
Executing the D-day of the event flawlessly is just a tip of an iceberg for an event marketer. The pre-event preparation and post-event follow-ups are even tougher. Starting from planning, coordination, communication, strategizing, scheduling, up until execution, it requires incredible stamina and perseverance. For months together, they let go of weekends or family time and burn the midnight oil trying to ensure that everything is pitch-perfect. This can be quite draining both physically and mentally for people involved in such jobs.
There is an old saying “If your job is stressful, that means it’s a very important job.” Event marketing is definitely one of the most important jobs that empower both Marketing and Sales of an organization. At Jifflenow, we work with some amazing event marketers across Fortune 1000 companies. They motivate us with their unwavering focus, tireless demeanor and soaring ambitions. We salute such determination and perseverance. It takes a rare breed of professionals who can do whatever it takes to put customers first, even in unfavorable circumstances and make each event a roaring success for their organization.
For more articles on B2B event marketing, best practices, and industry-wide trends on B2B event management, you can visit our blog here.Further, you can also download our Annual Reports on Event Technology Trends below.