The Multifunctional Discipline of Marketing
Few of us enjoy the opportunity to do only one thing in our jobs. As you pursue a career in event marketing, you will probably find yourself balancing that responsibility with many others that may be totally unrelated.
In his book Special Events, Dr. Joe Goldblatt offers this personal observation to students in his event management program at George Washington University in Washington, DC:
Many of the students who apply for admission to the Event Management program tell me that although managing events was but one of their job responsibilities it was the one they most enjoyed. Therefore, they are seeking further training in this profession to improve their chances for long-term success doing something they truly enjoy. In learning these highly portable skill sets they are simultaneously increasing their opportunities for long-term career success in many other professions as well.
In this text, we will explore the many functions embodied in the marketing discipline. Among them are:
■ Print media
■ Electronic media
■ Human dynamics
■ Group dynamics
■ Internal public relations
■ External public relations
■ Sales and merchandising
■ Sponsorships
■ Special celebrations
You will find that the many other duties you have in your work will lead you to resources that can be of significant value to you in your event management and marketing responsibilities. That newspaper contact you have made in your government relations activities may help in placing a news release for an event you are charged with planning. The research firm that has been working to help your organization build membership may be a resource for building your promotional mailing list. The speaker that you heard at the annual meeting of a related association may be your next keynoter, providing you with a cornerstone for not only the event you must plan, but also the marketing materials you need to sell it.
It is no accident that the most successful people are also the busiest people. Remember the old saying: "The harder I work, the luckier I get." Your resources for event marketing are all around you. Be alert to the people, places, and properties that may make your next event one that is not only remarkable, but also memorable.
Continue reading here: Acknowledgments
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