So, you want to make that big leap into event marketing? It may be easier than you think. If you were to poll all of the active managers out there today, you'd probably find each one had a unique avenue that led them into management. There are about as many different ways to get into event marketing as there are marketing programs out there. That being said, we will focus on some core criteria that will benefit you in your search for any promotional marketing jobs.

Let's start with education. In a very general way, there is no need for a formal education in marketing or advertising. The biggest assets a potential tour manager can possess, as far as most employers are concerned, is being a proactive problem solver, having a friendly, extroverted personality, being well-spoken, and it wouldn't hurt to have a basic understanding of everything from computers to small engines. There is no need to get an education in marketing if your goal is a road management position.

Next comes experience. Experience is going to be the biggest asset you can possess. For example, a Major League Baseball program will be wide open for a manager that played college ball or spent some time in the minors. Nascar, if given a choice, would jump all over a manager that understands motors or knows what the current rankings are during the race season. Your experience and understanding of the company, sport, or personality you will possibly be working with enables you to leapfrog any competitors for a position. Sometimes you will actually be able to sell yourself into the management position based solely on your understanding of the client. Know this in advance and do your homework if you really want a particular marketing job.

Another facet of experience is practical knowledge. Practical knowledge covers your everyday understanding of the world around you. For example, you will be using a computer to do your recaps and expense reports for most event marketing companies. Most potential employers will hesitate when a manager knows nothing about computers. Familiarize yourself with Microsoft Word and Excel, as well as surfing the Internet and exchanging email. Event marketing programs out there today feature numerous elements and displays. Knowing how to pop a rivet or service a generator will come in handy all the time on the road. Solving these types of problems without having to call your office contact is a BIG asset for you to possess. Being able to drive a 24 ft. box truck or gooseneck trailer will get you the job, on some occasions (or lose it for you, if you can't). Basically, all of your life experiences are potential assets. Hype them up with potential employers when you can and learn new skills at any opportunity.

Now you need to show yourself off. The way you do this is with an event marketing resume. Your resume is going to be you in a nutshell. The first impression you are going to make is with your resume so make sure it's as good as you can make it. You need to pack your job experiences, education, and skills into a well-formatted two pages or less. Unless you already have some great contacts at event marketing companies, the manager resume you send out will be the best way you find new job positions. I'll cover how to submit your resume a little later.

You can skip several steps of the job hunt if you have great contacts. A great contact will more than get your foot in the door; sometimes it'll push you right through it. Meet the right people and you can avoid the necessity of cold calling marketing companies to find new jobs. Always keep names, businesscards, and numbers when you get them. Stay on your guard and do your best when you know there are influential people around (you should always be doing this, in any case). Socialize with other managers and staff when you see other event marketing programs. Network, network, network. Be friendly and keep in touch through email. Never take this to the point of being a nuisance. Avoid forwarding any random funny email to your contacts just to stay on their mind. Don't just be a user; share the word about job positions you hear about with other contacts and managers. Be smart about this and you'll find job positions without even having to look.

Another great way to find positions is by figuring out what company has the program. If you read about Pepsi sponsoring Britney Spears, find out which marketing company Pepsi is using for the program. If Sprite is going to be at all the hot Spring Break spots, you need to figure out what event marketing company Sprite has contracted. It takes some legwork but, if you really want to work for a particular client on a particular program, it's what must be done. Here are some resources I use:
http://www.pollstar.com/ -this site lists all the new concerts going out
PROMO Xtra  -sign up for the email news letter, it's all about promotional marketing news

Finally, there's the cold call. It sucks, no doubt, but you need to do it. Here's how I go about it. If I know the company(s) already, the work is halfway done. If I don't know who I am going to contact, I'll usually check out http://www.promomagazine.com/ for their list of the PROMO 100 (you may have to search a bit on the site to find it), it lists the biggest marketing companies out there. There are a ton of companies in there that have nothing to do with event marketing but, all the big ones you need to know are in there. Read the description to try and figure out if they are doing event marketing tours.

Once you have your list companies together, it's time to call. You are going to get a receptionist, initially; tell them that you are a road/tour manager that is enquiring to see if there are any openings on their programs. Ask to be connected to the person(s) that is in charge of staffing their road tours. You will usually be connected to the right person. When you make contact with whoever is in touring, tell them that you are a manager that is currently looking for any open positions that their company may have in management. Be brief, friendly, and assertive. Ask if they would like to see your resume. If they do, send it to them promptly. Ask for their mailing address and email address; send a copy of your resume and personalized cover letter to both. A hard copy of your resume is important; emails get deleted very easily. Follow up with a callback to that individual 4-7 days after you send your hard copy. With any luck, you will find 1-3 companies with openings after you call a dozen, or so.

A final note: time of year is important. There are numerous event marketing tours going out in the Spring/Summer. It's slim pick-en's in the Fall and Winter. Time your job search and expectations accordingly.

Hope this has been helpful!

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