I was recently sent a request to answered this question on Quora
- Explain it. Be clear about the terminology and definition of this niche of the event industry - so lets be clear right now, it’s:
Engagement marketing, "experiential marketing," "event marketing," "on-ground marketing," "live marketing," or "participation marketing," is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand. Engagement marketing
- Observe it. Now you know what it is, look around you. What examples can you find? What experiential marketing have you personally experienced? Become familiar with how often people experience it - and don’t even realise they are experiencing it! (I always advise my event mentoring clients, that “your own event experience is your best teacher”).
- Research it. Next step is to gather information. Who are the companies that run experiential marketing events? How do you find out? Go up to them and ask! Check out their collateral. Do Google searches for ‘experiential marketing companies in (type in your city)’.
- Work it. Now to the guts of it. You want to get into the industry. That means you want to work in it, and here is where you reality check comes in. It’s likely you’re not going to stroll on in as a senior event manager. So look low and look likely - what low level job are you likely to get? Probably promotions/customer service assistant. Try to get a front line job. Or if you want to stay behind the scenes, go for an event administration assistant… The plan is to enter low-level and work your arse off to prove you have what it takes.
- Enjoy it. It’s a fast-paced, hard-work, competitive industry and there is no point jumping in unless you really enjoy it. So take time to enjoy it!