Working in Event Management and Experiential Marketing offers an exciting, fast paced, and varied career where no days are the same. As part of a marketing campaign, they aim to increase awareness of a brand, encourage new customers or retain existing ones.

Experiential Marketing is an advertising strategy that aims to actively engage and immerse consumers in a brand. It involves an experience, such as a marketing event, where clients can try out a new product or service in a fun and interactive way. Brand activation involves creating memorable experiences that tap into the emotions of your target audience. Coca Cola's innovative marketing links their brands to feelings of happiness and optimism to foster emotional connections and drive sales. 

To raise brand recognition, some companies partner with charities or fundraising events that align with their values and message. Digital experiences using virtual and augmented reality such as Ikea Kreativ enables customers to try before they buy. Experiential marketing through social media can result in a product or service going viral and expanding the global reach of the brand.

Guerilla marketing campaigns are another example where clients may be surprised at a pop-up shop or on the spot competitions. Examples include a fast-food company organising a competition for the most unusual photograph eating their product on a college campus or a quiz at a careers event with technology products as prizes.

In all cases the objective is to create a memorable experience for the client that will help boost brand awareness and loyalty, thus increasing sales.

As an Events Manager you would have overall responsibility for such events and need excellent leadership, communication and planning skills. The possibilities are endless. Irrespective of the size of the event or type of experience, you will require excellent people skills and task skills. Assisting you with the logistics and ensuring the event runs smoothly would be an Events Coordinator. This sector, depending on your role, may require flexible working hours so you must be adaptable. There is a diverse range of working environments ranging from the corporate world to arts, charities, festivals, weddings, and sporting events. You will meet different people from all walks of life and may have the opportunity to travel so language skills are an advantage.  You could be organising an overseas conference, a product launch, arranging a trade show or setting up a tasting session of artisan food and drink. An integral part of the live events sector in Ireland is business meetings, incentives, conferences and exhibitions known as MICE, where new brands are often showcased.