What does event marketing do?

summary

Event marketing in the automotive industry is one of the most important promotional methods for automakers.Through events, you can not only communicate the appeal of your products, but also increase direct contact with customers and raise brand awareness.

In addition, event marketing has become increasingly tied to digital marketing as customer behavior has shifted online in recent years. This article describes the job of an event marketer at an automaker and the key points to keep in mind when changing jobs.

Accelerated digitization

In recent years, customers have been moving online, and marketing initiatives are increasingly linked to digital marketing. For example, the use of digital tools such as chatbots for customer service and online motor show events is expanding.

Therefore, more emphasis is being placed on the areas of marketing communications and customer experience as well as event marketing. The ability to define customer behavior (customer journey) and optimize guidance to service and purchase based on customer data is required.

Event Marketing Job Description

An event marketer at an automotive manufacturer is primarily responsible for

and event planning and planning
The planning process involves determining the theme and objectives of the event and taking into account budget, schedule, and staffing. Market and competitive analysis may also be conducted to select appropriate locations and timing.

∙ Advertising
We will produce advertisements to promote the event and distribute press releases. We may also utilize digital channels such as social media and websites to reach attendees.

Event Management
is responsible for the day-of-event management of the event. The position involves a wide range of duties, including venue setup and decoration, attracting exhibitors, stage program production and progress management, visitor information and reception, etc.

Measuring Effectiveness and Reporting
It is important to measure the results of the event and identify areas for improvement. To this end, we may analyze the number of visitors, survey results, etc., and prepare reports.

Examples of Event Marketing in the Automotive Industry

There are many examples of event marketing for different types of products and services, such as auto parts manufacturers, complete vehicle manufacturers, and dealers.

♦ New Product Launch
This is an event held by automakers to announce new models. The media and automotive industry professionals are invited to the event to disseminate information about the new products.

♦ Auto Show
This is an exhibition in which car manufacturers and dealers participate. Exhibitions of new models, test drives, and performances attract many visitors.

♦ Showroom Events
These events are held by auto dealers and include new car exhibits, test drives, and customer appreciation days in their showrooms.

♦ Driving Events and Owner Events
Events held by car manufacturers and dealerships to test drive new models and experience driving. Participants can actually drive the car and experience its performance and features. In addition, at the owner events, owners of the brand’s cars gather to hold various events.

♦ Motorsports Events
These motorsports events are attended by automobile manufacturers and include races, exhibitions, and events. Participants can not only enjoy the competition but also experience the fascination of automobiles.

♦ Online Events such as Webinars
As Corona has made it more difficult to hold offline events, online events are being used more. Various styles are being used to attract visitors, including online events with celebrities and technical developers in a conversational style, and webinars in an explanatory style.

Examples of new car launches
This is a video of a new car launch event for Polestar and Xpeng, an emerging electric car manufacturer. The video introduces the features of the vehicles, their services and prices.

Increase your market value! For a successful career change!

♦ Ability to develop communication strategies that are current with the times
Customer behavior has changed over time, with more and more customers coming from social networking sites and websites in recent years. Therefore, if you are familiar with customer communication strategies, including digital, through research on trends outside of the automotive industry, and can demonstrate the ability to plan to drive engagement, you can differentiate yourself from other candidates.

♦ Use of Data Analysis
As data becomes more available, event marketers need to develop their data analysis skills. Customer behavior patterns vary by age and gender. Take advantage of tools to track and analyze customer behavior, engagement, and conversion rates. Leveraging data insights will help you optimize your event strategy, provide a personalized experience, and achieve better results. The right candidate must be able to demonstrate experience in event planning based on customer behavior and implementation results.

♦ Be Flexible and Adaptive
Digitalization changes rapidly, so it is important to be flexible and adaptive in your approach. It is important to be open to taking on new technologies, platforms, and marketing techniques, and to be willing to take on challenges. Learn from your successes and failures and continually improve your strategy to stay ahead of the ever-changing digital world.

♦ Explore Digital Event Technology
With the rise of virtual and hybrid events, it is important to be familiar with digital event technology. Stay up-to-date on virtual event platforms, live streaming tools, interactive experiences, and networking solutions. Having an understanding of these technologies will allow you to adapt to changing customer preferences and provide innovative event solutions.

♦ Improve your understanding of social media marketing
With social networking sites and online communities playing an important role in customer engagement, event marketers need to understand social networking sites and their advertising capabilities. Stay up-to-date on the latest trends, algorithms, and features to effectively promote your automotive event through targeted campaigns.

♦ Improve your English skills
While not a point exclusive to event marketing, English skills can make a big difference in your career options. Keep learning English on a regular basis.

♦ Continuous Learning
Continue to invest in your own professional development. Attend industry conferences, webinars, and workshops to stay up-to-date on the latest trends, strategies, and technologies in event marketing.

In addition to these, it is important to understand the automotive industry, your target audience, and the unique aspects of automotive events. Combining industry-specific knowledge with digital marketing expertise will help you stand out as an automotive event marketer.

How do I get a job in event marketing?

If you are considering a career change related to event marketing in the automotive industry, we recommend that you first consult with a recruitment agent.

Nowadays, you can search for jobs online, but there is so much information available that it is difficult to know which information to choose and which information is reliable. In addition, it is difficult to make a lot of time for job search while working at your current job.

A recruitment agent can help job-seekers to analyze information related to their job change from a professional perspective and use it in their job search activities. In addition, they are a strong ally for job seekers because they are able to understand the skills and experience required in the market for marketing jobs, and they can also provide information on market trends and other information that is useful for the overall job search process.

Turnpoint Consulting Turnpoint Consulting, Inc. provides event marketing jobs at Japanese and foreign manufacturers, as well as jobs for people who want to improve their English. With our unparalleled industry knowledge in the automotive and mobility industry, we carefully support job seekers and guide them to their ideal career path.

Please feel free to apply for a free career consultation. We will support your job search by offering career options, guiding you to private jobs that even major agencies do not offer, assisting you with interviews, negotiating annual income, and assisting you with resignation procedures.