Anyone who aspires to conduct business in a professional setting will eventually learn the importance of having the right resources available for a job. Seasoned recording artists may enlist the services of a certain producer based on the message he sends in his work, or on the consumer base he has access to. Event coordinators may align with different promoters and venue managers based on a number of factors congruent with executing a live event. Regardless of the context, having the right tool for the job is often times the difference between a project ending in resounding success or a slow-motion train wreck.
Producing and coordinating live events, I’ve worked with a number of marketing professionals shopping and licensing content. I’ve always suspected that the reason we’re able to function so seamlessly together is simply: both of our industries are inextricably dependent on each other. Simply examining the mechanics of each industry lends legitimacy to this assertion.
“Live events” in the applicable context, refers to any and all public or restricted-access events and/or ploys that stand to yield economic, demographic or psychographic information beneficial to the event’s producer(s). Think of this as a science. Live events are the experiments that yield data. At the conclusion of any concert or branded party, analytics are done with respect to accounting, safety, allocation of assets and customer service. These reports (data) are usually sent to upper mid-level management personnel for a decision as to how the information will be re-implemented into the standard operating procedure. Among those privy to this information are representatives from the Marketing Department.
Marketing is the intelligence community of business. A sound marketing department ideally takes in more information than it puts out in reference to their respective consumer base. The analytical data extracted from live events commonly becomes the basis for new product lines, albums, films, music videos, festivals, etc. It is essentially the distinguishing mark of a company that pays attention to the customer and gives them what they ask for.
Still need evidence that marketing and live events are tied together? Two words: TRADE SHOW. (drops mic)