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)
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