Reporter’s Diary: Decoding the events industry

Correspondent Deepa Balasubramanian digs into the experiential marketing side of the business and is amazed at how this sector has developed

by Deepa Balasubramanian
Published - Nov 24, 2012 8:53 PM Updated: Nov 24, 2012 8:53 PM
Reporter’s Diary: Decoding the events industry

It’s never a dull moment in the media industry. There are so many aspects to cover and one can always find so many angles to cover in a single report. I recently got my first taste of covering the events and experiential marketing industry. And the developments in this sector have been mindboggling.

Now when I see some activation in a mall, I get to understand the objective behind the exercise, observe how the executives are engaging the people, how the brand is being presented, how the entire experience around the product has been created. And it is really fascinating.

Not just in malls, but launch events, brand sponsored events, activations in schools and colleges, activations during festivals, how even traditional festivities have been converted into experiential marketing opportunities by various brands and companies.

And I am beginning to understand the tough life of event marketers. Like any marketing activity, the events side of the business also functions on tight budgets and have to give the desired RoI. It is really an eye-opener interacting with people who conceptualise the entire event – right from the creatives, the experience and venue to the actual execution. Everything goes on at a war footing and with the precision of a scientific experiment. The people outside see the glitz and glamour of the event, without realising the sweat and hard work that goes into it.

And I have my work cut out for me to crack this industry, touch base with the top honchos, dig the minds of the people who execute the entire experience and also the marketers who have shown immense faith in this line of activity to engage their customers and get maximum exposure for their brands and products.

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