Experienced marketing troubleshooter Kate Disley set up TEMBO to spur impactful marketing within existing teams .
With the talent pool for events marketers dwindling , demand for their services has never been higher . Which would be great , says Disely , if she wasn ’ t also suffering from the dearth of events marketers .
Double whammy Disley is a realist when it comes to scouting the market for bright events marketing talent . But there is scope she says by broadening your search .
“ There aren ’ t any left ,” she says .
“ The biggest problem is we lost so many event marketers through Covid-19 . They left industry .
“ That causes two main issues . One , there isn ’ t anyone left to recruit in industry . And two , all that knowledge has gone as well . It ’ s not ideal situation , it ’ s a double whammy .
“ We need to start looking outside the industry and I would encourage people to look to different skill sets . There are lots of transferable skill sets .
“ I would look at anyone who has worked in publishing – it ’ s a very similar game . Both are about understanding audience .
“ People tell me they only want people experienced in event marketing , and they need to look further . A lot of it is laziness that they don ’ t want to teach someone .
“ It ’ s not rocket science , but there is a rhythm to it . As an event marketer for 25 years you know what is going to come flying at you .
Where have all the events marketers gone ?
“ You know you ’ re going to have to prepare a preview or an app . Or there ’ s going to be the event guide deadline , or have to do a conversion campaign . Those are simple things we take for granted as event marketers and you know you have to do that , but someone who hasn ’ t worked in events might not know .”
Top skills Disley says there are different skillsets that can be invaluable at an events marketer .
• English degrees . Disley recommends candidates with English literature or language degrees “ because you know they can write well ”
• Marketing degrees . She
Founder and CEO of TEMBO Kate Disley looks at the transferable skills that can make great events marketers in a recruitment drought
Kate Disley
says are “ interesting , but personally would favour an English degree .
• Digital design skills . “ Being able to make things look pretty is an underated skill ,” she says .
• Someone who can build something in software will be able to work out how to use an email platform .
• Publishing background
• Finally , “ go back to basics ,”
she says and look at their GCSEs and A Levels .
Raise the game All hope is not lost Disley concludes .
“ If someone is bright , you can teach them ,” she says . “ It does take time , but it ’ s not brain surgery .
“ As an industry we have no choice , we have to look outside , bring new blood in then make sure we keep hold of them by making it an appealing place to work .
“ Salaries have shot up , probably slightly out of control . That ’ s probably good because we ’ re having to attract fresh blood . We have to raise our game .” EN
50 — July