Last Updated: November 10, 2020

Companies know that one of the best ways to market a product is by showing consumers first hand the benefits and positive qualities of that product. Often, the most effective method to accomplish that is by striking out into the field, bringing the product into the hands of the consumer.

Leading these field marketing techniques are event planners or managers, organizational experts who excel at designing, promoting, and supporting product demonstrations and events. Read on to discover more about how these individuals work across departments to organize events.

What do they do?

Location and Opportunity

According to, several locations are most in need of event planners. Some of these include:

  • New York, NY
  • Chicago, IL
  • Washington, DC
  • San Francisco, CA
  • Houston, TX

Event planners organize and design opportunities to bring products to the public. Events in this case might range from small retail appearances, to large convention centers with multiple products and businesses. Throughout every step of the way, event planners work with sales team members and public relations consultants to set up events and determine field marketing strategies.

Event planners are communication experts, contacting retailers and other businesses about in-store appearances and product demonstrations. They must be able to coordinate multiple events at once, ensuring the smooth operation of all public appearances.

Due to the highly diverse nature of the events they cover, event planners work with a variety of professionals, including:


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Overall, strong communication skills and an ability to keep multiple projects in order are the biggest qualities of effective event planners.

Event planners must have built up a solid reputation in organizing past events, in addition to an understanding of sales and marketing strategies. Most event planners have earned at least bachelor’s degrees in marketing, but many companies believe experience to be the biggest factor.

Become an Event Planner/Manager

As event planners build up their reputations and take on more industry events, they stand to earn competitive salaries. Typically, most event planners make between $50,000 and $75,000, though some go on to earn over $90,000 in their careers.

If you’re interested in a career planning out marketing strategies for events, contact schools offering degrees in marketing.