Event and field marketing are incredibly dynamic beasts that demand quick thinking and creative flexibility. And just like putting on a show, something is always bound to go wrong. 

In AMA’s October Power Hour, "Field Marketing Horror Stories," panelists Erica Hilgeman Moon, Fractional CMO at Moon Marketing Strategy, and Kimberly Chung, Founder and CEO at Orchid Events, and Ernest Corder, President at FearWorm Hauntvertising and Redroc Austin, spoke with Club Ichi Co-founder Liz Lathan to share their experiences and wisdom handling when events don’t go according to plan.

Seven Key Takeaways (and Anecdotes)

1. Set realistic event goals and track ROI.

Different event goals will drive different metrics. For some events, success is building relationships (e.g. number of visitors), and sometimes it’s converting leads (e.g. number of new customers). For example, at a tech conference, a metric might be signing one net new customer with a $3M per year contract.

In addition to traditional profit-based ROI, many companies are considering more holistic metrics like return on emotion (cognitive, behavioral, and emotional engagement) and return on ego (stakeholder satisfaction). Whatever your metrics, make sure they align with ROI goals and priorities of each event, rather than relying on a one-size-fits-all approach.

2. Set the expectation, and make the plan accordingly. 

Setting practical expectations can completely change the tone of how people see your event. One creative way to do so after launch is by leveraging customer reviews to improve marketing strategy. 

For example, Ernest pointed out this with a negative feedback story from one of his haunted house events. Two years before, his team had a haunted house in Chicago that received a one-star review, which said, “I took my mom to this, and it was too scary.” Ernest’s team decided to capitalize on it, taking the negative review and blowing it up on their advertising with the added message saying, ‘don’t take your mom to our haunted house.’ The team effectively transformed a negative review into a viral marketing campaign, successfully using criticism as a selling point. 

3. Collaborate with sales teams. Siloed approaches can lead to significant issues.

The panelists emphasized the need for tight coordination between marketing, which drives event promotion and registration, and sales, which drives attendance. Lack of alignment and shared ownership can lead to significant no-shows or missing the mark on your target audience. It is essential for both teams to vet the marketing messaging and value proposition before execution thoroughly. 

For example, Erica recounted an incident her team had as a result of not proactively adjusting their messaging with potential end-users. They were trying to enter a competitive market so they pitched their exciting new message within several trade show breakout rooms. However, as they delivered their pitch, it wasn’t going well. The message certainly did not land with one member, who stood up, took off his shoes, and started banging them on the table while calling the presenters the "Antichrist" and telling the room not to listen to them!

This experience taught Erica and her team the importance of customer research and message testing before executing a campaign, stating in hindsight that they probably did not focus group their message enough. Rather than glossing over the issues they were trying to get past, it would have been better to have more honest, transparent dialogues with the target audience. This learning moment ultimately led to more successful collaborative efforts down the line.

4. Work smarter, not harder. Use AI, templates, or other time-saving techniques. 

Many marketers use AI for event marketing within the design and planning phases, for content creation, or as event management tools. 

AI can help draft invitations and confirmation emails but is less suitable for more human-centric content like keynote speeches. Event management tools leverage AI in applications like EVA (Event Virtual Assistant) for WhatsApp-based concierge services, AI-powered photo identification systems, and networking and matchmaking applications. In design and planning, AI can be useful for initial concepts and designs but has limitations in practical application, though it can provide value in data analytics for understanding attendee patterns.

5. Accurately estimate attendance and logistical requirements. Padding and buffers are crucial.

The challenge of balancing overselling events to account for no-shows versus leaving too many empty seats was an exciting topic of discussion. Tackling this problem ties back into cross-collaboration between marketing and sales to better understand the target audience and their attendance and event purchase habits in order to apply a tailored approach in providing and advertising ticket availability. Being able to carefully monitor the registration pace and being willing to close sales when targets are met is also essential.

6. Balance ambitious, creative concepts with realistic execution capabilities.

When dreaming of more significant events than your budgets (or timelines) can afford, what do you do? It is important to show confidence in your event planning knowledge and walk through the event goals.

For example, Ernest recommends allocating enough budget for marketing and advertising. He says, “many people make the mistake of buying a $10,000 dollar animatronic alligator, then not having enough to advertise and wondering why they aren't more successful.” 

Most recently, when Ernest was chatting with a company about their marketing budget, they confessed they “actually just bought a giant animatronic alligator.” They were clearly very excited about their event and spent lavishly on expensive event elements, leaving little leftover to promote the event and attract attendees.

Ernest recommended a higher budget, emphasizing that failing to allocate sufficient resources to marketing is a recipe for poor attendance—no matter how elaborate the event design may be. His advice was for event teams to have a firm grasp on the appropriate ratio of production costs to marketing investment to set themselves up for success.

7. Boost your event awareness by piggybacking off a well-known brand.

To bolster your event, you can strategically leverage the branding of a larger, perhaps more established event. Make sure your event has a strong logical connection, and carefully craft your message to add value and differentiate. 

Exercise caution if using a brand you don't own, considering potential legal and reputational risks. This includes using specific branding of another event or claiming association without official affiliation.

For example, Kimberly helped the Greater Austin Asian Chamber of Commerce (GAACC) host an event during South By Southwest (SXSW). The chamber put together a day-long summit called Asia X Austin that featured high-profile international speakers and ended with an after-party mixer featuring food, drinks, and entertainment. Due to strong promotion and partnership efforts, the initially unofficial SXSW summit event became extremely popular and drew the attention of the SXSW CEO. Recognizing the value it was bringing to the overall SXSW experience, the CEO reached out and offered to officially list the GAACC's summit as part of the SXSW schedule. This allowed the chamber to benefit from SXSW's brand and reach, while still maintaining the uniqueness of their own event.

So you want to be an event marketer?

If the challenges of event marketing— including working under pressure, managing long hours, and dealing with potential complications—haven't deterred you, then our panelists recommend delving into a role as an event producer assistant, day-of event staff, or even as an event volunteer with organizations like AMA Austin as your first step. 

This hands-on experience, along with specializing in a niche and expanding knowledge in operations, strategy, and execution, can significantly distinguish you in the field of event marketing.

Conclusion

Event and field marketing are not for the faint of heart. As our panel of seasoned experts has shown, this industry demands quick thinking, creative problem-solving, and an unwavering ability to adapt on the fly. From transforming negative reviews into viral marketing campaigns to navigating unexpected audience reactions, these marketing horror stories demonstrate that even the most carefully planned events can take unexpected turns.

However, these challenges are precisely what make event marketing such an exciting and rewarding field. By setting realistic goals, fostering collaboration between teams, leveraging technology wisely, and balancing ambition with practicality, marketers can turn potential nightmares into success stories. The key lies in preparation, flexibility, and the willingness to learn from both triumphs and setbacks.

For those inspired to dive into this dynamic world, remember that every event – whether it goes smoothly or encounters bumps along the way – is an opportunity to grow, innovate, and create memorable experiences. As you embark on your event marketing journey, carry these lessons with you, and don't be afraid to write your own horror stories. After all, in the world of event marketing, today's horror story could become tomorrow's breakthrough strategy.

To learn more about how AMA Austin can help you with your event marketing career, check the AMA Austin Job Board for event marketing opportunities, join us for another AMA Austin event to network and learn, or learn how volunteering with AMA Austin can set you apart.