In a 2010 survey of U.S. marketing executives, 64 percent named events as their top selling strategy. For active-lifestyle brands, event marketing has come a long way from the days of doling out stickers at races and festivals. Today’s field efforts often require sophisticated planning and tons of creativity. Take New Belgium’s ski-area scavenger hunts—elaborate contests in which marketers serve as moving targets, riding chairlifts in cowboy and Sasquatch costumes.
ESSENTIAL SKILLS: Superior energy, a sharp logistical mind, and a dynamic presence are major assets. “Personality is huge—you’re the face of the brand,” says Amy Koch, the field-marketing director for Hermosa Beach, California–based Zico, which makes a coconut-water sports drink.
BREAKING IN: A marketing degree or experience in event planning is a good start. Spend some time researching agencies, job listings, and industry news through trade publications such as BizBash and Event Marketer, and approach the marketing teams of the brands you believe in.