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 re you normal? It’s hard to say without first defining what “normal” is. And with the events industry covering such a wide swath of ages, experience levels, industry sectors, and everything in between, it’s downright difficult to know exactly where you fit in. Until now.
To give event professionals a better idea of how they compare to their peers, Corporate EVENT issued a survey in hopes of obtaining statistics and averages to identify just what, exactly, is “normal” in our industry.
According to our survey results, the average event manager is a 41-year-old woman with eight to 10 years of industry experience. She manages five to 10 corporate events per year, and is likely to carry the title of marketing director, marketing communications manager, corporate event manager, or event marketing manager.
Her company employs between 200 and 300 people, and makes approximately $50 million in annual sales revenue. She’s held her current position for the past four to seven years, and is unlikely to have more than one employee under her supervision. She holds a degree from a four-year college, but has yet to earn event-industry certification.
Aside from her involvement in her company’s corporate event program, she’s also likely to have responsibilities in her company’s general marketing, advertising, and exhibit-marketing endeavors. Some of her most common event-related responsibilities include planning corporate meetings and events, determining event strategy, planning pre-event meetings, supervising on-site setup, coordinating event logistics, managing or working the event, selecting or evaluating vendors, developing budgets, planning and executing event promotions, and selecting event venues.
She spends nearly eight weeks per year on the road and works more than 40 hours per week. Yet, despite those wearying weeks, she does not receive any form of overtime pay and is unlikely to accrue compensatory time.
Thankfully, our Everywoman event manager receives “average” to “strong” support from upper management for her event-marketing program, even in these trying economic times. And while she has not received a raise in the past 12 months, and feels her compensation is slightly low compared to the scope of her job responsibilities, she reports above-average job satisfaction. Apparently in this instance, being “average” in the event-marketing industry isn’t such a bad thing, after all.E
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ABOUT THE SURVEY
Corporate EVENT’s 2009 Industry Profile survey was conducted by TriMax Direct, a research firm based in St. Paul, MN. A total of 928 event professionals, with direct involvement in their companies’ event-marketing efforts, completed the online survey after receiving an e-mail invitation to participate. Event professionals were offered a chance to win one of three $200 cash prizes as an incentive to complete the survey. Results are reliable and statistically valid at +/- 1.88 percent at the 95-percent confidence interval.
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