This post is also available in: German
I am Friederike and have done an internship in Event Marketing PLT EMEA at Continental Reifen Deutschland GmbH from January to June 2019 as part of my studies in Business Administration. Before, I was already an intern in Employer Branding Germany, where I gained my first experiences in event management. When the internship in Event Marketing became vacant, I immediately sent out my application and was overjoyed when I got the position.
I can tell you in advance that it was by far the best internship you could imagine and exceeded my expectations! 😉
But before I tell you about my personal experiences of the last months, here are some facts about the internship:
The Event Marketing is part of the Marketing & Communication department, which has around 25 employees. 6 of them work in Event Marketing plus an intern. Event Marketing is the interface of all markets in Europe, Middle East and Africa (EMEA) when it comes to planning, organising and carrying out events for car tires. In addition to tire launches and driving programs for customers and the press, this also includes various sponsoring activities such as the Tour de France or Extreme-E, as well as in-house events such as the summer festival.
As an intern, you have the chance to gain an insight into event management and accompany events from preparation to implementation and follow-up. The work is very versatile, because you are constantly planning new event concepts and of course you are often on the road. An important part of the work in Event Marketing is not only the interface to the individual markets, but also to the various agencies that support the event organization.
During my internship, I had the opportunity to support four events.
My first event took place in Östersund, Sweden in February. With ‘A winter’s revolution’ Continental launched the new IceContact3. B2B customers from the Nordic and Baltic markets as well as a press group were invited to the event. In the first week of the four-week event I was allowed to be on site and supported our event agency in taking care of the customers. The customers had for example the opportunity to test the new IceContact3 at -20°C on an icy lake. In addition to the driving program, there were also various tire workshops in the hotel.
In May, I was on the Continental test track, the Conti Drom, and took care of my first event with the Danish market on my own responsibility. With almost 50 customers and only one event day, this was a smaller event, but still a great experience, as you got a lot of responsibility as an intern.
Another event in May was the General Tire Altimax One S Launch in Estoril, Portugal. For 10 days we supported the organization and realization of the event. A total amount of 150 customers came in 3 groups each.
At this event there was no driving program, but a road book tour along the coast, where the customers could test the new tire.
The highlight of my internship was the event ‘Performance redefined – meet the experts’ on the race track Ascari in Ronda, Spain. Continental presented its UHP (Ultra High Performance) tire portfolio in various driving modules and market places for four weeks. More than 1200 customers from 28 markets and a team of 90 employees were part of the event. For three weeks I was on site and mainly took care of the ContiEvent App. The app enables the customers to provide all relevant information about the event and also to inform the customers via push messages in case of changes in the program. In addition to the app, I also had other tasks, such as conducting alcohol tests, taking care of customers and supporting the event agency.
My fazit: This internship was one of the best experiences in my life so far and I can absolutely recommend it. You have versatile tasks, you also get a lot of responsibility as an intern, you get to know a lot of people inside and outside the company and you have the chance to experience events.
The best thing for me at the end of every event was to get positive feedback from our customers for the work and to work with an incredibly amazing and dedicated team.