Promoters must actively market nightclub events to succeed.
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As a club owner or promoter, you’re not just fighting your competition for your customers' money, but for their recreation time as well. Because of this, hyping any promotion or other event, from a band’s gig to a party, is essential to its success. If you can’t get bodies in the door and create a sense of excitement and buzz, your promotion is as good as dead in the water. It’s not enough merely to conceive a brilliant nightclub promotion. You must develop a marketing plan specific to your customers in order to make it seem worthy of their time.
Step 1
Develop a budget to determine your promotion’s overall marketing reach. While smaller events or those in smaller nightclubs will inherently command a much smaller marketing budget, don’t cut corners. Plan to spend about one-third of the promotion’s projected profits on marketing efforts, according to "Entrepreneur" magazine.
Step 3
Locate sponsors to help by cross-promoting the event. Many local retailers, media outlets or liquor distributors may allow you to promote the event on their premises in exchange for return consideration at your nightclub promotion.
Step 4
Develop a print advertising strategy. Advertising in alternative weeklies and campus newspapers isn’t just cheaper than in daily newspapers. These alternative outlets typically reach a niche audience more suited to nightclub events. Depending on your budget, print ads can run sporadically for two months prior to the promotion, or be held off until a couple weeks before the promotion.
Step 5
Hang flyers and signs in the club, as well as in the neighborhood of the club, in the weeks building up to the promotion. Distribute quarter-page flyers at the nightclub at least a week in advance of the promotion. Attempt to locate areas, such as local record stores or niche-market retailers, where you can place additional quarter-sheet flyers.
Step 6
Utilize online marketing tools such as Facebook events and, if your budget permits it, a stand-alone website for the promotion. Facebook pages allow you to inject your message into readers’ news feeds, providing the readers with a recurring reminder of the promotion, as well as allowing you to view the efficacy of your messages and keep track of reader response.
Tip
- When advertising the promotion, don’t include your planned end date in the materials. This way, if the event proves very successful, you can hold it over longer than originally planned - or end it prematurely if it is a failure.
See also:
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Entourage Thursdays
A promoter's job is to bring people into the club. Normally you'll be walking around out on the strip with flyers for the club and you put your initials or a number code on the back. Each time a person comes into the club and brings a flyer with your initials/number on the back, you'll make money. How much depends on the club, how big they are, their cover charge, etc. Some clubs will pay you a flat fee of, say, $5 for each person who came in with one of your flyers. At other clubs you'll make a 25-50% commission off the cover charge price of anyone entering the club with your flyer. Mo…
Have you ever received a flyer, text message, or email blast from a person who wanted you to go to a party on Friday night? Were you ever curious as to who was in charge of organizing and advertising events at nightclubs, bars, or concerts? That person is called a Promoter.
A promoter has an interesting, very rewarding, and frequently misunderstood job. This article discusses what a party promoter does to make special events a huge success. The same things that make large nightclub events a success, can work for your own cocktail party too!