How to Be a Nightclub Promoter

Last Updated: May 22, 2021 Approved

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!^{[1]
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Steps

1
Choose a target market. A promoter needs to know their target market. Plan your event around the type of people you want to show up, and keep them in mind throughout the whole process. It might sound obvious but many inexperienced promoters try to appeal to all ages and demographics, the trick is to be as selective as possible. There are many great books available on Amazon or iTunes that explain these concepts even further so you don't make rookie mistakes. Promoting bars and clubs is a much more intricate concept than it first seems, but it is also quite interesting so this should ultimately be your first step. This article can only provide a brief overview, but if you think this is something you will actually pursue, make sure you educate yourself adequately.^{[2]
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2
Find a venue. Call up bars, nightclubs, lounges, or even art galleries to ask if they would be interested in hosting your event. If you're a new promoter, you are really going to have to sell your ability to get people through the doors. However, you would be wise not to choose just any venue, most venues already have an established reputation, you would be wise to conform to these existing perceptions because once the mind is made up, there is no changing it^{[3]
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3
Pick a date. Do some research to make sure there won't be too many competing parties the same night as yours. Picking a bad date for your event can ruin the best laid plans of any promoter. The more time you give yourself and the more notice you provide your guests, the higher your chances of a successful launch.
4
Secure Entertainment. This can be nightclub DJs, a band, etc. Make sure to choose entertainment that fits with your target market.^{[4]
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5
Hire people. Some key people you may want to hire for the party include a door person to collect money & email addresses, and a photographer to capture the event.
6
Advertise the event. This is where the majority of a promoter's work comes in. You'll need to have professional flyers made up, send out emails, call everyone you know, and send out press releases to local media like newspapers, nightlife magazines, forums, and internet blogs.^{[5]
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7
Collect your cash. Club usually get paid per person they get to the party. This amount is worked out between you and the venue, sometimes it is a percentage of the door cover charge, sometimes it's the whole thing. You can make a large amount of money in a short time as a promoter, if your parties are successful.

Expert Q&A

Question

What tips do you have for creating an effective advertising flyer?

Travis Peters
Advertising Expert
Travis Peters is an Advertising Expert and the CEO and Founder of the ad agency EightPM. With over 15 years of experience, he specializes in implementing marketing and advertising techniques across traditional and digital media. The commitment to collaboration and a hands-on approach by Travis and his team at EightPM have led to features in various platforms including Forbes, Ad Age, and The Austin Business Journal.

Travis Peters

Advertising Expert

Expert Answer

When creating an effective advertising flyer, the most important thing to keep in mind is to stick to your brand guide. Colors, fonts, and messaging should be uniform and cohesive with your brand and your audience.
Question

How do I register to be a party promoter?

Community Answer

You don't need to register for anything. You just have to network and make connections to be successful at party promoting.
Question

How much money do I need to invest to become a promoter?

Community Answer

You typically don't have to invest any money at all. You just need contacts, or at least someone who will give you a chance to turn your idea into a party.

Warnings

Make sure you can afford to lose the money you invested, should something unexpected happen (like bad weather, a competing party taking all your customers, etc.)

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Make sure you are prepared for the rush of easy money and popularity should your parties be a huge success!

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Make sure you pay all the people you hired after the party. Paying your workers before the party is extremely unprofessional due to the lack of incentive or lower motives from your employees.

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Promoting can be addictive.

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Not all parties are a success. To make a good living as a promoter, you'll have to stick with it in good times and bad.

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