Given that we are in the business of creating marketing material for the nightlife industry, and we deal with promoters on a daily basis whom need club flyers created, we are quite familiar with the dynamic between club promoters and the club managers/owners. We decided to create this short post in an effort to assist individuals whom are aspiring to become a club promoter.

If you aim to become a club promoter, and host your own events someday, you need to be aware of what it takes to someday have full control over an event. It is not an easy thing to gain the trust and confidence of a club owner who has thousands of dollars to lose at stake.

First off, you must understand that promoters are a dime a dozen, and many promise the world to the club owners about easily filling their place with people, when in fact, only a select few deliver.

With that in mind, you need to come up with a well thought out plan to present to the club owners, in order for them to take you seriously, and not discard you as just another fly by night want-to-be.

Talk is cheap.

When you approach a club owner about promoting for their club, don’t just show up expecting you can verbally charm them with how much money you can make them and what you can do for them; show them something of substance that they can see. Present them with a detailed marketing plan/presentation that will show you are committed, and that you have the time, drive, and energy to do what you propose.

Things that can boost your pitch to the owner…

-Be detailed on how you plan on advertising the event. If you are going to get flyers made, what will be the message? If you plan on putting ads on the radio; which radio station(s), and why them? How frequent, and for how long will you be advertising? Instead of giving general ideas, you need to show you’ve already done your homework and have everything thought out in advance.

-Offer to do a demo test run for free. What better way to prove that you are capable of being successful than to actually deliver it. If you showed up one day, with say 100 people, you would be in an excellent position to return the next morning and set your own terms for your contract with them. Nothing beats having the control in your favor and creating your own terms of the deal.

-Having a strong mailing list that can exhibit you already have a following, can be very helpful during your pitch. If you can illustrate actual numbers, that include active event goers, you have a better chance of looking legit, and you will show that you aren’t just creating numbers out of thin air.

-If you have some experience already, it would be helpful to demonstrate that you have a track record, and that you’re not green to the industry. Present them with names of other venues and events you have done. This can be accomplished by attaching press clippings, previous marketing materials, and give references of people you have worked with/for.

-Believe it or not, the time and place that you decide to approach them about throwing an event at their place can make a big difference. If you’re smart, make your pitch during the slowest day and time possible. During this timeframe, they are the most likely to listen and consider.

If you can incorporate a few, or all of these methods above, you would position yourself at getting the shot you desire.

In our next article, we will discuss possible methods of structuring deals with the clubs once you have been given the opportunity to promote an event at their venue.