If you have a knack for marketing and know how to create a buzz around something, being a product and event promoter could be just the business for you.
From local gigs to sporting events to business opening days and local sales, virtually every business owner or organization representative needs to hire a promoter at some point.
Promotion is a huge business and some clients will use your services again and again if you help them reach their goals and succeed the first time around.
You’ll need to consider some things closely to see if you have what it takes to succeed. Read on to find out more.
Step 1: Get Skills & Learn
You won’t need any formal qualifications to be a promoter, as much of this business is gut instinct and psychology. If you know what excites people and invokes their curiosity, you probably have what it takes to make it.
That said, there are certain skills it could be worth developing before you launch. Video editing, graphic design, web design and an understanding of social media and how it works can all really help get the word out and spread the news. Although, you could always outsource this work instead. For example, Explainly could handle all your businesses’ film production and video editing.
There are many free courses online which allow you to learn these to a decent level. If you’re ready to commit and learn properly head over to Udemy.com and take some courses delivered by experts.
If there’s anything you feel is beyond your personal expertise, build a team. If a full-time team is beyond your budget then make use of freelancing websites like Upwork and Fiverr to get the skills you need on demand.
Step 2: Consider Practicals and Make a Plan
Promoting events successfully will require a plan. While these days digital media plays a huge part, it is by no means the only way to promote or market. Consider the following:
1)Try to build relationships with local journalists. They have the power to reach thousands of people and having them on your side could make or break an event. Publicity stunts are by far the best way to gain attention.
2)Canvassing and face-to-face promotion are still some of the best ways to get the word out. Try to put together a team of people who are willing to go out, talk to people, distribute flyers, promote and possibly even sell tickets on a commission basis. This team will be the engine which drives your success as a business, so pick them carefully.
3)Build relationships with local businesses and organizations where people congregate and talk such as bars, cafes, clubs and sports clubs. Often having posters, flyers or an influential person help you get the word out can make a huge difference to how an event goes over.
4) Don’t forget to build relationships in general. This applies equally to the online world, where a single mention from an influential blogger or share from a large Facebook page could literally skyrocket awareness. Relationships are the key to success in the promotion business. Take the time to build them.
Step 3: Build a Portfolio
One of the first questions any potential client is going to ask you before they give you a contract to promote their event/gig is what experience you have and what successful outcomes you can demonstrate.
This can be a problem if you’re new to the game. There is a way around it, however. Offer to work for free with charities and if needs be, put together your own shows and promote them to create a name for yourself.
Could you find local musicians or talented sports persons and put together an event for a good cause? This will really help you get your name out and it’s likely that the media will cover it.
Once you have a few successful promotions under your belt it’s time to go for paying contracts. Approach local businesses and ask them if they have any upcoming events or sales. Talk to local talent about gigs and festivals. Find out what your rivals are doing and think of ways to do something bigger and better.
You’ll be working with everything from up and coming rock bands to charities to poets and priests in the promotions business. In the beginning, work with everyone you can and build your reputation.
Step 4: Showcase Your Successes
Part of building your reputation as the person who can make promote anything and make it a success is demonstrating it with evidence. You’ll need effective social media channels and a website to do this.
At every successful promotion or event, try to capture photos or video to demonstrate how well things went. Did you sell a record amount of tickets? Mention it! Did you break an attendance expectation? Promote the fact! Did people show up in droves? Video them and let the world know. Make sure you can easily see what your brand is in these pictures and videos by making sure you and your employees are wearing your brand. Do this through badges, hats and T-shirt embroidery. It is also worth finding a range of relatively affordable products that you can afford to give as freebies at trade shows etc. These may be bags with your company logo on, or wristbands embossed with your company from the likes of SleekWristbands.com. They are very visual and are immediately advertising your company to other people, letting people know who you are! Something you can do to get an edge on the competition is to give your customers free things like Custom Power Banks because that is actually useful to the customer so they will actually use it. This will mean more people will see your brand and logo so the customer is doing the marketing for you!
Put these on your social media profiles and website to let potential clients know that you mean it when you say you can promote them or their event.
Pro Tip: As you grow, consider specializing. It is easier to carve a niche out for yourself and build relationships if you narrow your focus. It’s impossible to maintain strong relationships all over the spectrum. As you grow, consider choosing business, sports, charities, music events or another category as your main focus. This doesn’t mean you can’t take on other work if it comes, but it does help you brand yourself.
Promotions are everywhere, all around us, and we often don’t even realize it.
From product launches to concerts and boxing matches, promotions is one of the oldest and biggest businesses on earth.
This unforgiving business won’t be one you can bluff your way through, but it is one which offers as many opportunities as it does pitfalls, and which, for those who have the gift and can promote effectively, can bring huge levels of success.
With the age of digital media reaching an apex and more ways to promote than ever before, it’s a great time to launch a promotions & marketing business.