A promoter's main task is to inform the public about an event and make it look attractive while doing it. Event organizers hire them to bring in an audience to watch sporting events, fashion shows, live music performances and nightclub parties. They must develop an effective marketing plan to draw a crowd. Without one the promoter is likely to waste resources and fail to reach the goal.
Defining Terms
The outline of most successful marketing plans includes the four Ps: product, price, placement and promotion. In the case of event promotion, the product is the event itself. The promoter's job is to determine what makes it unique, special and attractive. For instance, he or she can market a new nightclub as having the hottest DJs, the best music and the most exciting atmosphere to draw a young, energetic and free-spending audience.
The Price Is Right
Setting the price of admission is among the most important factors in its success. Although more people will show up for a free event than for one with a high ticket price, the promoter must work with the organizer to determine whether the circumstances call for a large, raucous crowd or a smaller, more affluent gathering. For some events a high ticket price carries a sense of prestige and class that attracts a more sophisticated audience.
Placement Planning
In a standard marketing outline the placement of a product determines where it will be located and how it will be displayed. In event promotion the placement is often out of the promoter's hands. However, he or she can use the venue as part of the promotion package. The interior decor and amenities can be attractive components of the event marketing plan.
Promotional Efforts
In both product marketing and event planning, the promotional component deals with how the event will be presented and which communication channels the organizers will use to reach the intended audience. The promoter of a rock concert will use channels such as rock radio stations, music-video channels and social media, where a boxing promoter will use sports talk radio, sports news channels and boxing-oriented websites.
courtesy by: smallbusinesschron
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