An event promoter creates a “buzz” around a client’s event in order to encourage people to attend. A concert, the launch of a new business, a career fair, a sporting competition, or a variety of other events are all possibilities. Event promoters who are skilled in advertising and public relations are in high demand. Above all, an effective event promoter must be able to come up with innovative project ideas that he or she can implement through effective collaboration with others.
In all aspects of an event promotion project, event promoters must collaborate with a variety of people. For example, creating advertising materials such as coupons, posters, or brochures, as well as newspaper, radio, television, or magazine ads, will almost certainly necessitate the services of a graphic designer and a copywriter. An event promoter’s ability to maintain close contact with those in charge of accounting is critical, as he or she must always keep any creative ideas in line with a set budget. Companies that pay event promoters to creatively promote their events do so with a predetermined budget, so this is an important part of the job. If the promoters exceed their budget, they will incur additional costs, reducing their profit from the project.
With budget constraints in mind, it’s easy to see why many event promotions include low-cost items like free hot dogs instead of free steak for a grand opening of a new store. However, if the event is the opening of a steakhouse, promoters may hold a contest with prizes such as a steak dinner for two or four people, as offering free steak to a large number of people would be too costly. Balloons and face painting are two common and inexpensive ways to draw attention to a community festival. If the event being promoted is an upcoming concert, radio and print advertisements designed to pique the target audience’s interest and attention may be used.
A lot of the time, an event promoter serves as a point of contact. On press releases, his or her name may appear as the person to contact for more information on an event. Event promoters frequently work with the media, such as television and radio stations, to promote their events. Because the event promotion industry is so competitive, an event promoter must have exceptional people skills and the ability to form strong client relationships. They could work for a public relations firm, an advertising agency specializing in promotions, or as project-based independent contractors.