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What Is an Event Promoter and How to Become One

What Do Event Promoters Do?

An event promoter oversees the marketing and promotion of an event. The size of these events can range from a concert at a club to a multi-day festival. As an event promoter, your duties include organizing efforts like flyer distribution, radio and television advertisements, and social media campaigns into a cohesive public relations (PR) strategy. Your overall goal is to produce a large attendance for the event while maintaining a set promotional budget. You may be employed by event planning agency, freelance for a business looking for promotional aide, or even work for yourself, acting as a promoter for an event over which you have total control. Depending on which of these roles you play in the industry, your responsibilities can vary significantly.

How to Become an Event Promoter

A career as an event promoter does not require formal education. However, a bachelor’s degree in business or marketing provides many of the skills and qualifications needed for the job. To become an event promoter, you may consider taking on entry-level roles for various events, such as concerts, festivals and sporting events, eventually working your way up to a position with promotion duties. Hands-on experience with event planning and coordination is beneficial and will give you an understanding of the necessary logistics of an event. Internships are also often available with professional event promoters and marketing agencies.

How to Be a Good Event Promoter

To be a good event promoter, you must be comfortable with using various methods to inform the public and prospective attendees about upcoming events. You should develop an individualized promotion plan for each client, adapting to their needs, budget, and target demographic. In other words, you must know the different tactics needed for a country music festival and a comic book convention. You must have excellent marketing skills, as well as interpersonal and management skills, especially if you are working with a large staff or promotion team.