Gold-en Rules of Promoting Newsletter #11
(Gold-en Rules of Promoting "#1 Secret to be a Successful Promoter")
April 5, 2007

Hey Promoters,

Over the last 10 years I've been promoting clubs and bars, I've seen a lot of promoters come and go in this business. I used to wonder what
separated the ones that lasted for a long time from those that
fizzled out after starting out with such a bang.

Here's the thing, it's not very hard to make money promoting
when you first get started. Some people like to call it
beginners luck, but what it really comes down to is that anyone
can get people to come to their party one or two times. If you
know big groups of people or you go to a big school, you'll
have no trouble throwing a few great parties...

But in order to take it to the next level--in order to become
a big-time promoter that rakes in the cash on a weekly basis,
you have to throw great parties week in and week out.

So again, the question is, why are some people able to throw
great parties only once or twice, while others are able to
throw great parties for years and years??

Eventually, after working with many different promoters all
over the world, I was able to break it down to one key point
which separated the very wealthy promoters from the rest...

Customer Loyalty

Having loyal and dedicated customers is the #1 key to being
a successful promoter for years and years.

When I point this out to you, it sounds like a pretty obvious
thing, right?

But the sad reality is that most promoters never realize
this point--they view party-goers as faceless and nameless
people that are just at their party--so they never build a
big database of loyal customers. (The key word being loyal)

Sure they'll have names and email addresses of people, but if
they don't have raving, fanatical clients, that will come to
any and every party they throw, those names aren't much good.

 

In business they say it costs 6 times more to go out and get
a new customer than it does to maintain a current customer.

I'm not sure if these numbers are exactly the same for
promoting, but the theory is the same.

It takes a lot more time and money to go out and get new people
to your party's than it does to keep your current customers
coming back.

So what this basically means is...if you want to make more money
and work less, you need to pay close attention to your clients
and make sure they are happy so they will be loyal to you.

If you do this, you can either spend your time getting more
people to come to your party, which means more money in your
pocket, or you can do less work promoting to keep the same
people coming.

Having loyal customers isn't that hard to obtain if you begin
implementing a few techniques early on. The earlier you get
started building a raving group of loyal party-goers, the easy
your job will become each week AND the MORE money you will make!

Here are a few of my own personal tricks that I've found
to be incredibly successful over the past 10 years...

  • Learn everyone's name:
    Sounds kind of stupid but believe me, people really feel
    special when you know their name...especially when you just
    met them or when you've only met them once. Everyone likes to
    feel important and knowing people's name makes them feel
    important. It's not always easy to remember everyone's name when you meet them (especially if you've been doing a lot of partying that night) but try your best to work at this...it'll only benefit
    you.
  • Treat all the people on your list as a VIP:
    Don't just take care of your friends or people that are deemed
    "cool".
  • Try to take care of everyone that comes to your party or to
    the club on your list, as a VIP    ...and there are a million little
    things you can do to make people feel like a VIP:
  • Get them drinks on your tab
  • Introduce them to other people (especially those of the
    opposite sex)
  • Let them into your "VIP section"
  • Bring them to your personal table to party

...anything you can do to show that you appreciate their
business will go along way in making them feel VIP, and that
will make them extremely loyal to you.

One of my favorite ways to take care of my clientele
(without spending any of my own money) is to monitor the
line outside and I will help my people get in faster by bringing
them to the front, letting the bouncer know they are with me, or
sometimes grabbing them and just walking them inside the club.

If you grab a guy that is there with his 5 friends and a few
girls and walk him into the club passed the entire line, don't
you think he's going to feel like a VIP and keep coming back to
YOUR parties???

Personalize everything:
When you send out your emails or IM blast, try adding everyone's
name before hand.

If you're sending an IM blast that you are copy and pasting
to all you clients on your buddy list, fill in their name
before you send it to give it that personal touch.

People eat that up and feel special...and when people feel
like you are friends, they are more inclined to come to your
parties and will be much more loyal.

Remember having loyal customers is a huge part of this business
and it's the key factor in separating the fly-by-night promoters,
and the serious people that are in it to make the big money.

Iif you're interested in learning more about
customer loyalty as well as many other tips and tricks to
becoming a successful promoter, then download a copy of my ebook:
http://www.partypromoterguide.com/letter.html
Reading it will give you an advantage over 90% of the nightclub
promoters that are already out there!

Your friend in Nightlife,
DG

P.S. The sooner you start promoting, the
sooner you can start making some cash...so if you're
looking for a place to get started, check out my "how to"
guide: http://www.partypromoterguide.com/letter.html

P.P.S. If you have a friend that you think would like to start
throwing parties, help them out and forward them this email



Back to Archives