Gold-en Rules of Promoting Newsletter #25
***5 Key Tips to Booking the Venue You Want***
August 22, 2007
Hey Promoters,
When I first graduated college I was scared to become a promoter
full time. I was making great money promoting in school, but I
wasn't sure I would be able to do it full time and make a
living at it. (Wow, was I WRONG!)
So when I was done with college, with pressure from my parents,
I looked in the "real world" for a job. I went on lots of
interviews, with many different companies...and HATED every
minute of it.
Luckily for me, I didn't get those jobs and I tried out
promoting full-time and the rest is history...
http://www.partypromoterguide.com/nlletter.html
So, I'm clearly NOT the guy to be giving out advice on "how to
interview for a Corporate America job"...
...but I can offer some great advice on how to interview for
a promoting gig. After all, it is an interview process when
you meet with someone to book the venue.
So, to help out all the new promoters (if you're an experienced
promoter, you probably know this--but it can't hurt to get a
quick refresher course) here is my list of the:
"5 Key Tips to Booking the Venue You Want"
Many new promoters don't realize how important of a step this is.
You might know the perfect place to promote your party or maybe
you know a way to take a dead place and make it into the hottest
party in town...but if you don't sell the owner/manager on how
and why you can do this, then its all for nothing.
Tip #1) Call ahead
Before just showing up to a venue and trying to pitch them
on your ideas, I would call ahead. People hate the pop-in,
so to start out on the right foot, call ahead and introduce
yourself and try to set up an appointment.
But while you're on the phone, see who you can get on
the line--you might be able to get an owner or manager on
the phone and you can pre-sell them right there and make them
want to meet with you.
If you're having trouble setting up a meeting, call and see
when the right people will be there so you can come by to meet
them.
When I call ahead, I try to find out:
A) If they are working with promoters
B) What nights they have available
C) Who the decision makers are
D) What time they get in
Note: I find it's much more effective to call then to email.
Most club owners/promoters aren't responding to emails. They
have website developers and people that handle that. If you
want to pitch a job, you're better off calling and asking for
the right person then sending an email and HOPING it gets to
them.
**************************************************
Tip #2) Dress the Part
Remember, this is an interview process so you should dress that
way. Don't wear a suit and tie, because that doesn't look like
someone that is a promoter, but don't dress like you don't
give a crap.
Wear what you would for a night out if you were partying at
the venue.
You are a representation of your crowd and the owner/manager
will judge your crowd on your appearance. If you dress like a
thug, then the owner is going to assume that's the crowd you
pull, whether it's true or not.
************************************************
Tip #3) Bring Paperwork
When I would go in and meet with owners, I would bring in
paperwork to back up every single thing I said.
I had lists of references in the business: managers, DJ 's
I worked with, other promoters, etc.
I printed out the list of all my clients and brought that with
me...I had pages of real names and emails for them to look over.
Even if some of them were fake (Note: I mean people in the club
that might have given me a fake name, NOT me making up names)
or clients that were no longer active, they weren't checking
them.
It was just impressive for them to see this huge binder filled
with names, emails, phone numbers and birthdays.
Then I would have a list of all the venues I ever promoted...no
matter how many times I worked there.
Some places I just promoted one time. Some of the places I was
a sub-promoter for a sub-promoter... but technically I did work
the party and I was able to list it.
(Just in case they ever checked)
*Important: Your list of venues (and know the dates you promoted
them) is your promoter "resume"...make sure you have this.*
I would also bring all the press clippings of me and my parties.
Anything that mentioned a party I threw or an event I worked
on, was clipped out (or printed from the site) and put together
in a book.
Honestly, most owners don't even go through all this stuff,
but its very impressive to have and when they see you are OVER
prepared, they will be impressed and believe what you tell them.
**************************************************
Tip #4) Be Respectful
Again, when you are asking to promote at a venue, you are
basically asking for a job. When you are asking someone
for a job, you should be respectful.
**This is important and I see lots of new promoters make this
mistake: bothering owners/managers when the club/bar is open
for business.**
When the place is open for business, the owner is going to have
1,000 things to worry about and hiring a new promoter for their
venue is not one of them.
If someone approaches me the night of my event looking to work
for me, I know right then that they are not serious. A serious
promoter knows not to bother someone while the event is going on.
If you want to approach me before or after, I'm always willing
to listen...but not DURING.
**************************************************
Tip #5) Don't Over Promise
Club owners and managers for the most part, have been in the
business a while. They know all the tricks and have played
all the games...and they are all familiar with promoter
promises.
Don't make promises you can't keep. Don't promise things you
won't be able to deliver...they can see right through this and
will not want to work with you because of it.
You're much better off being realistic and then exceeding their
expectations when you throw a HUGE party that blows the roof
off the place.
**************************************************
As someone that has promoted 1,000's of parties and is now
on the ownership side (which means I get 20 offers a night
from wanna-be promoters asking to work for me) I can promise
you that if you use these tips, you are a THOUSAND times more
likely to book the venue that you want!
So, if you're interested in reading more tips on:
-booking profitable venues or clubs
-picking the right nightclub, bar or lounge for your crowd
-how to cut a deal with club management
-tips to getting started promoting right away
-and much, much more....
Then, INSTANTLY download a copy of my step-by-step ebook:
http://www.partypromoterguide.com/nlletter.html
Reading it will put you ahead of 90% of the promoters
that are already out there!
Your friend in Nightlife,
DG
P.S. Don't forget, 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/nlletter.html
P.P.S. If you have a friend that you think would like to start
promoting clubs, help them out and forward them this email.
They'll Thank you for it!
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