Discover the Secrets to Successful Event Promotion with this Step-by-Step Guide

Discover the Secrets to Successful Event Promotion with this Step–by–Step Guide. Marketing teams often include many specialized roles with individual expertise, both internal to an organization and externally through contractors. When a team needs to …

Discover the Secrets to Successful Event Promotion with this Step-by-Step Guide

Discover the Secrets to Successful Event Promotion with this StepbyStep Guide. Marketing teams often include many specialized roles with individual expertise, both internal to an organization and externally through contractors. When a team needs to publicize a function or event, for example, they might leverage an event promoter. An event promoter helps organizations and businesses draw people to their events by identifying the target audience and devising marketing strategies to reach them. In this article, we discuss what an event promoter does along with the steps you can follow to become one, to help you pursue this exciting and rewarding career.

What is an event promoter?

An event promoter is someone who is responsible for the marketing and promotion of events such as concerts, conferences, speeches, festivals and sporting events. These individuals often work as independent contractors, though they may occasionally work for a specific organization as well. Event promoters usually have a sound knowledge of marketing strategies and use their skills to bring more attention to an event, which can increase attendance and help support their client organization’s business goals.

What does an event promoter do?

While the job responsibilities of an event promoter can vary from event to event, some of the more common tasks include:

  • Devising a marketing strategy for an event

  • Conducting research into the intended audience

  • Working with the event organizers to understand the purpose and features of the event

  • Setting up and running social media accounts

  • Placing advertisements in newspapers and magazines

  • Running online advertising campaigns

  • Creating and handing out fliers

  • Running an email marketing campaign

  • Conducting post-event analysis to determine which marketing strategies worked best

Related: 18 Event Marketing Strategies to Try

Event promoter skills

Successful event promoters often demonstrate the following skills:


Event promoters use their communication skills to interact with event organizers and their intended audience. They can effectively understand the needs of the event organizer and convey their value and abilities in support of the organizer’s goals. In addition, event promoters know how to reach an audience in a way that appeals to them. Finally, event promoters regularly interact with others by phone and email, making both verbal and written communication skills important.


When promoting some events, the event promoter may have several different marketing operations running simultaneously. For example, they may have a strategy for promoting the event via social media, an email marketing campaign and print advertisements. Managing different operations to ensure their effectiveness requires organization skills. Event promoters may also promote several events at the same time, meaning they must keep each campaign separate from one another.


Event promoters are typically proactive rather than waiting for someone to assign them something to do. This is useful because they are the ones who devise marketing strategies for the event and then put them into action. Promoting an event also regularly requires making connections with new people and encouraging others to attend, both of which require a proactive attitude.


To learn how to best promote an event, event planners conduct thorough research. They study the intended audience, including their demographics, where they spend their time, their favorite social media channels, their income and other elements of their market profile. They also stay current on the latest promotion techniques and marketing strategies to ensure they are using the best tactics for their clients.

Event promoter salary

The national average salary for a promoter is $71,135 per year. This amount can vary based on location, event size and the experience level of the promoter, as well as their structure as a contractor or employee. In addition, some event promoters may receive a commission based on attendance levels.

Event promoter work environment

Event promoters can work in a variety of environments. Planning and implementing marketing strategies may take place in an office setting, where event promoters often work on their computer and over the phone. Some advertising strategies may require the event promoter to leave the office, such as handing out fliers on the street.

In some cases, event planners may also need to travel. For instance, they might meet with event organizers or visit the site of a future event to learn more about what they are promoting. In addition, they might travel to similar events to study how other promoters advertised the event.

How to become an event promoter

Becoming an event promoter often includes significant personal experience as well as possible formal education. To become an event promoter, here are some steps you can use:

1. Consider educational needs

While there are sometimes few specific degree requirements for event promoter positions, pursuing a degree may provide you with the skills and knowledge you need to succeed. For example, event promoters often have extensive knowledge about marketing topics. Pursuing a bachelor’s or associate’s degree in business or marketing may provide you with a greater understanding of these concepts and skills. You may even consider attending some non-degree courses to improve your event promotion background and skills. Try exploring local community colleges and online course offerings to find classes that are right for you.

2. Decide on the type of events you want to promote

Determining the type of events you want to promote can help you plan your next career steps. For example, someone promoting concerts has different responsibilities than someone promoting scientific conferences and may require different experience and knowledge in order to succeed. While you may eventually promote events of all kinds, choosing a specific type of event early can help you get started.

To help choose a type of event, think about your interests. Consider the events you often attend or would like to attend. Becoming familiar with a specific type of event can help when it comes time to promote it because of your better understanding of the usual audience.

3. Gain experience

Organizations often consider prior work experience when hiring event promoters. When you’re first starting, it’s good to have experience on your resume related to the event promotion industry. Try looking for entry-level jobs at different events. For example, you could take a job working as a caterer or running a merchandise stand at a concert. These types of jobs give you a better sense of how events run and can help you establish important connections to other professionals.

Another option is working with an established event promoter. Event promoters often need assistants to help them with some of their tasks. By working as an intern or paid assistant, you can gain hands-on experience working in event promotion. The lead promoter may have you handing out fliers, responding to emails, promoting the event on social media or helping to set up the event.

As you gain more experience, look for opportunities to take on more responsibility. Eventually, with enough experience, you can begin to apply for event promoter positions. You may find it easier to start with smaller events, as the event organizers may have a smaller budget and are therefore willing to work with someone with less professional experience.

4. Grow your professional network

As you work toward an event promoter position, look for opportunities to grow your professional network. Introduce yourself to event organizers, other event promoters and marketing professionals. Talk to them about your interest in event promotion and try to form a connection with them. Often, when someone needs an event promoter, they are likely to think of someone they already know. The more professional connections you have, the better chance you may have to obtain event promotion work.