How to start a party business. Party making money
It may seem at first glance that leading and organizing a club party is very easy and simple. What else do you need, except for a crowd of people, preferably of the same age, cheerful music and various drinks? However, not everything is as simple as you might think. The organization of a club party is a real skill and a manifestation of all the leadership and organizational qualities of a person, and if you do not have them, then most likely you will not be able to organize a successful party.
Important points in organizing a club party
A very important point in holding any club party is the ability of the organizers to combine all the components and components into a single whole. Only then will your party be considered successful, memorable and truly enchanting. By the way, this is very difficult to achieve.
Whatever the theme of your club party, there should definitely be a disco on it. As you understand, in order to "ignite" the people and encourage them to dance, a DJ must have considerable experience in holding such events. That is, a professional. Of course, the number of DJs directly depends on how many people you plan to invite to the party. Sometimes it can be difficult for one DJ to cope on his own. Therefore, it is best to invite several DJs. In addition, they will be able to provide people with completely different musical directions.
If the DJ is experienced, then he is in any situation, even the most difficult. He will find the right solution, which in the end will make your party a real grand event.
Also, to hold a party, you will need a stage and, most importantly, a stage and a hall with very high-quality, powerful lighting. As you understand, the sound must also be at the highest level. After all, first of all, people will come to your night party to have fun, and not to listen to conversations at the next table.
Without fail, you must decide on the theme of your party. For example, today it is very possible to hold pajama parties, or retro parties, flirting parties and others - the flight of fancy is unlimited.
What else needs to be taken care of
Naturally, your party should have a lot of different entertainment besides music. It can be all kinds of competitions, for example, for the best dance, or the most erotic movements.
But, in addition to everything that we wrote about above, your guests should also not be left without drinks and food. Of course, we are not talking about some kind of restaurant menu with a variety of dishes, but sandwiches and canapes should be included. Also keep in mind that not all participants in your club party drink alcohol, so take care of them in advance and add non-alcoholic cocktails to the menu.
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4 years ago, my friend and I decided to organize a night party in one of the best places in the city. What came of it? Read on.
Idea
The idea of a big night party came to me in the spring of 2010. At that time I was engaged. I often had to personally attend nightly parties. How it all happened: I brought the girls, and I myself watched everything that was happening on the sidelines. Communicated with the organizers, DJs, some visitors. And so, after working like this for a couple of months, I wanted to make my own event. The plan was extremely simple: to make a quality party and earn a lot of money from it.
Implementation of the plan
I didn't want to party alone. And I didn't have much money of my own at the time. And I invited a friend to participate in the implementation of the plan. We quickly agreed with him and developed a mini-concept (to bring a foreign DJ to a respectable institution).
The first thing I did was find a DJ. I searched on the site promodj.ru. I opted for a couple of Moscow guys and sent them messages with an offer to work in Minsk. Both DJs responded and announced the price for which they were ready to perform (about 1000-1300 dollars + accommodation + flight).
Having decided on the DJs, it was necessary to decide on the place and date of the party.
Thanks to my classmate, I met the owner of one of the lounge-bars. The bar was famous for having the largest terrace in the city. We told the owner the idea of the party and without hesitation, he agreed. His conditions were as follows: we take the cashier from the entrance tickets, and the institution takes all the proceeds from the bar. Date of the event: May 23 (Friday). By the way, our party was supposed to be the official opening of the terrace in the new season.
A few days later, the owner of the bar introduced me to a girl who worked as the concert director of MTV in Belarus. She also wanted to participate in the party project and we agreed that her share would be 20%. She took on the responsibility of bringing a DJ + attracted a Belarusian designer for a charity auction (which we planned to hold at the party) + organized free advertising on the local MTV channel.
In general, here is a rough estimate of the party:
1. DJ from Moscow - $1000
2. DJ flight – $500
3. Accommodation (1 day) - $50
4. Stage rental - $150
5. DJ equipment (rent) - $250
6. Additional speakers for sound (rent) - $200
7. Candy Cannon (rent) - $100
8. 1 local DJ - $100
9. 2 go-go dancers - $100
10. 1 stripper - $50
11. 2 photographers - $70
12. Advertising booklets and posters - $150
13. Radio advertising - $100
14. Advertising on the Internet - $150
15. 3 guards - $100
Total: $2870
Admission was $14 for men and $7 for girls. A seat at a table cost $10-20 (I don't remember exactly). Until 23.00 they made admission free for everyone. The approximate capacity of the bar is 800 people.
Party
The biggest unpredictability happened a week before the party started. The Moscow DJ said that he would not be able to come on the 23rd. I had to quickly look for a replacement. And she was found. We quickly agreed with another DJ (for the same money). They decided not to change the posters, because the time before the start of the event was running out. On the day of the party, the weather was not very good. For a party on the terrace, this was not a good sign. It rained a little during the day. At 23.00 visitors began to gather. There were no unexpected moments during the party.
results
There were 100-150 attendees at the party. Of these, tickets were bought by 10 people (all men). As for the places at the table, I don’t remember. But they were also bought. + received $100 from the auction.
As a result, our earnings amounted to: $ 350-400 (approximately).
If you subtract earnings from costs, it turns out - $ 2495 (approximately).
Reasons for financial failure and advice to followers:
1. The most important thing is not enough advertising. Advertise the event preferably 2-3 weeks in advance. You need to actively advertise. Those. if you bring a foreign artist, invest 2000-5000 dollars in advertising. Not less.
2. An open terrace is always a big risk. For any day the weather can deteriorate, it can rain, hail or something else. But, if you are lucky, you are guaranteed a big jackpot.
3. Our party was on Friday. On the same day, there were several large and interesting parties in other establishments. Watch your competitors. Don't underestimate them.
4. Sell tickets! It is very important. For example, we did not actively sell tickets. Rely only on advertising.
Party guide. Part 1
Yes, nothing surprises Moscow these days. Geishas, gays and DJs - all this is so hackneyed and, at the same time, nobody needs it. How to make party parties? This will be discussed in our article.
Five years ago, it was possible to declare a party “for progressive youth” and point out that for the first time in the club, the trendy DJ Vasya Pomidoroff will perform his superset on VINYL (!!!), and there will be nowhere for an apple to fall on the dancefloor. What now? Get drunk!!! Even guest DJs from London or New York do not gather enough people for themselves. Not to mention our homegrown masters of needles and slipmats. Only a few have their own group of loyal fans, and then friends do not go to all clubs to pick up their pet.
And if creativity is still rushing out of you and you are ready to take responsibility for holding the event - go ahead!!!
First you need to come up with a name for the party.
"As you call the party, so it will float." But, you should not bother too much and come up with something like: "House, shmaus, Mickey Mouse and other little animals."
The name should tell people what will and should go to the party or not. For example, calling the party "Labotomy" or "Anastasia" - expect girls to visit in fluorescent T-shirts and grinders with a ten-centimeter platform, which went out of fashion back in 97. The name "Wet Fantasies" will attract a crowd of young boys from themed clubs. A Whiskey. Rhythms of Jazzy House" - lazy models and cocaine dealers.
For their practice came across and pearls. In the city of Samara, at the entrance to the club, which is a cafe "Vasilek", on a shield 5x5 meters there was an inscription: "DISCOTEKA. PURE JUST TO DANCE!!!"
In Moscow, there was a club at the Water Stadium that offered a whole series of parties: "September 1 - Opening of the hunting season" and "September 8 - Hunting season - open."
And who did the organizers want to see at the party “Barmalei feat Dr. Aibolit", is not clear at all.
Having come up with a name, we move on to the next item - the program of the event.
As one of my friends said: “I saw everything!!! Tarzans and Candymens - hesitated!!! Everywhere is the same. Now, if a girl was fucked by a dog on stage, I would probably come. Well, no one has fallen before that, but I will tell you: there is something to surprise. For example, in the London club "Minystry of Sound" the girl DJ Rebbeka (part-time fashion model) plays. At the most crucial moment of her set, she exposes her boobs, thereby making a splash on the dancefloor. Unfortunately, we have few female DJs (especially with model appearance), and few of them will agree to show “all the wonders of the world” at the console. But you can also go for a trick. Invite a stripper, announcing her as DJ Mari or Juanna (you can do it together), while adding that she is from Amsterdam or Berlin (where there are more DJs than ordinary people), put her on the turntables, turn on a two-hour mix (of any format) and wait for the public reaction.
DJ Boy George gathers an unmeasured amount of people for his sets, not because he is a DJ, but because he is Boy George. But why invite him again when we have enough of our own "Boys"? Imagine what will happen if you say that DJ Nikolai Baskov or DJ Philip Kirkorov will play at your party. (As far as DJing itself, they can be treated like a stripper). The only problem is whether you have enough money for such an action.
You can attract the public and theme parties. For example, in the Military style. Dress up everyone in military uniforms, hire models, dress them up as nurses and force them to distribute ascorbic acid, activated charcoal and condoms to the guests. And most importantly: hang a volunteer in a parachutist pilot's suit from the ceiling on ropes, give him a strobe light in his hands and swing back and forth. A similar topic is good on the eve of February 23 or May 9.
Or to interest guests with a special “Dress Code”. I still wonder why no one organized "Nudist Parties". This is elementary: call the nudist society and invite them to the club in order to “popularize the movement” or pour alcohol for free for each guest in a negligee. (The only negative is that the DJ also has to work in Adam's costume so as not to look like a laughingstock). Success depends on your imagination. And if it is not enough, then try to find a dog (we will help you find a girl).
So, the program is thought out. It's time to make flyers, posters, invitation cards.
The main thing here is the design and the information you provide.
As for design, it's simple. It must look expensive. No bright colors, no stars and hearts. Just put a picture from some magazine, I advise Penthouse or Hustler (just don't download nude Britney Spears from the Internet), at least scan your photo. It's cool when the flyer has a non-standard shape, such as a round one or a folding one, like a greeting card. And if it is also in an envelope, but with a wax seal, then the number of people who came through it will be much larger.
Write the name of the party and the number in large print. In no case do not write abstract phrases like: “Trendy DJs from Moscow radio stations are playing” (on which radio do trendy DJs play ???) or “MTV format disco” (is it like? Decl mixed with Limb Bizkit and Modjo for a snack?) Tell the truth, whatever it may be: if DJ Filin is playing, then write DJ Filin (well, what can you do if I'm not as well-known in wide circles as Vasya Pomidoroff). Try to avoid the wording: “Killer contests and super prizes” (don’t forget that you are making a party in a club, not in a camp site or in a nursing home, and you are a DJ, not a mass entertainer) And most importantly, never write: “Come Everyone, we are waiting for you, we are glad to see you, you will not regret it!!!” The club business is "the cinema is not for everyone." I assure you, the phrases: “closed, private party”, “Face Control, Dress Code” and “After 23:00 admission is strictly limited” will be much more useful.
Most importantly - do not forget to enter the venue of the party (club name, address, phone number and location map, if needed).
And when all the printing is brought to you, try to properly distribute it, and not throw it into the nearest trash bin. The most difficult phase of holding a party is promotion. It needs to be done in stages.
The first move - long before the party, go around all your favorite places (clubs, coffee houses, etc.) and spread rumors about the upcoming action. Get the crowd excited (you can lie a little, for example, by saying that the budget of the party is $15,000, and that "all of Moscow is talking about it, but you don't know it yet"). It's great if this is not done by you alone, but by a group of promoters.
The second move - open your notebook and call all your friends and acquaintances (the faithful audience will not let you down).
Move three - hand out invitations from hand to hand, with explanations: “I can’t give three, only two are the last.”
There is a fourth, fifth and sixth move, but they depend on your capabilities and imagination. In principle, the above actions can be limited.
Now it remains to create an atmosphere in the club and bring decor.
To do this, you can use simple means: candles, fabrics, flavors, etc. But just don’t ask the grandmothers in the church for Halloween incense (as one of my comrades did) - they can be anathema.
The main thing is that everything in the club should be BEAUTIFUL!!! And, first of all - a lot of beautiful girls. How to drag them - guess for yourself, I'm not going to help you with this (trade secret).
Finally, everything is ready. You stand at the entrance and wait for the people. And while it's gone, don't worry. Do not cry to the face controller in the vest. Or better yet, read this article. Maybe you missed something???
Party guide. Part 2
Having visited a successful party at the club, which left a lot of positive emotions, many people probably wondered: what do you need to know and how to do so that the event in the club stands out from the flow of weekly parties and remains in the memory of the people who came to it for a long time? In many large cities, as well as in Moscow and St. Petersburg, the club business already has a fairly strong position in terms of both competent investment of money and profit, and expression of the creative potential of people working in the club sector. Therefore, literally every season dozens of independent promoters, promotional groups and companies appear in many cities, the main job of which is to organize events designed for nightclubs. But, unfortunately, not all of them can boast of each of their events as a success in all respects. Why? The answer to this question contains many nuances that affect the quality of the party in all its components and, accordingly, people's opinion about it later. I will give the basic rules that are mandatory for organizing a party in a club in order to bring the result as close as possible to the goal. We will also get the opinions of several promoters, whose activities have been in the club life for more than one year.
1. Concept.
In order for the party not to be a clone of other events and stand out, causing a desire among those who see the flyer, read or hear the announcement, to go to you, it must have its own, unique concept, in other words, an idea. Ideas can be different, just as a concept can be presented based on different considerations and possibilities, in different ways. In recent years, our promoters, literally, compete in the most extraordinary presentation of the concepts of their events, sometimes resorting to unimaginable ways and tricks to implement ideas, and the fantasy of those who strain it with all their might, in most cases, justifies the expectations. It must be remembered that normal people go to clubs to relax, therefore, when thinking over the concept of the event, you need to take into account the maximum possible components that will give those who come a charge of good mood, a sense of celebration and a desire to hang out at your party until the morning and next time too.
Having found a good idea, try to be attentive to the development of a concept for its implementation (few people are interested in events where DJs play and dancers work on stage, and nothing more). People who come to the club to relax will appreciate something extraordinary that is only tonight, and only at your party (remember the legendary freaks of the club "XIII", a moving dance floor with a stage in the center, which were spinning in opposite directions to each other, at the rave "The Biggest Love" by Bogdan Titomir). If there is an opportunity to arrange an avant-garde fashion show from some fashion designer, think over the concept of this show as part of your party so that it is not boring models walking back and forth (it is enough that in many clubs we see Fashion TV on screens with a similar picture - if it is also present live - people will get bored in this period of time). And, what is important, the more extraordinary the models are presented, the more excitement they can cause - and this is beneficial not only to the author of the collection, but also to you, as the organizer of the event at which they were shown. A very positive mood is created by people in peculiar costumes (note that the club staff - waiters, bartenders, hostesses at the entrance, etc. - this is already a hackneyed option in many cases, although it also brings a certain mood), who simply move around the club along with audience, dance, while they must charge people with a great mood with their smiles, incendiary emotions, perhaps even some phrases with which they can address visitors (you can also include distribution of something in their duties, but at the same time, not making this their main function). That is, the concept of a party is how you can express the idea in the most vivid way in order to leave a visit to your event for a long time in people's memory.
2. Action plan.
Once the concept has been developed, and you already have an idea of what will be the "highlight" of the party, you should draw up a plan for the entire event from start to finish.
An event plan is actually a business plan that includes everything from the concept description to the estimated number of people who will attend your party.
The event plan must include:
1. Name of the event.
2. Estimated date of the event.
3. Full list of participants.
4. Hourly program schedule.
5. Information support.
6. Budget of the event.
7. Financial terms of income.
And also, if there is a need or is part of the organization process:
Sponsor's brand name, sponsorship package (this item is made to offer to sponsors), the terms of the organization in a share with the club and the estimated revenue from ticket sales (or the number of expected visitors).
In general, in practice, some of the above items are not indicated in the plans, but this is the privilege of promoters who have already established themselves as successful organizers and who have the opportunity to stipulate some of the conditions in words (to the strategically important components of the organization, such as information support or sponsorship package with presence of a sponsor, this does not apply). Therefore, if you do not have experience in club events or do not have a good relationship with representatives of the institution where you are going to party, it is better to constructively prepare a plan so that when you read it it is clear that you have a complete picture of how the scheme will work on the organization, what opportunities you have, and what results this can bring.
The name of the event should fully reflect its concept, attract attention, since the name is the face of the party, which is offered initially, both in terms of the plan itself, and to potential consumers in advertising to attract them (here it is quite appropriate to paraphrase the epithet - how do you call the party, so many people will pay attention to the announcements). The more original the name is, the more likely it is that people will want to know what the content of the party is behind it.
Party guide. Part 3
If with disc jockeys and musicians (if you decide to include a live performance in the program) when answering these questions, everything becomes more or less clear (despite the fact that you personally know who plays what from the participants you have chosen, and not from stories people with little understanding of music), then to the selection of dancers, a fashion designer with a collection, some special shows, etc. it is necessary to approach in more detail, since usually they bring considerable variety to the program and thanks to this, in many cases they remain a vivid memory of a party with people.
The composition of the participants must be determined from the following questions:
2. What is the potential place (better if there are several options, so that there is a choice) for the party?
3. What kind of music will dominate throughout the night?
It is better to think over the program schedule so that the brightest numbers fall on the peak of the night - from midnight to four in the morning. You should not put one disc jockey after another, people should constantly have a sense of the movement of the event, therefore, between the set of one disc jockey, under which the dancers will work with their numbers, and the set of the next one, which will sound, for example, a fashion show of a fashion designer , you can make a performance of musicians. And after the show, the next number can go, and so on. Moreover, you should pay attention to the fact that if the program of the event includes a performance by some headliner (which is more related to touring events), it should be of a "nail" nature, not from the point of view that he just plays because he was invited, as a headliner, but to be an integral part of the concept and program, i.e. if this is a set of a disc jockey, in parallel his performance may be accompanied by some kind of bright show that would emphasize and at the same time highlight this period of time of the program (you must admit that more than once the headliners of many events did not leave us vivid memories, and not at all because that their performance was below average, but because it simply blended into the monotony of the program throughout the night).
Information support must be specified in the plan in such a way that it is clear by whom it is provided, under what conditions, in what volume and in what form.
The budget of the event in most cases is the final figure of all expenses associated with the organization and holding, but it may well be that you may be asked to specify this figure for each item of expenses separately, so just in case, have a budget in reserve for all items. expenses.
Budget.
In order to determine the budget of the planned event, it is necessary to find out the amount of fees of the expected participants, the amount of expenses for advertising, the production of printing (flyers, posters), payment for additional people involved in the organization and holding (for example, the same flyers, the person on face control, etc.).
Where does the budget for hosting a party come from? There are three options for receiving money for organizing and holding an event:
1. Sponsors.
2.Budget allocated by the club.
3.Own funds.
With the first option, I think everything is clear - the conditions for working with sponsors are almost identical to each other in most cases - for financing the event, the sponsor receives advertising of his brand in the amount that he chooses from the proposals in the sponsorship package (compiling a package of proposals for sponsors is an occupation , which requires certain knowledge of the advertising market and, in most cases, good relations with certain people of high positions, on which the company's consent to sponsorship depends, so I will not touch on this issue).
You can use the option when the club in which the event will be held allocates partially or completely (depending on the conditions of organization and the possibilities of the club itself) the budget for organizing and holding a party, based on the plan of the event you submitted. At the same time, be prepared for the fact that if this is your only option for obtaining a budget, there may be a situation of revising individual items of the organization in the plan due to the inability (or desire) of the club to allocate the budget you submitted in full. In this case, there are several options for getting out of this situation: either the program is tailored to the budget that the club is ready to allocate to the event, or you share the budget with the club, investing the rest of your funds, or some expenses that you can cover at the end activities that are not related to the organization (for example, paying for a disc jockey set or performing musicians), you leave for the time of income generation. If you intend to go all the way to holding a pre-planned event with a specific program and the venue you have chosen is not able to meet your financial conditions, despite the fact that you see this option as the only one for you, look for another club.
And, finally, the last option, when the personal capabilities of the organizers allow and the two previous ones become impossible for some reason, is the investment of personal funds in organizing and holding the event. Keep in mind that if in the two previous cases, due to a combination of circumstances that led to an unsuccessful event, other people will have to consider losses, then in the latter case, the result will fully and completely affect your well-being - either pan or gone. Unfortunately, sometimes events, for the organization of which large sums of money and human resources have been spent, do not justify themselves, and there are a lot of different reasons for this. But be afraid of wolves - do not go into the forest, therefore, when deciding to overcome the budget on your own, you may at least have an additional incentive to make every effort to organize and hold a party so that the money spent, if not increase, then at least return . It is at this stage of preparation and implementation that the creative process intersects with the business process, which together makes the club culture a club business, combining the rest of some people and earning money from it for others. At the same time, in no case do not set yourself the initial task of making money, relegating the implementation of some creative ideas to the background - this can adversely affect both the event and the attitude towards you as an organizer. A promoter is more of a creative job, for which you are rewarded if you manage to realize your idea with possible means.
Party guide. Part 4
In order to attract the attention of the largest number of potential public to the event, it is necessary to use all available advertising and promotion opportunities. These are the mass media, printed products distributed among people, announcements on the Internet, outdoor advertising (streamers, billboards, etc.) and any other means of informing about the upcoming party.
4. Information support (promotion).
There are two options for placing advertising information: commercial and barter. The commercial basis implies the placement of advertising for money at rates that are set in the media where you want to advertise. At the same time, keep in mind that if you plan to use more than one media of the same type (for example, two radio stations or two magazines), this does not mean at all that the same price for advertising is everywhere. Having an advertising budget, you have the opportunity to place direct advertising in any media - on radio, television, in publications, use outdoor advertising, etc. Keep in mind that with a large amount of advertising package that you buy in the media, you have the opportunity to receive discounts.
The barter option for placing information implies mutually beneficial conditions between you and the advertising medium, i.e. in essence, you become mutual advertisers together. For example, for placing your advertisement in a magazine, you must offer the publication to place any information about it (logo, indicate its informational support, etc.), to the maximum extent possible that you have. Keep in mind that for barter conditions for advertising placement, your advertising campaign should be as wide as possible and designed for a large number of audiences, so that the media to which you offer barter conditions would be interested and profitable instead of money for placing your advertisement to receive advertising about yourself in other media with which you cooperate. Advertising in this way on radio or television is possible only if you have a good relationship with the management of the channel or station. There is also a semi-commercial or semi-barter advertising option - it includes some part of the payment for advertising volume placement and a partial mutually beneficial exchange of advertising resources. To complete the picture, make yourself a list of all available advertising resources known today:
Radio
A television
Editions
Internet
Polygraphy.
From all these resources, select those that are possible for you to use and decide what advertising volumes you need and how much you are able to pull them according to the available opportunities.
At the same time, there is information support for the event post-factum, i.e. after it has passed. This is the media coverage of your party. To do this, you need to contact journalists of publications, leading radio stations and TV channels, to get them interested in the upcoming event so that they have a desire to visit it and make a material about how it went.
Having an idea of what audience your event is designed for, what maximum number of people you expect to gather, what advertising volume you have previously achieved through negotiations with the media and, finally, having a preliminary decision on holding an event in a particular club that meets all the requirements for your party , you can start the process of negotiating with the club management.
5. Negotiations with the club.
A club is a place that is interested in maximizing the return on investment that is made to keep the establishment functioning, while always counting on a certain number of regular visitors. When choosing a venue for your event, have an accurate idea of what audience the club has, what events take place there, how people feel about this place and what music format dominates the venue's regular parties. It makes no sense to hold an event where the main musical direction will be house, in a place where the europop format or do trance - a party in a club where lounge is played - the main format of the establishments is developed for a certain audience, which is the regular customers of the place, and you are unlikely to be allowed a one-time event to scare away this audience, which was accumulated for some time by the efforts of the club. Any club has a reputation that it gets in the eyes of the party-goers after a certain time of work.
If the opinion that you must know about is not the best (and you should listen to constructive feedback, and even better - to the opinion of people who have had experience of working with the institution), then try to assess how true it is if you were not there not once during a party, evaluate your ability to change the mindset of the audience so that the public goes to this club, and if, after analyzing the situation, you are sure that the place you have chosen is exactly what you need, start acting. The plan of the event, prepared by you in advance, is the first thing you present to the club administration when making an offer to hold a party. With a well-written plan, after reading it, the administration must decide whether it sees the need for holding your event in its club or not.
All floating issues (for example, the date of the event, the division of organizational functions, amendments to the budget, if it is supposed to be allocated by the club) are resolved on the basis of mutually beneficial conditions. You must have the greatest possible guarantees for the plan drawn up, which, by and large, for the club administration is just a piece of paper where everything is written (you can write, as you understand, anything you want, but not always do it). Therefore, in the process of negotiations, you run the risk of being unfounded if you do not back up your proposal with some kind of guarantees - it is you who need them so that the negotiations end with a positive result for you. What can be your guarantee for the club?
Signed cooperation agreement with sponsors (if any).
Confirming factors of the agreement on the placement of advertising information in the media (it makes no sense to sign an agreement on the placement of advertising until there is an agreement with the club where the advertised event will take place).
List of preliminary distribution of printing products.
If you have at least one of the above points, you have a chance to have successful negotiations and achieve positive results.
If the organization of the event is planned to be divided between you and the club, then the conditions must be negotiated based on the capabilities of the club (this will make it easier for both you and the club). For example, if the club has its own permanent channel for the production of printing or placement of information in some publication of the club profile, then you can calmly stipulate these conditions so as not to waste your energy on the fact that in the work of the club for its own promotion it is already an established system, taking up amount of work on your part. If the results of the negotiations with the club are positive, in order to avoid non-fulfilment of any conditions on its part (unfortunately, this is not uncommon today), sign the agreement "On the provision of show programs services" between you with an exact list of all conditions by signing it from the director of the club (not the art manager!) and putting the seal of the institution. If the guarantees of one of the parties are not observed, the other may act under the conditions that will be specified in this agreement.
The most difficult and responsible period of organizing an event. It is better if you start this process a month before the due date, so as not to fuss and not miss anything in a hurry. It is better when responsibilities are distributed among several people, each of whom is engaged in a separate work - this will increase both productivity and speed of preparation.
6. Preparation process
Write down for yourself step by step all the actions that you need to do, calculate the deadlines for completing each necessary item and start working with the most time-consuming (for example, the production and placement of commercials on radio and television) and those that are running out of time (for example, placing announcements in the next issues publications) actions. Notify all participants of the event in advance about the date in order to avoid situations of impossibility of their performances for any reason on this day. If a situation arises that on the agreed date one of the participants cannot take part for some reason (for example, pre-scheduled tours for this date), you can either reconsider the date with the club if this participant is strategically important for your event, or find his replacement. But it is better in advance, when agreeing to agree to take part in the party, check the busy dates with the participants. Keep in mind that due to different attitudes to their work and character traits, some disc jockeys, musicians and dancers need a constant reminder to attend an event on such and such a day, so do not be lazy and call once a week under the guise of support in the course the process of preparing for the event and remind. If you are responsible for the production of design, printing and distribution of printing materials for the event, make sure that all the necessary logos are present, the spelling of all names is correct, and only after that, give the layout to production.
Distribution of polygraphy should begin 2 weeks before the event, and commercials on radio and television at least 1 week in advance, depending on the volume. Check what costumes the dancers will wear if they are preparing special numbers for your party, ask them to show you at the rehearsal. Also control the process of preparing the show of the fashion designer's collection, some planned shows. Ask the musicians what technical requirements they have for performing and coordinate this issue with the club. When decorating the club space, make sure that the decorations are made on time and installed safely if they are bulky. Assign to one of the people organizing with you the duty to control the number of commercials on radio and television, the availability of information in all publications, announcements on the Internet, etc. (it is better if the person who organizes the placement of advertising volume in the media will do this).
Make sure that the distribution of printing is in pre-determined places (it is better if, after sending flyers to places and receiving information from them about distribution, you will drive through these places and check - this must be done in hot pursuit). Feel free to supervise the work of the people on whom you assign responsibilities - you pay them money for this, so they must feel their responsibility. If you work in splendid isolation, try to distribute your time as consistently as possible to do all the necessary work so that there is no rush job, omissions of some moments and everything to be done on time. Also, be constantly in touch with the person responsible for fulfilling the obligations of the club, be interested in how the work that the club has undertaken is progressing and keep up to date on how the preparations are going on your part, so that at the last moment it does not become clear that during the preparation some questions remain unresolved. Prepare a list of invited guests for your event in advance by notifying them in advance.
7. Control over the implementation
The day of the event is the final stretch. On this day, you need to collect the results of all the work done on the organization, namely: the number of commercials played on radio and television, the number of announcements printed in publications, the amount of information posted on the Internet, the number and places of printed materials, etc. , and compare it all with the action plan - the results should be identical. If so, then you did a good job advertising and promoting your event! During the day, visit the club and find out how the preparatory work is going on the dance floor and other premises, if any (for example, a restaurant or chill - out), what is the condition of the technical base and whether everything necessary that was announced for performances is available.
Call all participants and specify the time of their arrival at the club, and also, if you put your person in charge of face control at the entrance, he must be at the club at least half an hour before the start of the event. The sound check should take place in a calm environment so that all the necessary equipment is set up with high quality and there are no technical failures during the event, so it is better to start doing this a few hours before the start. Make sure that the dressing room for the participants is in good condition and has everything you need, the wardrobe is functioning and there is a cash register.
Discuss with the manager of the bar or restaurant the number and names of the free bar for participants and the person who will provide it. Specify the location of the guard at the dressing room, if it is not behind the stage, at the entrance to the DJ room and near the stage. It is best if all participants arrive at the club in advance in order to avoid unnecessary tension, but if this is not possible for any reason, keep in constant contact with those who will appear after the party starts for their performance. But the first disc jockey must arrive at the club at least 15-20 minutes before the start of the event in order to have time to prepare for the start of work. 5 minutes before the start of the launch of visitors to the club, everyone, without exception, must be fully prepared. During the event, monitor compliance with the schedule of performances, checking readiness 10 minutes before each.
Monitor the situation at the entrance to the club, check from time to time the state of the guest list for the presence of invited people in the club and, if possible, devote at least a few minutes to each of them - they are your guests! If tables in the restaurant were previously reserved for guests, make sure that they are occupied by those for whom or for whom they were reserved. Pay attention to the members of the press that you have invited to cover the event, interacting with each of them from time to time. Try to ensure that the security in the club behaves politely towards visitors (unfortunately, in many clubs the security is not different), and if there is a hint of inappropriate behavior of the security, report this to the club management in order to further suppress such situations. Be vigilant about the consumption of alcohol by the participants even after their performance - it is not very pleasant to see a drunk disc jockey, especially at the turntables, or a drunken dancer wandering around the club in a costume that he just performed.
In a word, try to control the work of all participants involved in the event. If some unexpected circumstances arise, do not panic, but try to solve the problem constructively, without focusing everyone's attention on it - people who come to relax should relax and have fun, and not watch how the organizers deal with misunderstandings. Make sure that all financial conditions for paying for the work of the participants are met after their performance (the exception is the option when the fees are distributed from the income of the event). When withdrawing income from the cash register, be at this moment in place in order to avoid unauthorized getting some part of the money into someone's pocket (and this happens). To accurately determine how many people passed through discount flyers, it is better to leave them at the box office.
8. Summing up.
After the event is over and the last related issues are resolved, do not rush to leave the club. Make sure that none of the participants left anything of their personal belongings, the club did not have any claims regarding its property, find out the opinion of the administration about the event. If you got what you hoped for as a result, then the party was a success and you have a chance to become a promoter!
For yourself, note all the minuses noticed during the party and try in the future, if possible, to prevent their presence, and take the noted pluses into service.
Well, do not forget that pleasant, smiling and dancing people create a festive atmosphere at any party.
What is Public Relations (PR)? This is a report to the public of certain events through the media. The media are television, radio broadcasting, print media, Internet resources, printing products, etc.
We will try to determine how to correctly use different opportunities to convey your information to the audience when organizing parties, what you need to know for this and how to act correctly so that PR has an effective result.
It should be remembered that with the wrong use of PR resources and the wrong definition of methods for achieving the necessary public opinion, even the best undertakings can end in disastrous results, since in our time of developed mass media, the audience is for the most part quite picky about what they are told about. and write.
What is the job of a PR manager? This is, first of all, the establishment of business relations with people who are able to contribute to the implementation of the tasks set for the PR of the event. As a rule, these are journalists, editors, art directors, designers, administrators, managers - in general, all those who are involved in the implementation of necessary and beneficial actions from any point of view into the production processes of their companies (be it an article, an interview, a party program or website banner).
The task of the PR manager is to use all available resources to disseminate information about the upcoming event to the maximum extent possible, without restrictions.
At the same time, I repeat that PR is, first of all, interaction with the media to create public opinion. In most cases, the terms of this interaction are mutually beneficial, i.e. not so much commercial as partnership or barter.
Distribution of information on commercial terms is advertising. But in both cases there are exceptions that depend on many components - requirements, profitability, conditions at the time of the offer, relationships, after all. The human factor in this area plays one of the main roles, since the relationship between people who agree on informational or other support that is necessary for one side and may not be very beneficial for any reason to the other, at least, should sympathize with each other, and the presence of this sympathy can also be the fruit of public opinion, in case the parties meet in negotiations for the first time. In general, public opinion is created thanks to information, and the creation and promotion of this information is the job of a PR manager - to make sure that when an announcement is made, the audience has a desire, if not purposefully to go to the proposed party, then at least out of interest.
Now let's try to take a closer look at the resources that are used for targeted PR of the party. At first glance, there are not many of them, but given that each resource includes a huge variety and choice, all this together can have a strong impact on the dissemination of information and the creation of public opinion.
1. Internet
The World Wide Web is the most widely used resource. Countless sites, pages, portals that have a mass of information tools - from banners and news feeds to mailing lists and conferences. The most popular for PR purposes are sites specially created for certain information (websites of promotional groups, DJ labels, artists, etc.). These sites can safely function simultaneously:
Banner exchange system, thanks to which you can place your information banner about the party on a partner site, in return placing a banner with their information on your own.
News feed where you can post news about an upcoming event.
Conferences in which site visitors, after registration, can discuss both past club events, information received about you and your activities from any other sources, and take an active part in creating information, and, as a result, public opinion.
Guest book for visitors, where everyone can leave a message without registering on the site.
Site address exchange system, with which you can place the address of your site in a similar section on a partner site, instead placing its address on your own (also actively used in this case is the exchange system of so-called mini-banner buttons).
At the same time, it is necessary to rely on the barter conditions that you offer to sites that are potential information partners, based on the volume and severity of the resource. For example, you are unlikely to be able to place a banner announcing an event on a large portal with high traffic in exchange for placing its logo on printed products, since the ratio of conditions in this case is not equally proportional. Therefore, when specifying the conditions for placing information in a certain amount on mutually beneficial terms, you need to keep in mind the specifics of the resource and know the conditions under which sites place certain information volumes.
Advantages of the Internet as a PR resource:
The posted information can be found by anyone, both purposefully and spontaneously, from anywhere in the world, at any time of the day. The chances of delivering information to the maximum number of audiences increase with the number of sites that host this information, while the type of information placement can be any of the above, not excluding all at once.
Cons of the Internet as a PR resource:
Competitors, opponents and just virtual hooligans can use the information posted for the purpose of conveying to the public for anti-PR purposes, for example: create discussions in conferences that refute the posted information, provoke negative public opinion, are defiling or, even worse, insulting. Also, often for the purpose of antiPR, in response to the appearance of information about a specific person, the username of the alleged person is registered in conferences and deliberately false or inadequate information is disseminated. It is possible to combat such actions only with the help of site system administrators and conference moderators who have access to the electronic data of registered users (IP addresses and coordinates of Internet providers). Vigilance never hurt anyone.
2. Printed publications
The variety of printed publications - magazines and newspapers - allows you to post information of a certain nature and of a certain size. Unlike Internet resources, where the distribution area and the size of information are practically unlimited, in the case of print publications there are certain limits that must be taken into account, namely: the audience for which the publication is intended and its profile, the headings of the publication, in which can not be posted information, the number of pages (volume), the timeliness of publication. One of the most important components in interaction with print media is the frequency of publication of issues of magazines or newspapers, since the timing of the submission of information depends on this, especially if the goal of exclusivity and news is pursued. When announcing or covering an event in print media, it is important to keep in mind the following characteristics:
1. It is advisable to choose a specialized publication focused on covering cultural and nightlife, which people read in order to obtain information about past and upcoming events.
2. Keep in mind several proposed types of announcements and coverage of the party, so that there is a choice between headings (does not fall into one - there is an option to place it in another).
4. Control the timing of the timely submission of information before sending the issue to print.
For a greater effect of publications, it will be good if the possibilities of conditions and volumes are divided into announcing the event and its coverage.
How are printed publications used for PR purposes?
News pages, in which information can be placed in the amount of several lines.
Materials in the form of articles covering events or characters of the event, by a journalist.
An interview that contains the necessary information, accompanied by photographs and images.
Photo report from the event (also with the possibility of description).
At the same time, it should be taken into account that periodicals often hold their own PR campaigns in which you can take part, thereby determining the conditions for interaction in terms of volume, duration, subject matter and type of information placement.
Russian periodicals for effective advertising of club events: Afisha, Do not sleep!, Flyer, Your Leisure, You, Where, Go!, Kommersant Week-end
Advantages of printed publications as a PR resource:
As a rule, information published in print media is perceived by readers as more reliable and verified when compared with information on the Internet, since before publication it is repeatedly checked by the editorial board and approved for publication by the editor-in-chief of the publication. According to some psychologists, information read on paper and arousing some interest in the reader settles in his memory for a longer period of time. When information is published in several publications, the number of people who read it increases, which also enhances the effectiveness of the PR party. And, finally, publications in print media play one of the main roles in creating public opinion, since magazines and newspapers are one of the main information sources in the field of mass media.
Disadvantages of printed publications as a PR resource:
Placing information about club events is possible only in those publications that are focused specifically on it, from which the audience of readers expects to receive information of interest to it on this topic. Also, the placement of information depends on the presence of a heading in the publication, under which this information can be presented in a form you define. The periodicity of the release of publications and the size of the information published in them sometimes reduce the effectiveness of the result, since, for example, a small piece of news in several lines, which is placed in a daily or weekly publication, may simply go unnoticed among other published materials, so the volume and frequency of publications have meaning.
3. Radio
One of the most consumed media today is radio broadcasting. Radio stations are received not only through radio receivers, but also via the Internet, which significantly expands the broadcasting area and the number of audiences. As a PR resource, radio can often play the most significant role, depending on what communication opportunities it uses, namely:
News blocks in which information about upcoming or past parties is announced.
Programs in which it is possible to place information in the form of an announcement, an interview or a story about a past event, voiced by a radio host.
The use of a certain airtime, during which the radio host informs listeners about something (drawing invitations, mentioning the information partnership of the event, etc.).
Taken together, using all these possibilities of broadcasting when conducting many PR campaigns of major events, in most cases, the maximum effect of conveying information to the audience and creating public opinion is achieved than using only Internet resources and printed publications. But taking into account the expensive basis of radio broadcasting, it is not always and far from in all cases that it is possible to achieve non-commercial conditions for placing information on the air, no matter how mutually beneficial they are, and this must be taken into account when planning the use of radio broadcasting for PR purposes.
Advantages of radio as a PR resource:
Radio stations are listened to by a huge number of people around the world, which makes it possible to convey information to the largest possible audience. It is from the radio that information can be heard by those who do not use the Internet or do not read periodicals (and there are a lot of them).
Disadvantages of radio as a PR resource:
Radio is primarily an informational (and not musical, as many mistakenly believe) resource, which is why it belongs to the mass media. During the time of listening to radio broadcasting, many listeners switch from one wave to another, in search of a more interesting air for them, and this carries the risk that, if information is placed on the air of one radio station, it may be missed by this category of listeners, who are quite may be potential users of this information. It is also worth noting that the type and volume play a big role, since a small announcement or mention on the air can simply drown in the flow of information that makes up the diverse information content of the radio air.
4. Television
Another significant PR resource, with the help of which the achievement of results, as a rule, does not take long. But at the same time, television broadcasting, as in the case of radio broadcasting, also has an expensive basis, which does not allow this media in most cases to use mutually beneficial barter conditions. The exception, in some cases, is only thematic programs, in which it is possible to place information suitable for the format of the programs (news, interviews, video reviews, etc.).
Unfortunately, in the case of television, this is the only way to place information on the air, since sometimes even this condition is put on a commercial basis. I don’t think it’s worth talking about the pros and cons of television as a PR resource, given such a meager possibility of using it on mutually beneficial terms - in the case of the maximum use of agreement methods with specialized programs, there are pluses on the face.
5. Printing products
This Public Relations resource can play both an auxiliary to the above-described means and a fundamental role in the dissemination of information (example: Ikea furniture catalog). In general, this resource is more commonly called advertising than PR, since financial investments are needed for its production and distribution, but it also refers to PR resources in terms of the task of disseminating information. What possibilities of printing products can be used for the PR purposes of the party? This may be the production of special printing with specific information, namely:
Invitation cards for the event, on which you can place all the necessary information.
Stickers (stickers), with which you can count on a long-term information space about the past event by the audience who visited it.
Posters and posters, where it is also possible to place information in full.
Advantages of printing products as a PR resource:
Depending on the chosen type of printing, the amount of information can have the effect of increasing the interest of the consumer, and the time of perception of information also increases, if this resource is used as an auxiliary to other means of disseminating information.
Cons of printing products as a PR resource:
Since paper products tend to wear out quickly and, when choosing temporary types of printing (such as invitations or posters), short-term relevance, the information will be of a short-term nature and there is a risk of not reaching it to the consumer, given that most of the printed products distributed, used mainly for advertising purposes, is not always taken seriously as a means of conveying information, due to its diversity.
Taking into account the announcement of the action, the number of those who later visited it may be much less than those informed about it. The reason for this can be both the capacity of the room where the event is held, and the time and place of its holding. But, in any case, the use of all possible resources is a good reason to convey information to the maximum number of audiences and create public opinion, which results in one big plus, and in the future will provide an opportunity to be perceived in a more serious form, eventually expanding the circle potential consumers of your information.
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How to organize a successful party?
How to organize a club party now, when the public is fed up with pathos and glamorous wrapping, multi-format music from residents of the best clubs in Moscow? "What to do" and "how to be"?! Working in the event industry for about 10 years, we have long been convinced that, despite the experience, it is impossible to give an absolutely universal solution or the secret of the success of a club party. But there are a few proven ways that still work for the benefit of the club industry.
The main task of holding any party is to make a profit, which, to one degree or another, disguises itself under various concepts of “increasing guest loyalty”, “attracting guests”, etc. Any club or restaurant is interested in the maximum filling of the club (restaurant) with guests - sold deposits (tickets) and, of course, creating an "attractive image" of the institution.
Important nuance- attracting guests to the club (restaurant), but which ones exactly? "Portrait of the audience" of the club (restaurant) The audience category by age, social status, etc. is dictated by the site, the concept of the party and you. Whether it will be a high-quality solvent, youthful, democratic or pretentious glamorous party depends on you and the chosen methods of promotion.
If the club project is long-term and consists of a series of parties, more attention should be paid not only to the promotion of the main idea of the party, but also to the holding of the party.
1. The first party will become your “face”, so friends” will have to make an effort not to lose face.
2. Closed party - the good old proven way of the "forbidden fruit", oddly enough, still works.
3. As for the promotion. One of the most effective means of promotion remains word of mouth. It is worth making friends with the "guest residents" who set the tone for club life.
4. The use of "star personalities" also gives an aura of odiousness to the party. But do not forget about leisure and lifestyle publications, banners on club portals, outdoor advertising (broadcasts) - it all depends on the budget of the proposed event.
5. Now social networks have taken over the lion's share of promoting and attracting parties. Promoters should pay close attention to the pool of friends and the positioning of the party on Facebook, Vkontakte, twitter, my world, look at me, etc.
6. And don't forget about the targeted SMS-mailing with the announcement of the party (according to the club's client base + additionally for the club's target audience).
7. Face-control - should be. Even if the club is completely empty, artificially creating a buzz before entering and feeling chosen also works.
8. It is also necessary to take care of supporting partners with a similar target audience and not diverging in terms of the image component, or, in other words, "sponsors" of your future event. This is the so-called cross-promotion within the framework of one event. This kind of partnership helps the Party to pay off when it comes to alcohol partners, and also becomes very effective when partners are large international brands - which helps to maintain the "status" of the event itself. Finally, the partnership helps attract celebrities to the event. This will provide you with an additional audience, a new platform for posting promotional materials, as well as a free-product from a sponsor for party guests - gifts and surprises are always nice and no one has canceled them.
Other things to consider before writing an event scenario:
- event outdoors or indoors (the need to take into account weather conditions);
- the target audience of the club (age, gender, social status and, if possible, the psychotype of the main "guest" of the club; musical inclinations of the "main guest";
- location or location of the club (how to get to it; parking; traffic);
- the interior and technical capabilities of the site (the possibility of inviting certain musicians to the club, the implementation of bold ideas with all kinds of performances and decorations will depend on this;
- date of the event - do not be lazy and monitor whether major or significant events for the city are planned on this day and will not interfere with gathering the necessary guests in the club (restaurant).
How "creative" and daring a Party script can be, of course, depends on the audience you're targeting. The most difficult thing, with all the creativity and originality of ideas, is to observe that very line so as not to go into the category of vulgarity and inappropriateness. Although, given the trends of Moscow parties, it can be noted that shocking and the absence of any prohibitions and restrictions are still "in trend". Summarizing all of the above, the process of developing and implementing a successful bright and profitable party can be compared, perhaps, with choosing a good "suit" for an appointment with the Queen of England. However, without losing sight of the details of its complexity, this process is very delightful and exciting, and when using the above secrets, your party will certainly be crowned with success.
Text prepared by: Alena Fabiani, Elena Koryakova (99 Francs - Communication Group)
Difficulty level: Difficult
1 step
First you need to decide on a theme for the party. Will it be a holiday, a presentation, a theme or just an incendiary event? Decided? Amazing. For example, I will describe the holiday on February 14, or as they used to call it Valentine's Day.
2 step
So that everything does not break at the most crucial moment, you need to agree in advance with the club. The rental price will vary depending on the rating, time of year and, in fact, on what day you are planning the rental itself. Weekends will be much more expensive, especially in summer. Autumn (October-November) is the off season and any establishment will be happy to host you. Call, insist, but in no case do not beg! Let the administrator think that you are a Messenger of Angels who has come down to raise the club's finances. He has to make concessions to you.
3 step
To attract people's attention, you need a capacious name and catchy advertising. Hang posters and posters all over the city, distribute flyers to passers-by, leave advertisements in stores (with the consent of the manager, of course). Make sure everyone talks about your party! On social networks, create a meeting, invite all your friends, word of mouth will go further.
4 step
To interest people, you need to state the program of the evening: which DJs will play, who is the host, hint that there will be competitions with prizes, organize a show (dance, break, go-go, striptease, fire show, whatever!) The main thing is that people should be interested . Invite DJs (it will be much cheaper if you have familiar DJs, even if they are unknown, there will be such a chip). You can make some talkative classmate who leads KVN or just knows how to make speeches as the host. He himself will be happy with the unexpected gift of fate and will try to bring as many people as possible to the concert so that they look at him, handsome. By the way, this also applies to the speakers you put on the list. It can be a beginner rock/rap/break/beatbox band. Newcomers try to bring a bunch of people to their premiere, which will have a beneficial effect on your payback.
5 step
And now the main thing. Where to get the money for all this? Quite simply: sponsors. Don't be scared, I'm not talking about "daddies" who sponsor girls, but about the most common partners)) This is done like this: print out the contract form (it is advisable to draw it up yourself, indicate all the clauses, agreements, etc.) and forward - by shopping! Choose stores that can afford to allocate 10-15 thousand (depending on the city. In Astrakhan, for example, you can organize a party for 30 thousand, and in Volgodonsk you can meet 15 thousand) offer advertising in return. Banners above the stage, posters around the city (below the note “with the support of the Boltik store”), mention on flyers, advertising from the stage ... It will be better if you have information sponsors, for example, local television or a local radio wave. Then you will need to allocate 3-4 tickets for the live draw. And the ratings are rising, and you will have additional advertising!
- If you responsibly approached this issue and followed the instructions, then your party should go with a bang!!! Be careful with tickets, sell them in advance so that there is no discontent and crowds at the box office. Also mark them with a seal or in any other way so that they cannot be faked! Good luck)
