Depending on the arrangement, they may also handle security, ticket sales, event admission (door policies), decorations, and booking of other entertainers.
Historically, promotion has been a cottage industry, with companies operated by one or several well-connected charismatic individuals, often working part-time.
In addition there are many accounting complexities to manage, particularly for large events: revenue, expenses, and oversight of parking, coat checks, concession vendor sales (e.g., CDs and t-shirts), box office so-called "convenience fees", in kind trades, promotional give-away items used to lure guests (e.g., free drinks), costs for insurance, cleaning staff, and so on.
Because nightclubs are often associated with drug and alcohol consumption, rowdiness, and other late-night behavior, promoters may become entangled in various criminal disputes as well.
The most direct are guerrilla marketing techniques such as plastering posters on outdoor walls, flyposting, and distributing handbills on windows of cars parked in entertainment districts.
The role of the image promoter is to bring celebrities or fashion models to high end venues and host them at a VIP table.
In order to entice models and celebrities to come to the venue, the image promoter is provided with a VIP table and complementary alcohol.