When you collaborate with people who already have trust and reach within an audience, you can significantly increase your event’s visibility and sales.
With Promoters, Shotgun lets you empower trusted partners to promote your event through their own channels, sell tickets on your behalf, and activate their network, while you keep full control from your Smartboard.
A promoter is a person or organization that helps you distribute your event more efficiently by activating their own network. Typical promoters include:
Artists playing at your event
Influencers
Online media, blogs, or Instagram pages
Student associations promoting events within their school
Local partners selling tickets through a physical point of sale
⚠️ A promoter is not a co-host and not a member of your workspace. They have no access to your Smartboard and work exclusively from their own dedicated space in the Promoter Portal 👉 Learn more ⛩️ Promoter's Portal.
Promoter Portal
Create a promoter
To create a promoter:
Log in to your Smartboard
Go to Settings
Open Collaboration > click Promoter Teams
Click Add promoter
1. Choose which events the promoter applies to
You can decide whether the promoter is activated on:
All events (current and future), or
Selected events only
💡 You can update the list of events applied to a promoter at any time. This is useful if the promoter was not activated on all events during creation.
2. Define promotion options
You can enable one or several promotion tools for each promoter.
Tracking link (automatic)
Each promoter receives a custom tracking link for every event they are activated on. This link redirects to the event page and can be shared through their own channels.
💡 One tracking link per event x promoter is automatically generated.
Physical payments (optional)
You can enable a physical point of sale for the promoter. This allows promoters to sell tickets in person and issue tickets directly, so fans do not need to buy online. Accepted payment methods are: cash, check or card payment (via payment terminal).
💡 This is useful for local partners or on-site ticket sales outside Shotgun.
⚠️ Tickets sold via physical payments cannot be resold or transferred.
Promo code (optional)
You can create a unique promo code for each promoter. You can configure:
Discount amount: absolute value or percentage
Maximum tickets per event (optional)
Maximum tickets per customer per event (optional)
The promo code can be used on all events where the promoter is active.
💡 Promo code settings can be edited at any time. If you edit or delete a promo code, historical data remains available for all orders made before the update.
💡 When a customer buys a ticket using a promoter’s tracking link and/or promo code, it is counted as a promoter sale. If the ticket is later resold or transferred, it will still be attributed to the promoter.
3. Enter promoter identity details
Fill in Name & Email address
You can add multiple email addresses if needed. This is useful if you want to create several promoter accounts at once, each with their own tracking link, promo code, and portal access, while keeping the same settings.
💡 These email addresses are used to send access to the Promoter Portal.
4. Review and confirm
Once confirmed, promoters will receive an email invitation to access their Promoter Portal as soon as the event is published.
Monitor promoter performance
You can track tickets sold and revenue generated by promoters in real time.
💡 The same Shotgun fees apply to promoter sales as to regular online sales.
All promoter sales in real time
This view includes all promoter revenue generated, whether they come from tracking links, promo codes or physical point of sale. To access it:
From the Analytics tab
Click Promoter sales
Select the event you want to track
You can also check the detail per ticket type and category.
⚠️ All online revenue generated by promoters is paid to you (the organizer). Shotgun does not automatically split revenue.
⚠️ For physical payments handled outside the platform, payments must be managed directly between the promoter and the organizer.
By tracking link
From the Event dashboard
Click Promote > Tracking links
💡 All tracking links may not be related to promoters. They can also be used for other marketing actions you launch.
By promo code
You can track ticket sales generated through promo codes either for a specific event or across all events.
For a specific event
Open your Event dashboard
Click Promote > Promo codes
Across all events
Open the Marketing tab
Click Promo codes
💡 All promo codes may not be related to promoters. They can also be used for other marketing actions you launch.
Manage your promoter team
You can manage your promoters at any time from: Settings > Promoter Team.
From there, you can edit promoter settings: update event activation per promoter, manage promotion options, and check promoter status.
💡 From the event overview, you can also see how many promoters are currently activated on that event.
Remove a promoter
Click the three-dot menu next to the promoter > Remove promoter > Delete
When a promoter is removed:
They are deactivated from all events
They lose access to sales data, tracking links, promo codes, and points of sale
Historical data remains available in your Smartboard, including:
