Running a Promoter Page
A promoter page is the busiest of the three public page types. Events belong to it, ticket money is paid into its account, and it is usually the page your colleagues get added to. If you manage only one page on Sway, this is the one.
This is a map, not a manual. It puts the screens in the order the work actually happens and points at the page that describes each one properly.
If you have no promoter page yet, start with Create a Promoter Page, or claim the existing one if somebody has already credited you on an event.
The order the work happens
- Connect payouts, before anything is announced.
- Create the event, build its line-up, price its tickets, publish it.
- Tell people, then read what they did.
A plan, a team, a custom URL and verification can all wait until one of those three needs them.
1. Connect payouts
Sway never holds your money. A buyer pays your own Stripe account, and that account is attached to the promoter page, not to the event and not to you.
Open your page, then Settings → Payouts, and press Connect this page to Stripe. When you come back, the tab says where the account stands (Ready to take payments once Stripe is done) above three separate indicators: Details submitted, Charges enabled and Payouts enabled. The middle one is what selling requires. The full walkthrough is in Connect Payouts.
2. Create events
Events are not rows in the promoter sidebar. They live under Manage pages → Events, and each one opens a sidebar of its own. When you create one you choose which promoter organises it, and that single choice decides the payout account, the plan the event inherits and who on your team can see it.
| To do this | Go to |
|---|---|
| Set up the event and its dates | Create an Event |
| Add the artists and build the timetable | Line-Up |
| Build, price and sell tickets | Selling Tickets |
| Put it live | Publishing |
3. Reach your audience
Seven screens sit under Marketing and Analytics in the promoter sidebar: three that send something (Email Marketing, Notifications, News), three that report what people did (Insights, CRM, Boosts), and one that asks them questions (Forms). All seven work on people already attached to the page: followers, buyers and presale registrants. What each of them reaches, and which permission opens it, is laid out in Reach Your Audience.
CRM is the one worth knowing about early, because it is the only screen in this group a promoter has and an artist or venue page does not. Nobody fills it in: it builds itself from ticket sales, from follows, from people marking themselves interested, and from presale registrations. It needs a Starter plan.
Every row in the sidebar
Row by row, in the order the rail draws them, with what it takes to open each one:
| Sidebar row | Category | What opens it | Where it is described |
|---|---|---|---|
| Dashboard | General | Nothing, it is always open | Read-only, and covered below |
| Settings | General | A permission | Page Settings |
| Drive | General | A permission | Drive |
| Subscription | General | A permission | Plans and Billing |
| Boosts | Analytics | Nothing, it is always open | Boosts |
| Insights | Analytics | A permission | Insights |
| Email Marketing | Marketing | A permission | Email Campaigns |
| Forms | Marketing | A permission | Forms |
| CRM | Marketing | A permission and Starter | CRM |
| Notifications | Marketing | A permission | Push Notifications |
| News | Marketing | A permission | News |
| Permissions | Access | A permission | Team and Permissions |
Payouts is not a row. It is a tab of Settings, which is where people most often go looking for it.
What the Dashboard tells you
Dashboard is the screen you land on, headed Promoter Dashboard, and it writes nothing. Its header carries one button, Boost this page, which leaves the admin for the public boost page. Settings is not repeated there: it is the row under Dashboard in the rail, and a tile of Quick navigation.
From top to bottom:
- The page card: your logo, the name, a Verified chip when Sway has verified the page, and the plan the page is on. With no logo, the picture slot is dashed and opens Settings. While an event is coming, the right of the card counts the days to the next event.
- Four figures. Followers opens Insights, where the count has its trend and its curve. Upcoming jumps to the list of upcoming events further down, with the date of the next one under it. Tickets sold and Revenue add up every event of the promoter, all time, and Revenue is the net you keep, Sway's service fees excluded. Without the analytics permission these two read Not shared; when their request fails they read Unavailable. A figure only links to a screen you are allowed to open: without the analytics permission, Followers is plain text rather than a way into a locked Insights.
- Next steps, only while something is missing, one row each: Connect payouts when no Stripe account is attached (checked for people who can edit the settings), Add a picture, Write a description, Create your first event while the promoter has none, and Upgrade the plan while the page is on Basic. Each row opens the screen that fixes it. With nothing missing, the block is gone.
- Upcoming events: the next five, each with its date in the event's own timezone and a Published or Unpublished badge. With none, a dashed row reading No upcoming event. Create the next one. opens the guided event setup.
- About: the description, or a dashed row that opens Settings to write one.
- Overview, the Last 30 days of your public page: Page views, the Top traffic source and, when the page has one, the clicks on its Custom URL. Full insights opens Insights. Without the analytics permission the card says Analytics are not shared with you instead of showing zeros.
- On the right, Follower growth over the same 30 days, Activity (how many events, artists and venues the promoter has put together) and Quick navigation, with tiles for Settings, Insights, Boosts, Email Marketing, CRM and Permissions.
What only a promoter has
Beyond the CRM row, two things on Settings are specific to this type:
- Sale alerts is a promoter-only tab. It sets how you are told about a ticket sale: a grouped digest at a chosen interval or one message per sale.
- Resident Artists sits on the Main tab, next to Genres, and links the artists you programme regularly to the page. The Add artist panel searches every artist on Sway. Like genres, the list is saved with the rest of the tab, and Discard undoes a change you have not saved.
Partners, the sponsor logo wall, is shared with venue pages. External Links works the same way as on an artist page, with one extra field, Website, at the end of the Social card. Every link filled in shows as a button on the public promoter page, Facebook aside: the public page does not show a Facebook button. All of it is described tab by tab in Page Settings.
Your team is per page
Somebody added to your promoter page has no access at all to your artist page, and each person carries a list of individual permissions rather than a rank. The Permissions row is where you grant them, and it also carries the banners for crew invitations and event co-organizer invitations. See Team and Permissions.