Planning strategies for your event ticket sales is quite possibly the hardest and most important aspect to producing an event.
While all events are different and therefore event execution differs from one to the next, proper planning should always be top priority. Give yourself a sufficient amount of time to plan prior to releasing tickets for sale and also give yourself enough time to sell tickets. Often times ticket sales can be sporadic, so give your sales strategies enough time to ride that wave.
Early Bird Sales
Let buyers get a head start on purchasing tickets to your event several weeks before the official release. If you have email subscribers or contact with past event attendees give them first access to your Early Bird priced tickets as a reward or gift. Emphasizing loyalty reward programs such as discounts and advance sales, show your attendees that you appreciate their business. If you’d like to make your Early Bird sales ultra-exclusive, send only email subscribers a promo-code for discount. Let your social media followers know that if they subscribe early, they too will receive special discounts and rewards.
Social Media is a great tool for connecting to event-goers outside of your network, so make sure you connect to pages, events, and groups whenever appropriate. Facebook events allow you to connect your event page directly to your ticketing service, which takes any of the guess work out, from those who come across your event page and want to purchase right away.
When you post about your event on any social platform make sure to:
- Include a direct link to your event ticketing page.
- Include tags to pages, profiles, companies, and artists who are associated with your event for maximum visibility.
- Use clever hashtags (within the 10,000 – 50,000 use range) and make sure to tag the city location for your event.
When posting updates or publishing ads for your event remember to convey urgency in the language you use. While you don’t want to sound demanding, let the public know that tickets could be sold out at any moment, so attendees should “Buy now” or “RSVP” today to avoid missing out.
The scarcity tactic is a very common strategy to use in marketing copy. Event go-ers often need a little push to purchase sooner rather than later, when it could slip their mind.
Give your ambassadors incentives for helping you sell tickets. Ambassadors can be individuals or a partnering company. Using promo-codes, allow others to give ticket price discounts to their followers and subscribers with a unique promo-code created just for their network. Depending on how robust your affiliate network is you may want to give cash incentives on high value tickets, essentially creating an unofficial sales team for your on-going events or workshops.
Events are about bringing people together and it isn’t often that anyone attends an event by themselves. We’re all familiar with the buy 1 get one free tactic, so why not use a similar strategy to boost sales. Create discounts for bulk ticket purchases of 3 or more. Give even bigger discounts for bulk purchases of 5 or 10 tickets in a single transaction. This strategy is especially useful for corporate b2b sales, where the CEO may decide that the event is an educational opportunity for his whole team.
Connect with media outlets or fellow influencers and gift some free tickets as giveaways in contests that they run. Contests are a great way to create hype for your event. Before you put tickets on sale, calculate how many free tickets you’d like to give away to media, influencers, VIPs and others who can organically boost publicity for you either before or after your event.
If you’ve invited media to your event with complimentary tickets, make sure to have a clear understanding of what deliverables you should expect to see following the event i.e. photos, videos, articles, etc.
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