Selling tickets for your event can seem daunting, but with some planning and preparation, it can be a smooth process. The key is having the right ticket selling strategy in place early on to ensure your event’s success. In this comprehensive guide, we will walk through everything you need to know to effectively sell tickets and promote your event.
Do Your Research
The first step is understanding your event marketplace. Do research on comparable events to see what ticket prices and sales strategies have worked well for them. Look at factors like event size, target audience, and the type of event. This will help you set realistic sales goals and price your tickets appropriately. Consider surveying your target audience to gauge what ticket prices they consider reasonable.
You also need to research different ticket selling platforms. Look into options like Eventbrite, Ticketleap, Ticketfly, Showclix, and others. Compare features like fees, integration options, and promotional capabilities. Choosing the right platform is crucial for seamlessly selling tickets.
Set Your Ticket Pricing
Your ticket pricing should take into account your event expenses such as venue, equipment rentals, marketing costs, staffing, insurance and more. Include different ticket tiers like VIP or student pricing to provide options. Offer early bird pricing to incentivize sales. Be sure to account for any platform fees too.
Ticket Type | Price |
---|---|
General Admission | $20 |
VIP | $40 |
Student | $15 |
Having achievable sales minimums for each tier will help your budgeting and determining if the event can be profitable at different sales volumes.
Setting Up Your Tickets
Once you choose your platform, set up your event and input your ticket details. Most platforms allow you to customize ticket name, description, quantity available, prices, sales timelines, promo codes, and more.
You can make tickets physical print-outs, email confirmations, or mobile passes. Consider your audience and what ticket format would work best. Mobile passes reduce costs and environmental waste.
Be sure to include pertinent event details, branding, maps, schedules, and contact information on the tickets. This helps communicate key event information to attendees.
Promote Across Multiple Channels
Spreading awareness about your event across different promotional channels is key for sales. Start promoting as early as possible.
Email marketing is one of the most effective channels. Segment your emails lists by interested contacts, previous attendees, social followers and more. Craft targeted emails with relevant subject lines, appealing graphics, and clear calls-to-action.
Social media is essential for modern event promotion. Create event pages and run ads on platforms like Facebook, Instagram, and Twitter. Post interesting content leading up to the event to generate organic buzz.
Use promotional tools on your ticketing platform like coupon codes and referral programs. Reach out to relevant media contacts about featuring your event.
Distribute print materials like posters and flyers in your area. The broader your promotions, the more ticket sales opportunities.
Analyze and Optimize
Continuously analyze your ticket sales data throughout your promotions. Look at metrics like sales volumes for each channel, promotional code efficiencies, daily/weekly sales trends, and audience engagement levels.
This will pinpoint what’s working well and what needs optimization. Double down on high-performing channels and tweak underperforming areas. Use analytics to create data-driven optimizations to sell more tickets.
Preparing for Sales
Proper planning and preparation are crucial for executing successful ticket sales. Here are some key steps to take:
Secure Your Venue
Finalize your event venue agreement to ensure you have a definite place locked in. Review venue capacity and seating limitations which will impact how many tickets you can sell. Enlist their marketing help if available.
Build Your Website
Your event website is often the first touchpoint for potential attendees. It should have all the key event details, ticket purchasing links, FAQs, and contact info. Ensure it is mobile-friendly with easy navigation.
Get Your Team in Place
Having key team members like designers, marketers, organizers, and customer service reps will allow you to divide up and conquer all the pre-event work. Clear up bandwidths and responsibilities.
Create Sales Timelines
Map out your target ticket sales milestones over the weeks/months leading up to the event. Track both sales revenues and volume goals. Align your promotions and marketing efforts to hit these targets. Stay agile to adjust timelines if needed.
Establish Sales Channels
Determine what primary sales channels you will leverage such as your website, ticketing platforms, box office, consignment outlets, etc. Ensure they can handle your expected sales volume and have proper security. Have backup channels in place as well.
Plan Your Promotions
Map out an advance promotions calendar to maximize awareness at strategic intervals. Identify key dates for announcements, special offers, ads, email blasts, social campaigns and more. Promotions will fuel your sales.
Phase | Promotions | Timeline |
---|---|---|
Announcement | Email list notification Social media event pages | 3 months out |
Early Bird | Discounted pricing Email blast Social ads | 2 months out |
Advance | Contests Referral rewards Featured press | 1 month out |
Final Push | Countdown emails Social buzz Push notifications | 2 weeks out |
Executing Your Sales Strategy
When your event marketing machine is in full motion, you need to execute sales smoothly. Here are some tips:
Open Sales Channels
Make sure all your selected sales channels are open and ready per your timelines. Test them thoroughly. Assign reps to handle customer questions and issues quickly.
Remove Friction in Buying Process
Your website and ticketing platforms should have simple, fast checkout processes. Allow multiple payment options and mobile compatibility. Minimal steps will increase conversions.
Monitor Inventory Closely
Keep close tabs on how many tickets are left for each tier. Disable or pause sales of sold out ticket types. Discuss options with your venue if demand exceeds capacity.
Create Urgency with Countdowns
Displaying “only X tickets left” or “sale ends in X days” calls-to-action on your channels fuels ticket purchases by creating urgency. Just be sure to stop sales at the deadline.
Upsell When Possible
Once customers purchase a ticket, upsell opportunities like VIP add-ons, merchandise bundles, or donations can generate more revenue. Just keep upsells relevant and impactful.
Offer Payment Plans
Installment payment plans allow customers to pay for tickets over multiple months. This can increase affordability, especially for higher-priced events. Just ensure you get full payment before event dates.
Provide Order Confirmations
Instantly send confirmation emails and mobile tickets/passes to provide assurance and event details. Share links for items like parking passes and accommodation discounts.
Remind Attendees to Share
With each ticket sale, promote sharing event info with friends and social followers. This can amplify your promotions and drive further sales.
Driving Sales During the Event
You can still drive ticket sales even when your event is underway. Here are some approaches:
Offer Discounted Door Pricing
If capacity allows, sell tickets at a discount at the door to drive last minute sales. You can also offer seat upgrades to generate more revenue from attendees.
Work the Registration/Check-in Lines
Have staff promote upcoming show times and ticket availability to guests waiting in lines. Capture emails for future marketing.
Share Photos and Videos
Let your social followers share in the event excitement by posting engaging photos/videos. This FOMO can entice last minute ticket buyers.
Have a Visible Box Office Presence
Have box office reps actively engage with attendees about show times, pricing, and seating options. Make purchasing simple and convenient.
Cross-Promote Your Offerings
Utilize cross-promotions for your current event with your next event, especially if in the same venue. Offer special pricing for returning early.
Keep Website and Social Current
Update your online channels in real-time with status updates, pricing, and calls-to-action so you don’t miss any sales opportunities.
Post-Event Follow Up
Your ticket sales process shouldn’t end when your event is over. Important follow-ups include:
Send Surveys
Ask attendees for feedback on their experience, preferences and pricing. This provides insights to improve future events. Offer incentives to increase participation.
Review Data and Metrics
Analyze all your ticket sales data, volumes, channels, promotions, etc. Identify your most effective strategies to optimize for future events.
Issue Refunds
Process any qualified refunds promptly per your policies. The faster you can close these out the better.
Announce Future Events
If you have more events planned, announce dates along with special pre-sale offers to capitalize on buzz. This kicks off your next sales cycle.
Thank Sponsors and Partners
Recognize event sponsors and partners with thanks and metrics on value delivered. Maintaining these relationships is key for future events.
Recognize Staff
Show appreciation for staff that made your event possible. Highlight top performers that drove ticket sales and operational success.
Conclusion
Selling tickets for your event involves thoughtful preparation, solid marketing execution, and diligent follow-up. Define your sales strategy early, promote across multiple channels, monitor data frequently, and continuously optimize efforts. Providing a quality event experience will lead to satisfied attendees and pave the way for future ticket sales. With robust planning and innovative promotions, you can fully capitalize on your event’s revenue potential.