Things for which you have dedicated a lot of effort and enthusiasm. But once all is ready, it’s then time to fill the event: we want to have the maximum number of attendees, and for this we usually sell tickets. At this point, sales and marketing techniques intersect with the technological factor.
Below you’ll find the steps needed in order to sell the maximum number of tickets with the highest possible profitability:
- Create a great name for your Event: You have to give it an eye-catching title, instead of "Marketing Course", call it "Ninja Marketing"; instead of "Charity Party", try "Summer Party, Limited Edition". Spend some time thinking of a good title. Find an original name, even better if it encompasses the name of your brand with some extra information.
- Choose your ideal cover photo. Arguably, this is the most important part of the event along with the title. If you need to hire a professional to design it, it will be worth it. A good image sells by itself. You can get the image to add all the details of the event, like a flyer. But be careful, don’t overload the image.
- Description of the event. Like the title, it has to be original. You have to make your audience fall in love. When they read the description of the event, they immediately have to think: “I’m going, no questions asked”. For example, instead of saying: "We will learn how to cook healthy dishes with ingredients from the land", you can say: "We will prepare gifts for the senses using the natural resources that are born from this land". Remember this maxim: it is not what you say but how you say it.
- Choose the event date. It seems the easiest part, but making the event on an inconvenient day will ruin all the previous work. You have to take into account the type of event. For example, if it’s a professional seminar or course, a Thursday is usually the most convenient day, whether it’s morning or afternoon. If it's a cooking course, a Saturday morning is a great option. If it’s a party, of course a Friday or Saturday night, although if it’s for students, Thursday night is also used. Everything will depend on what your type of audience is used to. So you have to investigate the tastes and customs of your customer. On the other hand, make sure that some other event that can overshadow you is not held at the same time. For example a concert by a famous singer that can capture your clients.
- Ticket options. Psychology is very influential here: a normal ticket is not the same as a VIP ticket. You can play with endless combinations of tickets to increase sales. For example, in ticket options you can change and use different names of tickets, like "General ticket", "Ticket + consumption", "VIP Ticket", etc. We recommend that you give them simple and short names.
- Select the price. Factor of great importance. The first thing you have to ask yourself is how much are your clients willing to pay for an event like yours. It can be equally bad to make it too expensive or too cheap: the price reflects the quality of your event. Also investigate the price of similar events, what is the purchasing power of your customers, how it works in the city where you are going to celebrate it, etc. Likewise, you can play with prices, it is a way of giving customers options and being able to obtain a greater profit margin. For example:
- General admission: 5 €
- General + 1 drink: 10 €
- General + 1 drink + raffle: 12 €
- VIP ticket: 20 €
Remember not to give too many options, it is all about making it easy for your customers. It is important that the user can also choose the number of tickets they want to buy, being able to select from 1 to 10 for example.
- Platform for ticket sales. Naturally, you’ll need an online platform in which to sell your tickets. There are many on the market. Some things you have to take into account to select the one that suits you best:
- Commissions charged. Make sure to choose a platform with fair fees (take a look at our ticketing platform).
- Friendly user interface.
- Link to social media.
- Lets customers have their tickets on the phone using some app, pdf or QR code.
- It has to give you options to control the sales at any time, as well as edit anything related to the event.
- Promotion channels. Where are you going to promote the event? Ask yourself which channels your customers consume the most: Facebook, Instagram, Youtube, Twitter, etc. In addition, create a strategy, what messages are you going to launch, with what slogan, at what time, video or photo format. Also consider whether you are going to do it: organically, that is, without investing money, only publishing to your followers and by word of mouth, or also investing money in campaigns like Facebook and Instagram Ads.
- Complementary actions to accelerate ticket sales. Some strategic actions that you can use in order to accelerate ticket sales can be:
- Make a contest. Raffle some tickets for your followers on social networks if they tag two friends.
- Early bird. Discount for the first ones to buy the tickets.
- Gift to the first 20 customers that buy a ticket (it can be a drink, an e-book, etc).
- Give away a ticket for the purchase of 2.
So, before you tackle ticket sales consider all of the previously mentioned, plan and devise your strategy and put it into action. Above all, learn from each experience and draw conclusions that you will use to improve in the next event. But we will talk about this in another post.