If you are creating an event, it doesn't matter if it's a small concert, a cooking class or an excursion, depending on each sector and type of client, there are a multitude of tasks and details to consider.
We've been planning everything since long time ago. There is no detail we haven't though about. The event will be amazing and everybody will love it! Everybody? Is the people actually coming? We cannot force them to come, but maybe we could "show them the path to smoothly arrive to our event".
It is time to fill up the event, we want the maximum number of attendees, don't we? It means, we want to sell as much tickets as possible!
At this point, sales and marketing techniques intersect and take advantage of technological factors. Let's have a look at some tips to follow in order to make the people to want to come to our event and, of course, gain a good profitability:
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.
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.
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 doubt”. For example, instead of saying: "We will learn how to cook healthy dishes with local farmer ingredients", you can say instead: "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.
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. Let's see some examples:
Everything will depend on what type of audience you are targeting to. So you have to investigate the tastes and customs of your potential customers. On the other hand, make sure that some other events that could overshadow yours is not held at the same time, such as a concert by a famous singer that can capture your clients.
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 giving some features to each one created. We recommend that you give them simple and short names.
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, applying a good range price is a good way of reaching a wider amount of potential attendees and of obtaining a greater profit margin. For example:
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.
Naturally, you’ll need an online platform in which to sell your tickets. There are many on the market. Some of the stuff you should have to take into account to select the one that suits you best are:
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 by investing money in campaigns like Facebook or Google Ads.
Some strategic actions that you can use in order to accelerate ticket sales can be:
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.