You have organised an event. You’ve booked the venue, booked the dj or band and have even distributed fliers and put up posters advertising the event. However, unless you have put efforts into maximising pre-sales, you’ll have very little idea in the before the event how successful your event will be. You may have hoards of people queuing round the corner on the night to buy tickets on the door or your event may flop, leaving you with an empty room, a pissed off dj and a big hole in your pocket. This note seeks to give some ideas about how you can maximise your pre-sales and kick-start your event.
1. Offer incentives to buy early
Unless you event is definitely going to sell out, their should be an incentive for people to buy early. Not many people will buy tickets before hand if they can get in for the same price on the day. A couple of pounds savings or some added extras will give people the incentive they need to buy in advance.
2. List it everywhere with links to tickets
There are loads of free listings websites and you should try and list your event on all the relevant ones. Make sure you include a link to your tickets page so people can click through direct from the listing. You should also contact any websites affiliated with your event and make sure they have the correct ticket links too.
3. Capture and contact your audience
You can collect email addresses from your customers through a ticket sales data, a website sign-up form and asking your customers for their emails at events. Send your customers newsletters only when it’s relevant and interesting to them and always include links to where they can buy their tickets. If you contact them too often they will become frustrated and unsubscribe and you will lose them forever.
4. Build up your fan-base online
Create a Facebook page about your events. Incentivize people to become Fans when contacting them. Offer them the possibility of prizes or ticket discounts if they become Fans. When you have some interesting news, post this via your page and it will appear in you fans news feeds.
5. Find your event online and contribute
People may be talking about your event on forums, or groups of friends may have created event pages about it on a social network for a meetup. Do a quick Google for your event and add links to tickets wherever you find it. This can be very effective as you already have a captive audience. You can also use these channels to publish any exciting news about the event or answer any queries about your event. Bookmark these pages and check back after the event too to see how your customers enjoyed the event.
6. Get some reps
You may know some individuals or societies who attend your events. Arm them with links to share with their friends who might be interested in going. You can track how well their links are doing and reward them with cash or free tickets.
7. Make your website clear
Have something on the home page that directs people to tickets. You don’t want these links to be hidden away as you may miss out on sales and frustrate your customers who are looking to buy tickets.
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