Thursday, 10 September 2015

The best ways to sell event tickets

There is no single best way to sell tickets for your events. It all depends on the type of event you are running and the preferences of your audience. For example, some people prefer to buy tickets via their mobile whereas others prefer purchasing tickets through your website or social media dedicated app. Of course there are still people who prefer purchasing tickets in person from a ticket office at your venue on the day.

Whatever channel you choose to sell your tickets on should be easy to use, both for you and your attendees. Some event organisers choose to have different prices on different channels for the same event in order to ensure maximum tickets sold. Although this tactic can be practical, it may cause disappointment for customers if they end up paying more because they are not on, for example, Facebook or they just prefer to buy their tickets at your venue.

You can argue about the costs that may occur to you but consider the event experience you will create for your customers and prospects, which can have a positive impact on sales.

People buying tickets before the event think about the value they will get. Therefore it is important to meet their expectations through assuring them by facts and evidence; one strong reason why they should attend your event.

With the increasing popularity of social media amongst people and businesses alike, it is important to use social media to promote your events and engage with your attendees and partners. One effective way of doing that is capturing your attendees Twitter handle and Instagram ID during the sales process as well as displaying tweets and images about your event on screens around your venue. You can even share information about your next events and promote early bird tickets during an existing event.

You should aim to divide your effort into 3 different phases:
  • Pre-event
  • During event
  • Post event


Pre-event activities help you raise awareness and generate interest which can increase sign ups and sales. During this phase, you as an event organiser can learn a lot about your prospects which will help you maximise impact during your event.

During event

Knowing your audience during your event helps you increase interaction. Having technology that enables you to moderate conversations and display relevant and appropriate tweets and images during your event is proved to improve brand engagement and word of mouth in favour of reputation for the event.

Visualising social media content would give your attendees more reason and motivation to share their thoughts on social media. This not only helps you get more exposure for your existing event but also puts you at the forefront of people's minds for your future events. This is what is in it for you, but there is something in it for your attendees too, they can position themselves as thought leaders and influencers.

Post event

At the post event stage you evaluate the ROI and the impact of your event. When you have established the impact your event had, you may decide to share your findings with bloggers and journalists who are likely to be interested in what you achieved. This third and final phase is as important as the previous two phases because you will show your attendees that you delivered on your promises and encourage further interaction with your content. This can lead to more inquiries and tickets sales when you launch your next event.

In order to provide such data, you need to use software that enables you to:
  • create branded screens in line with your branding guidelines
  • manage and moderate conversations in real time before being displayed
  • manage reputation
  • make announcements whenever needed
  • schedule content including images and videos
  • give more exposure to your sponsors
  • sell advertising space
  • run competitions
  • run Q&A sessions and even polls
At the end, you may not need to spend a lot of money on marketing and advertising to sell more tickets next time but, you will definitely need to spend more time and resources to create valuable and meaningful experiences.

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