1.
6 ticketing
strategies to boost
event ticket sales

2.
So you have more than a handful
of tickets that have to be sold for
that upcoming event.

3.
Unless your company is a
household name, don’t exactly
expect tickets to be in high
demand.

4.
Nevertheless, it’s still very much
possible to sell all or most of your
tickets if you work smarter and
not harder.

5.
Here are 5 ways to be strategic
and make it worthwhile for your
potential attendees to buy a ticket.

6.
1
EARLY BIRD SALE

7.
Products typically sell better when
they’re released to a select few
several weeks before the official
release to the rest of the public.

8.
You can do the same for your
event. Surely, you have customers
who are members of your loyalty
program, or at the very least
repeat consumers or service
subscribers.

9.
Reward these people by giving
them the chance to secure their
tickets early and at a discount
price.

10.
Emphasize that this is a thank you
gift for their loyalty. Early bird
tickets can also be offered to
those who attended your previous
event.

11.
The offer should be included in an
email newsletter sent ONLY to
those who you’re extending the
offer to. There should be a link
where they can RSVP and pay for
their discounted ticket.

12.
2
CONVEY URGENCY

13.
The language you use in your
event page and ads can influence
sales.

14.
While you should be careful not to
be too promotional, you should
make it known that tickets can be
sold out at any moment.

15.
This is known as the scarcity
tactic and is a common strategy
in a marketer’s playbook.

16.
Basically, your ads and event page
should include language like:
Last chance to reserve your ticket before they’re all
gone
Act now before they’re all sold out
Act now because ticket availability is not
guaranteed
Tickets are selling fast, so don’t procrastinate and
secure your spot right now

17.
3
SELL TICKETS
AT THE DOOR

18.
Provided that tickets haven’t sold
out by event day, allow stragglers
the opportunity to purchase
tickets at the door.

19.
The day before the event,
announce that X number of tickets
remain and will be up for sale at
the door.

20.
Also make it known that the
tickets will be sold at a higher
price.

21.
The higher fee isn’t to penalize
last minute attendees but rather
to encourage people to buy their
tickets as soon as possible.

22.
Selling the remaining tickets at a
higher price should also help you
earn some additional revenue and
part with tickets that otherwise
would not be used.

23.
4
INCLUDE
PROMOTIONAL
OFFERS

24.
Once the regular sales open to the
general public, provide some form
of limited-time only incentive.

25.
Whatever the incentive is, it
should not be equal or greater
than the discount provided to
your early bird customers.

26.
You don’t want your VIP
customers feeling like general
members are getting the same
benefit that was only supposed to
be exclusive to them.

27.
In other words, if early bird
members got a 30% discount,
then the promotional offer can be
something like 20% off the ticket
price for ticket purchases made
the first week or two when sales
open to the general audience.

28.
You can also include second-
chance promotional offers. The
first promotional offer holds good
only for the first week and offers a
20% discount.

29.
The second week of sales
provides a 10% discount. By the
third week and beyond, tickets
will return to the usual price.

30.
5
PROVIDE DISCOUNTS
FOR BULK TICKET
PURCHASES

31.
Hardly anyone attend events by
themselves. Events are so much
more fun when you bring along a
posse of friends and relatives.

32.
In fact, you should encourage
attendees to do just that by
offering incentives for tickets
purchased by the quantity.

33.
Perhaps attendees can get a
discount if they buy at least three
tickets and an even bigger
savings if they purchase five or
more.

34.
Make it known that the event is
family-friendly to encourage
group attendance. If your event
caters to a B2B audience, then
encourage attendees to invite
fellow staff members.

35.
There can even be exclusive
offers for companies you have
done business with. Invite them
and their faculty members to
attend at discounted prices.

36.
6
GIVE TICKETS AWAY
AS INCENTIVES FOR
OTHER PURCHASES

37.
Instead of including incentives for
buying a ticket, the ticket itself
can be the incentive.

38.
Perhaps you can give tickets away
for customers who make an X
amount of purchase of a company
product or service.

39.
As with promotional and bulk
purchase offers, provide different
tiers of incentives.

40.
Giving tickets away as an
incentive is a good tactic if you
are getting closer to the event
and you still have more unsold
tickets than anticipated.

41.
If you can’t sell these last minute
tickets, then use them as bonus
offerings to fuel other company
purchases.

42.
BE OPEN TO NEW
SALES APPROACHES

43.
Your tickets may not exactly be a
hot commodity in the beginning.

44.
However, if you employ the right
sales technique, then there is no
reason why you shouldn’t be able
to get the sales numbers up.

45.
When you give people a reason to
buy a ticket, then you’ll acquire a
few favorable responses from
people here and there.

46.
DOWNLOAD
FREE EBOOK
This 30-page ebook is packed with tips and
tools to help you plan and market your event
like a pro in no time.

47.
Suling Wong
Produced by
Dan McCarthy
Guest article by

48.
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