Selling tickets for your event can seem like a daunting task, but with some planning and preparation, it doesn’t have to be. Whether you’re organizing a small local event or a large-scale production, you need an effective ticket sales strategy to make sure seats get filled and you achieve your revenue goals. In this comprehensive guide, we’ll walk you through the key steps and considerations for selling tickets to your event successfully.
Set your ticket prices
One of the first things you need to do is determine your ticket pricing. This involves finding the optimal balance between affordability for attendees and profitability for you as the event organizer. Here are some tips for setting your ticket prices:
- Research prices for similar events in your area to get a sense of what’s standard.
- Factor in all your event production costs and aim to at least break even.
- Consider offering tiered pricing levels like general admission, VIP, and premium packages.
- Account for any fees you’ll need to pay for your ticketing platform.
- Make sure your prices align with the positioning and brand image of your event.
- Offer early bird and group discounts to incentivize early sales.
Finding the right price point takes some strategizing. You want the prices to be accessible for your target audience, but also high enough to generate sufficient revenue. Track ticket sales closely, and be ready to tweak prices over time as needed.
Choose your ticketing platform
The ticketing platform you use to sell tickets will significantly impact the customer experience and your ability to manage sales. Here are the main options to consider:
Event-specific platforms
Platforms like Eventbrite and Tickettailor are designed specifically for selling event tickets. They make it easy to set up and customize an event page and integrate seamlessly with payment processing. These platforms also provide robust attendee management and promotion features. The main downside is they take a commission on all ticket sales.
Your own website
You can build and manage ticket sales directly through your event website. This gives you total control over the ticketing process. However, you’ll need to handle all the backend work like payment processing and ticket delivery yourself.
Social media platforms
If you have a large social media following, selling tickets directly on these platforms can help boost visibility. Facebook allows you to create event pages and sell tickets. Instagram and Twitter also have some ticketing capabilities.
E-commerce platforms
If you already have a website based on platforms like WooCommerce or Shopify, you can use their built-in ecommerce functionality to sell tickets. This can be a cost-effective option, though not as full-featured as dedicated event ticketing platforms.
Look for a platform that’s easy to use, mobile-friendly, and suits your budget, brand, and tech capabilities. Be sure to factor in transaction fees when pricing tickets.
Set up your ticketing platform
Once you choose your platform, it’s time to set everything up for selling tickets. Here are the key steps involved:
Build your event page
Your event page is where attendees will go to learn about your event and make their purchase. On your ticketing platform, include all the key details like date, location, schedule, lineup, ticket types and prices, imagery, and descriptive copy.
Configure ticket settings
Configure options like ticket limits, reserved seating, promo codes, and whether tickets will be emailed, available for print/mobile access, or both.
Set up payment processing
Integrate your PayPal account, Stripe, or another payment gateway to accept online payments seamlessly during checkout. Make sure to account for processing fees.
Manage attendee data
The platform should automatically capture essential attendee info like names, emails, and purchase details for your records. Check that data protection measures are in place.
Publish your event page
With everything set up, publish your event page and start sharing the ticketing URL! Test the purchase process thoroughly before launching.
Promote your ticketing page
Now that your ticketing page is live, it’s time to spread the word so people buy tickets! Here are proven promotion tactics:
Leverage social media
Post your event page and ticket links regularly on all your social channels – Facebook, Instagram, Twitter, LinkedIn, etc. Create eye-catching graphics and short video promos to share.
Add a link in your email signature
Include a link to your ticketing page in the signature of all your professional emails.
Send out dedicated emails
Send emails specifically promoting your event and ticketing to your customer mailing list. Tailor the messaging and highlight key info on pricing and dates.
Pitch to local media outlets
Reach out to local newspapers, blogs, event calendars, radio shows, and podcasts to feature your event. Offer complimentary press passes.
Partner with influencers
Collaborate with relevant bloggers and social media influencers to help spread the word to their engaged audiences.
Ask your venue to cross-promote
See if your event venue can help promote by sharing posts or displaying posters onsite leading up to the event.
Use Facebook and Instagram ads
Run paid ads targeted locally to drive traffic directly to your ticketing page.
Optimize ticket sales on event day
Your ticket selling doesn’t stop once the event begins. Here are some final tips for selling more tickets on the actual event day:
- Set up a check-in/ticket desk at the venue where people can get tickets on-site.
- Offer a discounted door price to incentivize last minute purchases.
- Use social media and email the day before and morning of to promote remaining tickets.
- Display signage prominently promoting ticket purchasing.
- Have roving salespeople within the venue selling tickets to guests.
With the right promotion across channels, you can continue driving ticket sales right up until event start. Having a clear door price and on-site sales operation also lets you maximize revenue from walk-up purchases.
Deliver tickets to attendees
Fulfilling ticket purchases promptly helps ensure great customer experiences. Here are some best practices around ticket delivery:
Email e-tickets instantly upon purchase
Most platforms let you automatically email digital tickets to buyers right after checkout. This provides fast and environmentally friendly delivery.
Mail hard copy tickets for a nicer touch
You can optionally mail printed tickets to attendees. This adds a more personal touch, but comes with printing and mailing costs.
Allow for mobile ticket access
Many platforms now let attendees access tickets on their smartphones via text or a mobile app. Offer mobile ticketing for convenience.
Watch out for fraudulent purchases
Use tools like reCAPTCHA and monitor sales carefully to catch any potentially fraudulent mass purchases.
Smooth ticket fulfillment keeps attendees happy and provides them with all the event details they need. Be sure your platform makes it easy to deliver professional, branded tickets via multiple methods.
Accept ticket payments
You’ll want to make it as convenient as possible for attendees to pay for their tickets. Consider these payment tips:
Accept all major credit cards
At minimum, allow purchases via Visa, Mastercard, American Express and Discover cards.
Offer PayPal as a payment option
Many buyers like the convenience and buyer protection of PayPal. Integrate it as a payment method.
Use mobile payment platforms
Consider allowing ticket buyers to pay via Apple Pay, Google Pay or their mobile wallet for faster checkout.
Let buyers pay in installments
Some third-party platforms like Affirm let you offer installment plans to make purchasing more affordable.
Accept payment in multiple currencies
If selling tickets internationally, use a platform that allows payment processing in different currencies.
The easier you make it for attendees to pay, the higher your conversion rates will be. Offer mobile, credit card, PayPal, and global payment options.
Manage and track ticket sales
Careful management of your ticketing process ensures everything runs smoothly for both you and your attendees.
Use your platform’s analytics
Most event ticketing platforms provide detailed sales reports and analytics. Review these regularly to understand sales trends and attendee demographics.
Integrate with accounting software
Sync your ticketing platform sales data with accounting software like QuickBooks to streamline revenue tracking and taxes.
Monitor and update inventory
Keep close tabs on your remaining ticket inventory as sales occur. Adjust pricing and availability as needed.
Send purchase confirmations
Automate purchase confirmation emails that get sent to ticket buyers to ensure they received their order details.
Add customer service channels
Give buyers phone, email, and social media support options in case they have questions or need assistance.
Staying on top of ticketing logistics from start to finish results in an organized, successful event with happy attendees.
Conclusion
Selling tickets provides critical revenue and attendee management functions for your event. By choosing the right platform, promoting effectively, offering convenient payment options, and closely tracking sales, you can execute a ticketing strategy that drives profits and creates an excellent attendee experience. With strategic planning, clear processes, and strong organization, you’ll be equipped to sell tickets that fill every seat.