Audience Republic spoke to a host of event professionals to find out how they maximize ticket sales.
Here, in the third of a series of blogs collating those insights, is a selection of their answers…
“You’d be shocked at how ‘buy tickets’ versus ‘find tickets’ – something as small as that – can make a massive difference in terms of how many people will buy.
“‘Find tickets’ tends to work a little more strongly, the caveat there is it's about expectation. And so it actually performs better when there are more steps, when they actually have to do the searching.
“‘Buy tickets’ sets the expectation that it’s just a simple process – I can just buy now. If it's a soft ticket kind of thing, ‘buy tickets’ tends to work more strongly.
“But test. It's going to be different for every event.”
Read Brian's full interview here.
“One of the things that we encourage partners to do is advertise the scarcity of Premium. Almost always your VIP is going to sell out first, depending on how much quantity you have. And we're seeing in this market, the talk of recession aside, there's no let-up in demand for Premium.
“So Premium is a really big lever to use. Any time there's an opportunity to communicate scarcity, we really encourage partners to do that.”
Read Jesse's full interview here.
Read more: Tips For Maximizing Ticket Sales, Part One
“You still want to be visible. In those moments, you are focusing on the two first phases of the funnel. It’s very valuable to generate interest in this moment, because a lot of other advertisers don't advertise or focus on this moment. So sometimes it's even cheaper to be visible in this period.
“In these dead moments you really want to focus more on being visible… growing your community. Focus a bit more on the two phases of the funnel, build up your retargeting audiences, and use those audiences when you start to sell your first phase tickets.”
Read Etienne's full interview here.
“From the get-go of the campaigns we make sure that counting down to the event is a big one, through email marketing, through social media, as well as our dark ads messaging and retargeting. Making sure that those people who may be on the fence understand that you need to make your decision soon.
“And particularly when tickets are selling really fast. That's always really important for us to communicate with them.
“At Beyond The Valley the camping sold out within a week this year, and Pitch [Music and Arts Festival] sold out two years in a row now, and from the start of the campaign that's really important to communicate so they understand that waiting on a decision might mean you miss out.”
Read Steph's full interview here.
Read more: Tips For Maximizing Ticket Sales, Part Two
“Times right now are tough for a lot of people. Ticket sales in general are slower than what they used to be.
“So we've found that increasing our marketing campaigns to run longer keeps those ticket sales going. [Previously] we focused just on the presale and the onsale and then stopped completely, and then we would keep a certain amount of the allocated budget aside and do a run home push three weeks out from the event. And that was it.
“But the problem with doing that these days is if you don't stay in people's feeds, or you're not marketing to people throughout the duration to show day, ticket sales tend to stop or they slow down significantly.
“So our goal is to remain engaged with our audience – whether it's paid or organic – to keep ticket sales ticking along through the entire duration until show day.”
Read Hasan's full interview here.
To learn more about how you could be selling more tickets to your event, speak to our team today.
