If increasing ticket sales is front and centre of your list of goals for the year, it’s time to get serious about making your goal a reality. We’ve put together 10 proven tactics to double your ticket sales, along with downloadable guides and articles to help you make it happen.
Free Download: 10 Best Ways to Sell Out Your Event
1. Double your target and break it down
To double your revenue, start by setting your overall target in real numbers. Next, you can work back to create a series of smaller, incremental targets.
For example, if your event currently brings in $12K and you’d like to make $24K, that’s a monthly goal of $2K. And if you host an event every week, you could set a target for $500 per event. This kind of granular roadmap to success has proven effective in focusing your mind.
2. Double down on your most successful channel
Review the numbers and analytics for your last event, assessing which marketing campaigns have been most successful and which ones aren’t producing results. Once you’ve identified your top performing promotional channel, it’s time to rethink your promotional strategy. You may want to increase the frequency of ads on your top performers, or start A/B testing to drive performance.
Another important question to consider is whether the traffic you’re driving to your website is converting to sales. Simple tweaks to your website and checkout design could drive further revenue without the need to increase your marketing budget, by converting more sales from the visitors already on your site.
3. Supercharge your social media ads with automation
You know your potential attendees are out there on Facebook and Instagram, but targeting the right people with the right messages can be expensive and time consuming. Thankfully, you can now automate this process right through Eventbrite with the Paid Social Ads feature.
By activating Paid Social Ads, you can automate A/B testing, get hyper-targeted on the people most likely to buy tickets, and maximise your advertising budget. When Australian rock festival, Under The Southern Stars, trialled the Paid Social Ads feature, they saw their ROI increase by 94% when compared to running their own campaign.
4. Sell tickets everywhere
Event-goers use social media to find events to attend — so this is exactly where you should be selling tickets to boost sales. Particularly if you’re investing in advertising and expanding your reach on social media, selling tickets instantly could be a big boost to your bottom line.
For example, a potential attendee could see your event on Facebook or Instagram, or while streaming a performing artist on a music app like Spotify or YouTube. They can then buy a ticket right there on that site or app, without being redirected to a different page.
Nicolas Jones, Director of Cult Leader (Yah Yahs), has seen pre-sales soar at their venues since selling tickets directly on Facebook. “We’re selling out more shows than ever before,” says Jones. “Our pre-sales have increased by an average of 20-30% per show. This is money in the bank for our venues. It’s been a game-changer.”
5. Increase prices
Nobody loves price increases, but inflation is a fact of life. Most loyal fans will understand and want to support the event.
Don’t rely solely on this method — a 100% price increase is hard to swallow — but a 25% increase might not dampen demand. Set aside some of your new revenue on marketing and improving the event itself, to ensure the experience is worth the extra cost.
If you’re uncomfortable with a general price increase, add an additional ticket option for higher value customers. If your event can offer a VIP experience such as early access, free drinks, or a meet & greet with talent, you could charge a higher rate for premium tickets. Eventbrite research has shown that events including premium tickets in their pricing strategy often drive higher revenues than those without.
6. Create a lower pricing tier
It might sound counter-intuitive, but if your event is leaving tickets unsold, you could increase revenue and ticket sales by taking the opposite approach and adding a lower-tier ticket option.
This could look like a half-day ticket rather than a full day, a digital stream of the event, or restricted access. Your usual attendees and fans may still pay for the full experience, but the cheaper option will attract people who were on the fence.
7. Diversify your audience
A classic way to double ticket sales is to find a way of appealing to a new — but related — audience.
It’s easy to do this without alienating your core audience. Many beer festivals, for example, have successfully incorporated bars with cider and wine — or added a music lineup to attract non-beer drinkers. If your conference is typically limited to members of an organisation, considering allowing non-members to attend.
If your schedule is looking one-dimensional and not inclusive to a wide range of backgrounds, you may also want to diversify your lineup to have broader appeal. Events that feel inclusive are more likely to attract a larger and more diverse crowd.
8. Try street marketing
It may not be the shiny new technology on the block, but street activations can be a surprisingly effective way to sell tickets. Spend an afternoon posting flyers in local coffee shops or stores near the event. If you’re using Eventbrite, you can narrow down the locations of your attendees to find the best spots to target.
Read More: How to use the Analytics tool on Eventbrite
9. Enlist event partners in promotional efforts
Event partners and sponsorships can in themselves increase your event revenue, but done correctly, the right partnerships can also increase ticket sales by extending your reach to new audiences.
Including marketing expectations in partnership agreements can help create a win-win arrangement. Examples include:
- Setting out a budget for sponsored posts or online advertising in sponsorship fees
- Supplying a social media toolkit with branded images and links for partners to use
- Creating co-branded content with vendors and event partners (see what GABS does with their brewers as a great example)
- Providing a special discount code for partners to use with their customers or employees
Read More: Guide to Event Sponsorship
10. Mobilise your existing fan base
Repeat attendees cost less to attract than new ones — and if each person brought another friend to your next event, you would very quickly double your ticket sales.
You can incentivise past attendees to return and bring friends by offering discount codes for them and a friend.
Another way to encourage attendees to rally a crowd it to offer group pricing for your event. This provides an upfront discount when purchasing multiple tickets, incentivising people to lock in their buddies sooner rather than later.
Start increasing your ticket sales today
Not every tactic is right for every event, but if you try even just a few of these methods for increasing ticket sales, and test what works, you’ll be on track to double your event revenues.
When you’re ready to plan out your strategy for the year ahead, Download the Free End of Year Review Template for Events.