Here are three ways to connect with fans after an event to maintain a profitable events business.
1. Follow up with emails
Whether you host annual festivals or are managing a venue with regular acts, you’ve always got something in the works to sell to enthusiastic fans post-event. By utilising an email database and an early on-sale strategy, you can capture the feel-good vibes that people have after a live show and use it to sell out your next gig.
Unlike email newsletters from ticketing companies, direct emails from venues, artists, or festivals can cut through the clutter of noisy inboxes because fans already have a relationship established with events and venues they know and love. You can also use the data you have on your attendees to tailor unique communication, segmented on what type of ticket they purchased.
For example, if you run a venue with regular shows, in the days following your event you could target fans with a similar artists coming up based on genre. If you run an annual festival, you could collect registrations for your next pre-sale event, sell merchandise, or even encourage upgrades to higher-tier tickets for your next event.
This strategy sees you build loyalty with music fans and helps you build sales on the experience of your events, rather than relying on artists alone. Festivals using this strategy often sell a large percentage of their tickets before a lineup is even announced.