There’s nothing sweeter than hearing the words “sold out.” But it’s not just you and your team who are energised by that simple phrase — your attendees experience serious FOMO (fear of missing out) when they see it on your ticketing page.
So how can you create more opportunities to use that phrase to actually increase your ticket sales? If you use different ticket types throughout your on-sale, each time one ticket sells out your attendees will see those magic words. That will increase the perceived value of attending your event for attendees by showing it’s in high demand.
So what ticket types should you use? Here are seven common event ticket types and why you should use them.
Ticket type #1: General admission
The most common of ticket types is used by almost every event for the bulk of their admissions. This ticket type provides admission to your event without any extras. GA tickets are typically on sale the longest, and usually one of the least expensive of all tickets you offer.
Why use it: General admissions provide a baseline experience for attendees. They also help you convert people who don’t want — or don’t want to pay for — a VIP experience.
Ticket type #2: VIP
VIP packages let you offer attendees the exact experience they’re looking for, at the exact price they’re willing to pay. Premium ticket tiers can help you attract new attendees — and make more money from your current audience. If you have the resources to provide this premium experience, this is the second most important ticket type for driving revenue after GA.
Ticket type #3: Reserved seating
If your event is seated, you can let attendees pick where they want to sit. Reserved seating tickets are also a simple upgrade that can provide big value for attendees wanting to be closer to a performer or speaker at your event.
Why use it: The people who want to be near the action will pay more for the privilege. So if your venue uses seating, you can charge more for the section closest to the performer or stage.
Ticket type #4: Multi-day pass
Does your event take place over many days? Give attendees the power to pick and choose the number they’ll go with a multi-day pass. RFID makes this type of ticket super easy to manage on the logistics side, so you don’t have to worry about the complexity of different variables.
Why use it: A multi-day pass removes barriers to attendance for people by letting them choose which sessions or performances they attend, at the price they’re comfortable with.
Ticket type #5: One-day pass
If your event spans multiple days but not everyone would want to attend every day, a one-day pass lets you to take advantage of interest from people who don’t have the desire to attend. This option lets you give attendees digital or in-person access to your event for one day.
Why use it: Some corporate conferences or multi-day festivals can pose a price challenge or scheduling conflict for interested people. Solve both hurdles with a day pass ticket option, so attendees can join for just the amount of time they’re able to.
Ticket type #6: Early bird discount
Early bird tickets are most often used to give people the largest discount possible on tickets through a predetermined pre-sale period. You get to decide how long the early bird lasts and how much of a discount you want to offer attendees.
Why use it: For loyal fans or potential attendees, an early bird often provides enough of a discount to convince them to save their spot before general admission opens up.
Ticket type #7: Coded discount
Targeted discounts give specific groups of attendees the option to purchase tickets at a reduced price with a special promotional code. It’s a great way to kick off your pre-sale for return attendees, offer last-minute discounts, or partner with vendors to encourage at-event spending.
Why use it: Discounts allow you to woo back past attendees, offer bulk discounts on ticket purchases from specific groups, and put the pressure on recipients to act by a certain date.
Next step: Pricing your tickets to make the most money
Once you decide which tickets you want to offer, the next (and most critical step) is pricing them. There’s no magic number to nail the right ticket price, but there are strategies you can use to get close, outlined in Your Questions Answered: How to Price Your Event