In addition to free events such as staff outings, business days and customer events, more and more companies also organize paid events such as seminars, congresses or network meetings. Organizing a paid event means selling tickets. For this, you must not only be able to organize well but also get started with the marketing surrounding the event. With the help of these 7 tips, your event is now sold out at lightning speed!
1. Start with a solid foundation
Why are you organizing the event? In other words: what is the purpose of the event for you as an organizer? And who is the ideal visitor then? What then is the purpose of that visitor to visit the event? And what should the visitor do, think or feel after the event?
By starting with event marketing (the way events fit within the marketing mix, thinking about objectives and return of the event, you lay the foundation of the event. Small side notes: event marketing is often confused with the marketing of an event. How do you market the event? How can you sell as many tickets as possible?
2. Avoid too generic content
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I hear you think 'no generic content, we know that well', but do you really do this? Do you have 100 percent clarity about who the ideal visitor is and what content he or she is waiting for? You do not want to know how often I get 'men and women between 20 and 60 years old' as an answer to the question for whom an event is being organized.
A too generic target group means too generic content. That generic content then ensures that nobody really resonates. Just consider: the more specific you feel attracted by content, the quicker you are inclined to want to know more about it, right? So on the basis of the foundation from the first tip you know exactly who your target group is and based on that you can get started with suitable content.
3. Use a content long list and calendar
Customized content, but what kind of content? Take a good seat for at least an hour and draw up a content long list. What is fun and valuable content around the subject of the event that the target group is waiting for? Write everything that comes to mind without prioritizing. Here are some suggestions when it comes to content types:
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You can then create a good content calendar based on such a content longlist. Divide the content from the longlist over the desired channels so that you know exactly what will be online when and from week to week.
4. 1 promotional vs. 4 valuable posts
Marketing around an event often goes one of these two ways:
The too promotional side. Organizers who are only busy with sales. The promotional posts and promotions are flying around you. They only share content that is about ticket sales. Potential visitors then have absolutely no idea what the event is about at all.
The too modest side. Organizers who quickly feel that they are too dramatic. They share a lot of valuable posts but don't tell potential visitors often enough that they can buy tickets for the event.
Make sure you find a middle ground. I always recommend setting up four valuable posts for each promotional post. And then not write an incredibly valuable post and then still try to sell tickets for the event at the bottom. Then that valuable mail immediately feels a lot less valuable.
Read more: Best way to sell tickets online
5. Start the marketing 6 weeks in advance 'pass' or 'already'
Some companies already start selling their tickets five months in advance. The tension of the target group is simply not large enough to hear about a certain event for five months. In addition, you as an organizer do not have enough content or time to maintain that for so long.
Other companies, on the other hand, only start selling tickets two weeks in advance. That is a bit late again. By the time the marketing machine finally gets underway, the event has already ended.
As is the case with theater marketing, I always recommend opening ticket sales six weeks in advance and starting marketing. Not too long, not too short. That means that before that time the entire marketing campaign is ready and scheduled so that you can use the full six weeks.
6. Use an early booking discount
You have a clear picture of the objectives and the target group, you have a nice content calendar bomb full of valuable content and ticket sales have started. Why are few tickets sold yet?
Many people decide at the very last moment whether they go to an event. You can tackle this by offering an early booking discount. We are and remain Dutch, so the discount is really the best incentive. Make sure it is more than a tenner. Reward those early birds well. You can insert this in three ways.
OP = OP
You decide how many cards you give away with an early booking discount and communicate OP = OP!
You clearly state that Earlybird tickets are available until a certain day. The risk is that a lot of tickets are sold for that price.
Available until ... but, UP = UP
A combination of the above. I always advise organizers to put it this way. You keep it in the middle. If the ticket sales go fast, you will not meet that date and they will be up sooner. If it doesn't go fast enough, you always have that deadline. Please note: it is important that you as an organizer keep your word and do not sell tickets for the early booking price after the expired date. Then the early bookers feel cheated.
For example, how many tickets you make available for early bookers can be determined by your budget for the event.
7. Bet on 'pain, medicine, fine'
One of the most important tips when it comes to a good event marketing strategy: pain, medicine, fine. Huh? I explain it:
No pain, no gain. Those who want more leads will have to go to a network meeting. Those who want more motivated staff will have to attend a seminar on leadership. Do you get it? Your target group is in pain and is prepared to invest heavily in it to have it removed during your event. Then it is important to talk to them about that pain. Don't be afraid to press on that bruise.
Your event is medicine. Make sure you share enough about the content of the event. What can they expect? What will ensure that their pain is removed?
An important step that is often forgotten: what is the result after taking the medicine? What is the effect of attending the event? Make this as concrete as possible. The more concrete you can formulate this, the more tickets you sell. Avoid abstract terms such as 'lifting to a higher level' and 'getting closer to yourself'. Because what does it actually bring me to get closer to myself?
Are you going to get started with one or more of the above tips to sell more tickets for an event? Good luck! Off to a sold-out event.