Event Marketing Tips

Give a Compelling Reason to Buy Early

I’m usually not one to recommend discounting, but in this case – it works. Give a discount for early purchase. Make your offer irresistible. Include something extra for the early birds. But put a limit on it. Protect your margin by only giving away your amazing discount to the first x number of buyers.

Selling Tickets Online

When selling tickets online beware of short attention spans and shopping cart abandonment. You “Buy Tickets Now” button must be prominent and easy to find on your website.

Consider how your online checkout process works. If too complicated, users will simply click away – abandoning their cart AFTER clicking buy. Understanding Shopping Cart Abandonment, Forrester Research, May 20, 2010 showed that "Despite improvements in site design and increased consumer comfort with online purchasing, 88% of Web buyers have abandoned an online shopping cart without completing a transaction.

This shopping cart abandonment also leads to “sold out” notices when tickets may not be sold out. To prevent overselling an event, many ticket selling programs hold a ticket after someone clicks on “Buy Now.” If you send out an email promotion, have high traffic at the time the email is sent, and many click to buy, but abandon – some prospective ticket buyers may be left without a ticket.

Radio Promotion

When selling on the radio remember - less is more. You must have one simple call to action. An easy-to-recall web address is usually best. Event marketing guru, Eugene Loj says, “The more details you pass along in your radio advertisement, the less impact and retention.” Consider advertising on talk radio or during a news segment. Listeners are more “tuned in” to talking. When listening to music, listeners tune out talk.

Boost Last-Minute Sales

First, DON’T last-minute price drop. Those who already purchased tickets will not be happy. Instead, go to your email list again. If you’ve only emailed once about the event, that is not enough. Tweak your email and send it again. Vary the wording to appeal to different types of individuals. Your email should be written for your audience, highlight the benefits of the event, and be authentic.

After Your Event

So, you’ve pulled it off! Don’t think your work is done. Send out a survey. Use the valuable information to improve future events. For even better results, divide your email list into prospects, previous customers, and new customers. Your insights will be even more valuable.

For help with your event marketing email terra(at)fletcherfreelance(dot)com today!