In the world of event marketing, selling tickets online is a must. Even before the global pandemic began, online ticket sales had become the norm, with people preferring to purchase their tickets on their smartphone or laptop rather than in person. Selling tickets online has opened up several opportunities for event promoters, if they know how to do it right. Ismail Sirdah is based in Atlanta, Georgia, and is the owner and founder of Lulu Promotions, the largest promotion company within the Spanish and Latino market place in Atlanta. He provides his top five tips for selling tickets online in 2020.
Sell Tickets on Mobile
First, Ismail Sirdah recommends making your tickets available for purchase on mobile. Last year, smartphones were ranked number one among devices used for online shopping. You still want to have a desktop website for potential attendees to visit, but you should also be creating a site that smartphone users can use. Typically, in order to take advantage of this lucrative opportunity, all you need to do is optimize your event website for mobile versus creating an entirely new webpage. If you do this, your online ticket sales will likely increase, possibly significantly. However, one word of caution for those event promoters who haven’t sold tickets through mobile before: Make sure your ticketing software can register sales through all channels in real time.
Segmented Email Marketing
Another tip for driving online ticket sales is to send segmented email blasts. Email marketing is critical to event promotion; however, it’s important to have a strategy behind it. Ismail Sirdah recommends segmenting your audience to ensure that the most relevant information is sent to each person on your contact list. This kind of strategic targeting via email can boost ticket sales immensely. When segmenting your email marketing campaigns, remember to test out different formats, offers, and subject lines. Then, check the email marketing software you use to see which email you sent received the most opens or clicks.
Early Bird Registration
According to Ismail Sirdah of Lulu Promotions, one of the best ways to incentivize people to buy a ticket to your event is by creating a special early bird registration price. This makes the ticket appear more valuable to event-goers. Sirdah recommends that all event promoters set a strict start and end date for the early bird promotion, accompanied by a countdown which provides a sense of urgency. Anyone that was already planning on buying a ticket will be motivated to buy theirs sooners and as all event promoters know, the earlier tickets are sold the better. Further, an early bird registration promotion may also inspire a sense of fear in a potential attendee that if they don’t buy their ticket now, the event will become sold out. Overall, creating an early bird promotion is another way to improve online ticket sales.
Social Media Contests
Another great way to sell tickets online is by holding a contest on social media. Contests on social media platforms like Instagram or Facebook typically garner hundreds or even thousands of entries, with the prize being a pair of free tickets to the event you’re promoting. It is a quick and effective way of raising awareness about your event. You should be strategic about what you require of contestants to register. Have a few rules for entering, such as following the account of the event and/or the event promotion company, liking the post, and tagging at least one friend in the comments. In addition to running a contest on the event’s social media pages, you can also partner with influencers or other brands that might have larger social media audiences to run a contest on your behalf.
Feature Video Content on Social Media
Finally, Ismail Sirdah recommends promoting your event on social media through video content. Within the realm of content marketing, video content is the number one way to see engagement. And when it comes to online ticket sales, engagement is key. Creating and posting a video of the event (either a recap of the previous year’s event or a more general promotional video), is a very effective way of getting people’s attention. Make sure the video and caption clearly state where the viewer can go to purchase tickets.