Pricing strategy is one of the most powerful levers event organizers have – and often one of the most underutilized. TicketLeap's June webinar, "Revenue Boosters: Discounts, Ticket Tiers & Packages That Drive Sales," gave event organizers a practical, hands-on look at how to use the right pricing tools to increase revenue, reward their attendees, and make the ticket-buying experience better for everyone.

Overview of webinar about event discount strategy

Many event organizers set up a single ticket type and call it done. However, that’s leaving money on the table! Luckily, it’s easy to take full advantage of ticket pricing features with a platform like TicketLeap. This webinar tackled that gap directly, walking through three core pricing tools available in TicketLeap (i.e., discounts, ticket tiers, and bundles). We showed organizers exactly when and how to use each one to drive more sales.

The session was presented by Kianna Murdaugh, Client Services Specialist at TicketLeap, with hosting and Q&A support from Kristina Velilla, Senior Account Manager. Kianna led a live platform demo covering both general admission and reserved seating events, making the session as practical and actionable as possible.

Top takeaways from this ticket discounts webinar

1. Know which pricing tools are best for your goals

One of the clearest and most useful frameworks from the webinar was Kianna's breakdown of what each pricing tool is designed to do:

• Discount codes allow buyers to purchase tickets at a reduced price point.
• Ticket tiers offer multiple ticket options for the same event, typically at different price points.
• Bundles mix the two since it’s a ticket tier that combines two or more items into a single purchase, often at a discounted price.

Understanding that distinction makes it much easier to pick the right tool for the goals you’re trying to achieve!

Actionable tip: If your goal is to sell more tickets earlier, a tiered early bird pricing strategy is your best bet. If you want to boost average order value, a bundle that pairs admission with merchandise or an add-on VIP experience is the way to go.

2. Bundles and packages simplify the buyer experience

In addition to supplementing your discount strategy, bundles and packages are also tools for simplifying the purchasing experience. Offering a handful of well-named packages can improve your ticket sales.

In the live demo, Kianna walked through two common bundle formats on TicketLeap:

• A set-of-tickets bundle (like a buy-one-get-one deal, where buyers are required to check out with a set number of tickets)
• A package deal (like admission plus a t-shirt, meet-and-greet, or parking)

For packages that include physical items, she also highlighted the importance of setting an accurate quantity cap to ensure you sell within your limits.

Actionable idea: Use ticket descriptions for your bundles and packages! Clearly spell out what's included (e.g., admission, a free drink, VIP access, a meet-and-greet) to help buyers immediately see the value and make them more likely to upgrade.

3. Discount codes are a powerful (and trackable) marketing tool

Discount codes are more than just a way to jumpstart slow sales. Kianna highlighted that they’re a smart tool for tracking your marketing efforts in real time. By creating unique codes for every partner you work with and for attendees who refer their friends, you can see exactly which channels are driving the most tickets.

Kianna also walked through the technical setup in detail, including how to set a code to apply to specific ticket types (e.g., a BOGO bundle that applies to general admission but not VIP), how to cap the number of uses per order, and how to set start and end times of your discounts so you can run your promos hands-free.

Actionable tip: For your next event, create a unique discount code for each marketing channel or partner. Even just two codes like FRIEND10 for attendee referrals or PARTNER15 for sponsors give you a way to track which one is driving more ticket sales and double down on what works.

Q&A summary

The Q&A session surfaced some great real-world questions from participants. Here are a few of the most helpful:

Where do buyers enter a discount code at checkout?

Buyers have two spots to apply a code: below the "Proceed to Checkout" button on the event page, and at the top of the checkout window via an "Add Discount" option.

What if a buyer isn't seeing the discount code field?

In most cases, this happens because the discount's start time hasn't arrived yet. You can check (and adjust) the start time in the discount settings under "Set Limits." If the start time has clearly passed and the code still isn't appearing, the TicketLeap support team can help troubleshoot.

How do I set up an early bird ticket?

Create a new ticket type, set your discounted early bird price, then use the "Limit Sales Dates" option in the additional settings to define when that ticket goes on sale and when it expires. When the early bird ticket goes offline, your next ticket type automatically becomes available (no manual switching required!).

Can I get help setting up discounts and packages?

Absolutely! The TicketLeap client services team is available Monday through Friday, 9 a.m. to 5 p.m. ET, by phone at (877) 849-5327 or via email at [email protected] anytime.

View the webinar yourself

Want to see Kianna's live platform demo in action and get the full walkthrough of every pricing tool? You can access the full recording here!

Final thoughts

No matter what type of event you’re planning, getting your pricing strategy right can make a real difference in how many tickets you sell and how much revenue you bring in. This webinar was a great reminder that TicketLeap's tools are built to give you flexibility without complexity, and that a little strategic thinking upfront goes a long way.

Looking ahead, we're excited about next month's webinar: "Box Office 101: The Complete Setup & Operator Playbook" on July 15th. It's perfect for anyone who wants to get comfortable managing in-person ticket sales and day-of operations. To register for this and all upcoming webinars, visit ticketleap.events/events/webinars to save your spot!