Event Ticket Sales: A Complete Guide

Getting your event on sale may seem daunting, but we promise it’s not! By effectively curating your event ticket sales, you’ll gain rich information about your ticket buyers that you can harness to improve your marketing strategy, your relationship with your audience, and even your event. In just nine easy steps, we’ll walk you through everything from choosing how to sell tickets, to tracking when ticket sales spike, to building an audience for next year’s event.

Step 1

Choose an event ticketing system that fits your specific needs. While you can sell tickets yourself, outsourcing your event ticket sales to a qualified, experienced ticketing platform will save you time and give you peace of mind knowing you don’t have to worry about setting up secure payment gateways, keeping up with constantly-evolving ticketing technology trends, and more. Be sure to find yourself a ticketing platform that is fully capable of providing you with both online and onsite sales to capitalize on last minute buyers.

Step 2

Once you’ve created an account and set up your event, it's time to review the details. Your fully event-branded landing page will help drive your audience to buy tickets. You’ll have complete control over the information on there, but we recommend including the date, time, and place of your event; your custom event logo; a description of what your event is and what activities your attendees can do there; any and all special guests or performers who will be in attendance; and links to your social media and website.

Step 3

Time to decide how you’ll accept payments. Do you want to use the default payment method on your ticketing platform, your own, or a third-party payment platform? Keeping your customers’ payment information secure is key, so it’s important to use a ticketing platform you can trust. If you’ll be accepting payments on-site, determine which methods you can and are willing to support, like cash, credit, debit, check, and more. 

Step 4

Start online pre-event ticket sales to get people excited about your event, better gauge current interest, and get an early estimate of those who will be in attendance. By understanding the level of interest your audience has in your event early on, you’ll be better equipped when it comes time to make decisions about how to handle any marketing, checking people in at your event, and day-of food and beverage needs.

Step 5

When it comes to promoting your event, social media marketing will be your best friend. Google and Facebook have a lot of great tools to help build your audience and discover their interests. You can even create special discount codes for specific platforms or groups to reward your fans and track sales sources.

Step 6

Event day is right around the corner, and it’s time to prepare your onsite ticketing strategy! Be sure to secure all the proper equipment you’ll need ahead of time, including scanners, credit card readers, cash registers (if you’re using one), and more. A good ticketing platform will have all of this built in. Do some research to see if your venue usually has high foot traffic to better determine how many walk-up sales to expect, and therefore the amount of resources you’ll need.

Step 7

From pre-sale, up until your event ends, you should be tracking your event ticket sales. Use the reporting functions provided by your ticketing partner to view granular event data, track merchandise sales during high-traffic date and times, gain actionable insights on when ticket sales spike to determine the effectiveness of your marketing campaigns, and more.

Step 8

Follow-up with your attendees after the event, offering them a feedback form to fill out with questions about their experience. Ask about their favorite performances, special guests, vendors, and more to gain valuable information right from the source that can help make your next event even better and more profitable.

Step 9

But don’t stop there! Use that feedback from your customers to build an audience for your next event and maximize event ticket sales. Your attendee list and the information gathered from your post-event communications are the perfect way to learn what to promote to potential ticket buyers you have yet to tap into yet. For example, if there was a clear fan-favorite performer, ask them back for next year’s event and started promoting their attendance early.

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