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« How to Sell Even More Tickets to Your Event | Main | Leveraging Huge Ticket Discounts to Drive Advance Tickets Sales »

Constantly Go Back to Your Ticketing Well

When planning for any event, it’s very beneficial to think in terms of repeatability.  Ask yourself - "Can I turn my event into a recurring event?" Some of the most successful events in the world started very small and grew over time. This isn’t to say one time events can’t be tremendously successful, but if you can create an event that delivers an amazing experience for people . . . why just do it once?  Plus, there a number of benefits to recurring events.  One of the big benefits with recurring events is the potential for repeat customers. Just like in the business world - Your best potential customer is the person who just bought from you. Recurring events can take advantage of repeat customers.  Hence, your event planning should include a strategy for creating a house customer list. Just remember to keep your customer list and your prospect list separate. You're going to want to market to your event prospects and customers differently. Below are a few quick suggestions for building your house customer list . . .

Online Ticket Sales
Repeat_event_ticket_sales When selling tickets online, it’s imperative that you collect and store as much customer data as possible. At a minimum get your customer’s name and email address. Thankfully most online ticket transactions require a customers email and mailing address to complete a purchase order. Be sure to make backups of your online customer list from year to year.

Offline Ticket Sales
If you’re selling tickets offline, come up with a way to get your customers to give their information to you. Try this . . . put a blurb on the physical ticket and drive people to your event web site.  On your web site, give people who already purchased tickets for your event some sort of incentive to “register online” and get additional event information. There are a tremendous amount of incentives you can give people in order to collect their information . . . best parking locations, a downloadable event guide in PDF format, an insider event schedule, etc. A simple opt-in form on your web site is the easiest way to collect ticket information.

If you want to sell a lot of advance tickets for your event, your customer list is your greatest resource. Advance ticket sales are made significantly easier by going back to your previous event attendees - especially if they were happy with your event. One important note on going back to your customer list - Don’t be afraid to offer your previous event attendees special incentives to buy for your next event. It could be anything from discount tickets to some type of value add. You can get a flood of advance ticket sales, by offering people incentives to buy early.

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