Make it Personal!
Recently, I’ve been working with several colleagues and they have been asking me, how can we increase ticket sales or donations for your next event or fundraiser? From my experience, I tend to see the same thing over and over again. You ask people to promote their event on Facebook, Instagram or any social media outlet, but, don’t get the return you expect. Don’t get me wrong, it’s great to put occasional and strategic updates on social media, but, I don’t believe it will get you the ticket sales you are vying for. It’s important to remember that the event itself is bigger than just you, but, about the people to make it all possible…your GUESTS!
Here’s my “How to Guide to Increase Ticket Sales”:
Step 1 – GUEST LIST – Is this a repeat event? If so, look at the guest list from previous years and start here. If it’s a brand new event, reach out to friends, Board Members or any and everyone that you think is interested in participating or attending your event.
Step 2 – MAKE IT PERSONAL!!!! This is most important. Nobody enjoys getting a “Mass Market Email”. Don’t get me wrong, I have done this several times and still do it on occasion…depending on the event and the amount of people we are sending to. But, to get more value for your ticket sales, events, send a personal touch to your recipient. “Hey John, Great seeing you last weekend at the Alamo! We’re having an event on May 9th and thought you might be interested in joining us. Check it out here: insert event link”
Step 3 – FOLLOW UP! With everyone’s busy schedule, it’s hard to get noticed with all of the emails that are sent out on a daily basis. Follow up on a strategic basis. Change up each email. 1st Email may be a Save the Date. 2nd Email – We’re selling tickets at the below link, check it out. 3rd Email – Did you see “Reddening West” is headlining the event? 4th Email – Haven’t heard from you? You interested? If not, no big deal…just let me know and I can take you off the list :). For a recommended timeline for your next event, please email me at firstname.lastname@example.org.
Step 4 – 9 PM – Best time to send email or post on social media is 9 pm. You will hear several people argue which day and time of day is best to send out an email and post on social media, and, this is dependent on your demographic as well. Personally, I like to send a note at 9 pm as I think this is when people start to wind down their day and check up on their email or Facebook/Insta feed.
Step 5 – INCENTIVE – Offer Early Bird Tickets to get people interested in buying tickets early. If you were planning on selling tickets for $100, then, I would make this the Early Bird Ticket price, then, increase to $125 the week of the event.
These are just some of the ways to help increase your ticket sales. If you have any other ideas or would like to share your thoughts, please feel free to reach out to me at email@example.com.