Mastering the Challenge of Pre-Event Ticket Sales: Strategies for Organizers 

Planning events can be enjoyable, but it does come with challenges. One of the biggest challenges facing event planners today is the complicated task of managing pre-event ticket sales. Selling tickets ahead of time requires thorough planning, a good understanding of consumer behaviour, and strong marketing. 

In this post, we’ll cover the challenges event planners face in pre-event ticket sales, the unpredictability of ticket sales, when to sell tickets, and ways to conquer the pre-event ticket sale challenge. 

Difficulties Confronting Event Organisers in Advance Ticket Sales

• Unpredictability: Unpredictability of ticket sales is always an issue you face as it relates to planning an event. It’s often difficult to estimate ticket sales in advance, which makes it challenging to plan logistics, catering, and overall capacity with confidence.  
• Budget Limitations: Regardless of the type of event, advance ticket sales are critical for generating revenue and offsetting expenses. If advance ticket sales come in behind sales projections, it directly affects the planner’s budget, and ultimately the success of the event.  
• Marketing Restrictions: Selling out an event is not a simple task by any means. At a bare minimum, planners need to come up with creative strategies to effectively market the event and sell tickets in weeks leading up to the event, or they will struggle to sell tickets in a crowded event space.  

Identifying and Managing the Unpredictability of Ticket Sales

We need to be familiar with ticket sale behaviour before the event night occurs. So much so, that as you approach the event date you can expect ticket sales to increase, and this creates many problems for you in terms of logistics. Once the event’s messaging is clear, planners need an effective strategy to manage and forecast ticket sales. Adapting to abnormalities in ticket sales is critical to executing the event. 

The Main Questions: When should you start selling the tickets?

When we talk about “when” to start selling tickets we need to evaluate how much this can affect the event results. Launching sales too early can lead to low initial interest, while starting too late limits your selling window. Similarity, as you start to engage your audience too late, you put yourself in the position of losing a sales opportunity with your limited ticket selling window. A happy middle will really depend on a couple factors related the event size, target audience and advertising plan. 

Strategies to master the Challenge of Pre-Event Ticket Sales

The challenge of pre-event ticket sales can be reduced with tactics that are based on understanding the fluidity of consumer behaviour. Here are a few good examples below.  

1. Early Bird Specials

The early bird special will certainly incentivise potential attendees to buy tickets for the event weeks, if not months in advance of the event. Crafting the right early bird offer requires careful thought, identify the right incentive mix to maximize advance sales. For instance, placing a cap on the quantity of early bird tickets can really create an enticing sense of urgency and exclusivity within the early bird ticket sales. You might consider a tier system for early bird purchases that won’t be announced until customers have engaged with the early bird purchase. The earlier you sign up the bigger the discount for those tickets, etc.  

2. Multiple Price Points

Having multi price points also affords you the flexibility to target different levels and segments of your audience. Be sure to clarify the benefits of each tier effectively to take advantage of this pricing based on tiers. Access to certain areas at your event, special services, or experiences, are all examples of potential positive components that can lead to a successful tiering selling strategy. You can also experiment with time-based pricing, where ticket prices increase as the event date approaches.  

3. Exclusive Access 

Offering exclusive access items, can easily increase the appeal and perceived value to early ticket sales. Consider a VIP package that offers a bit more than access or a meet & greet and/or lounge access, for exclusive experiences. The episodic framing of an experience allows for an early-bird ticket purchaser to perhaps you can consider the idea to encourage hosts to have exclusive limited capacity events taking place at an event to sell tickets or host a pre-event exclusive event to ticket purchasers. Once again, reinforcing the privileged status of a ticket.     

4. Time-Bound Offers  

 Creating urgency through time-limited offers is a tactic to sell tickets. Flash sales are instances where you create a sudden time-limited discount via social media, email newsletter or with apps at an event build excitement for the event or for a premium.  All of these enable attendees to purchase tickets with the limited time interval.  Countdown clocks on your ticketing page and on promotional materials will emphasize that time is indeed limited and motivate attendees to act quickly.  Time-limited promotional offers are an effective tactic to develop urgency and can be effective timed with a further marketing promotion campaign or milestone.   

5. Personalized Marketing Campaigns  

Contemplating the offer of a pre-event ticket sale campaign can catalyse an effective data-based marketing campaign.  You can take this to the next level. You might segment your audience by demographics, interests, or historical purchasing behaviour.  Personalized campaigns tailored to communicate about the interests, challenges, pain-points, etc., will in fact strengthen your relationship with your audience, while increasing the probability for conversion.  

6. Flexibility in Tickets  

Offering flexible ticket options helps reduce buyer hesitation and builds trust with attendees.  For example, if your event ticket purchaser were to receive an option to refund their ticket and/or ticket package option, in certain situations, how would fee that? How certain would you need to be to get to this next level?   

Refundable ticket purchases can give them surety that, if something unexpected happens and they cannot attend the event, their investment will be refunded.  Another option is to allow tickets to be transferred, in which case another attendee can attend in their place. Each of these flexible tickets’ options allow for a greater sense of security and help promote group purchases of tickets while combating hesitance for individuals based on commitment.  

There is certainly skill in addressing the potential downfalls of pre-selling event tickets. To reiterate, an awareness of the unpredictability of ticket sales, starting at the right time, and using compelling strategies can make a difference in the success of your event. Adhering to and practicing the strategies will not only promote ease of your event but help grow a good audience for future events.