- Offer early bird discounts on ticket prices or registration fees
- Offer last-minute deals such as bundles and extra experiences
- Offer incentives to attend the event such as free t-shirts, door prizes etc.
Tara of the PAC made an important note about discounts: Use them wisely! If you regularly offer last-minute savings on ticket sales, customers will catch on and wait until the last minute to purchase their tickets. Do not discount front-row tickets because the people who purchased them will feel cheated once the tickets go on sale, only discount tickets in the nosebleed section to fill seats.
- Social media is a great customer service tool. Monitor your channels closely for people asking for more info about your event.
- Focus on your audience. Your audience will determine the platform you use as well as your voice, so know your audience and be authentic. If you’re a B2B operation, you’ll most likely reach your audience on LinkedIn as opposed to Facebook or Twitter.
- Promote the event on social media during and after the event. Encourage attendees to share photos on their social media pages. If your event is a recurring one, people posting about their great time at your event will encourage new attendees in the future.
Jeff used a great analogy about promoting events on social media. You may be holding an event for boaters, but a speed boater is very different from a sail boater. You’ll want to speak to both audiences in very different manners.
Some more notes
- Know your budget, time, location and audience before you begin marketing and promoting your event
- Be consistent with your message
- Find advocates to promote your event such as chambers of commerce, downtown organizations, and convention & visitors bureaus
- Recurring events > one-time events
- Free and local events create a sense of community