Ticket gross sales tip #1: Get John Legend to talk at your occasion. 

Simply kidding.

Or not.

We actually did invite John Legend to talk at one in every of our INBOUND occasions, however the fact is, you don’t want an A-lister to get folks to attend. All of it comes all the way down to planning — and a part of that planning means driving ticket gross sales.

With on-line occasions being on the rise and distant work changing into the norm, it could appear simpler than ever to achieve lots of people on-line. However the query stays the identical. How do you get folks to come back to your occasion? 

We will share a few of our secrets and techniques with you that helps us drive ticket gross sales for INBOUND yearly. Prepared to maximise the ROI to your subsequent occasion?

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1. Reward final yr’s attendees.

You probably have an annual occasion, the very first thing you must do is announce the occasion to final yr’s attendees. The individuals who got here the yr earlier than could also be your largest supporters and usually tend to instantly buy the tickets, even when you do not have all the small print for the occasion hammered out fairly but. Present that you simply admire them by providing them a particular low cost for signing up early and rapidly. 

And don’t fear about emailing every individual manually. Fairly, use an e-mail advertising service to ship a personalised e-mail to your contacts and prospects. Except for utilizing choices like MailChimp, Emma, or ConstantContact, you may also use Advertising and marketing Hub to achieve out to earlier attendees. 

2. Provide early chicken pricing and promote tickets on a shortage mannequin.

Have no less than two several types of pricing: early chicken and common. You may even have multiple sort of early chicken pricing to encourage folks to purchase earlier than the costs enhance. This sense of urgency will encourage folks to purchase sooner. 

Contemplate structuring early chicken pricing with a desk plugin in your occasion web site. Our INBOUND entrepreneurs suggest highlighting the distinct distinction between an early chicken and common ticket, making it irresistible for folks to enroll. Add a date restrict, too. 

Isabella Kirsch, INBOUND Advertising and marketing Supervisor, says, “We wish to create urgency with the pricing construction to interact our viewers early on. It’s essential to know what you are counting on as your lever. In a waterfall construction, for instance, registrants are conscious of value change dates by way of calendar reminders out of your e-mail workforce. In a shortage system, tickets run out primarily based on allotted quantities per value tier.” 

Which one is most profitable? 

“We have achieved loads of testing with each fashions and located each can have success,” Isabella says. “If you’re establishing an occasion, altering the value on sure dates is a pleasant route as a result of clients may be ready and are compelled to behave earlier than the value will increase. When you’re already getting loads of buzz, the shortage mannequin will get folks keen to purchase early, since they do not know when the present value goes to expire!” 

3. Ask early registrants to write down weblog posts.

The individuals who register to your occasion first shall be amongst your largest supporters — which means they’re additionally good candidates to write down weblog posts so that you can assist promote the convention. 

For our first INBOUND occasion ever, we had the primary registrant write a weblog publish, and within the following yr, we invited a earlier attendee to write down about their expertise. Why? 

As an alternative of listening to from the HubSpot workforce why we thought our occasion was nice, these posts allow you to hear why it is a can’t-miss alternative from precise attendees. Third-party endorsements will at all times carry extra weight, and don’t overlook the ability of social proof. After we see different individuals are going to an occasion, we wish to attend, too! 

Contemplate inviting them to write down on locations aside from your weblog. They will use shops reminiscent of Medium, LinkedIn, and even their very own firm weblog to write down about their expertise or expectations for the occasion.  

4. Do not simply promote your convention; promote the placement!

In-person occasions are on pause for now, however they’ll return in time. If you plan an in-person convention, do not forget that the occasion’s location is prime advertising materials. 

Individuals thinking about your convention do not simply wish to hear concerning the occasion, they wish to hear concerning the metropolis the place will probably be hosted. Frankly, the placement of conferences may be one of many largest draw for potential attendees — it is form of exhausting to say no to an occasion in a cool, lovely metropolis. 

Promote different points of interest close to your convention which will curiosity attendees. If you may get discounted charges to a few of these points of interest, that is much more of an incentive for folks to attend your convention!

Holding the occasion on-line? We suggest providing native perks that may assist folks rediscover the place they reside. Contemplate partnering with native breweries, regional restaurant chains, or different points of interest to supply reductions to your attendees. Alternatively, you possibly can associate with social-distancing-friendly service suppliers reminiscent of GrubHub to supply a free meal supply (both in the course of the occasion or after). 

5. Get in contact with business organizations to assist promote.

In each business, there are skilled organizations who can be very happy that can assist you promote your occasion. Get in contact with them, inform them about your occasion, present e-mail copy, and make it simple for them to advertise in your behalf. This may assist get your occasion in entrance of 1000’s of extra certified folks that you simply would not usually have entry to. 

Different business-related organizations, reminiscent of chambers of commerce, shall be completely happy to listing your occasion at no cost, particularly if you happen to supply reductions to their members. Further organizations to contemplate are regional, nationwide, and worldwide associations targeted on a selected side of your vertical. 

For HubSpot, one such group can be the American Advertising and marketing Affiliation, since one in every of our major merchandise is a advertising automation platform

Each group shall be completely different. Some will comply with publish your occasion at no cost, whereas others would possibly require you to turn out to be a member. Others won’t have a calendar in any respect, and as an alternative will encourage your convention to turn out to be a sponsor of their group. It is a nice strategy to promote the occasion to a variety of execs. It would additionally assist you construct backlinks to your occasion web site, which is able to enhance your Web optimization

6. Use LinkedIn for promotions focused to your business.

LinkedIn Firm Pages, Occasions, and Teams are an effective way to contact folks in your business who could also be thinking about your occasion. Make the most of the power to advertise your occasion to 1000’s of related folks in your business, on a social community constructed for networking — you realize, the explanation folks go to occasions. 

Creating an occasion web page on LinkedIn additionally offers attendees the chance to publish questions and community with one another. On teams associated to your vertical, you possibly can publish periodically (however not too usually) about this superb occasion that you simply’re internet hosting. When you’d like your efforts to really repay, contemplate providing reductions to group members who share your publish. 

7. Begin contests inside your organization.

Do not forget concerning the big community you’ve proper inside your workplace’s 4 partitions — your staff. Encourage them to advertise your occasion to the leads and clients they speak to by way of some pleasant competitors. 

Incentivize ticket gross sales by providing prizes to whoever sells probably the most tickets (give everybody a singular low cost code so you possibly can monitor it!), or you could possibly even reward a full workforce for working collectively to promote tickets.

Make it simple to your workforce to achieve out to prospects by creating an e-mail template that everybody can use. 

8. Constantly replace social media accounts.

Social media accounts ought to have weekly updates with details about your convention, together with hyperlinks to the occasion’s registration web page. Give your community a compelling motive to attend your convention in these updates, and a hyperlink to the registration web page to shut the deal.

Contemplate posting quotes out of your audio system, which is able to promote the superb folks whom you’ve invited. One other enjoyable factor to contemplate is partaking with popular culture by way of fastidiously chosen challenges and “memes.” A well-placed popular culture reference may also help you look present. Once more, select these very fastidiously. We’d present an instance, however tendencies change so quickly that it will look outdated throughout the week! 

9. Buy paid advertisements on social media.

Leveraging your paid promoting choices on social media is one other strategy to goal folks in your business. Use focused advertisements to advertise to your business with hyperlinks on to the registration web page. When you need assistance getting began, here’s a information for executing a Fb advert marketing campaign, and a information for executing a LinkedIn advert marketing campaign.

The price for these advertisements is on a pay-per-click (PCC) foundation, that means that you simply’ll solely be charged when folks click on. It’s due to this fact budget-friendly, and you may also simply check out key efficiency indicators (KPIs) reminiscent of sign-ups. To arrange an advert, you’ll want a singular touchdown web page with a type to join the occasion and a few nice copy that can entice folks to register. 

10. Leverage occasion sponsors for promotion.

Your sponsors will wish to assist you with promotion, as a result of extra attendees means extra facetime with extra folks. However they’re busy. Actually busy. So the better you make occasion promotion on them, the extra seemingly it’s they will really do it. Present sponsors with templated e-mail copy and low cost codes so it is simple to advertise to their lists.

When you don’t but have occasion sponsors, it’s easy to search out a couple of, particularly if you happen to supply one thing in return. First, make sure you arrange a “Sponsorship” or “Partnership” web page in your occasion web site. Most potential sponsors will wish to select between completely different ranges, and a few would additionally favor a customized sponsorship choice. 

Being “seen” in entrance of 5 hundred folks won’t be sufficient for sponsors to hitch. As a result of it’s troublesome to measure ROI on visibility alone, contemplate sprinkling extra concrete perks reminiscent of a spot in your publication, a visitor publish in your firm weblog, and a backlink from the sponsorship web page. Tip: Contemplate making this a do-follow hyperlink, too — in case your sponsors are Web optimization-savvy, they’ll check out the construction of the hyperlink they’re getting. 

Right here’s the best way our INBOUND entrepreneurs do it: 

11. Sprinkle calls-to-action all through your web site.

Your homepage ought to have a promotion to your convention. Your login web page (in case you have one) ought to have a promotion to your convention. Your weblog ought to have banners selling your convention. 

When you’re planning an enormous occasion, most pages in your web site ought to have hyperlinks to your convention web site, making it simple for anybody to search out details about your occasion and register. Our tip: these calls-to-action needs to be daring, easy-to-find buttons in a shade that’s troublesome to overlook.

And these CTAs shouldn’t be catch-all, both; fairly, they need to be focused and extremely tailor-made — particularly for digital occasions. An in-person expertise permits attendees to select and select the talks they wish to attend. Digital occasions have a set schedule, that means you need to tailor the call-to-action and make your worth proposition clear. 

“Advertising and marketing is human first,” says Andréa Hudson, HubSpot’s Senior Advertising and marketing Supervisor of International Occasions.  “After we went digital for INBOUND, main with empathy was an enormous a part of our technique. If you’re accountable for scaling an business occasion from 26K in-person to 70K+ digitally, it is extraordinarily essential to prioritize your worth proposition and tailor that to your viewers.” 

12. Problem several types of passes.

Some folks might not be capable to attend your entire occasion, whether or not they’re unavailable for the total period, cannot be away from the workplace for therefore lengthy, or cannot swing the lodge prices. Issuing several types of passes helps accommodate these folks and drive extra ticket gross sales. 

Contemplate passes like a pupil go, a keynote go, or a premier go. Different choices embody primary, plus, and professional passes. At our INBOUND occasion, now we have two choices: the Digital go and the Content material go, which provides attendees further entry to extra content material and knowledge. 

13. Promote the “enjoyable stuff.”

Anybody heard of Cyndi Lauper? Anybody? Saying a headliner performer will drive loads of ticket gross sales in addition to get folks excited for extra than simply the content material you may have throughout your convention periods. 

However you don’t should spend 1000’s and even tons of of 1000’s of {dollars} inviting a headliner, both. When you’re in a extremely specialised business, contemplate inviting a distinguished business knowledgeable who will entice professionals to attend. 

It’s also possible to promote different enjoyable stuff reminiscent of social actions. The principle motive folks attend conferences is for the useful content material, certain, however selling the events and among the nighttime actions undoubtedly helps. I imply, who would not wish to occasion?

For on-line occasions, you possibly can host a digital completely happy hour the place drinks are welcome. Different concepts embody scheduling trivia video games, Jeopardy video games, and wellness periods that may assist attendees decompress between shows. On-line zumba classes, anybody? 

14. Gamify the act of occasion promotion and ticket gross sales.

Host contests or video games along with your community to advertise your convention and drive ticket gross sales. Throughout your webinars, for instance, you could possibly make the most of the big viewers to advertise the convention by gifting away free tickets to whoever tweeted probably the most along with your webinar hashtag. Everybody loves a bit pleasant competitors, and you will actually love the free promotion of your occasion!

15. Ask your audio system to write down weblog posts selling their periods.

The success of an occasion all comes all the way down to its content material. Attain out to audio system and ask them to write down visitor weblog posts that promote their periods, and provides a sneak preview of what they will be discussing. 

It is a win-win — they get extra attendees enthusiastic about their session, and also you get free content material (that your visitor blogger will seemingly promote to their community) to drive ticket gross sales.

Digital Occasion Advertising and marketing Ideas 

Getting folks to purchase tickets is one factor. Getting them to pay attention to the occasion within the first place is one other (critically, it’s exhausting!). 

That is particularly troublesome for digital occasions, which may’t depend on bodily modes of selling reminiscent of bus wrapping and occasion swag. Stickers, mugs, t-shirts, and bus wraps have been beforehand wonderful methods to advertise occasions. 

In an more and more distant setting, you’ll want to think about new methods to get the phrase out. For many corporations, digital occasions are the one alternative. However don’t be discouraged: internet hosting a digital occasion has tangible advantages over in-person conferences. “Not like bodily occasions, digital occasions, reminiscent of reside streams or webinars, allow your model to achieve consciousness from worldwide audiences,” says Pamela Bump, Supervisor of Viewers Progress at HubSpot. 

Prepared to achieve much more folks and get extra registrations to your digital occasion? Listed here are three simple promotion ideas you could implement proper now. 

1. Create a singular occasion hashtag. 

Utilizing a hashtag will stimulate conversations on Twitter, Fb, and different social media websites. This hashtag can be utilized by everybody concerned in your occasion — from audio system to sponsors to precise attendees. 

It’s as much as you whether or not to incorporate the yr after the title of the occasion (#Occasion versus #Event20XX). We do like to incorporate the yr so that every one posts relate particularly to that yr’s periods, audio system, and choices. 

Your occasion must also have its personal distinctive social media profiles. Whereas we encourage you to advertise the occasion by way of your organization’s social media, contemplate making distinctive Twitter, Fb, and Instagram accounts for the convention. This may create a singular model voice and provides attendees an account to tag of their posts. It could additionally assist you separate event-related information from firm information. 

Picture Supply

2. Create a web-based neighborhood. 

A part of the explanation folks go to occasions is to community. Digital occasions could appear exempt from this rule, as a result of attendees are sitting in entrance of a display screen fairly than interacting in individual. By creating a web-based neighborhood, you’re re-integrating this mandatory component into your occasion. 

It’s free, too. Fb teams, LinkedIn teams, and Slack channels are all implausible methods to place your attendees in entrance of one another. Much more, these teams make it simple for attendees to ask different professionals of their community, rising consciousness and driving registrations. 

Our INBOUND entrepreneurs take a community-first strategy when selling the occasion. We wish to be sure that attendees know they’re not only a face in entrance of a display screen, however a member of a global neighborhood. 

3. Create an e-mail drip marketing campaign. 

Drive extra registrations with an e-mail drip marketing campaign that reminds your contacts to join the occasion. For many who’ve already achieved enterprise with you earlier than, contemplate offering a singular low cost code to thank them for his or her loyalty. 

The emails ought to align with e-mail advertising finest practices. Embrace a compelling topic line, a transparent heading, a couple of traces of succinct copy, and an unmissable call-to-action. 

Hitting Attendance Objectives for Digital Occasions 

Yearly, greater than 25,000 folks attend INBOUND. Our advertising campaigns are aggressive, however with good motive: we’re 100% assured that this occasion will enrich attendees’ skilled lives. We all know they’ll stroll away with worthwhile data that may assist them advance their careers. 

To hit attendance targets to your digital occasion, you mustn’t be shy or humble. The worth you convey to your attendees can’t be discovered elsewhere. That’s why you’re investing 1000’s upon 1000’s of {dollars} to create an occasion that educates, entertains, and supplies worth. 

We can also’t overstate the significance of utilizing information to create diverse campaigns that handle completely different levels of the client’s journey. “Tactically, the advertising combine must be dynamic and impactful,” says Andréa Hudson. “There isn’t any turn-key, blanketed strategy in attaining a promote out. Digging into the information and making knowledgeable choices primarily based on that information is the one strategy to exceed your targets.”

Listed here are a couple of of our ideas for hitting attendance targets at your subsequent occasion.

1. Look into the KPIs of earlier occasions you’ve held. 

To higher market your occasion, you’ll wish to know the way your earlier occasion advertising techniques fared. When you’ve held an occasion beforehand, check out the information so you possibly can enhance this subsequent one. 

Some useful historic information to look into can be: 

  • Variety of registrants 
  • Variety of attendees 
  • Conversion charges in your occasion’s touchdown web page
  • Conversion charges in social advertisements 
  • Electronic mail open and click-through-rates 
  • Variety of leads
  • Generated income
  • Particular person session registrations 
  • Session suggestions

Based mostly on the information you collect, you may make extra refined choices about your touchdown web page design, your social copy, and pricing technique. 

2. Establish your goal attendees and tailor the agenda to them. 

It is a actually essential step. If you realize who you’re focusing on the occasion to, you possibly can create advertising campaigns that spotlight the precise worth you convey to them. In consequence, you’ll get the next variety of registrations, higher engagement, and better attendance charges. 

Alternatively, you possibly can create an agenda first, then establish the kind of purchaser who can be compelled to purchase a ticket. It is best to establish each psychographic and demographic data of your audience to raised align your messaging. 

3. Create an occasion advertising plan. 

Now that you’ve got your historic information and goal patrons, it’s time to create a advertising plan. There shall be 4 principal tenets: web site, natural social, paid social, and e-mail. 

In your firm web site, make sure you embody constant calls-to-action to go to the occasion web site (ideally, it will take guests straight to a touchdown web page the place they will enroll). 

In your occasion web site, make sure you make clear your worth proposition. For instance, together with a listing of your audio system makes it clear that you simply’re dedicated to providing worthwhile content material. 

Launch advertisements on the very best social media platform to your business (if it’s a B2B occasion, for instance, you’d seemingly go for LinkedIn). 

An e-mail marketing campaign can also be essential for offering occasion reminders and invitations to purchase tickets. 

4. Present sneak previews of the content material. 

Many people like to know what we’re in for earlier than making a buying resolution. By offering sneak previews by way of e-mail and social — and even in your web site — you’re giving potential attendees a style of what they’ll get in the event that they buy a ticket. 

Your audio system can movie a “session trailer” telling extra concerning the data they’ll share throughout their talks. One factor we do at INBOUND? We give entry to notable content material from earlier years. That method, folks can see the worth they might get ought to they select to attend. 

5. Present on-demand recordings. 

Why? Some potential attendees could also be too busy to attend a reside digital occasion, and if you happen to solely supply a reside choice, you’d be discouraging those that would favor to look at the periods on their very own time. This is able to open up your occasion for extra folks and thus enhance registrations. 

6. Give company reductions or group reductions. 

What higher strategy to enhance attendance than by inviting teams to buy tickets? Many organizations purchase passes for complete groups. Some corporations take their complete workforce to occasions. It is a sure-fire strategy to promote tens and even tons of of tickets at a time. 

7. Prioritize accessibility. 

Closed captioning, reside signal language interpreters, and assistive applied sciences will make your occasion attractive to extra registrants. Dedicate one or two workforce members who’re prepared to supply help ought to an attendee have an issue with accessibility or require lodging. 

You’ll want to additionally embody a type in your web site for accessibility requests, and supply written and visible supplies forward of time in widely-used file codecs. Your accessibility initiatives needs to be pushed by inclusive design ideas

When you make your occasion inaccessible, you are ignoring a section of your audience. Don’t overlook to promote your choices for accessibility, which might make it recognized to potential patrons that they are going to have the required lodging to attend.  

Promote Out Your Subsequent Occasion 

If we might depart you with one final tip, it will be to brag. Brag about your audio system, brag about your periods, and brag concerning the superb instruments your attendees will stroll away with after the occasion. In any case, individuals are investing on a ticket. You need them to know they’ll obtain a worthwhile return on their funding. 

Editor’s notice: This publish was initially printed in August 2012 and has been up to date for comprehensiveness and accuracy.

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