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Operation: High-Growth
Your 10-step action plan

to scaling your event
The events business is booming.
Over 75% of Millennials and 59%
of Baby Boomers value experiences
over possessions.
!
So how can you continue to scale
your event, year after year? Is it

even possible?
1
Eventbrite research, Millenials: Fueling the Experience Economy - September 2014, Baby Boomer Trends - January 20161
To help you move fast and scale up, we

analyzed some of the fastest-growing events

in the industry to create a 10-step action plan.
!
Ready to get started on Operation: High-Growth?
!
The answer is: yes.
Step 1. Know your brand promise — and deliver
!
High-growth event directors report that brand identity is the
biggest factor in their strategic decisions. Choose everything
wisely — even sponsorship opportunities. In many cases,

the extra cash isn't worth compromising your brand.
Step 2. Start selling early.
!
More time = more ticket sales. Nail down your venue as soon
your event ends, and kickstart sales with early bird tickets.
Sell on-site to capitalize on enthusiasm.
Step 3. Reward your fans.
!
Your biggest influencers do more than generate

hype — they boost your bottom line. Use your event

data to identify your superfans. Cultivate them with

exclusive rewards and experiences.
Percent of respondents who say they completely
or somewhat trust the recommendations

of friends and family 2
Nielsen global insights, October 2015 http://www.nielsen.com/us/en/insights/reports/2015/global-trust-in-advertising-2015.html
2
Image if needed
Photos courtesy of Cannonball Productions
Step 4. Partner up to stand out.
!
Turn partners into evangelists by making every partnership

a win-win. Test out different incentives, from monetary
compensation to contests.
Step 5. Get scientific about social.
!
To boost your success on social, start by understanding how
your audience differs across platforms, and tailor messaging
accordingly. For example, if your Facebook fans tend to be

Baby Boomers, use the channel to post content capitalizing

on that generation’s nostalgia.
A single tweet from an attendee about your event
generates an average of 32 page views and $5

in ticket purchases. 3
Eventbrite research, How to Engage Your Audience Before, During, and After the Event3
Step 6. Target — and re-target.
!
Advertising platforms allow you to target your event to the
people most likely to buy a ticket. Track anyone who purchased
a ticket after seeing your ad, and then target people with similar
profiles.
Step 7. Track everything!
!
Measure the success of your efforts. Unique tracking links

can test which messaging is most effective, measure partner
and sponsor sales, and find your best marketing channels.
Image if neededSeptember
Photos courtesy of Cannonball Productions
Step 8. Obsess over ticket sales.
!
If sales dip or volume is flat, your obsession will help you quickly
adjust and exceed sales goals.
Step 9. Stop guessing, start asking.
!
Why guess what attendees want? Just ask. Use event

surveys to create an attendee “NPS” score that tracks
sentiment year over year.
Image if needed
Photos courtesy of Bayou City Art Festival
Step 10. Turn sponsorships into experiential marketing
!
Experiential marketing creates immersive interactions between
sponsors and attendees. To create the best experience for attendees,
work with sponsors individually to brainstorm unique ways
to engage with fans.
For a more detailed action plan to take you from “Operation: High Growth”
to “Mission: Accomplished”, hit the “Read More” button above!
With the right strategy, you
can continue to expand your
event every year.
READ MORE

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10 tips to fast-track your event's growth

  • 1. Operation: High-Growth Your 10-step action plan
 to scaling your event
  • 2. The events business is booming. Over 75% of Millennials and 59% of Baby Boomers value experiences over possessions. ! So how can you continue to scale your event, year after year? Is it
 even possible? 1 Eventbrite research, Millenials: Fueling the Experience Economy - September 2014, Baby Boomer Trends - January 20161
  • 3. To help you move fast and scale up, we
 analyzed some of the fastest-growing events
 in the industry to create a 10-step action plan. ! Ready to get started on Operation: High-Growth? ! The answer is: yes.
  • 4. Step 1. Know your brand promise — and deliver ! High-growth event directors report that brand identity is the biggest factor in their strategic decisions. Choose everything wisely — even sponsorship opportunities. In many cases,
 the extra cash isn't worth compromising your brand.
  • 5. Step 2. Start selling early. ! More time = more ticket sales. Nail down your venue as soon your event ends, and kickstart sales with early bird tickets. Sell on-site to capitalize on enthusiasm.
  • 6. Step 3. Reward your fans. ! Your biggest influencers do more than generate
 hype — they boost your bottom line. Use your event
 data to identify your superfans. Cultivate them with
 exclusive rewards and experiences.
  • 7. Percent of respondents who say they completely or somewhat trust the recommendations
 of friends and family 2 Nielsen global insights, October 2015 http://www.nielsen.com/us/en/insights/reports/2015/global-trust-in-advertising-2015.html 2
  • 8. Image if needed Photos courtesy of Cannonball Productions
  • 9. Step 4. Partner up to stand out. ! Turn partners into evangelists by making every partnership
 a win-win. Test out different incentives, from monetary compensation to contests.
  • 10. Step 5. Get scientific about social. ! To boost your success on social, start by understanding how your audience differs across platforms, and tailor messaging accordingly. For example, if your Facebook fans tend to be
 Baby Boomers, use the channel to post content capitalizing
 on that generation’s nostalgia.
  • 11. A single tweet from an attendee about your event generates an average of 32 page views and $5
 in ticket purchases. 3 Eventbrite research, How to Engage Your Audience Before, During, and After the Event3
  • 12. Step 6. Target — and re-target. ! Advertising platforms allow you to target your event to the people most likely to buy a ticket. Track anyone who purchased a ticket after seeing your ad, and then target people with similar profiles.
  • 13. Step 7. Track everything! ! Measure the success of your efforts. Unique tracking links
 can test which messaging is most effective, measure partner and sponsor sales, and find your best marketing channels.
  • 14. Image if neededSeptember Photos courtesy of Cannonball Productions
  • 15. Step 8. Obsess over ticket sales. ! If sales dip or volume is flat, your obsession will help you quickly adjust and exceed sales goals.
  • 16. Step 9. Stop guessing, start asking. ! Why guess what attendees want? Just ask. Use event
 surveys to create an attendee “NPS” score that tracks sentiment year over year.
  • 17. Image if needed Photos courtesy of Bayou City Art Festival
  • 18. Step 10. Turn sponsorships into experiential marketing ! Experiential marketing creates immersive interactions between sponsors and attendees. To create the best experience for attendees, work with sponsors individually to brainstorm unique ways to engage with fans.
  • 19. For a more detailed action plan to take you from “Operation: High Growth” to “Mission: Accomplished”, hit the “Read More” button above! With the right strategy, you can continue to expand your event every year. READ MORE