8. Many organizers send invites when tickets go on sale, but
too many fall silent until the event thereafter
• Set an attendance goal
• Create a marketing and communication plan
• Work backwards from the date of the event until the first
invite goes out
• Plan your promotional activity based off this calendar
• Check back frequently, refine and track progress
8
Be Proactive
#wixevents | @britesf
11. What are the strategic times to email people?
• 9-11am, Tuesday-Thursday
Where should I post information?
• Your website, Facebook, Twitter, event directories
How can I create incentives to frontload ticket sales?
• Consider early bird / flash sales
• Provide incentives (free t-shirts, autographed books, etc.)
• Reward successful partners (special discounts, contests)
11
Communication & Content Calendar
#wixevents | @britesf
12. Sample Communication & Content Calendar
Event Date: June 25th, Calendar Highlights Content Plan Leading up to the Event.
#wixevents | @britesf
14. Social Sharing Turns Attendees into Your Biggest Promoters
Social influencing
Sees which of their
friends are going to the
event
Event discovery
Via event
directory, mobile, email, or
social sites
Ticket purchase
With one-click, shares
the event with friends
Social discovery
Friends see his post
and click on the event
Purchase & share
Friends buy tickets and
shares the event with their
friends
15. Social Graph Amplifies Every Action Resulting in Real Dollars
Every time someone shares
an event on Facebook, it
drives on average $4.15 in
additional revenue
*Average number of Facebook friends per user in 2012. Source: Arbitron; Edison Research
One attendee : 262 friends*
Potential reach: 68,600 friends
18. Use the event as a data collection opportunity
Consider the long term vs. short term gains
18
Don‟t Think of your Event Just as an Event
#wixevents | @britesf
24. 24
Review your metrics to
know which channels
were most effective:
• Tracking links
• Facebook Insights
• SproutSocial
Metrics Matter
#wixevents | @britesf
Early Bird SpecialsAllow people to buy tickets early for a 5 or 10% discountCreate a Referral ProgramAllow your audience to sell more tickets for you via affiliate / referral codes that gives them discounts or rewardsCan you give something away for a milestone ticket sale?T-Shirts for the first 30 people that buy their tickets?VIP Reception Upgrade Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
There are lots of other ways to drive marketing too and the key is to have every touch tie back to your registration page.
Get notified when a friend registersWe’ve had organizers who have sold 20-30% of their tickets as a direct result of this
Communicating with attendees made easyChanges to events, postpone, cancellation, weather, parking, etc.On-brand with fonts, pictures, logos, etc.
Know your Audience.- Gather information on your attendees - Geography - Demographics - Survey Questions- Access all data through our real time reports- View charts, graphs and heat maps for visual representation of ticket sales data - Page views - Overall ticket sales - Sales by ticket type- Track which buyers are buying through which channelsOne thing every organizer wants to know is who is their audience? Eventbrite empowers event organizers with visibility and control over your guest list with graphical dashboards to track sales and attendees. Some of the capabilities are:Capturing demographic information (city-level)Creating custom survey questions – how did you hear about this event? Capture email or any other data?Segmenting buyers based on ticket type (VIP, GA, Early Bird, etc.) – Send custom messages to different ticket buyersMembership Great way to gain insight on your attendeesThink about the long tail approach of your companyWhat Data can I collect at my event to make this companybe more effective, responsive, and smarterMost will choose the path of least resistance and then wish they were able to have collected certain information after the fact.Is Your Event Free?Ask for a donation!
Once you’ve made your event live, there are a few features you want to take advantage of, including custom questionsEvents aren’t just about the event, but collecting information your attendeesConditional logic is a new feature
