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4 Powerful strategies to boost ticket sales and build a loyal community

by Tixtree on Mon, 02 Oct 2023 in Event marketing

Are you an event organiser looking to boost ticket sales and create a strong, engaged community around your events? You're in the right place!

Building a thriving community is crucial for any event's success, and using behavioural insights can make a big difference. In this article, we'll explore 4 powerful strategies to help you sell more tickets and build a loyal following.

1. Craft your unique story

Emotions have always played a significant role in people's decisions, so evoking feelings is a winning practice in marketing. Here's how to do it:

Share your tale: create an emotional connection with your audience through compelling storytelling. Share the story behind your brand, its values, and the culture that drives each of your events. Telling engaging and authentic stories makes your audience feel more attached to you, increasing their loyalty.

Build Recognition: build a strong brand identity and ensure people become familiar with your name, logo, slogan, and overall identity. Dialogue, relationships, and repetition help create this familiarity, positioning you in people's minds and influencing their choices. To enhance your brand recognition, it's essential to craft valuable content that aligns with your event's niche. This can take various forms, including engaging blog posts, videos, podcasts, and infographics. Ensure a uniform and continuous approach to sharing this content across your digital landscape, maintaining consistency in its presentation.

Ensure visual consistency. Maintain a uniform and unmistakable brand identity by using a consistent colour palette, logo design, and typography across all your event materials, including posters, banners, and digital platforms like social media profiles and websites.

Engage attendees in promotion: leverage the power of attendee participation and word-of-mouth promotion. Here are some strategies:

  1. Rewards for sharing: encourage attendees to bring friends and colleagues when they purchase tickets. The more people they bring, the more rewards they unlock. These rewards can include ticket discounts, exclusive access, or event gadgets.
  2. Capture the moment with stunning photos: design captivating photo backgrounds to create shareable moments on Instagram and Facebook. Create a unique event hashtag and ensure it's prominently displayed.
  3. Facilitate networking opportunities: organise networking sessions or icebreaker activities to facilitate connections among attendees. This not only enhances the event experience but also motivates participants to invite other people to future events.

2. Use social proof to promote your event

"There's a reason why the average consumer reads 10 online reviews before making a purchase decision — people trust recommendations from other people, and that also goes for whether to attend an event."

Kimberly Hardcastle-Geddes

People tend to trust recommendations from others, so social proof is a key element in promoting your event. Here's how to do it:

  1. Choose trustworthy sources: display testimonials from recognisable and credible people for your target audience. For instance, if you are organising a festival to promote sustainable living practices, eco-friendly products, and environmental awareness, you can leverage endorsements from well-known environmental influencers and celebrities who are passionate about sustainability. If your event is related to a social cause or charity, collaborate with reputable nonprofit organizations as partners or endorsers.
  2. If possible, ask them to record a video that will work great on social media and your website.
  3. Be authentic: use genuine and honest testimonials that reflect the real opinions of your sources. Avoid fake or misleading testimonials that could damage your reputation or erode your audience's trust.
  4. Analyse and improve: Don't assume social proof always works. Monitor performance and impact, and use data to improve your social proof and testimonial strategy.

Encourage social validation by showcasing user-generated content (UGC) from previous attendees. Share this UGC on your website, social media platforms, and marketing materials. When potential attendees see that others have had a great time at your events, it instils trust and confidence, making them more likely to purchase tickets.

3. Influence behaviour through framing

Framing is a psychological phenomenon that influences people's decisions based on how information is presented. It can explain why you might choose a yoghurt labelled "80% fat-free" over one labelled "20% fat" and how this simple shift in perspective influences your decisions. You can use it to shape how potential attendees perceive and respond to your event.

Here are examples of framing techniques to promote your event:

  1. Risky-choice framing: present your event as a unique and unmissable opportunity. For example, "Embark on our mystery tour where each stop is an adventure waiting to be uncovered. Will you regret missing out on unforgettable experiences?"
  2. Attribute framing: highlight the distinctive features of your event. For example, "Discover the beauty of our tour, featuring 100% natural wonders and unspoiled landscapes."
  3. Goal framing: create a sense of regret if people don't participate. For example, "Don't miss the opportunity to create lasting memories with our tour. The only regret is not being part of the journey."

4. Create urgency with scarcity and FOMO (Fear of Missing Out)

A sign that says 'buy now or cry later'.

One of the most potent psychological triggers for boosting ticket sales is creating a sense of urgency through scarcity and the Fear of Missing Out (FOMO). Here's how to effectively implement this strategy:

Highlight limited availability: emphasise the exclusivity of your event by clearly stating that there are limited tickets available. Use phrases like "Limited Seats Available," "Act Now Before Tickets Run Out," or "Last Chance to Secure Your Spot." By doing this, you tap into people's desire for what's scarce and unique.

Countdown timers: incorporate countdown timers on your event website and promotional materials. These timers visually reinforce the idea that time is running out and motivate potential attendees to make a swift decision.

Real-time updates: provide real-time updates on ticket sales, especially during the final days or hours leading up to the event. Share how many tickets have been sold or how few are left. This transparency fosters a sense of competition and prompts people to act promptly.

Social media FOMO: leverage social media to amplify the FOMO effect. Share posts, stories, and updates about the growing excitement around your event. Showcase individuals who have already secured their tickets and express how thrilled they are to attend. This builds a sense of community while simultaneously making others fear missing out on a memorable experience.

Exclusive bonuses: offer exclusive bonuses or incentives for those who purchase tickets within a specified timeframe. These bonuses could include early access, special merchandise, or access to a pre-event webinar.

So, as you embark on your event promotion journey, remember that your audience isn't just looking for something to attend; they're seeking an experience worth sharing, cherishing, and returning to.

Crafting your unique story, leveraging social proof, influencing behaviour through framing, and creating urgency with scarcity and FOMO are not just tactics; they are the building blocks of a thriving community around your events.

Ready to start? Join Tixtree to organise your next event, and watch your communities grow, your ticket sales skyrocket, and your events become the talk of the town.