Hot Ticket: 10 Ways to Sell Out Events

For most event professionals, maximising ticket sales - and ideally selling out your event - is priority number one. How do you ensure that every last place is filled? Here are our top 10 tips on increasing attendance at your next event. Get your waiting lists ready... 

1. Promote your event on multiple platforms

Don’t wait for your audience to come to you. Look beyond your own website, databases and all of your social media profiles (where you definitely should be promoting your event anyway). Create a highly searchable Facebook event and add details to free event directories, that target the local area or relevant areas of interest. This allows you to sell tickets or collect registrations through popular reselling sites like Eventbrite. Consider pitching event listings as early as possible to relevant media and publications that have “what’s on”-style sections too.

2. Give it time

Every single detail doesn’t have to be 100% locked in before you begin selling tickets or taking RSVPs. If you don’t have a high budget for promoting your event, more lead time ahead of it can often counteract this, particularly for high cost events where attendees may need time to save up. Plus, revealing details as you go along can help to build excitement. So start your selling period now.

3. Optimise your website for mobile

Studies show that most people now access the internet via mobile. Time to make sure your website is super streamlined on those devices, as well as PC! It’s important that people can easily and quickly purchase tickets or register their attendance from their phones. Try to minimise the amounts of clicks visitors have to make before they purchase. You could even test how hard it is to find and buy tickets by asking a friend or colleague to try the process without your directions.

4. Choose your words carefully

Keywords are crucial so that people browsing Google and other search engines can find out about your event; that’s the heart of SEO. Try to identify and use relevant words, key phrases and terms that people who might be interested in your event would search for naturally. Use them regularly. Same goes for choosing hashtags for social media platforms like Instagram and Twitter (don’t use them on Facebook; posts with hashtags actually tend to get fewer views there). 

5. Advertising: Just do it 

Whenever possible, do set aside a budget for advertising the event. Whether that be through straight-up digital, print, outdoor ads, sponsored advertorial or by boosting social media posts. Even old school flyers and other printed collateral can work depending on the event. The most important thing is to target your audience through demographics like age, location, interests, job title and even gender.

6. Partner up

Reach out to sponsors and recognisable brands, that match or complement your brand and event for cross promotion. Event sponsors provide extra resources without you having to spend your precious budget. Many brands are experts at performing experiential marketing at consumer events, so offer them the opportunity to conduct mini-experiences, activations and other more-than-just-a-logo placements within yours. Thoughtful sponsored activations can also add value to your event for attendees. Plus, big names can attract their own fan-base to the event. So don’t forget to provide partners with attractive content - like teaser videos or personalised imagery - that they’ll want to share to spread the word about their involvement.

7. Engage the media

We mentioned sending out event listing details to the press above. But there are so many more ways to engage with the media, and get them spreading the word for you. Create a targeted media list of publications that would be interested in your niche. Send out tailored press releases a.s.a.p. (more than one if you have several important news-worthy announcements to make). Think of more in-depth content ideas to pitch to them like exclusives, sneak peeks, interview access to the event’s expert speakers and experiential previews. If it’s a multi day event, you might even invite some media to do live coverage or live crosses early on to encourage last minute sales.

8. Plan an attention-grabbing social media campaign

Posting about the event once on your social media platforms isn’t enough. Create a simple content calendar to highlight different aspects, and news about your event in the lead up to it. To ramp up excitement and make your followers feel involved, include strategically placed booking reminders. Consider creating different type of posts depending on the audiences and social platforms you’re using. Video snippets often work well and they don’t have to be full-on, professional productions as long they have a strong angle. Are there any influencers (with provable audience engagement) in the right spaces that you could engage with? Create vivid collateral for all event participants to share online on their own socials and request that they do so as well. 

9. Location, location, location

Could your event’s location and/or venue be a draw card in itself? Highlight why you’ve chosen a location across your marketing. Showcase what features and benefits it has, if there’s anything worthwhile to do nearby pre/post event or even convenient accommodation options if travel is involved. Maybe your venue is even willing to assist with marketing by sharing the news of your event across their own channels or inviting their own contacts. 

10. Make it worth it

Think about offering incentives to purchasers. These could be early-bird discounted prices, special offers or other exclusive experiential value-adds at the event for people who sign up early. You could also extend your early-bird registration at the last minute to give bargain-hunters a second chance. Or mix up the incentives along the way to attract different audiences and offer last minute incentives too. Bulk ticket purchases could unlock special extras or a discount price. You could also offer similar incentives for people who invite their friends or share your event posts publicly too.

5 Ways to Create An Engaging Event

Of course you want your event to be engaging! The more engaging the event, the more coveted tickets will be, the more attendees will retain and spread your key messages and the more likely it will be that they’ll return next time bringing friends and colleagues. Here are five ways to directly engage with your event audience in the lead up to and at the event itself.

Before the event

1. Know your audience 

Research your audience to find out what they want. This can be as easy as asking them! Classic market research works. But for bonus points, give them some say in your event. You could take a vote on speakers they’d like to see, topics they’d like to hear about or even something as simple as what kind of food you’ll have on offer. They’ll feel as if they have some ownership of the event and be even more engaged in ensuring it’s a success. 

2. Be a Tease 

Try not to reveal all of your event details at once. Start with a basic save-the-date and vague location. Then, create a social media content and/or press plan that introduces different aspects in the lead up to the big day. This style of gradual unveiling builds anticipation and gives your audience the opportunity to get excited time and time again (and multiple temptations to book a ticket). 

3. Create a hashtag

Think up a unique hashtag for Twitter and Instagram so that potential attendees to your event can follow and feel like a part of its journey. The event name is a good place to start or otherwise something attendees might naturally use. The shorter and easier to remember your tag is, the better. Don’t forget to place the hashtag in a few prominent positions around your event on the day too. Also, experiment with making geofilters for Snapchat and Instagram; these are branded graphics and effects that can only be used by attendees at the location and date of your event which makes them feel part of the community. 

At the event

4. Offer rewards 

Gift your most active social media users at the event with rewards and clearly let attendees know how to earn them before and at the event. This could be vouchers, discounts, goodie bags, access to VIP areas or unique experiences that only unlock once they use a certain hashtag, capture a certain image or event selfie or share one of your posts.

5. Make It Fun

There are ways to make even the most straight-laced conferences more fun. Think about which elements you can gamify to engage your visitors. Include contests, competitions and quizzes with relevant prizes, event upgrades or exclusive experiences at the end. These don’t have to be extras at the event. You can turn standard activations and installations - such as feedback stations, capturing contact details or networking cocktail sessions - into something more playful. When you add value where possible, attendees are more likely to get involved and remember your event, brand and key messages. 

Unforgettable Events: 5 Ways to Create a Memorable Brand Experience

How do you ensure your key messages and relationships with attendees, guests and visitors last long after an event is done? Memorable event branding. The world’s best brands rely on having strong, attractive brand identities. If you’re unsure if yours will make the right – or any - impact, perhaps it’s time for a rebrand (or at least a few tweaks or modern updates) before you launch into your next major event? Once you’ve got your identity sorted, here are some key ways to make sure that your brand cuts through the crowd at events.

1. It seems obvious, but the main thing to begin with is that you choose speakers, sponsors, activations and partner brands to work with that align with your own brand and your event’s messages and goals. Make sure they’re really on board with the program too! Most of your invited speakers could be just right, but that one speaker who is mismatched or is simply not up to standard is the one who attendees will remember. The keys to success here are devoting time to in-depth research, building authentic relationships over time, having a clear event vision and communicating with clarity before you even approach outside collaborators.

2. Think of the aesthetics. Create large-scale visual draw-cards that instantly showcase your brand and its message. Bonus points if they can be seen from almost anywhere in the room. Examples could be a giant lipstick model at a makeup event, live fashion window displays at a design event or an over-sized ice sculpture of a feature product at a food event. If these visuals are somehow interactive or immersive, even better. Installations should reflect your brand’s official colours, design briefs and can include your logo. Not only do they make an impact and add to the atmosphere, but smart placements are magnets for photos and videos; attendees will spread your message far beyond the event venue’s walls through social and other media.

3. Get personal. Give the attendees something they’ll love and take home to remember you by. Photo-booths with cleverly branded printouts or branded biscuits, candles, wine bottles or sweet treats are popular choices at the moment. On-site monogramming or personal customisation of products can make the experience extra special. Avoid offering “clutter” items, like pens or magnets that usually get thrown in the back of a drawer or thrown out. Things that are consumable or make memories are effective. Most importantly, make sure items are aligned with your event – logo lollies don’t work for a wellness event, for instance.

4. Don’t be afraid to be seen. Put your logo everywhere that’s possible. Banners, signage, booths, flyers, brochures, staff uniforms, badges, lanyards, napkins, food and drink containers, barriers, kiosks and posters - the placement possibilities are endless. This helps attendees to remember your brand and to associate the success of the event with it. Remember, half the battle when it comes to branding is name recognition.

5. The saying is true when it comes to branding, consistency is key. Every touch-point where an attendee comes into contact with your logo or brand at an event should look the same or be in line with your branding guidelines. First and foremost, consistency makes you look more professional and helps to deliver your brand and message more smoothly. It also speaks to reliability and quality. So keep your logo the same dimensions, colours and resolution at all times. Think about professionally printed signage for everything versus hand written. And thinking more broadly, do the furnishings, fittings and bumped-in elements of the event, or your place within it, match your brand’s style? 

Use the above checklist as inspiration and you could turn an average event into an unforgettable one!

The Tech Trends that will Elevate your Next Event

Adding technology to your conferences, seminars, meetings, exhibitions and other major events is a proven way to increase attendance, increase productivity and decrease costs. So we've rounded up a handful of cutting edge event technologies that are set to make an impact in 2019 and beyond. Remember to keep these next generation event tech ideas in mind when booking function venues and planning your next event.

1. Touch Screen Kiosks

Digital touch screens are a versatile technology to consider including in events from beginning end. Goodbye boring sign-in sheets; use these screens to welcome, automatically recognise, gather data from and register guests upon arrival. During your event, screens can be used for tasks as simple as effective signage and way-finding or for more complex display of content and information. They can even replace rambling speeches by allowing visitors choose which information and aspects of your presentation they want to learn about. Upon exit, screens can capture feedback, sign-ups for future events, photos, videos or gifs or even instant purchases. Touch screen kiosks can be as simple or immersive as your event demands. Think about adding audio, video, interactivity and/or earphones to your kiosks so guests can go on a personalised, choose-your-own-adventure style journey within the wider event experience. Did you know that "touch free" kiosks now exist? These screens recognise pointing and gestures without any physical contact - a smart touch, particularly for health, medical and wellness related events. 

2. Smart Badges

Whether you offer them to your guests in lanyard, wristband or another wearable form, smart badges can add so much more to your event that a simple mode of ticketing or ID. They can help event organisers track how their guests move through an event space, identifying which elements captured attention the most or when traffic hold-ups are occurring in real time. Waiting in line for entry and one-by-one scanning is a thing of the past; some badges simply automatically register entry at the door. They can even ID VIPs when they visit certain areas and alert staff to their presence. Enhancing visitors' individual experience, badges can also match them with tailored suggestions as to what to catch on the schedule, as well as connect them to other attendees that may be valuable for networking or who share interests - of course visitors can instantly exchange contact info too. 

3. Social Media Walls

In these times of instant gratification, social media is an element that is essential at nearly every kind of event. Social media walls are an eye-catching and enjoyable way of displaying media relevant to your event, encouraging your visitors to participate and of amplifying your event or its messaging to a wider audience. These days social media displays can vary from small booths to large-scale digital screens that emblazon the walls of your event venue. Social media walls have the capability to stream content live, or have that content moderated or more artfully curated. Media can be sourced from one or multiple hashtags, "@" tags or the event location itself. Think about incorporating photos, short videos, gifs or even multimedia content that visitors generate on the spot, to your display.

4. Chat Bots + Facial Recognition

No longer the realm of sci-fi, chat bots will use ever-more accurate facial recognition technology to customise responses based on that person’s data. And it's not only pre-selected interests or behaviours from previous events that the bot will be able to "see". There's potential to sense emotions based on expressions of an individual or the whole crowd. When monitored in real time, this could mean event planners can change the event's lighting, soundtrack, staffing - even scent or programming - to match or help shift visitors' moods for a more satisfying and memorable outcome. 

Chat to our event management team <insert link to contact/event page?> about your event technology wish-list; they can help you to scout the right spaces and source experienced suppliers to make your vision happen.