How do we convince our customers to buy tickets to our events? This is most likely the number one question that event marketers ask. Here are four answers:
- Right product
- Right price
- Correct message
- Know your customer
Long before you put the show on sale or even produce the show, you should ask yourself and others “will this sell tickets”? Do the homework. Is there a market for this event? Over the years I have seen many events that should have never gone out. Just because you like the idea does not mean it is ready for the world. Research the trends.
Instead of discounting all the time, why not just price the event correctly from the start? If your price is too high then you will get push back from the customer. In turn, this causes you to discount. If we get the consumer used to discounts then they just wait for them. It can also send the wrong message.
If you are a marketer then you should know how to market your event. Write a marketing plan. It really does help! When I first started in the business, I hated writing marketing plans. Today, I totally understand why they are so important. This becomes your bible for the correct communication for the event. How does your customer receive his/her communication? Go where they are, not where you think they are.
If you don’t know your customer, you can’t sell the show. This goes back to the marketing plan. When you start the plan, research your potential customer. What are the demographics? Why will they buy your product? What do they like and dislike? How do you communicate to them? Where do they hang out? What are their income levels? What will they pay for your event?
Did you notice that it all goes back to “know your customer”?
Have a great weekend!