Selling tickets for your event: proven strategies and tools

For event professionals, ticket sales are the lifeblood that fuels everything from venue bookings to speaker fees. It's the tangible proof that your vision resonates and directly impacts your bottom line. 

Whether you're curating a corporate retreat or multi-day function, a deep understanding of what drives ticket sales is non-negotiable. It's the strategic lever that empowers you to maximise attendance, optimise revenue, and deliver a seamless experience that keeps attendees coming back. 

We're diving into eight strategies and powerful tools that can fundamentally transform your approach to ticket selling. Ready to boost your numbers? 

How to increase event ticket sales 

Optimise your pricing tiers 

Beyond simply setting a price, your pricing strategy itself is a powerful marketing tool.  More than half (54%) of Gen Z say the fear of missing out (FOMO) influences their decision to attend events.  

Maximise your ticket sales by creating a sense of urgency with limited-time early bird discounts. Event management software often allows you to easily set up and manage these time-sensitive offers, automatically switching to the next tier as deadlines pass. 

Consider offering "bundle" tickets that include a combination of event access, merchandise, and VIP networking opportunities. For high-value attendees, packages with premium seating, exclusive access, and personalised service can significantly boost your event revenue.  

Don't underestimate the power of group discounts for corporate bookings or friend groups. Event software can often handle bulk ticket purchases and even generate unique discount codes for specific groups.  

Make it easy to purchase 

Friction in the purchasing process is a major conversion killer.  Your goal is to make buying an event ticket as effortless as possible.  

More than half of attendees now purchase tickets online, and the percentage of attendees booking on their phones has more than doubled.  Look for event software that offers an easy way to create and optimise your event ticketing page, like a drag-and-drop template design and embedded forms.  Ensure your page is intuitive, loads quickly, and requires minimal information. Make checkout clear and simple - features like autofill or saved payment information (with appropriate security measures) can also streamline the process. 

Use a reliable payment gateway 

A glitchy payment gateway can lead to frustrated customers and lost event ticket sales. Integrate your event system with a reputable payment gateway that offers high security protocols (like PCI DSS compliance) to protect sensitive customer data. Clearly display security badges on your event ticketing page to build trust. 

Event management software like iVvy integrates with a range of popular payment gateways, giving you flexibility in choosing one that suits your needs. Look for gateways that provide clear reporting and easy reconciliation of payments within your event management platform. Features like automated payment confirmations and fraud detection can also save you time and protect your event revenue. 

Personalise your marketing 

Event marketing thrives on personalisation, and customers are increasingly willing to share personal data if it leads to a better, more personalised experience for them. 

Leverage the data you collect through your event software – registration information, past attendance, expressed interests – to segment audiences and tailor messaging campaigns. 

For example, you can send targeted emails to past attendees highlighting speakers or sessions related to their previous interests. Event software like iVvy also allows you to create and manage email campaigns directly within its platform, with features for segmentation, automation, and tracking. You can also use this data to create lookalike audiences for your social media advertising, reaching new potential attendees who share characteristics with your existing base. 

Showcase video content 

87% of marketers say video has directly increased their sales. Leverage this power by adding videos to your event ticketing website. Feature exciting moments from past events, interviews with speakers, tours of the venue, or even behind-the-scenes footage of the planning process.  

Additionally, use videos in your email campaigns to grab attention and encourage people to click through to buy tickets. Make sure to keep your videos short and engaging and adapt them for different social media platforms to reach a wider audience. 

Use positive reviews and testimonials 

Don't just tell people your event is great – show them. Feature testimonials and reviews prominently on your ticketing page and event website, both often managed through your event management software. Some platforms even have built-in features for collecting and displaying attendee feedback. 

Encourage attendees to leave reviews after the event through automated follow-up emails. Share positive feedback on your social media channels and consider creating visual testimonials using quotes and attendee photos or videos. If you've received awards or positive press coverage, showcase those logos and links as well. 

Re-engage with segmentation 

Not everyone who shows interest will purchase a ticket immediately. Event management software allows you to track user behaviour – who started the checkout process but didn't complete it, who registered for updates but hasn't bought a ticket yet. 

Use this data to create targeted re-engagement campaigns. For those who abandoned the checkout process, send a friendly reminder email (automatically triggered by some event systems) with a direct link back to their cart. Offer exclusive discounts to those who registered for updates but haven't purchased. Re-engage past attendees with early bird offers for your next event.  

Track your marketing performance 

Without tracking, you're flying blind. Event software provides analytics and reporting features that allow you to monitor the performance of your various marketing efforts. Track website traffic sources, conversion rates from different marketing channels (email, social media, paid ads), and the ROI of your campaigns. 

Many platforms also offer integration with popular analytics tools like Google Analytics, providing even deeper insights into user behaviour. Use this data to identify your most effective marketing channels, understand which messages resonate best with your audience, and optimise your spending for maximum impact. For example, if you see a high conversion rate from a specific social media campaign, you might want to allocate more resources to that channel. Regularly reviewing your analytics within your event management dashboard will empower you to make data-driven decisions and continuously improve your ticket sales strategy. 

Boost event ticket sales with the right tools 

By leveraging the features of your event software and implementing these strategies, you'll be well-equipped to sell more tickets and create a more engaging and successful event experience for your attendees.