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How to sell tickets for an event: A 5-step guide

Struggling to sell tickets for your events? You’re not alone. Many hospitality businesses have amazing ideas, from intimate tasting menus, to live music nights, and themed dinners to lively quizzes. But turning those ideas into sold-out events isn’t always easy. Ticketing is a brilliant way to manage capacity, guarantee revenue, and create a buzz, but getting people to hit “buy now” can sometimes feel like an uphill battle.

At Access Hospitality, we’ve worked with businesses across the industry to simplify ticketing and help their events shine. From helping them get started with seamless booking systems to maximising visibility through integrations like DesignMyNight, we know what it takes to turn empty seats into a packed house. In this article, we’ll walk you through five practical steps to help you sell more tickets, make the process smoother, and boost the success of your next event.

Posted 21/11/2024

How to sell tickets for an event A 5-step guide

Step 1: Identify your target audience

The secret to selling tickets isn’t just shouting about your event—it’s knowing exactly who you’re shouting to. Who are they? Where can you find them? And most importantly, what will make them drop everything and buy a ticket?

Think about what drives your audience. Are they foodies hunting for the next must-try dining experience? Music lovers looking for an intimate gig? Or busy professionals who need a good excuse to let loose? When you truly understand your audience, you can create marketing that speaks their language.

For example, if your event is geared towards young professionals, tap into their social side: "Clear your calendars and grab your friends for our next cocktail night—limited spots available!" It’s direct, personal, and hard to resist.

Knowing your audience also helps you focus your efforts on the right marketing channels—whether it’s social media, email campaigns, or local partnerships. And if you’re not sure where to begin, a solution like Access Tonic could help. This user-friendly ticketing platform integrates seamlessly with sites like DesignMyNight, putting your event in front of the right people at the right time.

Step 2: Build your digital presence

In today’s world, if your event isn’t easy to find online, it might as well not exist. Your digital presence is your shop window, and it’s where most of your ticket sales will happen. Here’s how to make it count:

Announce early and shout loud

The moment your tickets go live, start building the buzz. Post on social media, email your audience, and list your event on discovery platforms like DesignMyNight. With Access Tonic, you can seamlessly connect with these platforms and get your event noticed.

Optimise your event page

Think of your booking page as your digital salesperson; it should be sleek, easy to navigate, and designed to close the deal. Include clear details, keep it mobile-friendly for the growing number of online shoppers buying tickets on their phones.

Be social

Platforms like Instagram and Facebook are your best friends when it comes to promoting an upcoming event. Share behind-the-scenes moments, run polls, or count down to the big day to build excitement.

Make your emails sparkle

Personalised emails work wonders. Whether it’s “We missed you last time” or “Get 10% off your next booking,” a thoughtful message can drive sales. A good CRM for hospitality can make all the difference when it comes to segmenting your email audience for really effective campaigns.

Boost visibility

Don’t forget, paid ads can also help you reach a bigger audience. A small boost on social media or a well-placed Google Ad can make a huge difference.

Step 3: Price it right

When it comes to ticket pricing, it’s all about balance. Too low, and you undervalue your event. Too high, and you risk scaring people off. The key is finding that sweet spot, and using strategies that get people excited to buy:

  • Early bird magic: Everyone loves feeling like they’re getting a deal. Offer a limited number of discounted tickets for early buyers to create urgency.

  • Tiered pricing: What is it that you’re offering? Do ticket pieces include VIP seats? Maybe there are some exclusive perks available? Are you offering any group packages? Offering a few ticket levels gives people options and caters to different budgets.

  • Bundles with benefits: Add extra value by bundling tickets with drinks, food, or even a cheeky piece of merchandise.

Importantly, when you promote your tickets, paint a picture of what buyers will get: “Enjoy priority seating, a complimentary cocktail, and an unforgettable experience with our VIP tickets.” It’s all about making your audience feel they’re getting value for money.

Step 4: Promote your event

Promotion is where the magic happens; it’s what takes your event from an idea to a packed-out venue. The trick is to get people talking about it and, more importantly, buying tickets.

  • Social media buzz: Post regularly, share sneak peeks, and run competitions to keep the excitement going. Don’t forget to use hashtags to spread the word. Encourage attendees to get involved in the conversation so that their friends will see their posts and (hopefully) get a bit of FOMO.

  • Email campaigns: Keep your audience in the loop with personalised updates, special offers, and friendly reminders to grab their tickets before it’s too late.

  • Partner up: Collaborate with influencers or local businesses to expand your reach. Imagine a coffee shop promoting your tasting night with a flyer at the checkout.

  • In-house magic: Use signage, flyers, and your team to get the word out. Your current customers are often your biggest advocates.

With a good ticketing platform, you’ll be able to keep an eye on how your promotions are performing and make adjustments in real time to keep those ticket sales climbing.

Step 5: Track, analyse, and improve

Selling tickets isn’t a one-and-done process; it’s a chance to learn, refine, and do even better next time. The more insights you gather, the more successful your future events will be.

  • Track key metrics: Use analytics tools to monitor ticket sales, website traffic, social media engagement and email open rates. This helps identify which channels are performing best and gives a quick snapshot of what’s working. 

  • Gather Feedback: Look for feedback from customers, whether it’s in social media comments or post-event reviews. Gives you a better understanding of what worked well (and what didn’t).

  • Refine Your Strategy: Use all the data you gather to adjust your marketing for future events, or in real time for the current event. 

By closely analysing your event’s performance, you’ll continuously improve your ticket-selling strategy and make all of your events even more successful.

Sell more tickets with Access Tonic

In this article we’ve looked at how selling tickets for hospitality events requires strategic planning, a genuine understanding of your audience, and consistent promotion. We’ve also shared 5 steps to help you build an effective marketing strategy to maximise ticket sales for your upcoming events. 

Tonic by The Access Group simplifies this process by offering an intuitive, user-friendly platform that integrates with popular booking systems like DesignMyNight. With Tonic, you can easily manage ticket sales, track customer engagement, and build a seamless ticketing experience that enhances customer satisfaction. Managing ticket sales has never been easier. 

Ready to elevate your event management? Discover how Access Tonic can support your ticketing needs and drive your hospitality events to new heights.