When you choose AttendStar as your event ticketing platform, you’ll have all of the tools that you need to successfully sell tickets. That’s because AttendStar invests heavily in providing not just the technical features you need but also the human touch that truly makes a difference in your ticket sales and your happiness. This is why we built our Client Success Team who monitors all of our clients’ activities as they progress through the different stages of event organization to ensure the right things are happening at the right times. It’s also why we’re sharing our Event Happiness and Success Checklist with you.
This checklist includes 20 things you can do when you set your event up in the AttendStar system that will improve your event happiness and success. Keep reading for all the details, and if you’d like to download this post in checklist format, you can do so at the end of the article.
1. Event Name
Your event name is an important part of your event brand. Therefore, it needs to be relevant and contain the artist(s) name or the name of whomever is presenting the event. This is important because the event name helps people search AttendStar.com and Google for your event or for any events featuring the artists they like.
Whether someone comes to the AttendStar website searching specifically for your event or any event with the artist or presenter they like, it will be easier for people to find it if the event name includes the artist or presenter’s name.
2. Event Date
When will your event be held? 99.9% of events are held on a single day, and that’s the date you want to highlight as the event date. Don’t confuse the dates when various types of tickets go on sale with the event date. Think of it this way, the event date is the day that ticket buyers will physically attend your event (whether they’re attending online or in person).
3. Event Banner
The images you use on your event’s ticket sales page can have a significant effect on how many tickets you sell. At the top of your ticket sales page is an event banner that adds style to your event and makes your ticket sales page look polished, so spend some time or money to ensure yours looks great.
Consider including the event date, show sponsors or presenting organizations, and images or logos of performers or presenters in your event banner. When you upload it to your AttendStar dashboard to display on your ticket sales page, make sure it’s 960 pixels wide and between 100 and 400 pixels high.
4. Event Contact
While AttendStar handles ticket-related questions for your customers, you should include a phone number and email address for someone on your team who will answer event-related questions that AttendStar cannot answer. These questions are typically about the venue, parking, refunds, and discount information. If you don’t want to display someone’s name on your ticket sales page, you can use “Event Manager” in place of a person’s name.
It’s very important that your ticket buyers have a way to contact someone, other than AttendStar, if they need help or information about your event. Therefore, make sure someone is monitoring the phone number you provide and checking the email address at least once per day. The email address should not be @attendstar.com, and the phone number should be formatted as (555) 122-1111 when you enter it into your AttendStar Dashboard.
5. Event Description
The event description is where you sell your event to the public and is one of the 20 critical features of an event’s ticket sales page. It’s important to use photos, videos, and even audio to make your event irresistible and prove people will get more than enough value for their money when they buy tickets.
Importantly, don’t assume that since you’re a big fan of the artist that everyone else is, too. Use your event description to sell the “sizzle” of your event, and remember to promote the entire experience, not just the performer or presenter. For example, an air show can promote the aircraft that will perform but should also hype the other event activities such as kid zones, food, and so on. This helps to broaden the audience for the event and increase ticket sales.
6. Venue Information
Include the name and address of the venue when you set up your event, and always provide the complete street address so ticket buyers can use mapping software to input the address and get directions. You can also integrate a Google map into your event page to make it even easier for ticket buyers to find the venue.
If the venue is on a large campus, it’s a good idea to include the name of the building where the event is taking place. Adding a picture of the building can make ticket buyers who are unfamiliar with the area more confident that they’ll be able to find the venue, which can boost ticket sales. If additional venue information would be helpful, include it in the frequently asked questions (FAQ) section of your ticket sales page.
7. Seating Available
The AttendStar Dashboard includes a Seating Available field that is used for reporting. You should enter the number of seats that are available in the venue when you set up your event’s ticket sales page. This number is used to limit the total number of tickets sold and prevent overselling tickets to your event.
8. Seating Goal
The Seating Goal number is used in your event progress reports to show you how well your sales are going in relation to your ticket sales goal. Seating Goal is also used to compare to other events for future reporting. Simply enter the number of tickets you want to sell in total, and AttendStar automatically creates your progress reports for you.
9. Event FAQs
The FAQ section of your event’s ticket sales page is not only helpful, but if it’s well-written, it can reduce the number of phone calls from ticket buyers and increase ticket sales. Think like a ticket buyer who is not familiar with your event or the venue, and create FAQs that provide as much helpful information as possible.
To learn how to write perfect FAQs for your ticket sales page, click here. You’ll get a list of 25 questions to include on your FAQ page as well as tips to write useful answers.
When you set up your event’s ticket sales page, don’t skip the Search section! This is where you’ll enter keywords that your target audience might search for on AttendStar.com to find your ticket sales page. It’s also where you tell Google how to find your event and describe your event to people through search results.
11. Ticket Names
Ticket names should reflect what ticket buyers will get when they make a purchase. For example, if you’re using a tiered pricing structure, you should use ticket names that refer to that structure such as General Admission, VIP, Gold Circle, and so on.
When you enter ticket names as you set up your ticket sales page, make sure they’re spelled correctly. Furthermore, if ticket buyers save money by purchasing a ticket early, be sure to tell them that! You can learn more about early bird pricing discounts here.
12. Ticket Availability Sales Dates
Setting up ticket availability sales dates is easy if you have a few ticket types and they’re offered at the same price during the entire sales period. However, if you have various early bird levels, review the dates and times that ticket prices change very carefully.
AttendStar allows you to create as many ticket “tiers” as you want. In fact, we highly suggest it. For example, you could create a Gold Circle ticket type with a discount if someone buys before a certain date. Generally, the more tickets you get into the hands of people early, the more those people will talk about your event with other people. That’s free advertising!
13. Ticket Quantities
Set up the dates when each type of ticket you’re offering will be available, and then double check to make sure the numbers are correct. You can modify the dates at any time through your Attendstar Dashboard, but you don’t want to run out of tickets (making your event look like it’s sold out) or oversell tickets.
Unlike the Seating Available field discussed in #7 above, which ensures your venue isn’t oversold, the Ticket Quantities field ensures different ticket types aren’t oversold. For example, tickets like General Admission and Group tickets may be pulling from the same number of tickets available in your venue. If you have 500 seats and you don’t care how many group tickets you sell, then you’ll have 500 General Admission tickets AND 500 Group tickets available. However, if you want to limit Group sales to 200 tickets, then you need to put 200 in the Ticket Quantities field.
14. Ticket Description
The ticket description is where you sell the value of the ticket and provide details about what the ticket includes. If you’re offering multiple ticket types, make sure your descriptions effectively promote the extras people will receive when they purchase higher priced tickets, the money they’ll save when they buy early bird tickets with discounts, or the money they’ll save when they purchase bundled tickets.
For example, if you’re selling VIP tickets, describe where those ticket buyers will get to sit and what’s included in the ticket price such as free parking, drinks, food, merchandise, artist meet and greets, and so on.
15. Terms and Conditions
No one wants to think about bad things happening at their events, but it’s important that you include terms and conditions on your ticket sales page. This is where you try to limit your liability for any accidents that may occur or other problems that might happen. If you’re not responsible for accidents at the venue, you should have that in writing.
In addition, the terms and conditions should include information about refunds. If you’re not giving refunds, you need to say that in writing. If certain rules apply at your event, put all of the rules and regulations in writing within your terms and conditions so your ticket buyers can read and understand what is expected of them.
16. Terms and Conditions Acceptance
Check the box in the Agrees to Terms & Conditions section to make ticket buyers acknowledge that they’ve read, understand, and agree to your terms and conditions. Whether or not the ticket buyer reads the terms and conditions, they still agree to the terms and conditions in order to purchase tickets. This helps you if a situation like the ones discussed in #15 above arises.
17. Additional Fees
AttendStar gives you the option to add taxes, credit card fees, and other fees to the AttendStar fees when you set up your ticket sales page. It’s important to point out that ticket buyers don’t like fees. However, if you have a venue fee or high sales tax, you might want to include it here.
18. Ticket Fees Included in the Ticket Price
You have the option to include ticket fees in the ticket price when you use AttendStar as your ticketing platform. This helps you sell more tickets than anything else because the ticket buyer doesn’t see an extra fee on the ticket sales page, which makes them think they’re avoiding paying any fees.
Ticket buyers try to avoid paying fees at all costs, so it’s better to raise your ticket price than to display fees separately. For example, it’s better to show a ticket price of $18 (which includes $2 in fees) than to display a $16 ticket price plus $2 in fees.
When you include fees in your ticket price, you’ll sell more online tickets, which helps build your email list and reduce advertising costs in the future. It also enables you to make more money off of pre-printed tickets that you sell at area ticket outlets.
Including fees allows you to advertise one ticket price everywhere, which eliminates phone calls from ticket buyers who want to find out where to buy tickets in order to avoid fees. They don’t like advertising that says the ticket price is $16 only to find out when they try to buy that the final price is $18 with fees. To keep ticket buyers happy and boost ticket sales, include the fees in the ticket price.
19. Remind Me
Remind Me is a unique feature available to you when you sell tickets to your event through AttendStar. It’s easy to set up and use, and it’s very effective at reminding people who aren’t ready to buy tickets about your event in the weeks leading up to your event.
To set up Remind Me, just enter five links to interesting information about your event, artist, and so on. You can use exciting videos that sell your event, updates about the artist’s new release, photos, and other content that boost interest in the event and motivates people to buy tickets. Try not to include advertisements or links to buy tickets. These people still need to be sold on your event, so focus on sending entertaining content.
Once Remind Me is set up, visitors to your ticket sales page will be able to enter their email addresses to receive reminder messages before your event. They’ll get a message every 10 days until the event date (starting 50 days before your event for a total of five message). Each Remind Me email contains one link (from the list you set up) as well as tools to share the content on Facebook, Twitter, or via email, which gives your event additional exposure to more people.
20. Ticket Buyer Buzz
Ticket Buyer Buzz has been proven to increase ticket sales. It’s another unique feature that you can use when you sell tickets through AttendStar. Your current ticket buyers are your biggest fans, so Ticket Buyer Buzz allows you to share content with them and encourages them to share that content on Facebook and Twitter and to forward the email to their friends.
Once Ticket Buyer Buzz is set up, an email is sent every 10 days for the 50 days prior to your event. Your goal is to reinforce why the ticket buyer purchased a ticket to your event and get them excited for the event so they’ll share your content with their online and offline friends and connections.
If you want, you can use the same five emails that you used when you set up Remind Me (see #19 above). The AttendStar system automatically transfers a ticket buyer who signed up for Remind Me to receive Ticket Buyer Buzz emails instead.
Your Next Steps
You can download this article in checklist form by clicking on the following link: AttendStar Event Happiness and Success Checklist.
Once you have your checklist, use it as you set up your event in the AttendStar online ticketing platform. We guarantee that if you use all of the tools and support available to you through AttendStar, you’ll sell more tickets to your event!