There is much to be written about event marketing mistakes mainly because we all make them — even those of us who do event marketing for a living!
I thought I’d share some of the top event marketing mistakes with you, so you can avoid them. It’s a short and not so sweet list.
1. Failing to Realize It Takes Work.
Yes, number one. Posting your event with just any ticketing company simply is not enough. Over the years, I have heard many ticketing company websites say they’ll help you sell out your event or that they offer sell out automation or many other nonsense claims. Not so. It takes a great deal of work and attention to detail to sell a lot of tickets.
2. Not Creating a Reason to Buy Tickets Early
This mistake is common with 99.9% of events I see. If you place tickets on sale 60-90 days before the event and get nervous about your ticket sales at 45 days out, you just made ticket selling mistake #2. People who have already bought tickets are your event’s biggest fans. Give them $3.00 off if they buy more than 45 days before the event. If you can’t sell a ticket for $3.00 less, then raise the price of your tickets. Follow the link to learn about early bird pricing.
3. Not Actually Selling Your Event
Simply listing the artist’s name as the event title is not enough for most events. Use any description areas on your ticket sales web page to embed videos and write sales copy.
4. Help People Buy
Did you know 70% of people who start to make a purchase never complete it? That’s according to the pros at the largest and smallest websites on the internet. The reasons are many but include: lack of ticket descriptions, lack of frequently asked questions, lack of any reason to buy early, lack of actually trying to SELL your prospect.
5. Poorly Designed Website
I’m talking here about poorly placed ticket buying links. You should have what marketers call a clear call to action. Words like BUY TICKETS or BUY EARLY AND SAVE are the phrases you need to use, and make sure people see those buttons.
6. Not Charging Enough
I see this for most events — mainly events where people are trying to make the event as low cost to attend as possible. Your main goal should be to increase your sales. The reason I say this is because you need the money for advertising and marketing. Price is generally NOT the reason people do not buy tickets. The real reason is they do not see the value in buying.
It is ALWAYS better to use many different price points and offer premium seating options to increase revenue. Start as high as you can because you can always discount. Even for general admission events, you can have the first three rows at $40, the next three rows at $30, and the remaining rows at $25. If you’re doing your event as a ministry, you still need to cover your cost and make money for your next event. Here are some tips to set ticket prices to maximize sales.
7. Waiting Too Long to Ask for Help
I see this ALL THE TIME. Don’t wait until the week of the event and call your ticketing company saying, “What can we do?” Call three weeks before the event or more if you have any reason to think the event is not doing well. Most artists work with managers, booking agents, or others on the team that can help you. After all, most artists benefit when the room is full.
Here at AttendStar, we have dedicated people available to help anytime. I always tell my clients, “Call early and often.” I would rather hear from you too much than not enough. So with that said, don’t wait. Give us a call and find out how we can help you.
What are your thoughts? Let us know in the comment section below.