Air shows captivate audiences with awe-inspiring performances, but behind the scenes, organizers face the critical task of turning spectators into ticket buyers. A structured ticket sales funnel ensures that potential attendees are guided seamlessly from awareness to purchase. By tailoring strategies to each phase of the funnel, air show organizers can maximize ticket sales and deliver a memorable experience for fans. Here’s how to master the ticket sales funnel for air shows.
Awareness – Sparking Interest in the Sky
At the top of the funnel, the goal is to capture attention and generate excitement about the air show. This phase is about making as many people as possible aware of the event.
Strategies:
- Launch targeted digital ad campaigns on platforms like YouTube, Instagram, and Facebook. Use eye-catching videos that showcase aerial stunts, iconic planes, or behind-the-scenes preparations.
- Partner with local influencers, aviation communities, and news outlets to spread the word.
- Utilize display ads and creative billboards in high-traffic areas to attract local audiences.
- Craft teaser campaigns that hint at the event’s unique features or star attractions.
Key Metrics to Track:
- Ad reach and impressions.
- Click-through rates to the event’s website or ticketing page.
Engagement – Building Excitement for Flight
Once potential attendees are aware of the event, the focus shifts to engaging them with compelling details that build anticipation.
Strategies:
- Run social media contests, such as “Win VIP Passes to the Show,” to encourage participation and excitement.
- Share email newsletters with sneak peeks of performers, exclusive presale access, or fun trivia about the show.
- Host live Q&A sessions on platforms like Facebook or Instagram with pilots, performers, or event organizers to engage the audience directly.
- Create detailed event pages with maps, schedules, and descriptions of unique experiences, such as meet-and-greets or static displays.
Key Metrics to Track:
- Social media engagement (likes, shares, comments).
- Email open and click-through rates.
- Time spent on the event’s website.
Conversion – Sealing the Deal
The conversion phase is where interest turns into action. The focus here is to make the purchasing process as seamless and enticing as possible.
Strategies:
- Use retargeting ads to re-engage individuals who visited the ticketing page but didn’t complete a purchase.
- Send personalized SMS reminders with limited-time offers or updates on seat availability.
- Create urgency with messaging like “Tickets are selling fast—don’t miss out!” or “Only 3 days left to get early bird pricing.”
- Ensure the ticketing platform is optimized for quick and hassle-free checkouts, especially on mobile devices.
Key Metrics to Track:
- Conversion rates from ticketing pages.
- Abandoned cart recovery rates.
- Total ticket sales.
Retargeting the 98% Who Haven’t Bought
Not everyone will convert on their first visit to your site. Retargeting strategies can help win back the majority of visitors who leave without purchasing.
Understanding the Drop-Off:
- Identify where in the funnel potential buyers are disengaging. For example, are they leaving after viewing ticket pricing or before completing checkout?
Winning Back Lost Visitors:
- Deploy dynamic ads showcasing available seating options or exclusive VIP packages.
- Offer personalized incentives, such as a discount or free upgrade for first-time attendees.
- Share testimonials, reviews, or photos from past attendees to instill confidence in undecided buyers.
Key Metrics to Track:
- ROI on retargeting ads.
- Click-through rates on re-engagement emails.
Enhancing the Checkout Experience
A seamless checkout process is crucial to minimizing barriers to purchase.
Strategies:
- Optimize ticketing pages for mobile and desktop users to ensure a smooth experience.
- Offer flexible payment options, such as buy-now-pay-later solutions.
- Provide clear, transparent refund and cancellation policies to build trust.
- Test the checkout process regularly to identify and fix any potential friction points.
Key Metrics to Track:
- Checkout completion rates.
- Bounce rates on ticketing pages.
Post-Purchase Engagement
The relationship with ticket buyers doesn’t end after purchase. Keeping them engaged ensures they’re excited about attending and more likely to promote your event to others.
Strategies:
- Send “Know Before You Go” emails with parking maps, event schedules, and tips for enjoying the show.
- Upsell additional perks like reserved seating, merchandise, or premium parking.
- Encourage attendees to share their excitement on social media with branded hashtags or referral incentives.
Key Metrics to Track:
- Referral conversions.
- Engagement rates on post-purchase emails.
- Sales from upsells or add-ons.
Conclusion
Mastering the ticket sales funnel is essential for air show success. By addressing each stage of the funnel with tailored strategies, organizers can guide potential attendees from initial awareness to final conversion while maintaining excitement and loyalty throughout. A well-structured funnel not only maximizes ticket sales but also ensures a seamless and enjoyable experience for fans, turning them into advocates for future events. Now is the time to refine your strategies and take your air show ticket sales to new heights.
