1. The fear of missing something important
An established fact within marketing is that you know that consumers are keen to do things that they see others doing. To create a sense of desire within your target audience, you should therefore ensure that you, in all communication, tell us about how many people will participate and if there are any famous names on the guest list. If it is a conference or B2B event, it tends to be good to highlight the competitors who will participate.
Focus less on marketing what you will get at the event, and more on what they will miss if they do not participate – and play on the fear of missing something important. You can also reinforce the message by using pictures from past events that shows people having the time of their life during your event.
2. Restrict participation
It’s better to create an event that will be overbooked than an event where only half the ones invited show up, by planning pessimistically. Remember that the people who come to the event will be telling others how it was, and you can spread a feeling of exclusivity and popularity by creating the impression that you must be quick to secure a place. Otherwise, you’ll be left with an even smaller event next year.
3. Offer value worth the money
Before you start trying to make money from your potential participants, offer them value instead. An example could be to offer various ticket types, of which one type is free, but where you can pay extra for various benefits. If you get a packed event using this solution, it will also spread the word about your event being well attended, and that it therefore might be worth paying for a ticket early instead to make sure they get a place. With the right benefits for the non-free tickets, this will also create a demand to buy.
4. Involve people who influence others
Add a little extra effort into finding people who engage and influence others. If you can get such a person to participate at your event, you can almost be sure that they are followed by ten other participants. Find these key people and ensure that they have a great experience during the evening, with VIP treatment. What they will tell about your event afterwards can be crucial to the success of your next event.
There are two important categories of people to hunt down. People who work as President / CEO or that hold similar titles – where you very likely can get their entire team to follow them to your event. But it’s also of importance to bring people who have a wide circle of friends and have a good presence on social media. Also, make sure that the attendees who want to tell others about your event can do so in a strategically good place for you. Create a hashtag or a forum for people to communicate through, you can also use these statements for marketing, evidence and testimony to convince others that your event was a success.
5. Create a feeling of togetherness
The most ideal situation would be if your potential participants had such trust in, and understanding of, your brand that they register for your events without even reading through the details. To build this type of togetherness; humor, entertainment and benevolence will be three important values to work with. Use some funny video clips from the event or give an opportunity to work with a charity by supporting some kind of fundraising or something like that.
Remember that even the best and biggest events may have difficulties selling out sometimes. But by following these tips, you increase your chances of selling all your tickets significantly.
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