Occasion advertising is even simpler if you make the most of e mail automation, which lets you schedule a collection of emails upfront and frees your time to give attention to different advertising efforts. Make your subsequent occasion successful by automating the next seven emails designed to spice up attendance and drive ticket gross sales.
1. Occasion invites
Start your e mail collection with an invite to your occasion. Your invitation emails ought to create pleasure. Ask your self:
- How is your occasion related to your viewers?
- Why ought to they attend? What advantages will they get, and what expertise can they count on?
- The place can they be taught extra?
- How can they register?
Frequent sense says your occasion invites (and all of your occasion emails) should embody the identify, date, time and site in addition to your occasion brand. However go the additional mile by telling your viewers what’s in it for them.
2. Early chicken reductions and incentives
What are you able to supply to individuals who register early? A reduction or freebie generally is a highly effective incentive that additionally helps you establish what number of attendees that you must plan for. Concepts embody:
- A reduction on occasion tickets bought earlier than a deadline
- A collection of tiered reductions main as much as the occasion
- A freebie in the event that they join by a sure date, equivalent to a T-shirt
- VIP seating or lodging
- First dibs on the official occasion lodge
- Most well-liked parking or a free parking move
- Backstage passes
- Food and drinks vouchers
Unsure which supply will encourage your viewers? Take into account A/B cut up testing towards small segments of your listing to see which will get the best response. Then, ship that provide to your bigger listing.
3. Referral requests
Occasions are extra enjoyable with pals, so embody referral requests as a part of your e mail collection. You may ship emails that:
- Ask registered attendees to ask pals, and supply an incentive for each good friend who registers
- Provide particular incentives to teams of three or extra to encourage a number of ticket gross sales
- Promote an in-event contest, equivalent to greatest group T-shirt or costume
- Provide lodge room reductions for multi-room bookings
- Provide free or low cost parking for automobiles with three or extra individuals
- Give attendees a social hyperlink to simply share and invite their pals
- Encourage attendees to ahead your e mail invite to their contacts
Remind your viewers how a lot they’ll get pleasure from your occasion if they create pals alongside, and you may simply double or triple your ticket gross sales.
4. Group gross sales emails
Use e mail to advertise group gross sales and earn an enormous spike in ticket gross sales. Concepts embody emails that:
- Ask your viewers to share your occasion with their teams, equivalent to nonprofits, church teams, golf equipment, sports activities groups, colleges, Fb teams, neighborhood organizations and every other group they’re a part of
- Provide group reductions and incentives equivalent to reserved seating so teams can sit collectively
- Provide particular incentives for nonprofit teams, equivalent to a portion of ticket gross sales donated to a given trigger
- Promote a charity that teams can be eager about supporting: They get to contribute and have a good time doing it
Take into account which kinds of teams are more likely to be eager about your occasion. Then, assist them see why attending your occasion is a good suggestion for his or her group.
5. Occasion newsletters and bulletins
Ship common e mail updates to maintain your viewers and excited. Concepts embody:
- Leisure bulletins: Inform your viewers who can be performing as you ink contracts
- Meals and vendor bulletins: What treats can they get pleasure from at your occasion? Which distributors supply on-site purchasing?
- Accessible experiences: Will your occasion have video games, contests, obstacles and different experiences attendees can take part in?
- Useful suggestions: How can they get in early? The place ought to they park? What are the most effective instructions? The place are the most effective seats?
- Occasion schedule: Make it straightforward for attendees to print a schedule to maintain of their pockets
Use e mail newsletters and bulletins to repeatedly create buzz round your occasion and enhance registrations because the date attracts close to.
6. Social shares
Use e mail to ask your viewers to share your occasions on Fb, Twitter, Instagram and different social accounts. A easy request can work, however you would possibly get higher outcomes if:
- You connect your e mail to a contest; for instance, promote a photograph contest previous to the occasion and let others decide the winners on social media
- You supply a particular incentive for sharing your occasion, particularly if these shares result in ticket gross sales
- Your occasion helps a trigger, remind your viewers about your occasion’s impression and recommend social sharing as a easy means they may help
Don’t underestimate the ability of social media for occasion promotion or the power of e mail to drive social shares.
7. Product gross sales
Providing cool swag at your occasion? Let your attendees get it early with emails that promote product gross sales. Concepts embody:
- T-shirts, hats and different attire
- Wristbands or occasion bracelets
- Sun shades
- Drinkware equivalent to tumblers, water bottles and occasional mugs
- Flying discs
- Tote baggage
Even higher, create an official occasion swag bag full of the requirements attendees must “survive” your occasion. Promote it as an add-on to ticket gross sales or supply it as an early registration incentive.
Get even higher outcomes with superior occasion e mail automation
These seven kinds of occasion emails are an important begin for occasion promotion, however you may take your advertising a step additional with superior automation. For instance, you may:
- Robotically section registrants into new lists and automate emails that target referrals and product gross sales
- Robotically section your viewers by demographics and promote distinctive promoting factors by section; for instance, you may promote the charitable trigger your occasion helps or the leisure worth of your occasion
- Robotically section VIP ticket holders from customary registrants and automate totally different emails in accordance with the experiences they’ll have — and promote distinctive upsells related to every viewers
Bear in mind, the extra your emails communicate to your viewers, the extra seemingly they’re to reply, share and register. Superior automation can maximize ticket gross sales on your occasion.
Increase your e mail advertising with social automation
E-mail isn’t the one occasion advertising platform you may automate. Increase your e mail promotions with social posts scheduled to coincide along with your emails. Doing so presents a number of advantages, together with:
- Multi-channel advertising and repetition that influences registrations
- Social proof when your viewers likes and shares your occasion
- “Set it and neglect it” simplicity if you schedule your posts forward of time
- The flexibility to focus your efforts on new occasion advertising alternatives because it attracts close to
E-mail and social automation are highly effective advertising instruments which can be confirmed to extend occasion attendance and increase ticket gross sales. Leverage the ability of automation to make your subsequent occasion a roaring success.
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