Knowledge is power, and education is the key. As an event organiser, you play an essential role in creating memorable experiences and bringing people together. But how can you effectively reach your ideal target market and increase your event sales? Here are five actionable tips to help you achieve just that.

1. Leverage Referrals

Did you know that many businesses attribute up to 80% of their event sales to referrals or word of mouth? Before purchasing tickets or attending an event, people often seek opinions from those who have participated in similar events to assess their value and experience. They might ask a colleague, friend, or family member, use social media, or research organisers online.

Why not take advantage of this powerful sales tool? Ask your current attendees for referrals by incorporating a simple line in your communications:

“Do you know anyone who would love to join you at our next event?”

Use every opportunity—whether it’s at the end of an email, during event registration, on an invoice, or on your website—to request referrals. Remember, satisfied attendees are one of your biggest assets.

2. Host Preview Seminars or Webinars

Offering free or low-cost preview seminars or webinars is an excellent way to generate leads and build excitement for your upcoming events. However, the content must be valuable and beneficial to attendees. A sales-heavy approach can be off-putting and may have a negative impact on your event’s reputation.

These sessions provide a platform to showcase what your event has to offer, giving potential attendees a taste of the experience they can expect. The contacts you generate from these previews can be used in future marketing campaigns to promote your events.

Webinars are particularly cost-effective, allowing you to reach a larger audience without the expenses associated with in-person previews. However, in-person seminars offer the added value of networking opportunities and live interaction with the presenters or event hosts.

3. Utilise E-Newsletters

You likely have a database of contacts—are you communicating with them effectively? E-newsletters are a cost-efficient way to stay in touch with your audience regularly.

For event organisers, e-newsletters serve as a platform to share event details, highlight past event success stories, announce upcoming events, showcase testimonials, run promotions, and share industry news. To maximise effectiveness, ensure your newsletter is distributed on a consistent schedule.

Consider adding a “Subscribe to Our E-Newsletter” button on your website, social media pages, and email signatures to grow your subscriber list and generate new leads.

4. Highlight Case Studies and Testimonials

Case studies and testimonials are powerful tools that provide prospective attendees with real-life success stories. These elements add a human touch to your marketing and help future attendees envision the value of your events.

A well-crafted case study can demonstrate how your event provided unique experiences, solved problems, or met specific needs for past attendees, detailing what made the event memorable and impactful. Testimonials offer attendees the chance to share their experiences, from discovering the event and booking tickets to enjoying the day and reflecting on the value received.

Make it easy for satisfied attendees to provide testimonials. Offer the option to do so through your website, social media, or by conducting a brief interview or survey.

5. Offer Early Bird Discounts

Early bird discounts are an effective way to secure commitments and fill your events. People often express interest in attending an event but may delay purchasing tickets or forget to register altogether. Implementing early bird offers with these three golden rules can help:

1. Make the Discount Enticing: An early bird discount of 20-40% off the regular ticket price will prompt immediate action. A minimal discount, such as $5, is unlikely to motivate potential attendees.
2. Set Clear Limits: Limit your offer to either a specific number of attendees (e.g., the first 50 people) or a deadline (e.g., book four weeks prior to the event). Stick to the deadline to encourage early bookings.
3. Promote Your Offer: To ensure success put marketing efforts behind your early bird offer. Make sure your audience is well-informed and motivated to take advantage of the discount.

Early bird offers benefit both attendees and event organisers. Attendees are pleased to receive a discounted rate for booking early, and organisers gain better insight into attendee numbers, reducing the stress of whether an event will sell out. This also helps with cash flow, which is crucial for smaller events where upfront costs like venue booking and materials need to be covered.

In conclusion

There are many strategies to increase event sales, and these tips are a great starting point. Implement them in your event planning, and watch your sales grow.