Rosita Mariella Rosita is an art historian and researcher based in Madrid. She’s been working in the art market since 2015, for galleries and collections based in London, until she joined ARTSVP in 2021.
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Whether you are selling tickets or giving them away for free, the ticketing process is one of the most important elements of hosting an event. Here we propose 7 tips to improve the management and promotion of your tickets.
1. Create your ticketing page
Ticketing pages need to be simple and clear, and able to communicate all the necessary information such as date, time and location of your event, as well as cost of the tickets. Having an appealing ticketing page is crucial to receive more booking. This means that you’ll want to be able to customise your online event page in order to make it as personal as possible. Once the page is ready, you can link it across your own website and social media pages to make it as easy as possible to buy tickets for your event.
ARTSVP provides full custom branding to their clients: booking pages with their logo, fonts and colours. Check out some of our recent clients booking pages in our blog post on Custom Branding.
2. Early bird tickets
Early bird tickets are ideal to motivate attendees and reward them for buying tickets before a deadline discount. Not only they increase the excitement for the event, but they also help you selling more tickets and attracting more people to the venue.
3. Discounted group tickets
Another effective incentive for ticket sale is offering a special discount for groups. Group tickets can be of benefit to both event organisers - as it brings in a bigger crowd - and attendees, that can purchase tickets at an affordable rate. The bigger the group, the higher the discount.
4. Make your tickets easy to buy/book
It may sound obvious, but an easy way to sell more tickets is to make your booking simple. Avoid booking systems that require to register to an account, download an app, or give away unnecessary personal details. If you are giving your tickets for free, don't ask your guests to insert card or address details. Provide very simple and clear visitors info, and set up reminder emails before the event.
5. Promote Ticket Sales
Once your ticket page is up and ready, promote the event across your marketing channels. Add the landing page to your emails and social media pages. Encourage your network to share these links to their audiences to help boost sales. Word-of-mouth is a key element in marketing events. Make it easy for ticket buyers to share the event with friends. Send follow ups and reminders to people that attended your previous events, as they will likely be interested in the next one.
6. Allow purchasing additional items during booking
If you have additional items on sale, such as magazines, tote bags, catalogues or prints, the best moment to sell them is while the ticket payment is being processed, and customers already have their card out. Find an easy way to provide visitors with the option to add these items in their purchase. Click here to find out how ARTSVP handles the sale of additional items.
7. Cancellation/Refund policy
There are times when cancelling or postponing your event is the only option. In these circumstances, it is important to properly communicate these changes to your attendees, to avoid them feeling confused and possibly frustrated. If your tickets are not refundable, make sure your guests are exposed to this information and that they can easily find your Cancellation and Refund Policy.
Written by
Rosita Mariella
Rosita is an art historian and researcher based in Madrid. She’s been working in the art market since 2015, for galleries and collections based in London, until she joined ARTSVP in 2021.