Get to SOLD OUT!
How to Sell Out Your Outdoor Event, Stop Worrying About People Showing Up, & Deliver an Extraordinary Experience
Category: Outdoor Event Promotion and Marketing
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Years ago, I was told the following: “You need to buy a ticket to our event because we help kids with cancer.” When I politely declined with a “no thank you.” I was made to feel guilty. That’s not cool! Nor a way to approach someone about buying a ticket to your event.
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During the session, one of the presenters shared their gross ticket revenue numbers and marketing strategies. The figure was around 7 million USD in event ticket sales. It was an astronomical number. And 10x-20x what most event organizers do in the field.
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Contrary to what the media is reporting, it isn’t all doom and gloom in the world. I’m not going to deny that many people are struggling. But it’s important to remember that people still want to do things. Some events and industries are thriving despite the COVID.
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You know what it’s like … those days leading up to and through your event. My guess is that you would NOT use words like “relaxing, stress-free, or pleasant.” Chances are it’s a little more chaotic, dramatic, and stressful. What probably ends up happening is you get into execution mode.
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“It’s been two days, we haven’t found anything decent, and they’re still looking.” Thus, let me ask you … Do you have a set of high-quality photos of your event at your fingertips?
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As a whole, this outdoor UK event runs highly sophisticated marketing campaigns, both online and off. Honestly, some of the best campaigns in the world, with high production quality. For all the great online content produced by the event organizers above, one content type outperforms all others.
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Accepting that only 3% (or less) of your local population is predisposed to attend your event is a good thing. How so? Because if you and your air show team focus on those most interested in attending your event, you will significantly boost the effectiveness of all your advertising. Think of the 3% rule as…
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A few weeks ago, a series of “professionals” deemed the strategy of waiting to sell tickets to one’s event as “crazy!”
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My suggestion to you, look at upgrading your old tech. That said, there is no need to pay a premium or buy a new computer. If possible, stay away from tablets as your daily work driver.
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Recently, I surveyed a few North American outdoor event organizers. With attendance of over 150,000 people across multiple 2020 events, there were zero contract traces back to any of the events.