 Five insider tips for using promo codes to sell tickets online
by Dan Voelker
With the right timing, and a little know-how, advance sale promotional codes for event ticketing can put a steady stream of revenue in your pocket months before your event begins.
As setup manager at a top online ticketing company, I have worked with hundreds of show producers over the past decade and have seen the exciting direction promotional code marketing has taken in recent years. Here are five tips event producers can use to improve event ticketing sales through promotional code discounts.
Know Your Tools
Promotional codes (also known as promo codes or coupon codes) trigger a price discount on selected tickets when entered during an order; understanding how, when, and where to set these codes up will influence your overall effectiveness.
It’s critical to have the ability to create your own promo codes at any time. A good online ticketing provider should have these tools built into a system that is user friendly and intuitive, enabling you to maximize marketing efforts as the opportunities arise.
Using the reporting features within your system to monitor the usage of a specific code and the total revenue it generates is also essential. By having access to this information, you can fine-tune your marketing, even while your event is taking place. Be sure to request training from your online ticketing support team or web developer if you are unclear on how to use the promotional code tools within your system.
Use the Media and Track Your Results
Promotional codes were made for the media! A promo code can be assigned to a specific print ad, commercial, radio spot, or partner website. Promo codes in the media can be exceptional at reeling in presales and measuring success with the networks, stations, or publications you invest in.
A catchy advertisement with your web address clearly stated, accompanied by a simple promo code, is sure to maximize results. Create codes that are easy to remember; use the TV or radio station’s call sign, or choose a simple word related to the campaign. Words are easier to remember than numbers. Most media ad campaigns are launched at least one month prior to the event and should be more aggressive at least two weeks out.
Phase Out Paper Coupons; Build a Bigger Database
Many operators have gradually replaced their paper coupons in favor of online promotional codes. They run similar print ads but replace the clip-able coupon area with a clear referral to their websites along with the promotional code. This will motivate the customer to buy online and receive the best available price while eliminating any hassles associated with redeeming paper coupons.
By moving more people online, attraction operators build a stronger database for future marketing campaigns. This is valuable data, including name, e-mail, street address, and more, all of which can’t be captured from a customer using cash at the door with a paper coupon.
Carefully Consider Discounts and Timing
Frequency plays a large role in the success of an early campaign. Having a consistent rollout of codes released at carefully planned dates and times will keep you on the minds of your faithful followers.
Organized promo code management is essential to aligning your codes with an early marketing campaign. Seek tools that give you direct access to create and manage your own promo codes with options to set expiration dates and usage limits. Try running one-day promotions with the message, “Only 100 codes available, order now!” or “Order now, offer expires this Friday at 11:59 p.m.!”
Social Networking and Newsletters
Many attraction operators are seeing the positive impact social networking and newsletter communication can have on their facilities’ popularity. For those with limited marketing budgets, these are essential.
Since promotional codes are easily posted, e-mailed, and distributed with relatively no cost, they lend themselves well to the social networking audience. Hit your social networking markets. Try targeting certain groups such as friends, fans, followers, and last year’s attendees, giving them the “first opportunity to save” and rewarding them for their loyalty.
Post a special discount link on your event page, or use the bulletin features to get the word out. Messaging such as “Use this code before it’s too late!” and “$5 off for our loyal followers who buy before August 1” are great ways to encourage sales.
An e-mail announcement should also be sent once you begin selling tickets. Customers will be more likely to open your e-mail and make an order if your title includes discount messaging such as “Tickets on sale now, advance discount code inside!” Be sure to make your e-mail short and easy to read with clickable links that drive them directly to your online ticketing page. Options for links that have the promo code prefilled streamline the process and help track your campaigns.
Dan Voelker, director of sales and marketing for Interactive Ticketing, has worked with many top event producers in North America. As a project manager, he provides training, instruction, and comprehensive advice for the development, growth, and optimization of online ticket sales.
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