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Russell Scibetti said on September 20th, 2008 at 6:34 pm

I forgot one more – make a promise to freeze ticket prices in the upcoming season, for at least certain sections (generally your lower priced tickets). This takes more planning to judge the impact this freeze would have on forecasted revenue, but if you can make a public guarantee like this early on, you will connect with your customers, showing them that you understand the difficult times and want to help. They will appreciate your efforts and be more willing to buy tickets this season and the next!

Eric Housh said on September 30th, 2008 at 5:25 pm

Ditto your thoughts here. We’ve seen our clients do all of these things with great success. Regarding retention: offering tix on sale first to past buyers at some sort of discounted rate for a limited period of time is working great (even if it is just killing online convenience fees). Playing on the exclusivity factor and the urgency of the buy , combining that with an incentive (even if a small one) usually is enough to drive the purchase.

Ticket Sellers should also consider how they help fans connect with other fans- do your email confirmation screens give discounts or special offers if the ticket buyer forwards it on? Do you make it easy for your buyers to share event information with each other via email, social media, etc.? We’ve found that the “crowd” effect still applies- people are more likely to attend an event if they are recommended by a friend.

Finally, make sure you are leveraging the whole Internet in your promotional strategy. Event aggregator sites like Eventful.com, Upcoming,org, and zvents.com get several hundred thousand visitors per month, and it is free to post your event to them.