Maximize Your Revenue Through Ecommerce & Ticketing

1. By: Cassie Dispenza
Maximize Your Revenue Through
Ecommerce & Ticketing

10. Print-at-Home Tickets
Include sponsor logos
Include advertising

11. Advance Tickets

12. Scanning Pre-Sold Tickets

13. Gate Sales

15. 1. Best Website Practices
2. Promote Early
3. Create Urgency & Exclusivity
4. Start a Loyalty Program
5. Increase Video Content
6. Email Marketing
7. Sponsor a Cause/Charity
8. Don’t Forget Other “Customers”
Increase Online Revenue

16. Best Website Practices

17. Have GOOD Calls To Action
• Keep it short (2-5 words)
• Create a sense of urgency - something like Buy NOW
• Put large CTA’s above the fold
• Every page of your site
• TEST different options-see what works!

19. Creative CTAs

20. Don’t Have Too Many Choices
• The Paradox of Choice is real
• Limit to most popular selections from the year before
• Plus test a few

21. The Gum Experiment
Two Packs of Gum - Same Price Two Packs of Gum - Different Prices

22. Use Price Disparity
• Don’t get caught in the “gum trap”
• Make the item you want to sell
look affordable!

23. Bundle Items
SELL MORE TYPES OF ITEMS TOGETHER
An admission ticket with:
• Parking
• Food vendors
• Carnival wristband
• Merchandise – souvenir cups

24. Bundle Items
SELL A REOCCURENCE OF THE SAME ITEM
• Season passes
• With or without carnival
• Weekday passes
• Early bird passes
• Group Tickets- buy 10 & save

25. Bundle Items
SELL MORE OF A PARTICULAR ITEM AT ONCE
• Date night pass
• Family 4-pack
• Family 5-pack?

26. Remember the magic number.

27. $60

28. Offer Pricier Items
VIP Experience Pack $99.00
Season Pass $50.00
Mega Family Fun Pack $100.00
Family Fun Pack $65.00
Date Night Pass $40.00
Single Day Adult Admission $10.00
Single Day Child Admission $5.00

29. People will Buy!
It’s all about the VIP Experience & Exclusivity!
• Roped off Area
• Private Restrooms
• Meet & Greet/Photo Ops/
Behind-the-Scenes
• Food & Beverage

30. In The Real World
One client offered $65 admission with unlimited rides. They
added:
• $99 pass - 3 days of 4 tickets and 2 unlimited rides ($400 v.)
• $199 pass - 10 days of everything, even parking ($800 v.)
Expected to sell a few, instead sold $30k worth in the first
year of the $199 item!

31. Promote Early

32. Tickets THEN Announcements
You CAN go on sale with your tickets before you announce your
entertainment!
• Offer a deeper discount for customers willing to buy super early
• Many people do this as a Holiday package

33. Holiday Packages
• Create a sense of urgency
with a cheaper price/limited
time offer--FOMO

34. Earned Media

35. Cyber Monday
Another holiday you may not want to miss when you sell online!
• Over $3 BILLION dollars is spent online now on the Monday following
Black Friday
• GREAT way to put that email marketing list to use

36. National Cherry Festival Season Pass
$99 for a $250 value, 8 days of concerts
In December: 150 tickets
In March: 50 GA tickets
And that’s IT. They won’t sell any more.
Sell out within minutes each time

37. And it’s Almost ALL Online
89% of Cherry Festival Tix sold online

38. Promo Codes
Tie directly in the purchase process

39. Promo Codes Reporting

40. Add to RetailMeNot
www.retailmenot.com/submit

41. Create Urgency & Exclusivity

42. Flash Sales
• Offer a great discount for a very limited time
• Could work well with Black Friday or Cyber Monday
• Hit your website & social presence hard
during this time

43. The Best Flash Sale Ever
• The Big E had a flash sale for one day
• The one day sale happened exactly 100 days before gates opened
• Adult Admission tickets were discounted from $15 to $8
• They decided to be their own Groupon!

45. Results
• Over 90,000 tickets sold
• Approximately 18% breakage (That’s $129,000!)
• Regular admission ticket sales were still up from last year

46. Macy’s One Day Sale
• Actually happens about 1x/month
• “Preview Day” on Friday- promotes
urgency, increases shopping time

47. Build Intrigue for Sales
• Announce your having a sale, THEN announce what’s on sale
• Put Social Media followers in the loop early—build your following
• Send press release to sponsors, city, CVB etc., to share on their pages
• Get buy in early from these companies

48. Members & Loyal Shoppers

49. Start a Club or Loyalty Program

50. Membership Program Ideas
• Really, all you have to do is start an exclusive email list!
• Give discounts for buying many tickets/being a repeat customer
• Do a Kids Club (Really it’s adults signing up)
• Get a sponsor, send them a packet!
• T-Shirt
• Bumper Sticker

51. Membership Program Ideas
• Give discounts off tickets for contributing to your 501(c)3 – probably
people that attend your fundraisers
• Give discounts of merchandise
• Can have different supporter levels or tiers of spending
• Exclusive info to other events you host on your grounds

52. Also…
FOMO.
Nobody wants to be left alone on a lower tier or out of the club. ☺

53. Members are Early Adopters
• This is an easy group to capitalize on early ticket sales because they are
likely to jump in quickly
• You have their information so you can keep in touch earlier and year
round, plus you have permission to market to them.

54. Membership Example

55. Repeat Buyer Emails

56. Offer Discount After Checkout
• Can send via email or show on “Thanks” screen
• Give Customers a % discount off on their next purchase w/ promo code

57. Don’t Let Email Die

58. Most Cost-Effective
Top Revenue Generator
Fastest Results

59. 44% of email recipients made at
least one purchase last year based
on a promotional email.

60. Millennials with Email Discounts
“More than any other, millennial subscribers want personalized, relevant
communications. They expect brands to respect their preferences.”

62. PROMOTE
When do I
Email Signups?

63. Build Your Email List During Event

64. Email List
Who has signed up for an
to get a discount?

65. Offer Sign Up Incentives
• Sign up for exclusive deals and discounts! (Even if you DON’T offer a
specific discount)
• Sign up for your chance to win exclusive prizes!
• Sign up & get X% off your first purchase– easy with a promo code

66. When to Send Email
• Strategically plan emails to go out before the morning news
• Allows local news station to talk about your event
• Check your open rates, but most see
success on Tuesday & Friday mornings

67. CASE STUDY

70. Festival Ended 10/15
Tickets on Sale 10/18

71. Website Content

72. How Often? Sales Emails in Blue

74. Closer to Event-More Event Info

75. Sell even on your
Event Emails!

76. Contest Emails-Farther From Event

77. Contest Email—Still
includes Sales Message

78. Merch Sales

79. Increase Video Content

80. VIDEO, VIDEO, VIDEO
• Video posts have 135% greater organic reach than photo posts
• Facebook generates 8 billion video views on average per day
• That’s a 50% increase in 2016 compared to 2015
• People spend 3x longer watching Live video compared to video which is
no longer Live

83. Video Advertising
• Grab their attention immediately
• Create a compelling offer – Early Bird, Limited Time Only, etc.
• Don’t require sound
• Captioned video increases view time by an average of 12%!
• Use iMovie or Movie Maker to add call-out text to your video
• Include a call to action

85. Video Advertising
• Use headlines that pique their attention
– engaging & informative
• Let your personality shine through
• Write an informative description
• Provide value

86. Videos Near Buy Button!

87. Sponsor a Cause

89. Anti-Bullying Assembly
• Supports a good cause
• Gets your name out in the community as
a contributor
• People connect you with doing good
• People think of you when spending their money
• Paired with free ticket for each child in school

90. Make Sure to Post!

91. Buy One, Give One
• Many fairs partnering with Big
Brothers/Big Sisters or low-
income schools to provide free
tickets purchased by someone else
as a donation

92. Proceeds for Charity

93. Queen Contests
• Each Queen at your fair can have their own link/page to sell tickets
• A portion of ticket price goes to scholarships
• Could also be tied to a board member, school, or any influencer if you
don’t have fair queens to help raise money for their organization while
selling your tickets

94. Promo Codes
• Everybody loves a discount
• Exclusively offer to partners and sponsors
• Use urgency to drive sales
• EX: Until 5:00pm on Friday!
• EX: Only 500 tickets available at this price!
• EX: Limit 5 per purchase!

95. Don’t Forget Other “Customers”

96. Sponsors

97. Sponsors

98. Sponsors
• Include the number of social posts in which
you will mention the sponsor in the contract
• Also include the number of social posts in
which the sponsor will mention you

99. Vendors

100. Vendors
• Make it easy to find your vendors by
providing easy-to-use, mobile-friendly
maps
• Promote vendors with giveaways including
food vouchers, gifts, chance to win, or free
merchandise

101. Facility Rental

102. Facility Rental

103. Thank you!
cassie@saffire.com
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