Maximize Your Revenue Through Ecommerce & Ticketing

1. By: Amy Pelzl
Maximize Your Revenue Through
Ecommerce & Ticketing

3. 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

4. Best Website Practices

5. 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!

8. Creative CTAs

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

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

11. Remember the magic number.

12. $60

13. 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

14. 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

15. 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!

16. Promote Early

17. 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
• Didn’t go on sale today for Cyber Monday – shoot for it for next year
• Guess what – Christmas isn’t the only Holiday – Think Spring Special,
The Bunny saves you Money, 4th of July – Firecracker Sale, get creative!

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

19. Earned Media

20. Promo Codes
Tie directly in the purchase process

21. Promo Codes Reporting

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

23. Create Urgency & Exclusivity

24. 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

25. 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!

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

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

29. 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
• Then follow up on what your results were so you can grow the program in the
future.

30. Don’t Let Email Die

31. Most Cost-Effective
Top Revenue Generator
Fastest Results

32. 44% of email recipients made at
least one purchase last year based
on a promotional email.

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

35. PROMOTE
When do I
Email Signups?

36. Build Your Email List During Event

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

38. 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

39. 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

40. Increase Video Content

41. 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

42. Sponsor a Cause

44. 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

45. Make Sure to Post!

46. 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

47. Proceeds for Charity

48. Don’t Forget Other “Customers”

49. Sponsors

50. Sponsors

51. 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

52. Vendors

53. 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

54. Thank you!
amy@saffire.com
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