Upselling Your Event: The Art of Increasing Revenue, One Transaction at a Time - Brandi & Ashley
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2019 Saffire Summit Presentations: Upselling Your Event: The Art of Increasing Revenue, One Transaction at a Time - Brandi & Ashley
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Upselling Your Event: The Art of Increasing Revenue, One Transaction at a Time - Brandi & Ashley
- 1. Brandi Jo Wallace & Ashley Leopold Director of Client Experience and Client Experience Manager, Saffire Increasing Revenue, One Transaction at a Time
- 3. WHY PRE-SALES ARE SO IMPORTANT • Proverbial “Rain Insurance” - money in the bank well before the event starts • Breakage – Not every ticket purchased will come to the event • Customer’s available income increases (cross-paychecks) • Advance money is shown to increase your per capita spending
- 5. CREATE A ROLLOUT PLAN • Set an Announcement Date • Determine Your Pre-Sale Audiences • Set Pre-Sale Dates & Communication • Promote the Public On-Sale Date
- 6. PRE-SALE AUDIENCES • Dance with the one who brought you! • Sponsors, Partners, Past Volunteers • Past Purchasers, Email List, Facebook Fans
- 11. MULTIPLE EVENTS IN ONE
- 12. HOW MANY OF YOU EMAIL YOUR CUSTOMERS?
- 13. PLEASE DON’T FORGET EMAIL!
- 14. 44% of email recipients made at least one purchase last year based on a promotional email.
- 15. Millennials with Email Discounts
- 17. FLASH SALES• Offer a great discount for a very limited time (think hours, not days) • Get local & regional media involved early • Hit your website & social presence hard both before and during sale • Build your audience with the tease – ask for offer sign-ups • Limited availability (give a reason to buy early) • Offer something special (early access, VIP, item with purchase)
- 18. HAVE GOOD CALLS TO ACTION • Keep it short (2-5 words) • Descriptions and pictures are important • TEST different options-see what works!
- 19. CHANGE UP YOUR TICKETS PAGE
- 20. REMEMBER THE MAGIC NUMBER
- 23. PRICING PSYCHOLOGY Sort Prices from High to Low Have 5 to 7 choices on the page When discounting show full price in description (x it out if possible) Show increasing prices/ timelines in description to increase urgency
- 25. MULTI-DAY & PACKAGE PURCHASES • Season passes -With or without carnival • Weekday passes • Food & Beverage Options • Group Discounts • Family Packs & other Bundles
- 26. SPECIAL EXPERIENCE & VIP OPPS • Private Bathrooms • Up Close Parking • Roped Off Areas for Entertainment • Seating Area • Meet & Greets • Early Entry or After Hours
- 28. MAKE YOUR CUSTOMERS FEEL SMART • Deliver on the expectations for easy use • Train your ticket-taker staff, to build their confidence • Deliver on FASTER entry with express lanes • Customers will pay for their time!
- 30. MAKING YOUR GUESTS FEEL SMART
- 32. WRAP UP • Marketing is 90% of the battle – Get the word out, especially to targeted audiences • Incentivize pre-sales, and get creative with upselling • Results in increase sales / increase customer loyalty
- 33. Questions?