The document discusses strategies for upselling event tickets through pre-sales and bundling options. It recommends announcing pre-sale dates in advance and targeting past attendees. Pre-sales are important for guaranteed income and increasing per capita spending. The document suggests offering discounts, flash sales, and VIP experiences to incentivize early ticket purchases. It also promotes using multiple ticket and package options, like season passes or family bundles, to increase revenue per transaction.

1. Upselling Your Event: The Art
of Increasing Revenue, One
Transaction at a Time
Jessica Bybee-Dziedzic
Director of Partnerships, Saffire

7. PRINT-AT-HOME TICKETS

8. ADVANCE TICKETS

9. SCANNING PRE-SOLD TICKETS

10. OR SELL AT THE GATE

12. I’LL SEND THE SLIDES IF YOU LEAVE
YOUR BUSINESS CARD!

13. LET’S GET STARTED.

15. 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

16. GETTING THE WORD OUT

17. CREATE A ROLLOUT PLAN
• Set an Announcement Date
• Determine Your Pre-Sale Audiences
• Set Pre-Sale Dates & Communication
• Promote the Public On-Sale Date

18. PRE-SALE AUDIENCES
• Dance with the one who brought you!
• Sponsors, Partners, Past Volunteers
• Past Purchasers, Email List, Facebook Fans

19. Announcement Date
Event Details
On-Sale Date

20. PLANNED MEDIA

21. Facebook Events

22. WHY FACEBOOK EVENTS
https://events.fb.com/#create-a-great-event

23. MULTIPLE EVENTS IN ONE

24. HOW MANY OF YOU
EMAIL
YOUR CUSTOMERS?

25. PLEASE DON’T FORGET EMAIL!

26. 44% of email recipients made at least one
purchase last year based on a
promotional email.

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

28. INCENTIVIZE PRE-SALES

29. 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)
• Target your market

31. HAVE GOOD CALLS TO ACTION
• Keep it short (2-5 words)
• Descriptions and pictures are important
• TEST different options-see what works!

32. CHANGE UP YOUR TICKETS PAGE

33. 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

34. MULTI-DAY & PACKAGE PURCHASES
• Season passes -With or without carnival
• Weekday passes
• Food & Beverage Options
• Group Discounts
• Family Packs & other Bundles

35. SPECIAL EXPERIENCE & VIP OPPS
• Private Bathrooms
• Up Close Parking
• Roped Off Areas for Entertainment
• Seating Area
• Meet & Greets
• Early Entry or After Hours

36. REMEMBER THE MAGIC NUMBER

38. 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!

40. MAKING YOUR GUESTS FEEL SMART

42. 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
https://events.fb.com/#create-a-great-event

43. More Free Online Marketing Tips!
Website www.saffire.com
Facebook TeamSaffire
Twitter @TeamSaffire
Instagram TeamSaffire
YouTube saffirestudio
Questions?

45. Jessica Bybee-Dziedzic
jessica@saffire.com