2019 TAFE - Upselling Your Event

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