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Organizers used to actively work with ticket offices to sell as many tickets as possible. This method has two critical drawbacks:
The money isn’t paid back until after the event, so you have to have a financial “cushion” so you don’t have to borrow money.
There is no access to a customer base to help make repeat sales without investing in advertising.
Selling on your own, you won’t run into this if you choose the right ticketing service.
The D2C model, in which everything is in your hands: marketing, advertising, sales, ticket delivery to the customer, is now gaining popularity. You have a database of contacts, which allows you to fully manage the business and not share profits with anyone else.
To successfully sell concert tickets without intermediaries, you need:
Understand who your audience is. This is not always obvious.
Sell emotion. It’s important that your events be more than just performers – create a show.
Develop your own distribution channels. People do not want to make extra movements, so it is important to sell where it is convenient for them: in social networks, messengers.
PR in the media. Send out announcements, arrange for interviews. The more coverage you get, the better the chances are that people will know about the concert and want to come.
Set aside enough time for sales. Calculate how many viewers you need to cover the cost and open the first batch of tickets a couple of months before the concert. This way you can see real demand and adjust your sales strategy in time.
Build Your Own Fanbase. Move buyers to a new channel of communication: a chat in Telegram, WhatsApp, a closed group on Facebook. This is the place for the most loyal fans. The more you set them apart from the crowd of viewers, the better they will relate to you. These people will become “brand advocates” and help promote your concerts.
Develop a business approach with yourself and get your attendees used to it. Talk to customers regularly, do something for them, remind them of yourself. You don’t have to organize bigger and bigger events. As customer experience shows, chamber events for a certain segment of the audience “go well” in between the big concerts. Remember services that use the subscription model – people like regularity, especially when that regularity is enjoyable.
And most importantly, analyze sales so that you leave only effective channels and don’t drain money on things that don’t generate sales.
