Discover the #1 Reason Your Festival Events are Not Selling Out
Time Left:
00
:
00 :
00
HRS
MIN
SEC
Time Spent: %%TIMESPENT%%
Time expired. Sorry, you will not be able to continue with this quiz. Please opt-in to see the result.
SEC
HRS
MIN
SEC
SEC
Total Time
[SQBTimeSpent]
0
HRS
0
MIN
0
SEC
1%
Which of the following statements best describes your festival's current situation?
Enter any additional information about the quiz
Ticket sales are inconsistent and we often worry about selling enough tickets to events.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsMost events sell fairly well, but I know we could be selling more tickets.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsSome events sell out every year, but others underperform.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsWe sell out or almost sell out most of our events every year.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsNext
How many paid events do you usually put on during a typical festival?
Enter any additional information about the quiz
1-5 events
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned Tags6-10 events
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned Tags10-25 events
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsMore than 25 events
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsNext
Where do most people purchase tickets for your festival's events?
Enter any additional information about the quiz
The Festival Website
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsEventBrite
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsOther Ticketing Website
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsNext
Where do most people purchase tickets for your festival's events?
Enter any additional information about the quiz
EventBrite or Other Ticketing Website
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsIn-person (Box office or Other)
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsNext
Which of the following best describes your festival's email marketing?
Enter any additional information about the quiz
We don't have an email list.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsWe have an email list but we only send a few emails around the time of the festival.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsWe regularly send emails to our list, all year long.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsNext
Which of the following best describes your festival's social media marketing?
Enter any additional information about the quiz
We don't post on social media.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsWe post a few times a month or less.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsWe post several times a week, all year long.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsNext
Which of the following best describes your festival's paid digital advertising (Google, Facebook, Instagram, etc)?
Enter any additional information about the quiz
We don't use paid digital advertising.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsWe use the "boost posts" feature on our Facebook posts.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsWe run paid ad campaigns to promote the festival and/or individual events.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsNext
What is your festival's typical digital advertising budget?
Enter any additional information about the quiz
Under $5000 / year
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned Tags$5000 - $10,000 / year
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsMore than $10,000 / year
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsNext
Has conversion tracking been setup and tested for your ads?
Enter any additional information about the quiz
No
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsYes
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsNext
Which of the following best describes your approach to running ads:
Enter any additional information about the quiz
We usually run ads for the festival, but not for individual events.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsWe usually run ads for the events we feel are going to need the most promotion in order to sell tickets.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsWe usually run ads for what we think will be the most popular events and the events with the most well known authors.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsNext
What happens when someone clicks on one of your festival's ads?
Enter any additional information about the quiz
They go to the festival homepage.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsThey go to a schedule or list of events on our website.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsThey go to a specific event page on our website.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsThey go to an event page on EventBrite or some other ticketing website.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsThey go to a landing page designed for a specific event.
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsNext
Which of the following best describes your role in the festival?
Enter any additional information about the quiz
Festival Founder / Executive Director
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsBoard Member
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsMarketing / Communications
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsProgramming / Operations
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsVolunteer or Other Role
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsNext
Is there anything else you think we need to know about your festival's current situation?
Enter any additional information about the quiz
Yes
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsNo
A text area will be displayed in the frontend when users select this answer.
Add RecommendationAdd TagsView All Assigned TagsNext
What do you think we need to know about your festival's current situation?
Enter any additional information about the quiz
Next
%%QUESTIONANSWERS%%
Skip Opt-in
Based on your answers, the #1 reason your events are not selling out is:
%%OUTCOME_TITLE%%
To get a detailed explanation of what this means emailed to you along with your recommended next steps and the bonus digital readiness checklist, simply enter your name and email address below.
Preparing Report...
Please wait... we are calculating your results
* Do not leave the page or reload the page *
The #1 Reason Your Events Are Not Selling Out: Reason #1 - The Untapped Majority
DIAGNOSIS OVERVIEW:
Selling tickets online means you're not just running a festival, you're running an e-commerce business as well.
And in e-commerce, there are three primary sales channels*:
1) Social Media
2) Email Marketing
3) Paid advertising
* For the sake of this example we are going to ignore sales that result from other forms of promotion like flyers, posters, radio interviews, and blog posts so we can focus on the online channels that are directly within your control.
Online sales for e-commerce typically breaks down like this:
Social Media as a Sales Channel:
The first problem with using organic social media as a sales channel is that it is limited to your current audience. If you have a large following that may feel like a lot of people, but the reality is you will seldom reach even 10% of them with a single post.
Organic social media posts have an incredibly low reach (somewhere between 2% and 5% of your entire audience will see a single post) and low engagement rates of somewhere between 1% and 3%. Run those numbers on your actual social media audience size and you'll immediately see the problem.
That's why social media posting typically accounts for only about 10% of sales.
Your numbers may be different (better or worse) but the fact remains that organic social media posts were never intended to sell a lot of anything - they are intended to keep people on the platform, scrolling, clicking the like button, and passively consuming content.
So, if you rely on social media posting to sell tickets it can lead to a vicous cycle of you and your staff spending more and more time "feeding the beast", posting more and more content and wondering why you are not selling more tickets.
In an attempt to get around some of these issues, some people use the "boost post" feature on Facebook (otherwise known as the "easy button"). Unfortunately, it is designed to do one thing: take your money. It is not anywhere close to as effective as setting up an actual advertising campaign, but most people think it is (because you have to pay for it) so they use it.
But the reality is that you are just paying Facebook to show your posts to more people. More people who may, at the most, click the "like" button or start following you. If your goal is more engagement or growing your audience this can work well. Just remember, engagement is not ticket sales.
Don't get me wrong - social media is an important part of your overall digital marketing and you will absolutely get you some sales by posting, but once you have run out of the fans who just need you to let them know tickets are available and they will seek them out, it can be a long and arduous journey of post after post before the next ticket sale.
Now let's take a similar look at how email marketing fits in to your overall ticket sales. Remember, on average email marketing is responsible for about 30% of online sales.
Like social media, your reach is limited to the people on your list. And again, if your list is large that may seem like a lot of people (and ticket buyers) but the reality is that you'll seldem get even 10% of them to click a link in your email.
On average, open rates (the number of people who open any of your email campaigns) are somewhere between 20% and 30% and click rates (people who click a link in your email) are around 5-10% (again, your numbers may look different). Run those numbers on your actual email list size and you'll immediately see the problem.
Now, these numbers are much better than social media and when you add in the ability to add calls-to-action (like "Buy Tickets") with links to your website or event pages you can see why the resulting sales are 3x better than social media.
Email is great for reaching people more directly than you can with social media, with information on your events and links to your website and event pages, and driving repeat purchases - but it will never be able to help you sell tickets to people who are not on your list, or likely even 50% of the people on your list.
The numbers and information presented above related to social media and email is simply meant to illustrate a point: social media and email marketing, while an important part of your overall digital marketing and sales strategy are not enough to ensure consistent and reliable ticket sales.
If you're not doing any social media, email marketing or paid advertising then you are basically taking the approach of "If you build it they will come," and that has been proven time and again to be the road to ruin for creative endevours.
So now let's address the elephant in the room - what's really missing from your digital marketing equation no matter where you are at with social media and email marketing - the channel that is responsible for 60% of online sales - paid advertising.
Paid Advertising as a Sales Channel:
The reason why paid advertising can work so much better than social media and email campaigns for ticket sales is that, when done correctly they:
- Reach a much wider audience
- Find the right people who actually buy tickets from ads
- Keep putting your ads in front of the right people until they take action (without annoying them)
- Do it cost effectively (returning more than you pay)
That's why advertising campaigns are the foundation of the framework I developed that helps festivals consistently more event tickets.
But to do this it takes the right kind of advertising campaigns running on the most effective ad platform, and the ads need to lead to landing pages that have been specifically designed to convert visitors into ticket buyers.
RECOMMENDATION
Selling tickets online means you're not just running a festival, you're running an e-commerce business as well.
And in e-commerce, there are three primary sales channels*:
1) Social Media
2) Email Marketing
3) Paid advertising
* For the sake of this example we are going to ignore sales that result from other forms of promotion like flyers, posters, radio interviews, and blog posts so we can focus on the online channels that are directly within your control.
Online sales for e-commerce typically breaks down like this:
1) Social Media - 10%
2) Email Marketing - 30%
3) Paid advertising - 60%
How do I know this also applies to festival ticket sales?
Not long ago I had a festival that had made the decision not to advertise call me in a panic saying their events were not selling and asking if I could I help.
Once I implemented the Sell Out Your Events Framework - a framework I developed over years of working with festivals to sell more tickets and is built around the foundation of paid ad campaigns?
Almost all of their events sold out.
That 60% represents your untapped majority.
Furthermore, if you do not have a large, active social media following that regularly engages with your content or an active and engaged email list with a high open rate and click rate, then your untapped majority is likely much higher.
Now let's take a look at why social media and email alone are usually not enough to sell out your events.2) Email Marketing - 30%
3) Paid advertising - 60%
How do I know this also applies to festival ticket sales?
Not long ago I had a festival that had made the decision not to advertise call me in a panic saying their events were not selling and asking if I could I help.
Once I implemented the Sell Out Your Events Framework - a framework I developed over years of working with festivals to sell more tickets and is built around the foundation of paid ad campaigns?
Almost all of their events sold out.
So, if you're not running paid ad campaigns, you might be missing out on 60% of your total potential ticket sales.
That 60% represents your untapped majority.
Furthermore, if you do not have a large, active social media following that regularly engages with your content or an active and engaged email list with a high open rate and click rate, then your untapped majority is likely much higher.
Social Media as a Sales Channel:
The first problem with using organic social media as a sales channel is that it is limited to your current audience. If you have a large following that may feel like a lot of people, but the reality is you will seldom reach even 10% of them with a single post.
Organic social media posts have an incredibly low reach (somewhere between 2% and 5% of your entire audience will see a single post) and low engagement rates of somewhere between 1% and 3%. Run those numbers on your actual social media audience size and you'll immediately see the problem.
That's why social media posting typically accounts for only about 10% of sales.
Your numbers may be different (better or worse) but the fact remains that organic social media posts were never intended to sell a lot of anything - they are intended to keep people on the platform, scrolling, clicking the like button, and passively consuming content.
Also, your audience is made up of all kinds of different people including many that will never buy a ticket. They may live too far away. They may not be able to afford tickets. They may not be available or even like going out to events in person. They may even not be human at all (darn bots).
So, if you rely on social media posting to sell tickets it can lead to a vicous cycle of you and your staff spending more and more time "feeding the beast", posting more and more content and wondering why you are not selling more tickets.
In an attempt to get around some of these issues, some people use the "boost post" feature on Facebook (otherwise known as the "easy button"). Unfortunately, it is designed to do one thing: take your money. It is not anywhere close to as effective as setting up an actual advertising campaign, but most people think it is (because you have to pay for it) so they use it.
But the reality is that you are just paying Facebook to show your posts to more people. More people who may, at the most, click the "like" button or start following you. If your goal is more engagement or growing your audience this can work well. Just remember, engagement is not ticket sales.
Don't get me wrong - social media is an important part of your overall digital marketing and you will absolutely get you some sales by posting, but once you have run out of the fans who just need you to let them know tickets are available and they will seek them out, it can be a long and arduous journey of post after post before the next ticket sale.
Email Marketing as a Sales Channel:
Like social media, your reach is limited to the people on your list. And again, if your list is large that may seem like a lot of people (and ticket buyers) but the reality is that you'll seldem get even 10% of them to click a link in your email.
On average, open rates (the number of people who open any of your email campaigns) are somewhere between 20% and 30% and click rates (people who click a link in your email) are around 5-10% (again, your numbers may look different). Run those numbers on your actual email list size and you'll immediately see the problem.
Now, these numbers are much better than social media and when you add in the ability to add calls-to-action (like "Buy Tickets") with links to your website or event pages you can see why the resulting sales are 3x better than social media.
Email is great for reaching people more directly than you can with social media, with information on your events and links to your website and event pages, and driving repeat purchases - but it will never be able to help you sell tickets to people who are not on your list, or likely even 50% of the people on your list.
Again, I want to point out that email marketing is an important part of your overall digital marketing plan and you should absolutely be actively engaging your email audience and regularly communicating with your list members (and working on growing your list).
And you will absolutely get ticket sales.
And you will absolutely get ticket sales.
But, to keep your events in front of the people on your list, you have to keep sending emails, hoping they get seen, opened, and clicked...and that people do not unsubscribe because you're sending too many emails.
And if you follow a proven email marketing system and it all goes well you still only have about 30% of your potential ticket sales covered.
And if you follow a proven email marketing system and it all goes well you still only have about 30% of your potential ticket sales covered.
If you're not doing any social media, email marketing or paid advertising then you are basically taking the approach of "If you build it they will come," and that has been proven time and again to be the road to ruin for creative endevours.
So now let's address the elephant in the room - what's really missing from your digital marketing equation no matter where you are at with social media and email marketing - the channel that is responsible for 60% of online sales - paid advertising.
The reason why paid advertising can work so much better than social media and email campaigns for ticket sales is that, when done correctly they:
- Reach a much wider audience
- Find the right people who actually buy tickets from ads
- Keep putting your ads in front of the right people until they take action (without annoying them)
- Do it cost effectively (returning more than you pay)
That's why advertising campaigns are the foundation of the framework I developed that helps festivals consistently more event tickets.
But to do this it takes the right kind of advertising campaigns running on the most effective ad platform, and the ads need to lead to landing pages that have been specifically designed to convert visitors into ticket buyers.
If you want to see an immediate boost in your ticket sales and get started down the road to selling out your events then my recommendation for you is that you add paid advertising to your festival marketing.
However, pouring money into the wrong type of ad campaign and sending traffic to the wrong pages that are not optimized to convert traffic into ticket sales will not get you the results you are looking for. It may be more like flushing money down the toilet.
So make sure you follow these guidelines:
- Use sales conversion campaigns
- Setup conversion tracking (and verify that it is working correctly)
- Create and test multiple ads and ad types
- Use mobile optimized and conversion optimized landing pages
- Monitor and adjust you campaigns as required
And if this is something you need help with, I do it everyday.
IMPORTANT NOTE:
However, pouring money into the wrong type of ad campaign and sending traffic to the wrong pages that are not optimized to convert traffic into ticket sales will not get you the results you are looking for. It may be more like flushing money down the toilet.
So make sure you follow these guidelines:
- Use sales conversion campaigns
- Setup conversion tracking (and verify that it is working correctly)
- Create and test multiple ads and ad types
- Use mobile optimized and conversion optimized landing pages
- Monitor and adjust you campaigns as required
And if this is something you need help with, I do it everyday.
IMPORTANT NOTE:
Even though "The Untapped Majority" has been identified as the #1 reason your events are not selling out and fixing just this one issue can give you a huge boost in ticket sales (when done correctly), the reality is that there are a number of things that go into selling out your events.
Through years of experience working with festivals to promote their events online I have developed a proven, reliable system that will give you the highest chance of selling out your events.
And while I can't guarantee specific results, I can promise that if you follow the framework it will give you the best possible opportunity to maximize your ticket sales.
How do I know? Just read the testimonials below from other festival's that I have worked with:
Click the button below to book a free assessment and find out if the "Sell Out Your Events" system is right for your festival.
Through years of experience working with festivals to promote their events online I have developed a proven, reliable system that will give you the highest chance of selling out your events.
And while I can't guarantee specific results, I can promise that if you follow the framework it will give you the best possible opportunity to maximize your ticket sales.
How do I know? Just read the testimonials below from other festival's that I have worked with:
"John’s approach to our festival’s digital marketing has been consistently selling out almost all of our events for the last 2 years!"
– H. GirouxThanks to John’s systematic approach we are now selling more tickets and selling out more and more of our events every year.
– J. Richardson
Click the button below to book a free assessment and find out if the "Sell Out Your Events" system is right for your festival.
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Contact Now
%%CATEGORY_TOTAL_PERCENT%%
%%CATEGORY_TOTAL_NUMBER%%
[CATEGORY_TOTAL_PERCENT]
[CATEGORY_ONLY_PERCENT]
[CATEGORY_TOTAL_NUMBER]
The #1 Reason Your Events Are Not Selling Out: Reason #2 - The Wrong Crowd
You're running ads but using the wrong campaign type. When you run an ad campaign, the ad platform's algorithm learns from every action someone takes regarding your ad. Furthermore, the ad platform optimises for specific actions and looks only to show your ad to people who will take that action. If you're running a campaign where the action you're looking for is a click or a page view, then the ad platform will optimise and find and show your ad to people who will click on it and who will view a page.
Furthermore, if you run an engagement campaign, the ad platform will optimise to get people to engage with your ad, either by clicking on it, liking it, or leaving a comment. That is engagement, but that will not sell tickets. Sales campaigns are the only campaigns that will optimise for ticket sales, and that means that the ad platform will try to show your ad only to people most likely to purchase tickets, not just to click on your ad or view your website but to purchase tickets. However, in order for a sales campaign to be effective, you need to ensure you have conversion tracking set up and tested. Otherwise, the ad platform will not be able to optimise your audience.
If you run a Pay per Click Search campaign on Google then you are only capturing people that are actively searching for you festival, and they would have likely found you just through an organic search result (unless you have REALLY bad Search Engine Optimization).
Furthermore, if you run an engagement campaign, the ad platform will optimise to get people to engage with your ad, either by clicking on it, liking it, or leaving a comment. That is engagement, but that will not sell tickets. Sales campaigns are the only campaigns that will optimise for ticket sales, and that means that the ad platform will try to show your ad only to people most likely to purchase tickets, not just to click on your ad or view your website but to purchase tickets. However, in order for a sales campaign to be effective, you need to ensure you have conversion tracking set up and tested. Otherwise, the ad platform will not be able to optimise your audience.
If you run a Pay per Click Search campaign on Google then you are only capturing people that are actively searching for you festival, and they would have likely found you just through an organic search result (unless you have REALLY bad Search Engine Optimization).
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Continue
%%CATEGORY_TOTAL_PERCENT%%
%%CATEGORY_TOTAL_NUMBER%%
[CATEGORY_TOTAL_PERCENT]
[CATEGORY_ONLY_PERCENT]
[CATEGORY_TOTAL_NUMBER]
The #1 Reason Your Events Are Not Selling Out: Outcome_Title]
You have the right kind of ad campaign set up, but the ad platform isn't able to optimise around the right event. It's not able to learn from the right actions.
When you don't have conversion tracking, it means that the ad platform is unable to know if the person that they showed your ad to clicked on the ad and purchased a ticket. It is unable to figure out who to best show your ad to. Even if you use complicated targeting that you think is going to best reach a ticket-buying audience, the platform will still be unable to determine which people that fit those criteria will actually purchase tickets.
What you need to do is get conversion tracking set up and test it to make sure it's working correctly.
.
Even though this has been identified as the number one reason your events and fixing it will help, once this issue is fixed you'll need to look at the other areas of your online ticket sales process and your ticket buyers journey to find and fix all of the issues that are preventing you from selling out your events. There is no one silver bullet - instead Schmidt Digital, through years of experience working with Literary Festival, has designed a unique system that is designed to give you the highest chance to sell out all of your events. While we can't guarantee that as an outcome, it will. It does provide you with the best opportunity to do that.
Click the button below to book a free assessment and find out if our sell-out-your-event system is right for your festival.
When you don't have conversion tracking, it means that the ad platform is unable to know if the person that they showed your ad to clicked on the ad and purchased a ticket. It is unable to figure out who to best show your ad to. Even if you use complicated targeting that you think is going to best reach a ticket-buying audience, the platform will still be unable to determine which people that fit those criteria will actually purchase tickets.
What you need to do is get conversion tracking set up and test it to make sure it's working correctly.
.
Even though this has been identified as the number one reason your events and fixing it will help, once this issue is fixed you'll need to look at the other areas of your online ticket sales process and your ticket buyers journey to find and fix all of the issues that are preventing you from selling out your events. There is no one silver bullet - instead Schmidt Digital, through years of experience working with Literary Festival, has designed a unique system that is designed to give you the highest chance to sell out all of your events. While we can't guarantee that as an outcome, it will. It does provide you with the best opportunity to do that.
Click the button below to book a free assessment and find out if our sell-out-your-event system is right for your festival.
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Continue
%%CATEGORY_TOTAL_PERCENT%%
%%CATEGORY_TOTAL_NUMBER%%
[CATEGORY_TOTAL_PERCENT]
[CATEGORY_ONLY_PERCENT]
[CATEGORY_TOTAL_NUMBER]
The #1 Reason Your Events Are Not Selling Out: Reason #4 - Friction
The reason your events aren't selling out is because you're asking ticket buyers to do too much work and putting too many obstacles in their way on the way to purchasing a ticket. A related concept to friction is confusion. Friction is anything that gets in the way of someone being able to buy a ticket to an event. Examples of friction are:making the customer do too much work by sending them to your website's home page or a long list of your events and asking them to navigate your website
discover the events that they're interested in
read about every event
in some cases, search for the time, date, and location
and then go back and do it all over again with every event, figuring out where to click
If your event listing doesn't answer all of the questions they may have, then they won't buy a ticket. Related to this idea of friction is the idea of confusion. What that means is anything that confuses a buyer stops them in their tracks and prevents them from buying a ticket. If they don't understand what the event is about through the way the description is written, if there isn't enough information on the page for them to be able to make a decision, they will not buy a ticket. You can do all the work in the world to get them to the ticketing page and then stop them dead in their tracks if they either have unanswered questions or are confused
.
What you need to do is go through your ticket buyer's journey. Identify all points of friction and start removing them one at a time. While you're doing this, look for anything that can confuse a ticket buyer and address that as well.
discover the events that they're interested in
read about every event
in some cases, search for the time, date, and location
and then go back and do it all over again with every event, figuring out where to click
If your event listing doesn't answer all of the questions they may have, then they won't buy a ticket. Related to this idea of friction is the idea of confusion. What that means is anything that confuses a buyer stops them in their tracks and prevents them from buying a ticket. If they don't understand what the event is about through the way the description is written, if there isn't enough information on the page for them to be able to make a decision, they will not buy a ticket. You can do all the work in the world to get them to the ticketing page and then stop them dead in their tracks if they either have unanswered questions or are confused
.
What you need to do is go through your ticket buyer's journey. Identify all points of friction and start removing them one at a time. While you're doing this, look for anything that can confuse a ticket buyer and address that as well.
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Continue
%%CATEGORY_TOTAL_PERCENT%%
%%CATEGORY_TOTAL_NUMBER%%
[CATEGORY_TOTAL_PERCENT]
[CATEGORY_ONLY_PERCENT]
[CATEGORY_TOTAL_NUMBER]
The #1 Reason Your Events Are Not Selling Out: Reason #5 - The Hidden Leak
%%CATEGORY_TOTAL_PERCENT%%
%%CATEGORY_TOTAL_NUMBER%%
[CATEGORY_TOTAL_PERCENT]
[CATEGORY_ONLY_PERCENT]
[CATEGORY_TOTAL_NUMBER]
The #1 Reason Your Events Are Not Selling Out: Reason #6 - The Wrong Focus
The reason your events aren't selling out is because you're promoting the wrong events. By focusing on the events that nobody wants to attend you are not only wasting your ad budget but you are amplifying the problem. It can be counter-intuitive to focus on the events that you feel will sell out on their own, but I have seen on numerous occasions a last minute scramble to sell tickets to events that were supposed to sell out on their own but did not. An event is not sold out until it is. And by amplifying the events with low appeal you are making it worse. You are also transferring the problem to your audience. You are basically saying "We could't figure out how to make this even more appealing so why don't you do the work and then buy tickets." Just because you think an event has an audience somewhere out there and you just need to cast a wide net with ads to find them, it doesn't mean you will. Ads amplify and they can either amplify your strongest events or your weakest. The difference is that the ads will amplify your strongest events by selling them out well in advance, while they will amplify your weakest events by showing you that no one wants to buy tickets and wasting your ad budget to do it.
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Continue
%%CATEGORY_TOTAL_PERCENT%%
%%CATEGORY_TOTAL_NUMBER%%
[CATEGORY_TOTAL_PERCENT]
[CATEGORY_ONLY_PERCENT]
[CATEGORY_TOTAL_NUMBER]
The #1 Reason Your Events Are Not Selling Out: Reason #7 - The Field of Dreams
The reason your events aren't selling out is because you're promoting the wrong events. By focusing on the events that nobody wants to attend you are not only wasting your ad budget but you are amplifying the problem. It can be counter-intuitive to focus on the events that you feel will sell out on their own, but I have seen on numerous occasions a last minute scramble to sell tickets to events that were supposed to sell out on their own but did not. An event is not sold out until it is. And by amplifying the events with low appeal you are making it worse. You are also transferring the problem to your audience. You are basically saying "We could't figure out how to make this even more appealing so why don't you do the work and then buy tickets." Just because you think an event has an audience somewhere out there and you just need to cast a wide net with ads to find them, it doesn't mean you will. Ads amplify and they can either amplify your strongest events or your weakest. The difference is that the ads will amplify your strongest events by selling them out well in advance, while they will amplify your weakest events by showing you that no one wants to buy tickets and wasting your ad budget to do it.
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Product Title
Buy Now
Continue
%%CATEGORY_TOTAL_PERCENT%%
%%CATEGORY_TOTAL_NUMBER%%
[CATEGORY_TOTAL_PERCENT]
[CATEGORY_ONLY_PERCENT]
[CATEGORY_TOTAL_NUMBER]
Retake
YOUR TOTAL POINTS
0
Congrats! You have earned 0 point(s) by completing this quiz.