How to *Actually* Sell Tickets with Facebook Ads in 4 Easy Steps

Billions of people use Facebook every single day. With numbers like that, it’s easy to see why Facebook is one of the best places to sell tickets for your event! Facebook ads offer an affordable but effective way to get your event in front of thousands – and even millions – of people online, all without ever leaving your office!

 

Here at Saffire, we truly believe that selling advance tickets online can make a world of difference for your event. Every year, we work with hundreds of different events. Though all of our clients are unique -different types, sizes and audiences – we all have the same goals: selling out fantastic events & making the process fast, easy and fun for customers! What’s easier than buying your ticket online and showing up completely worry-free?

 

Setting up Facebook ads for your event can be intimidating, but it is one of the best ways to get advanced sales up and running. We hear from clients every day wondering “Where do I go? What do I click? What should the ads look like, and who should I target?” The great news is that setting up ads can be easier than you think. Plus, if you are interested in running more advanced ads or need some additional help – Saffire is just one call away.

 

Here’s How to Create Facebook Ads That Actually Sell Tickets in 4 Easy Steps:

 

  1. Plan

Before you dive right into your Facebook ads, begin by creating a plan for your content. Creating a strategy will help you cut down time, reach the right audience and stay on track with your goals. Start by asking yourself a few questions:

 

What Is Your Goal for Each Ad?

Before you get started, it’s important to create a specific and actionable goal for what you’d like to accomplish with your ads. This many seem obvious. “We want to sell tickets – duh!” But keep in mind that people rarely buy tickets the first time they hear about an event. That’s why Saffire recommends creating a series – or “campaign” of multiple Facebook ads used to inform and excite your customers before eventually getting them to buy. For this reason, Facebook offers a few different types of ads meant to promote your event in different ways.

 

Whether your goal for this specific campaign is to gain awareness (we recommend running awareness campaigns three to six months before your event) or to get off the ground running with ticket sales, choose a goal that is measurable and realistic. For an awareness campaign, your goal might be something like reach 5,000 people. For ticket sales, try something like sell 500 tickets in two weeks.

 

What Is Your Budget?

There are a couple of different things that will affect the reach of your ad including your audience, engagement and budget. Decide on a budget early so you can plan out your campaign effectively. Generally, we recommend budgeting about $100 for a two-to-three week ad.

 

 

  1. Create Content

Once you’ve got your strategy planned and ready to go, it’s time to actually create your content. An effective Facebook ad requires two things: an eye-catching photo or video and copy for your description.

 

For your photo or video, we recommend choosing something eye-catching from a previous or similar event. Make sure that your graphic shows potential customers what there is to love about your event. What makes your event special? The amazing food? The superstar talent? Or maybe you’re running a really great deal or giveaway! Whatever it is, choose one FOMO-worthy feature and focus on that. Then write a description that draws people in. We recommend keeping it short and sweet, and don’t forget your call to action!

 

If your having trouble coming up with ideas, checking out ads from your competition is a great way to keep yourself in the game with fresh ideas. Check out Facebook’s new Ads Library to check out active campaigns.

 

  1. Target

Targeting is one of the most important pieces of creating an effective ad. What’s a great ad without the perfect people to show it to? When it comes to targeting your ad to the right people, there are a few things you should be thinking about:

 

  1. Area – Targeting your ad to people who live close by.
  2. Demographics – Targeting your ad to people who fit your audience demographics. This might mean targeting parents if your event is a family-friendly fair or targeting 21-35 year-olds if your event is a hip music festival.
  3. Interests – Targeting your ad to people who have liked similar things on Facebook. This might mean targeting people who already like your Facebook page, have liked similar events in the past or even people who follow your concert talent or partners!

 

Don’t forget to retarget, retarget, retarget! It’s easy for people to get distracted online. Sometimes all they need is a nudge (or 3) in the right direction. Studies have shown that people are 80% more likely to respond to a retargeting ad than a regular campaign! Don’t take that number for granted. It’s one of the most important reasons Saffire recommends creating a campaign instead of running just one ad – and it can be extremely effective!

 

There are a few ways you can use retargeting to work in your favor including: retargeting people that have interacted with another ad in your campaign, retargeting people that have bought tickets to a past event using custom audiences and retargeting people that have been on your website recently.

 

  1. Test, Refine & Do It Again

 

Finally, it’s time to let your ad run! Once your ad has been running for a day or two, you can check its performance in the Ads Manager. Over time, your analytics will be your guiding light to help you tweak your ads for the best results. Remember, Rome was not built in a day – and neither is a successful ad campaign. Testing and tweaking are the keys to figuring out your audience and creating ads the resonate.

 

 

If you’re still having trouble creating the perfect ad, have no fear! Saffire’s marketing team is available to help craft an ad that is just right for your event. Chat with your coach or salesperson to learn more about our ad services.

 

GONE in a (Flash Sale) – Tips to Run Quick Promotions

FLASH SALE! Everyone seems to be having a flash sale these days. But why? Because they work! Flash sales are a proven method of driving more people to your event or venue. Giving discounts is a way to pump up your fans and make them feel like they are getting a special deal. When utilized correctly, discounts can be an essential part of a successful promotional strategy. Most people do not go to events alone, so if someone gets a discounted ticket, there is a good chance they will end up bringing additional attendees that might even purchase tickets at full price, and of course, spend more while on site.

We came up with these six easy steps you can follow for a successful flash sale.

Define the Goals of the Flash Sale

Start by clearly defining what you want to accomplish. We all want to sell more tickets, but it is important to decide what type of tickets you need to sell.

  • Do you need to increase the volume of people through the door?
  • Does a concert need to have 75% or more attendance?
  • Are there shows that need promotional help?
  • Do you need to sell more of a certain type of ticket, be it children’s tickets or VIP seats?

Make it Simple

Don’t over complicate your sale if your goal is to sell more tickets. Sales that make customers jump through hoops and click on multiple pages to earn a discount will result in your customers becoming frustrated and less likely to purchase.

Define your Audience

Take the time to research which customers you want to target. The more focused the target audience, the easier it will be to develop a message. Targeting a specific audience does not mean you are necessarily excluding people that do not fit your criteria. It just allows you to focus your brand message on a specific audience that is more likely to buy tickets from you than other markets. Targeting is much more affordable, efficient, and effective way to reach potential ticket buyers. No one can afford to target everyone!

Pick the Right Time and Date

You want to make sure that your flash sale is at a convenient time. Sunday mornings are probably going to perform less than Friday at noon. It is important to keep the time window of your sale short. Don’t run a 4-day sale. Your goal is to create a sense of urgency. Make sure that your flash sale feels special. Don’t run a new sale every single week, this will make your sale less successful. We also recommend tracking the effectiveness of your sale times for future marketing plans.

Make Sure the Savings are Worth It

In the event industry, early sales can have a major impact on your bottom line. Flash sales help you better prepare for your event. The discount you are offering should be something that people will want to stop what they are doing to purchase your tickets. Only offering $1 off is not going to get people moving. The deal has to be worth your customer’s time.

Build the Hype

Announce your flash sale on all your social media channels and in an email blast. Announce the sale via press releases to your local media. (Make sure to get them the info early in the day so it can make the morning news!) Social media is a good place to focus your efforts as these platforms allow your customers to share the sale organically with their friends.

Running a flash sale can be an easy way for your event to get a boost in ticket sales and is a great tool to add to your marketing plans. Don’t get discouraged if your first attempt doesn’t create a Black Friday mob, like all things with social media and developing your brand, it will grow over time!

 

Navigating the World of Ticketing

 

We’ve heard time and time again, that one of the most painful parts of hosting an event is trying to calculate how many tickets you sold and how much money you made at the end of the night! Who wants to sit around weighing bags of tickets or balancing registers? Luckily, ticketing systems that combine your online, advance and gate sales are now widely available, and many of these tasks can be handled digitally, with the click of a mouse. However, there are SO many ticketing solutions out there and so many features that are important! Besides integrated and all-inclusive reporting, how do you choose which is best for you? Here are a few tips to take in to consideration when choosing a ticketing system.

The first thing to look for is the ability to bundle items together to make a nice, convenient, all-inclusive ticket or pass.  You should be able to produce one QR code or barcode and then be able to track multiple variables.  For example, one code generated could be used for entry into your fair gate, parking and the rodeo, all on one code. This makes things less confusing for your customers as well as people taking tickets, and is often less expensive for you and your customers because you are only paying a fee on one ticket. If possible, allow customers to download the bundled ticket they purchase to their own device as well, rather than requiring them to have a printed copy.

Next, look for a solution that gets creative in helping you track all different kinds of tickets and badges! Have you ever wanted the ability to create VIP passes, but have just not been able to make it work?  Or, how about quickly creating scannable parking tags?  Maybe even badges for a convention hosted at your venue or destination? With many comprehensive ticketing systems, anything that you need tracked is all within your grasp, no matter the type of material or physical item you are selling.

Finally, you should focus on streamlining the checkout process for your customer. Linking off to another website or ticketing portal results in “cart abandonment” and lost ticket sales due to confusion and clicking through multiple sites and pages. Having an integrated platform is one of the best tools to prevent people from leaving before they complete their purchase. If your tickets cannot be on your website, and you must link to a third-party portal, at the very least, make sure you are able to match the theme and colors of the ticketing portal to your website as closely as possible so that customers feel at ease when making a purchase.

Savvy customers today expect an integrated, seamless ticketing experience, no matter where they choose to buy or what type of event they attend. When looking for a ticketing solution, be sure that the system can be as dynamic and flexible as your organization!