Are you planning an event to sell tickets? That's great! Now rather than just have one price, consider using a tiered ticket pricing strategy to motivate your ticket buyers to buyer their tickets early.
Early Pricing Benefits
Ticket sales are often the main source of revenue for an event. Offering early ticket pricing can:
- Improve cash flow and provide a source of early working capital for your event. With ClearEvent, you'll receive your funds from ticket sales typically within 2-5 days of a ticket sale.
- Provide a useful way to gauge future ticket sales to see if you're on track to meet attendance targets.
- Help with event budgeting by allowing you to better understand the amount of resources you'll need to order ahead of your event to support the estimated attendance numbers (e.g. food, washrooms, t-shirts, bleachers, etc.).
- Encourage attendees to share early pricing offers with others.
- Create a sense of urgency or Fear Of Missing Out (FOMO).
- Reduce organizer stress by knowing sooner if people are coming to your event.
- Minimize last minute sales.
Late Pricing Benefits
While less popular, setting late ticket pricing can be an effective tool if you need to:
- Encourage the majority of all ticket sales to be placed before a certain date, while still allowing last-minute ticket buyers to purchase tickets for your event.
- Help cover additional last-minute processing effort that you may need to undertake to handle a last-minute attendee.
Setting Up Early, Standard & Late Ticket Prices
How To Create An Early Ticket
- Open the Event Manager App > Tickets section > Tickets tab.
- Click the Add button to create a new ticket for the first option you wish to offer (e.g. "General Admission - Early Bird", "General Admission - Regular", ...).
- Fill in the Sale Starts Date, Sale Ends Date and Ticket Price fields.
How To Create a Standard (Regular) Ticket
- From the Tickets tab, select the early ticket (e.g. "General Admission - Early Bird") that you previously created.
- Click the Copy button to create a copy of the early ticket
- Click the Edit button to rename the properly based on the next pricing level (e.g. "General Admission - Regular").
- Set the new Sale Starts Date, Sale Ends Date and Ticket Price.
- Make sure your tickets do not have overlaping ticket sale dates. The early ticket Sale Ends Date should be before your standard ticket Sale Start Date.
- Once you have set up an early ticket and a standard or late ticket, make sure buyers can see any upcoming ticket sales to help entice them to by early. To do this, enable the List this ticket before the sale start date (circled below) setting on any Standard or Late tickets. Enabling this setting will allow those tickets to be shown before their Sale Starts date and will allows buyers to see what price increase they can expect to pay if they wait to purchase tickets. Tickets with a future Sale Starts Date will automatically become available for purchase when the Sale Starts Date has been reached. Until then, the tickets will be displayed but cannot be purchased.
- For each ticket you create, consider if you want to limit the quantity that can be purchased. If so, use the Capacity field (underlined below). Pro Tip: Set the Target field to your break-even ticket sales target.