How to sell out your next B2B event
After a couple of years of virtual events, things are starting to return to normal and more B2B in-person events are occurring all the time. But now you have to figure out how to sell out your event so that you can demonstrate that in-person events are more valuable than the cheaper online counterparts. You’re probably not a ticket sales expert, which is why you should outsource your ticket sales for B2B events, but with the following tips, you can increase your ticket sales and sell out your events.
Invest in event technology
If you hire a third-party company to handle your ticket sales, you won’t have to worry about investing in event technology, but if you’re handling the sales yourself, you’ll definitely need technology to make your event successful. The right event technology will handle everything from ticket sales and registration to agendas and schedules to event data and analytics. You should be able to market directly to event attendees through this technology (i.e. through an event app) and you should have access to attendee information for future marketing campaigns.
Provide pre-event networking opportunities
To sell out your event, you need to generate buzz about it and one of the best ways to do this is to provide pre-event networking opportunities. For example, you can set up an online group that attendees can join once they buy a ticket. If your online group provides valuable information and provides authentic connection opportunities, word will spread that others in the industry need to attend your event and gain access to this incredible networking group. Use word-of-mouth advertising to your benefit by creating an exclusive pre-event experience.
Allow attendees to share the event
When an attendee registers for your event, give them multiple ways to share the news that they are attending. This might be through social media links that automatically compose the message you want them to share or by taking the attendee to their own personal social media page to compose the message themselves. Either way, you want to incentivize the people who buy tickets to your events to send your link to others who are likely to do the same. Offer a promotion to people for sharing your link or recognize attendees whose links were used most to register others at the event itself.
Build an effective event website
In many cases, your event’s website will be the first interaction people have with your event. Make sure it is easy to navigate, provides all the logistical information an attendee needs (including cost), gives potential attendees a glimpse into the event (perhaps through video from previous events), offers statistics on how the event will help attendees and their businesses, and includes a seamless registration process.
Offer competitive pricing with options
Price is always a consideration for B2B events. Make sure your rates are in line with other similar events and consider variable pricing for certain days, speakers, workshops, and other special components of your event. If your event date is fast approaching and you haven’t sold all your tickets, think about offering last minute time-based or quantity-based ticket discounts to meet your ticket sales goals.
Conclusion
Selling out a B2B event can be difficult, especially after people got used to not traveling for these types of activities during the pandemic. If you really want to sell out your tickets, outsource your sales to a company that knows what it’s doing. But, if you’re adamant about selling them yourself, give these tips a try and watch your ticket sales increase.
