{"id":57421,"date":"2015-08-28T15:03:04","date_gmt":"2015-08-28T20:03:04","guid":{"rendered":"https:\/\/dmwsprod.wpengine.com\/?p=57421"},"modified":"2022-06-23T11:05:42","modified_gmt":"2022-06-23T16:05:42","slug":"sell-event-tickets-paid-traffic","status":"publish","type":"post","link":"https:\/\/www.digitalmarketer.com\/blog\/sell-event-tickets-paid-traffic\/","title":{"rendered":"How to Sell High-Dollar Event Tickets With Paid Traffic"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large is-resized laargeScreensOnly\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2015\/08\/event-tickets.jpg\" alt=\"How to Sell High-Dollar Event Tickets With Paid Traffic\" width=\"808\" height=\"429\"\/><\/figure>\n\n\n<p>The 1<sup>st<\/sup> Annual <a href=\"https:\/\/trafficandconversionsummit.com\/lp\/super-early-bird\/\" target=\"_blank\" rel=\"noopener noreferrer\">Traffic &amp; Conversion Summit<\/a> sold 258 tickets.<br>\nThis year (the 7<sup>th<\/sup> Annual T&amp;C) we will host almost 3,000 entrepreneurs, business owners and marketers in San Diego.<br>\nBut T&amp;C isn\u2019t the only event we put on at DigitalMarketer. In fact, we hold so many events we have an entire team of people that do nothing but plan our events &#8212; and it\u2019s up to the Marketing Team to sell tickets to those events.<br>\nWe know a thing or two about putting \u201cbutts in seats.\u201d<br>\nToday, I\u2019ll share with you the paid traffic campaigns we use to sell tickets to high-ticket events.<br>\nBut first, understand that\u2026<\/p>\n<h2><strong>Selling Event Tickets is DIFFERENT <\/strong><\/h2>\n<p>They\u2019re not your normal direct response traffic campaigns (although we were 855% ROI positive on our Traffic &amp; Conversion Summit campaigns in 2015).<br>\nYou can\u2019t expect to set up one traffic campaign directly to your sales page and see results.<br>\nIt takes an entire promotional strategy with multiple traffic campaigns working together to build a relationship and ultimately sell tickets.<br>\nWhy?<br>\nSelling tickets to live events is different than asking someone to opt-in to a <a href=\"https:\/\/www.digitalmarketer.com\/lead-magnet-ideas-funnel\/\">Lead Magnet<\/a>&nbsp;or purchase a product.<br>\nLive events are the ultimate level of commitment. For someone to purchase a live event ticket, they\u2019ll need to\u2026<\/p>\n<ul>\n<li>Buy the ticket<\/li>\n<li>Arrange and purchase airfare<\/li>\n<li>Arrange and purchase hotel accommodations<\/li>\n<li>And commit to being \u201cout of pocket\u201d for the duration of the event.<\/li>\n<\/ul>\n<p>A live event offer isn\u2019t some digital product that will arrive in their email inbox to be consumed at their leisure. Or a widget that will ship to their doorstep.<br>\nIt\u2019s a major commitment to attend a high-ticket event like Traffic &amp; Conversion Summit.<br>\nSo\u2026 as with all paid traffic offers &#8212; the first thing to consider is\u2026<\/p>\n<h2><strong>What\u2019s the Ideal Traffic Temperature?<\/strong><\/h2>\n<p><a href=\"https:\/\/www.digitalmarketer.com\/build-real-relationships-with-automated-traffic-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">Traffic temperature<\/a> is a way of expressing the relationship you have with the audiences to which you\u2019re running these paid traffic campaigns.<br>\nIt\u2019s difficult to run traffic directly to a \u201ccold\u201d audience (people who don\u2019t know you or your brand) and expect them to purchase a ticket to your high-ticket, live event.<br>\nIt\u2019s like asking for marriage on the first date. It\u2019s creepy. The relationship isn\u2019t developed.<br>\nIt\u2019s best to only target your \u201cwarm\u201d and \u201chot\u201d audiences with ads that send the prospect directly to your sales page to buy a ticket.<br>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-57426\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2022\/01\/traffic-live-event-img1.jpg\" alt=\"traffic-live-event-img1\" width=\"580\" height=\"447\"><br>\nThe \u201cwarm\u201d people are your acquaintances. They are&#8230;<\/p>\n<ul>\n<li>Leads that opted in to your email list (that you\u2019ve uploaded to a traffic platform)<\/li>\n<li>People who have visited your website (and you <a href=\"https:\/\/www.digitalmarketer.com\/pixel-process-facebook\/\" target=\"_blank\" rel=\"noopener noreferrer\">pixeled<\/a>&nbsp;them!)<\/li>\n<li>Facebook fans, Twitter followers, YouTube channel subscribers, etc.<\/li>\n<\/ul>\n<p>Your warm audience is more likely to be interested in your event because they\u2019ve already been introduced to your brand, maybe they\u2019ve read one of your blog posts\u2026 they\u2019ve consumed something of value.<br>\nYour \u201chot\u201d people are your buyers. They\u2019ve purchased from you. They are MOST likely to purchase event tickets because it\u2019s the ultimate ascension path. They bought your product\/ service and they liked it so much they\u2019re ready to experience it in person.<br>\nMaybe you\u2019re thinking\u2026<\/p>\n<h2><strong>I don\u2019t have \u201cwarm\u201d or \u201chot\u201d audiences. How do I sell tickets? <\/strong><\/h2>\n<p><strong>Start early<\/strong>, if you can. 5-6 months before the event start running traffic campaigns to pieces of content that are \u201c<a href=\"https:\/\/www.digitalmarketer.com\/funnel-product-splintering\/\" target=\"_blank\" rel=\"noopener noreferrer\">splintered<\/a>\u201d &nbsp;from the event.<br>\nContent ideas:<\/p>\n<ul>\n<li>Guest blog posts from speakers<\/li>\n<li>Pieces of content that tease presentations at your event<\/li>\n<li>Speaker bios<\/li>\n<li>Video of past event presentations<\/li>\n<li>A <a href=\"https:\/\/www.digitalmarketer.com\/blog-post-template\/\" target=\"_blank\" rel=\"noopener noreferrer\">crowdsourced blog post<\/a> featuring a set of event speakers<\/li>\n<\/ul>\n<p>Running traffic to these pieces of content will allow you to build warm audiences to then leverage when it\u2019s time to start selling tickets.<br>\nSpeaking of selling tickets\u2026 that\u2019s why you\u2019re reading this, right? Here are the three keys to success\u2026<\/p>\n<p class=\"tc-custom-scroll\">\n<\/p><h2><strong>1. Use Audience &amp; Message Segmentation <\/strong><\/h2>\n<p>At Digital Marketer, we teach you to be specific in your messaging and targeting. This is even more important when promoting live events.<br>\nRunning ads that simply state\u2026<br>\n<em> \u201cHey, World! Come to this event, it\u2019ll be good\u201d<\/em><br>\n\u2026 is NOT going to cut it.<br>\nYou have to splinter out pieces of the event that will be attractive to your audience.<br>\nYou also have to speak to different segments of your audience to create specialization.<br>\nFor example, we run ads that just target <a href=\"https:\/\/www.digitalmarketer.com\/lp\/welcome-to-dm\/\" target=\"_blank\" rel=\"noopener noreferrer\">Digital Marketer Lab<\/a>&nbsp;members\u2026<br>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-57427\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2022\/01\/traffic-live-event-img2.jpg\" alt=\"traffic-live-event-img2\" width=\"580\" height=\"596\"><br>\nNotice that the image features a few forward facing Digital Marketer team members. Our \u201cwarm\u201d audience probably wouldn\u2019t recognize these faces (or care), but you better believe that our lab members (a hot audience) likely will\u2026<br>\nWith the photos, we\u2019re appealing to their desire to hear us speak in person.<br>\nIf you\u2019ve held the event in the past, running ads to past attendees is segmentation gold and super low hanging fruit. Simply upload their email addresses to the traffic platform and say \u201cLet\u2019s do it again.\u201d<br>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-57428\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2022\/01\/traffic-live-event-img3.jpg\" alt=\"traffic-live-event-img3\" width=\"580\" height=\"572\"><br>\nAnd why not segment by location? Running ads in the city where your event will be held is a no-brainer.<br>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-57430 size-full\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2022\/01\/traffic-live-event-img44.jpg\" alt=\"\" width=\"580\" height=\"586\"><br>\nThese people won\u2019t have to worry about travel expenses, so the barrier to entry is lower.<br>\nNotice that we really highlighted the picture of San Diego in the ad image, we want to catch their attention as they scroll through their newsfeed\u2026 no better way to do so then to use imagery of their city.<br>\nLast year, Daymond John was the keynote speaker for T&amp;C. We were able to \u201csplinter\u201d Daymond from the event and appeal to people who would be specifically interested in hearing him speak.<br>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-57431 size-full\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2022\/01\/traffic-live-event-img5.jpg\" alt=\"\" width=\"580\" height=\"622\"><br>\nYou don\u2019t have to have a big name speaker to make this work. You can also segment out presentations or specific content focuses from your event.<br>\nFor example, our event is about <a href=\"https:\/\/www.digitalmarketer.com\/digital-marketing\/\">digital marketing<\/a> but this year we\u2019ll have a track that focuses just on podcasts.<br>\nYou better believe we\u2019ll run ads to the podcast community\u2026 essentially splintering out that track to attract people who are interested in that topic.<\/p>\n<h2><strong>2. Use Ads to Create\/ Reinforce Scarcity <\/strong><\/h2>\n<p>Our promotional strategy for T&amp;C is robust. We have different \u201ctiers\u201d of pricing that increase as we draw closer to the event\u2026<br>\nThis year, we started at $497\u2026 but we will increase as so: $697 to $997 toi$1497 to $1997<br>\nIt\u2019s like a music festival. Ticket prices are always lowest when they\u2019re first released. As long as there is demand for the tickets, they\u2019ll only get more expensive as you get closer to the event.<br>\nIt also gives you something to talk about. When we\u2019re about to raise the price of tickets, we can email and run ads to let our audience know that the price is going to increase.<br>\nThis creates SCARCITY. We sell most of our tickets during the 3-4 days before a price increase.<br>\nWhy? If someone knows that they want to attend the event, and they know the price is going to increase $200 in a few days, they\u2019re going to buy NOW.<br>\nYour traffic campaigns should function as a channel that is distributing these deadlines and moving people to take action &#8212; before they miss out.<br>\nAbout to increase the price of tickets? Run ads to your audience to let them know.<br>\nHere are a few examples\u2026 I simply switch out the 72 hours with the 48 hours, 48 hours with the 24 hours, etc\u2026.<br>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-57432\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2022\/01\/traffic-live-event-img6.jpg\" alt=\"traffic-live-event-img6\" width=\"580\" height=\"552\"><br>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-57433\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2022\/01\/traffic-live-event-img7.jpg\" alt=\"traffic-live-event-img7\" width=\"580\" height=\"305\"><br>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-57434\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2022\/01\/traffic-live-event-img8.jpg\" alt=\"traffic-live-event-img8\" width=\"580\" height=\"305\"><br>\nThe BIGGEST scarcity move you can make is when you\u2019re actually closing down ticket sales completely. You\u2019ll likely sell the largest chunk of tickets when you let people know that they\u2019re about to be gone forever\u2026.<br>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-57435\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2022\/01\/traffic-live-event-img9.jpg\" alt=\"traffic-live-event-img9\" width=\"580\" height=\"550\"><\/p>\n<h2><strong style=\"line-height: 1.5;\">3. Use Retargeting to Bring Them Back to the Offer<\/strong><\/h2>\n<p>As I said earlier in this post, the buying cycle for event tickets is very different from a \u201cnormal\u201d traffic campaign.<br>\nPeople have to \u201cthink about it\u201d \u2013 there are more factors then just money in play when deciding to attend an event.<br>\nThat is why <a href=\"https:\/\/www.digitalmarketer.com\/funnel-facebook-retargeting\/\" target=\"_blank\" rel=\"noopener noreferrer\">retargeting<\/a> is SO important.<br>\nYou have to stay top of mind. You have to continue to remind them about the event.<br>\nThis is also the lowest hanging fruit and highest performing ads you\u2019ll run in terms of ROI.<br>\nThey\u2019re also the easiest.<br>\nLast year, Ryan Deiss (our Founder and CEO) shot a quick video that said something like this\u2026<br>\n<em>\u201cHey there (arms waving), before you go, if you\u2019re watching me right now it\u2019s because you\u2019ve heard of Traffic &amp; Conversion Summit \u2013 XX discount is about to end, if this video is here then the offer is still active, BUT -you have to get it now!\u201d<\/em><br>\nWe ran this retargeting video on Facebook and YouTube. The audience was people who had visited the T&amp;C sales page minus buyers.<br>\nHere\u2019s the Facebook ad that we ran\u2026<br>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-57436\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2022\/01\/traffic-live-event-img10.jpg\" alt=\"traffic-live-event-img10\" width=\"580\" height=\"512\"><br>\nNotice that the ad not only reminded them to go back to the page&nbsp;but also reinforced the scarcity aspect.<br>\nOur YouTube retargeting campaign was the most profitable and it took 20 minutes total to shoot and set up.<br>\nHere\u2019s the simple video we used\u2026<br>\n<iframe src=\"https:\/\/www.youtube.com\/embed\/IU3VCpIW-n0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><br>\nThe campaign also had a <strong>3,858% ROI!<\/strong><br>\nThe biggest takeaway here\u2026 think about WHO you\u2019re running these campaigns to&#8230;<\/p>\n<ul>\n<li>How can you leverage your existing audience to sell event tickets?<\/li>\n<li>What content can you run to cold traffic to build that audience (and attract ideal event attendees)?<\/li>\n<li>How can you segment your ad campaigns to speak to specific segments\u2026 whether that\u2019s by location, speakers, specific event content, etc.?<\/li>\n<li>Are you using your ads to create scarcity?<\/li>\n<li>Are you retargeting?<\/li>\n<\/ul>\n<p>(A quick tip to wrap things up\u2026)<br>\nCreate a Facebook event for your live event.<br>\nOn the Thank You page after someone purchases a ticket, ask them to join this event and select that they\u2019re \u201cgoing\u201d on Facebook.<br>\nTell attendees that you\u2019ll use this event for communication purposes (which you should). This is another touch point to get them excited before the event.<br>\nIt also has a virality aspect. When people join the event, it will show up in their friend\u2019s timelines, at no cost to you.<br>\nThis is FREE advertising. You\u2019ll also notice below that there\u2019s a place to put a link to your tickets. Last year, we sold 62 tickets from this link alone \u2013 at no cost to us!<br>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-57437\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2022\/01\/traffic-live-event-img11.jpg\" alt=\"traffic-live-event-img11\" width=\"580\" height=\"432\"><br>\nAnd that\u2019s how we sell tickets to high-dollar events using paid traffic campaigns.<a href=\"https:\/\/trafficandconversionsummit.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><br>\n<\/a><\/p>\n\n\n<a href=\"https:\/\/img1.niftyimages.com\/click\/6y5\/d3xh\/0a7h\">\n  <img decoding=\"async\" src=\"https:\/\/img1.niftyimages.com\/6y5\/d3xh\/0a7h\">\n<\/a>\n\n","protected":false},"excerpt":{"rendered":"<p>The 1st Annual Traffic &amp; Conversion Summit sold 258 tickets. This year (the 7th Annual T&amp;C) we will host almost 3,000 entrepreneurs, business owners and marketers in San Diego. But T&amp;C isn\u2019t the only event we put on at DigitalMarketer. In fact, we hold so many events we have an entire team of people that [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":57438,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[34,198],"tags":[],"class_list":["post-57421","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-traffic-generation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Live Events: How to Sell Tickets<\/title>\n<meta name=\"description\" content=\"Learn the paid traffic strategy we use to sell thousands of high ticket event tickets. You\u0092ll see the actual ads and pricing structure we use to fill an entire San Diego hotel with Traffic &amp; Conversion Summit event attendees.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalmarketer.com\/blog\/sell-event-tickets-paid-traffic\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Live Events: How to Sell Tickets\" \/>\n<meta property=\"og:description\" content=\"Learn the paid traffic strategy we use to sell thousands of high ticket event tickets. 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