Why should you use an “early bird” ticket sale strategy?

Why should you use an “early bird” ticket sale strategy?

Sell­ing ear­ly bird — or pre-sales — tick­ets is gen­er­al­ly con­sid­ered a good idea when you organ­ise events well in advance. By offer­ing a 20 to 50% dis­count com­pared with the final sale price, you can real­ly pro­mote your event to future atten­dees and thus increase the num­ber of tick­ets sold. With the help of an online tick­et­ing solu­tion, set­ting up ear­ly bird tick­ets is a piece of cake. One of our arti­cles details how to set-up your ear­ly bird tick­ets, but let’s first exam­ine why ear­ly bird tick­ets are so impor­tant and what strat­e­gy you should adopt to sell more tickets.


  1. Why should you sell ear­ly bird tick­ets for your event?
  2. Pre­pare a sales strat­e­gy for your ear­ly bird tickets
  3. When should you sell ear­ly bird tickets?
  4. Set-up your ear­ly bird tick­et price
  5. Use tips that work for ear­ly bird tick­et sales

1. Why should you sell early bird tickets for your event?

First of all, ear­ly bird tick­ets are a rather easy way to please your most loy­al cus­tomers, the ones who are will­ing to book their tick­ets weeks — or even months — in advance

Offer them a 20 to 50% dis­count on the tick­et price and let them know about the ben­e­fits of buy­ing their tick­et ear­li­er than most people:

  • Why wait when you can save mon­ey now?
  • You are guar­an­teed to have a tick­et for the event.
  • You can pre­pare your trip in advance.
  • You get ben­e­fits — meals, gifts, etc.

As the event plan­ner, you are ensur­ing that a sub­stan­tial part of your tick­ets are being sold and can be more relaxed about what’s com­ing. This will allow you to focus on oth­er event-plan­ning relat­ed tasks. Wait­ing queues will also be short­er at the event. The more you sell your tick­ets online in advance, the short­er the queue, the low­er the stress and frus­tra­tion of atten­dees ad staff on the day.

2. Prepare a sales strategy for your early bird tickets

Choose the right price

Before you do any­thing else, set a real­is­tic price for each tick­et type. Use the fol­low­ing for­mu­la to keep things simple:

Min­i­mum price of tick­et = total cost of the event / num­ber of expect­ed attendees

Use tiered pricing

Offer a range of prices for each tick­et type based on atten­dees’ will­ing­ness to pay. The ben­e­fits of each tick­et type must be clear­ly explained so as not to dis­ap­point atten­dees dur­ing the event.

Look for peak periods of sale

The goal here is to cre­ate and main­tain a momen­tum so that your event is top of mind of your tar­get audi­ence. Key moments will help you achieve this:

  • Exclu­sive pre-sales — dis­counts are offered only to peo­ple who attend­ed a pre­vi­ous event or who sub­scribe to your newsletter.
  • Ear­ly bird tick­ets — dis­count­ed tick­ets for peo­ple look­ing to buy over a lim­it­ed time, from the moment your event is announced.
  • Bar­gains — spe­cial pro­mo­tion­al cam­paigns spread out over your sales period.

3. When should you sell early bird tickets?

As ear­ly as pos­si­ble! The date you start sell­ing your tick­ets full-price does not mat­ter. You should just make sure that your event does hap­pen. Oth­er­wise, you may find your­self in a com­pli­cat­ed sit­u­a­tion. If pos­si­ble, open the first batch of ear­ly bird tick­ets to your most loy­al fol­low­ers. You can then open the sale to the gen­er­al pub­lic, or offer anoth­er dis­count. Exclu­siv­i­ty is a good way to retain your audience.

Be sure to com­mu­ni­cate well and spec­i­fy the win­dow of oppor­tu­ni­ty for ear­ly bird tick­ets in your terms and con­di­tions and com­mu­ni­ca­tion mate­r­i­al. Your ear­ly bird tick­et sale must have an end-date or a lim­it­ed num­ber of tick­ets avail­able. Up to you. You can also plan sev­er­al tiers, start­ing with super ear­ly birds, and so on!

4. Set-up your early bird ticket price

Using an online tick­et­ing solu­tion, sell­ing tick­ets at var­i­ous prices and over dif­fer­ent peri­ods is easy. You can read our ded­i­cat­ed arti­cle to this top­ic to set-up your tick­ets in a few clicks.

5. Use tips that work for early bird ticket sales

Create a sense of urgency

Com­mu­ni­cate about the exclu­siv­i­ty and lim­it­ed time of the sale to show the urgency of the sit­u­a­tion. To cre­ate this psy­cho­log­i­cal effect, use mar­ket­ing tips, a pre­cise sched­ule and good online reg­is­tra­tion tools. Your atten­dees will make faster deci­sions and will be hap­py to pur­chase your tickets.

Use an online ticketing platform

Online tick­et­ing and reg­is­tra­tion soft­ware will be very help­ful. Pro­fes­sion­al tools make your process faster and help you obtain bet­ter results in terms of tick­et sales.

Send targeted emails

They may be less trendy than social media but emails are still a very effi­cient way to sell ear­ly bird tick­ets. In par­tic­u­lar, if this is not your first event, you should have a good data­base of email address­es already.

Use social media

All social media surf on the fol­low­ing viral prin­ci­ple: the more a post is liked, the more it will be exposed to a large num­ber of users. In this con­text, posts with an attrac­tive image and a promise of a dis­count on ear­ly bird tick­et pur­chase will work very well. Insta­gram, Face­book, YouTube, Twit­ter, LinkedIn, etc., choose the plat­form where your poten­tial atten­dees are the most active.

Sell tickets for your next event

Lors d’un événe­ment, met­tez en vente les bil­lets de votre prochain événe­ment auprès des par­tic­i­pants présents. S’ils appré­cient le moment qu’ils sont en train de pass­er, ils auront envie de revenir à la prochaine édi­tion. Autant assur­er leur venue dès que pos­si­ble. Récom­pensez-les avec des places pri­or­i­taires, des accès VIP, des cadeaux, des repas, etc.

At an event, you should put up for sale tick­ets for your next event. If the atten­dees are hav­ing a good time at this event, they will want to come back for the next one. You may as well secure their pres­ence as ear­ly as pos­si­ble. Reward them with pref­er­en­tial seats, VIP access, gifts, meals, etc.

It is clear that ear­ly bird tick­ets are a must in event plan­ning because they ensure that you make reg­u­lar tick­et sales easily.

In order to best pre­pare your tick­et prices and be free in your choice, use a pro­fes­sion­al solu­tion like Weezevent. Dis­cov­er all our fea­tures in terms of tick­et types, forms, and our cus­tom options by click­ing below:

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