A few years ago on Thanksgiving my whole family flew to my sister’s house except me. I couldn’t afford the plane ticket, so I stayed at home. When I looked at their photos on Facebook, I was upset that I missed the trip.
This concept is called the fear of missing out (FOMO). FOMO, while annoying when I missed my family trip, is actually a great marketing tool to use when planning an event.
Usually, people don’t start registering for events until the last minute. As a marketer, you are probably wondering, “How can I get them to register earlier?”
A great way to sell more tickets faster is to use FOMO as a way to motivate your audience to buy tickets through early registration.
Today, let’s learn how early bird registration can help you sell more tickets to your events.
What is early bird registration?
Early registration is the marketing medium that allows you to offer discounts or exclusive packages to people who purchase tickets for your event early. When you reward attendees who buy tickets before a deadline discount, you can motivate them to buy tickets earlier.
The idea behind early check-in is that people won’t want to miss a deal. Plus, this tactic taps into your audience’s sense of urgency. So if you have people on the fence asking whether or not they want to attend your event, then early registration might be all you need to nudge them in the right direction.
However, for an early bird discount to work, it has to be of great value. The package shouldn’t be slightly cheaper. In addition to the discount, maybe early bird registrations get access to more content, or maybe the discount is really steep. Either way, it must be worth it or else people won’t feel like they’re missing out on a chance if they don’t participate.
Ultimately, that means you can sell more tickets and attract more people to your events.
Additionally, using early check-in could help you project the interest in your event and marketing materials. If you’re having a hard time convincing people to buy early bird tickets, you may need to change your marketing tactics before the event. It’s kind of like a test for your promotional plan.
If all goes well, you’ll also get attendees to your event interested and give them time to talk about it on social media to help spread the word.
To get people excited about early bird tickets, you can promote your keynote speakers and market the value of the event. What will people get from attending your event?
Now that we know more about what early check-in is and why you should use this tactic, let’s dive into the logistics of early check-in.
How long should early registration take?
For early registrations you can set a certain period or you can limit the number of buyers. For example, you may have the early bird discount available during the first week of sales or you may only offer a discount to the first fifty registrants.
Additionally, you may want to consider offering only early bird discounts to members or subscribers. This is a great benefit and encourages people to sign up for your service. Or you can reward regular attendees. If you host an event every year, repeat customers may be able to access early bird discounts before everyone else.
When strategizing on how long the early bird will last and what the package should include, it’s important to consider how many tickets you can sell at a discounted price without hurting your bottom line. So before deciding on the duration or the number of tickets, think about your projected attendance.
When your early bird registration ends, it’s time to build on the momentum you’ve created. Use the marketing materials that have been successful for a big push ahead of the event.
Early registration is a great way to speed up and improve your sales for your next event. By using urgency, counting on scarcity, making early bird registrations feel like VIPs, and creating a fear of missing out, you will create buzz and excitement around your event.