Are you looking to maximise ticket sales around the launch of your event? There are several benefits to a presale campaign, but there are also several factors to consider. In this article, we will guide you through the execution of a successful presale campaign and how you can use AI to craft your strategy.

Before you commit to the presale method, consider the size of your event, early demand, and the industry or region where people are accustomed to registering for tickets.

A presale campaign may be less suitable for the following types of events

• Recurring weekly or monthly events
• Events without a clear USP or special offering
• Smaller events <200 capacity
• Events where ticket sales are expected on the door

If your event doesn’t fall into the above list, you should also consider what the incentive is for those who are registering:

• Will they get access to the best-priced tickets?
• Does the demand for the event surpass the available tickets, and therefore, is the only way for your fans to guarantee a ticket by gaining access to the presale?
• Will those who have registered be entered into a competition or be invited to an exclusive community?
• Are tickets only available to those who register, or will there also be a general public sale?

Data is valuable, and its collection should be a focal point of your long-term strategy. Each registrant is a potential customer for any of your future events; even if they don’t purchase a ticket for your upcoming event, they may still purchase one for a future event. Collecting phone numbers can help increase your conversions further as you can utilise both SMS and WhatsApp marketing channels. Many ticket platforms require customers to give consent to receive marketing from the promoter, so they restrict the amount of customer data you can export due to GDPR. Without a presale, you could be left with as little as 20% of the ticket buyer data, hindering your marketing efforts for this show and the next.