A few years ago on Thanksgiving, my entire family flew to my sister's house, except for me. I couldn't afford the plane ticket, so I stayed home. When I looked at their pictures on Facebook, I was upset that I missed out on the trip.
That concept is called the fear of missing out (FOMO). FOMO, while upsetting when I missed my family trip, is actually a great marketing tool to use when you're planning an event.
Usually, people don't start registering for events until the last minute. As a marketer, you're 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 of motivating your audience to buy tickets through early bird registration.
Today, let's learn how early bird registration can help you sell more tickets to your events.
What is early bird registration?
Early bird registration is the marketing device where you offer exclusive discounts or packages to people who purchase tickets to your event early. When you reward attendees who buy tickets before a deadline discount, you can motivate them to purchase tickets sooner.
The idea behind early bird registration is that people won't want to miss out on a deal. Plus, this tactic taps into your audience's sense of urgency. So if you have people on the fence about whether or not they want to go to your event, then an early bird registration might be all you need to nudge them in the right direction.
However, for an early bird discount to work, it needs to be of great value. The package shouldn't just be slightly cheaper. In addition to the discount, maybe early bird registrants get access to more content, or perhaps the discount is really steep. Either way, it needs to be worth it, otherwise, people won't feel like they're missing out if they don't partake.
Ultimately, this means you can sell more tickets and attract more people to your events.
Additionally, using early bird registration could help you project how much interest there is in your event and your marketing materials. If you have a hard time getting people to buy early bird tickets, then perhaps you need to switch up your marketing tactics before the event. It's kind of like a test run for your promotional plan.
If all goes well, you'll also get attendees excited about your event and give them time to talk about it on social to help you 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 by attending your event?
Now that we know more about what early registration is and why you should use this tactic, let's dive into the logistics of running early bird registration.
How long should early bird registration last?
For early bird registrations, you can set a certain time period or you can limit the number of purchasers. For example, you can have the early bird discount available during the first week of sales or you can only offer a discount to the first fifty registrants.
Additionally, you might consider only offering 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 repeat attendees. If you hold an event every year, perhaps repeat customers can get access to early bird discounts before anyone else.
When you're strategizing about how long the early bird registration will last and what the package should include, it's important to factor in how many tickets you can sell at a reduced price without hurting your profits. So before you decide on the time frame or the number of tickets, think about your projected attendance.
When your early bird registration ends, it's time to take advantage of the momentum you've built. Use the marketing materials that were successful for a big push before the event.
Early bird registration is a great way to accelerate and improve your sales for your next event. By utilizing urgency, relying on scarcity, making early bird registrants feel like VIPs, and creating a fear of missing out, you'll create buzz and excitement around your event.
Originally published Mar 2, 2021 7:00:00 AM, updated March 02 2021