FOMO is real. And you have a collection of photos on your phone to prove that FOMO leads to great things. Let FOMO do more for you than those deliciously bad decisions you made last Saturday. Capitalize on the fear of missing out by skillfully using limited-time offers in your event marketing strategy. Limited-time offers are a go-to marketing technique that delivers big results. In this article, we’ll share top tips for creating irresistible limited-time offers for NYC event planners.
Limited-Time Offers: What They Are and Why They Work
Limited-time offers are red-hot, enticing deals that — wait for it — are available for only a limited time. They boost event ticket sales thanks to a concept called scarcity marketing, which says that the desirability of a product (or deal) increases when its availability decreases.
Scarcity marketing creates a vivid sense of urgency and nudges your audience to follow through on their ticket purchase. In short, customers don’t want to miss out on a killer deal.
Wield scarcity marketing techniques carefully. These mechanisms of marketing mavens only look easy. Limited-time offers are powerful psychological tools that will increase your ticket sales. However, used incorrectly, they will erode your brand’s trust and relegate your event to a purgatory where empty seats and silent gatherings await.
Creating Needful Limited-Time Offers That Increase Ticket Sales
Banish the nightmares of what can go wrong, and make limited-time deals the stuff of your event planning dreams with our pro tips.
1. Provide a Clear Cutoff Time
Your audience will feel like you are “playing fair” when you’re upfront about the offer’s deadline.
The heart of your limited-time offer is that it won’t be around forever. Providing a clear cutoff time prompts your audience to engage in the decision-making process. A clear cutoff time also instills trust in your brand.
For example, the deadline for your early-bird pricing should be clearly displayed on your event’s website. A transparent time frame tells your audience how much time they have to make a decision. It reduces the risk of them revisiting your event website to only find that the early-bird pricing is no longer available.
2. Give Them Enough Time to Make a Decision
Limited-time offers are insanely effective, just ask the researchers behind this brainy marketing study. However, these brainiacs also found a fatal flaw that will send your audience running. Your limited-time offer won’t spur your audience to buy event tickets if they don’t have enough time to make a rational decision.
Decisions to attend events take more forethought than, say, buying a pair of jeans on sale. Attendees have to consult their calendars, invite their friends, make travel plans, and more. Encourage ticket sales by providing enough time within your limited-time deal for attendees to work out the logistics of attending your event.
3. Discount Package Upgrades
Instead of offering discounted general tickets, entice your audience with special perks. Your limited-time offer can include ticket upgrades, such as VIP access, additional keynote presentations, or early digital access.
By using your limited-time offer to promote enhanced event experiences, you increase the perceived value of your event. You provide your attendees with a richer event experience. That, in turn, will inspire them to tell their friends or colleagues about your event. They’ll also be more likely to buy tickets next year.
4. Think Beyond Discounts
Your limited-time offer doesn’t necessarily have to be a discount. Try offering an exclusive upgrade, instead. Enhance the privileged nature of your offer by only offering it through your limited-time deal. Once the deal expires, future ticket buyers won’t be able to access the perk. Here is a list of exclusive perks to inspire you.
- Invitation to a pre-party
- Private luncheon with event VIPs
- Access to a VIP lounge throughout the event
- Access to an exclusive online community before, during, and after the event
- Backstage passes
- Photo ops with event celebrities
5. Combine Scarcity Marketing With Other Marketing Strategies
Clearly, you’re going to use your marketing channels to spread the word about your limited-time offer. But why not weave your offer into your other marketing campaigns to boost their effectiveness? Try these ideas.
- Give your influencer’s audience an exclusive limited-time deal.
- Give your email subscribers first dibs on the savings.
- Retarget potential leads who have dropped off by sending them your limited-time deal.
- Pair your deal with a promo code to monitor where most traffic comes from.
- Use a limited-time deal to celebrate milestones and holidays.
- Reward past attendees with an exclusive limited-time deal.
6. Limited-Time Means Limited Time
Don’t devalue your limited-time deals by offering them too often or (gasp) failing to increase the price when time is up. If you overuse your limited-time deals, they won’t create a sense of urgency. Even worse, you’ll devalue your event and damage your brand’s trustworthiness. Your audience will begin to think the deals are a sign you can’t sell tickets. And if the price doesn’t go up, they’ll wonder what else you’re being untruthful about.
Boost Ticket Sales With Limited-Time Offers
Brainiacs agree; limited-time deals are a powerful way to increase your event’s ticket sales. Our tips will ensure you sell oodles of tickets without compromising your brand’s reputation. And we have plenty more tips when you attend The Event Planner Expo. Learn marketing techniques from the biggest names in the event biz. Don’t miss out on your chance to level up your event planning prowess. Buy your ticket today.
