New Year’s Eve is right around the corner. If you haven’t started yet, now’s the time to start planning and putting the right vendors (including the right event ticketing partner) in place to make sure you host the best party while getting top dollar for your event.
Here are 6 steps to set yourself up for the most successful New Year’s Eve party you’ve ever hosted.
1. Hire the right talent
People come to your event for the party, and your talent is a big part of setting the tone of that party. Know what DJ your target audience would die to hear, or at least what type of music they want to dance to, and hire accordingly. Also make sure to set up ample lighting and audio to exemplify your talent’s sound, and consider a surprising treat – such as flying confetti – for when the ball drops at midnight.
2. Price your event accordingly
For pricing, remember it’s the experience, not the deal, that reels your audience in. It’s critical to understand what your customers will pay in return for a good party while still covering all your costs. Don’t sell yourself short by trying to provide a deal on a big event like this. People understand and have been programmed to pay top dollar for major events, especially on New Year’s Eve.
3. Put the right tools in place to pre-sell tickets
Make sure you have full control of your events and get access to all of your data before, during, and after the event. There are technology platforms that incorporate ticketing into the rest of your efforts, giving you that full 360-degree look at how your event as a whole will and is performing. With this type of solution, you’re able to:
- Create and manage an online event page without promotions from competing venues
- Sell tickets to consumers right through the page via an e-commerce system
- Get access to a white-labeled widget so your online ticketing page looks identical to the rest of your website
- Integrate the event with a mobile app for promoters to sell tickets directly from their devices
Track ticket sales and results along the way
This type of platform syncs all promoters and marketing efforts together to maximize ticket sales and revenue before the night of your event.
4. Make sure the money goes directly into your bank
Another aspect of a ticketing platform to consider is that of payment. Most ticketing sites collect your customers’ payments in their own banks and hold it until after the event is over. Once the day of your event has passed, they’ll cut you a check for what you earned, but not until they’ve made sure to take any fees they deem themselves worthy to collect. Then, it takes a few business days after the remaining money to appear in your account, meaning you may not actually get your money until a week after the event has happened (and weeks since your guests even purchased a ticket).
Instead, look to companies that ensure payment goes directly through your merchant services provider and into your bank account right from the get-go. That way, a guest purchasing a ticket to your event is the same process as that guest buying a drink inside your venue. There’s no point in collecting pre-sales to help pay for your event before it happens if you’re not going to get your money from those sales until weeks after the event is over.
5. Get the word out to the right people
It’s important to first define your audience before you start marketing your event. After all, it’s much easier to market and promote your party when you know exactly whom you’re trying to reach and what you want them to do with the information.
The best strategy is to always keep your customers informed while maintaining a clear and consistent message in all your efforts. Use a multi-channel strategy to get the word out, such as a combination of text-message marketing, printed collateral, media partnerships, email updates, and social media. If you have a CRM system in place, use filters to segment your customers into specific targeted audiences, which in turn means each audience gets messages that are 100% relevant to their habits. That’s powerful marketing, and that’s what continues to drive guests to your events.
6. Analyze results to increase revenue for the next event
Getting access to your data gives you the opportunity to truly understand how your venue and events are performing. If you get on board with the aforementioned platform, your life will be significantly easier since it will all be in one spot – not to mention the data will be broken down by individual guests and staff members to truly identify areas of strength and weakness. Once you know how well you did, you’re able to better set yourself up for success for your next event. Optimization is key to long-term success.
Whitney Larson is the president and director of marketing at Vēmos. Contact her at firstname.lastname@example.org.