Do Ticketing Platforms Market Your Event?

When planning an event, many people assume ticketing platforms will market the event for them. It seems logical, especially with platforms offering tools to showcase events. But the truth is, ticketing platforms do not actively market your event. Their role is more about helping with ticket sales than promoting your event.

Understanding this distinction is important. It can help you set the right expectations and take control of your event marketing strategy. This article explains why ticketing companies don’t market your event and how you can promote it yourself.

What Ticketing Platforms Actually Do

Ticketing platforms are essential for event planning, but their focus is different from event promotion. Their main responsibilities include:

• Providing a space to sell tickets online: They offer tools for creating event pages where customers can purchase tickets.
• Managing transactions: They handle payments and ensure secure ticket processing.
• Offering analytics tools: Some platforms provide data about ticket sales, which can guide your marketing efforts.
• Streamlining operations: They help you manage attendee lists, refunds, and ticket scanning on the event day.

While these features are helpful, they don’t actively market your event to potential attendees.

Do Ticketing Platforms Promote Events?

Some ticketing platforms have features like event discovery pages or email digests. These tools might highlight your event to users browsing the platform. However, this is not the same as targeted event promotion.

Here’s why:

• Limited visibility: Your event competes with thousands of others on the platform. Unless your event already has a strong reputation or aligns with trending topics, it may not appear prominently.
• No audience targeting: These platforms don’t know your ideal attendees as well as you do. Their promotions are generic, not tailored to your specific audience.
• Minimal control: You can’t control how or when the platform showcases your event.

Ultimately, relying on the ticketing platform to market your event is not a winning strategy.

Why Event Reputation Is Key to Success

A strong reputation builds trust and draws attendees back year after year.

What Is Event Reputation?

Event reputation refers to how people perceive the quality and success of your past events. Factors such as the following shape it:

• Evaluations and feedback from attendees.
• The experiences provided.
• Your ability to meet or exceed expectations.

A positive reputation encourages repeat attendees and attracts new ones through word-of-mouth recommendations.

How to Build a Strong Event Reputation

1. Focus on attendee experience: Create memorable experiences that leave a lasting impression.
2. Engage your audience year-round: Stay connected with past attendees through social media and email updates.
3. Deliver on your promises: Make sure your event delivers the value and quality you promote.

Your reputation is your most valuable asset. It plays a bigger role in your event’s success than any tool a ticketing platform provides.

Common Misconceptions About Ticketing Platforms

Many event planners misunderstand what ticketing platforms can and can’t do. Let’s clear up some of the most common myths:

1. “The platform’s user base will find my event.”

Platforms like Eventbrite or Eventbee host millions of events. Proper promotion ensures your event stands out in the crowd.

2. “They will incorporate my event into their email distributions.”

Some platforms feature events in newsletters, but they don’t guarantee it. Even if they do, the reach is often limited.

3. “Their algorithms will facilitate the promotion of my event.”

Algorithms prioritize popular events or those with high engagement. If your event is new or has limited visibility, it may not benefit from these systems.

Why You Need an Event Marketing Plan

Since ticketing platforms don’t market your event, you need a clear marketing plan to promote it effectively. A good plan ensures that the right people hear about your event at the right time.

Key Components of an Event Marketing Plan

1. Understand your audience: Identify the individuals you aim to reach and the factors that resonate with them.
2. Set a budget: Allocate resources for advertising, social media campaigns, and influencer collaborations.
3. Create a timeline: Start marketing early and increase efforts as the event date approaches.

An event marketing plan gives you control over your promotional efforts. It ensures your event gets the attention it deserves.

How to Promote Your Event

Promoting an event involves a mix of strategies. Use the following tips to maximize your reach and sell tickets online:

1. Use Social Media Effectively

Social media platforms are powerful tools for event promotion. Here’s how to make the most of them:

• Post regularly about your event.
• Use hashtags to increase visibility.
• Share behind-the-scenes content to build excitement.
• Partner with influencers to amplify your message.

2. Leverage Email Marketing

Email marketing is one of the most effective ways to reach potential attendees.

• Build an email list of past attendees and interested individuals.
• Send updates about the event, including special offers or early-bird discounts.
• Use personalized messaging to make emails feel relevant.

3. Collaborate with Promoters

Promoters can help you expand your reach. They bring their own audiences and can add credibility to your event.

4. Optimize Your Event Page

Your ticketing platform’s event page is often the first impression attendees get. Make it count by:

• Using eye-catching visuals.
• Writing a compelling event description.
• Including clear calls to action, such as "Purchase Tickets Now."

5. Track Your Efforts

Use tracking tools, like the ones offered by Eventbee, to monitor which marketing channels drive the most ticket sales. Adjust your strategy based on what works best.

The Importance of Selling Tickets Online

Selling tickets online is a must in today’s digital world. It makes the process convenient for attendees and allows you to track sales in real-time.

How Ticketing Platforms Help You Sell Tickets Online

• They offer secure payment options.
• They provide mobile-friendly ticketing solutions.
• They simplify attendee management.

While these tools are helpful, they work best when combined with a strong marketing plan.

In conclusion, ticketing platforms are valuable for managing ticket sales, but they don’t market your event. The responsibility of event promotion falls on you.

Focus on building a strong event reputation, engaging your audience, and creating an effective marketing strategy. By doing so, you can attract more attendees and sell tickets online successfully.

Remember, the key to a successful event isn’t just choosing the right platform—it’s making sure your marketing efforts shine. Take control of your event promotion, and you’ll see the results you’re aiming for.