Spotlight 7: Boost ticket sales with promo codes

Events are all about people, and it takes a substantial amount of marketing and promotion to bring in a crowd. By adding promo codes to your marketing mix, you can incentivize prospective attendees to buy tickets to your event by offering discounts and special offers.

Creating promo codes in Backstage

A promo code set up in Backstage will have the following details:

Code name

Give your promo code a unique alphanumeric name. For the event Zylker Create:53, a simple code like CREATE53, which offers a discount of $53, would work well as it is easy to remember and directly related to the event.

Discount rate

Add a discount rate for your promo code. This could either be a flat or percentage-based discount. Promo codes that are easy to calculate are a point in your favor. You can also run small-duration codes with both discount methods to identify what suits your promotional strategy better.

Redemption limit

Decide on a redemption limit. You can see the redemption count of promo codes in the Promo code tab. In Backstage, redemptions are calculated on orders.

Duration

Set the duration of the offer. You can always come back and extend this period. Additionally, you can pause the code at any time during the sales cycle. For an event like Zylker Create:53, you can use the code FLASH53 for flash sales. The code can be activated only on the sale days and paused the remaining time.

Eligible ticket classes

Select the ticket classes for which the promo code can be applied. You can make the promo code applicable for all ticket classes or just a few selected ones based on your promotional strategy. For example, you can use the code FIRST50 for the Early Bird ticket class alone.

Applying promo codes

Once you've created your promo code and shared it in your email lists and other marketing channels, attendees can use it to apply discounts while purchasing tickets. All they have to do is enter the promo code in the checkout form when they buy the ticket. If an attendee chooses tickets from multiple ticket classes, discounts will be applied to only the eligible tickets in that order. Also, attendees can only use one promo code per order.

Tracking promo codes

All data, big or small, goes a long way in tracking the ROI and success of a marketing strategy. When attendees purchase tickets using promo codes in Backstage, you get to see more than just the redemption count. Every purchase order will contain the name of the promo code used. Your sales summary will also show how many tickets were purchased with discounts and how many were purchased at the actual rate so that you get the complete picture.

Learn more about setting up promo codes and drive more registrations for your event.

Do subscribe to our forum for more updates on Zoho Backstage. If you have any feedback or questions, please write to us at support@zohobackstage.com.

Happy organizing!

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