When a customer purchases a ticket for your event that should not signify the end of the transaction. Your customer is in a spending mood already, why not maximize your revenue and upsell your product. They have already committed to going to your show, offer high value add ons and premium upgrades immediately after the sale and unlock significantly higher profits per attendee.
Post purchase momentum
Instead of waiting until the day of the event to attempt to upsell additional packages or products to guests, sell it right when they buy their tickets. Offer VIP upgrades, skip the line passes, or pre orders on merchandise. Turn your standard ticket buyers into VIP customers within the minute. This works because of the Shopping Momentum Effect, when an initial purchase’s momentum drives the purchase of a second product. The initial purchase is always the hardest, once you get them to buy the ticket the upselling part is easy. Their mindset is switched from deciding whether to spend money to actively purchasing tickets. The add ons must be seamless without disrupting the flow of the buying experience in order to work. You are guaranteed a higher revenue upfront rather than waiting to see how much your guests decide to spend on the day of the event. Instead of forcing guests to figure out how to skip the line or get an upgrade day of, have these premium options accessible to them when the momentum is hot and they are actively purchasing. This will allow you to capitalize on price anchoring, a $10 skip the line add on feels like a minor purchase next to a $100 ticket. While on the event day, a $10 skip the line add on might trigger some hesitation as guests are no longer in a spending mood.
Think of it as customer acquisition vs customer retention, it is always much harder to acquire new customers at the start but once you’ve got them, keeping them is much easier. Getting customers to complete that initial purchase is hard, but once you get them to buy that initial purchase, they are willing to spend more on your event.
Frame upgrades as high value
The add ons have to be framed as high value in order for customers to see it as conveniences rather than sales pitches. Create some dynamic add ons based on ticket tiers, have your highest spending guests be served premium upgrade options while catering the budget friendly add on options to casual attendees who purchase basic tickets. When done right, upselling pre checkout improves guest satisfaction and experience on event day by removing those frustrations that the upgrades are meant to fix.
AdmitONE gives venue owners and promoters the tools needed to integrate customizable add ons and upgrades into every ticket checkout. You can upsell add ons or VIP experiences with just a few clicks. Collect that extra revenue long before doors open, stop settling for basic ticket sales and take advantage of upselling opportunities.
