{"id":53684,"date":"2023-08-16T19:05:35","date_gmt":"2023-08-16T19:05:35","guid":{"rendered":"https:\/\/tm-enterprise.local\/?p=53684"},"modified":"2025-03-19T11:55:36","modified_gmt":"2025-03-19T11:55:36","slug":"mastering-your-late-sales-cycle-2","status":"publish","type":"post","link":"https:\/\/business.ticketmaster.fr\/en\/mastering-your-late-sales-cycle-2\/","title":{"rendered":"Mastering Your Late Sales Cycle"},"content":{"rendered":"\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group is-style-padding-alt has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"has-drop-cap has-tertiary-3-background-color has-background\"><span class=\"dc\">E<\/span>very day we enable thousands of live events to happen around the world, so we want to give you a behind-the-scenes look at what you can do to boost your ticket sales as you head into the final stretch toward your big day.&nbsp;<\/p>\n\n\n\n<p>It\u2019s important to remember each event and its sales cycle is unique; however, the following pattern is one of the more common paths we see:<\/p>\n\n\n\n<ol class=\"is-style-key-takeaways wp-block-list\">\n<li>Has momentum during a presale window and into the onsale.&nbsp;<\/li>\n\n\n\n<li>Loses momentum and plateaus during the mid-sales cycle.<\/li>\n\n\n\n<li>Gains new momentum in a couple of weeks leading up to the big event.&nbsp;<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/tmglobalhub.wpengine.com\/wp-content\/uploads\/2023\/08\/Late-sales-cycle-article-trough-graph-2-1024x614.png\" alt=\"momentum of sales cycle chart \" class=\"wp-image-5048\" \/><\/figure>\n\n\n\n<p>From strategic planning to effective execution, here are <strong>4 winning strategies to help you fill more seats.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. <strong>Evaluate &amp; Refine Your Marketing Messaging<\/strong><\/h3>\n\n\n\n<p>First things first, you\u2019ll want to take a step back and review the data from your marketing campaign to date to see how it\u2019s trending in comparison to other campaigns you\u2019ve run.&nbsp;<\/p>\n\n\n\n<ul class=\"is-style-checklist wp-block-list\">\n<li><strong>Is it generating as many clicks and conversions as expected?<\/strong> Great! Keep that tone and swap in some fresh new event-focused creative \u2013 people love to get a preview of the event experience.&nbsp;<\/li>\n\n\n\n<li><strong>Is it generating high clicks but not converting as planned? <\/strong>Consider extending a limited-time offer through your ads to help incentivize the prospective buyer.&nbsp;<\/li>\n\n\n\n<li><strong>Are the clicks altogether lower than anticipated? <\/strong>Time to rethink your messaging and creativity, and try something new! Be sure to use creative that showcases the event experience, include a clear call to action (CTA), the main event details and<strong> remove all other clutter<\/strong>.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>\u2192<strong> Is it generating as many clicks and conversions as expected?<\/strong> Great! Keep that tone and swap in some fresh new event-focused creative \u2013 people love to get a preview of the event experience.&nbsp;<\/p>\n\n\n\n<p>\u2192<strong> Is it generating high clicks but not converting as planned? <\/strong>Consider extending a limited-time offer through your ads to help incentivize the prospective buyer.&nbsp;<\/p>\n\n\n\n<p>\u2192 <strong>Are the clicks altogether lower than anticipated? <\/strong>Time to rethink your messaging and creativity, and try something new! Be sure to use creative that showcases the event experience, include a clear call to action (CTA), the main event details and<strong> remove all other clutter<\/strong>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/tmglobalhub.wpengine.com\/wp-content\/uploads\/2023\/08\/Late-sales-cycle-article-stat-1024x380.png\" alt=\"sales cycle stat\" class=\"wp-image-5049\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Increase Your Participation in Effective Channels &#8211;<em> &amp; Engage New Ones<\/em><\/strong><\/h3>\n\n\n\n<p>Just as you had evaluated your ad performance, dig into the channels you\u2019ve been using. Which channels and audiences seem to be moving the needle the most? It\u2019s time to ramp up those impressions \u2013 and bonus points for a fresh creative set! Additionally, consider expanding into new channels and audiences for even more impressions served. Ticketmaster&#8217;s <a href=\"https:\/\/business.ticketmaster.fr\/distributed-commerce\/\">Distributed Commerce<\/a> partners are a great way to find fans where they\u2019re spending their time. At this time, you can even revert back to <a href=\"https:\/\/business.ticketmaster.fr\/business-solutions\/top-channels-for-presale-success\/\">marketing channels you had launched during your presale<\/a> that were successful. From social media platforms to strategic partnerships, these channels tend to gain new momentum at different phases of your sales cycle.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"text-transform:none\"><strong>3. Create a Sense Of Urgency<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/tmglobalhub.wpengine.com\/wp-content\/uploads\/2023\/08\/Screen-Shot-2023-08-16-at-2.01.05-PM-1024x616.png\" alt=\"screenshot of onsite advertising on iPhone \" class=\"wp-image-5052\" \/><\/figure>\n\n\n\n<p>In many cases, when fans don\u2019t purchase their tickets during the onsale, it\u2019s because the date is still far enough out that they\u2019re not sure if they\u2019ll be available. With two weeks to go, it\u2019s important that you <strong>get loud about it.<\/strong> By that time, your buyer prospects will know what they\u2019re doing (or not) and if they don\u2019t have plans, your event is a great option! Instead of counting down dates in your creative, use callouts like \u2018Last Chance\u2019 or \u2018Before it\u2019s too late\u2019 with a clear view of your event date. Some additional creative ideas to consider are launching behind-the-scenes footage, previews of past performances and glowing testimonials from some of those event-goers. This immersive content really ignites excitement and brings out some big event FOMO.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. Customize Your Outreach<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/tmglobalhub.wpengine.com\/wp-content\/uploads\/2023\/08\/Screen-Shot-2023-08-14-at-4.01.56-PM-1024x614.png\" alt=\"screenshot of last call on iPhone \" class=\"wp-image-5051\" style=\"width:1024px;height:614px\" \/><\/figure>\n\n\n\n<p>Targeting key audiences with personalized emails is a highly effective way of letting prospective buyers know there are still tickets available. Take a page out of Ticketmaster&#8217;s email playbook, where last-call performer alerts are sent out to subscribed fans who haven\u2019t bought their tickets yet \u2013&nbsp; you can subscribe to these too through your <a href=\"https:\/\/my.ticketmaster.com\/account\" target=\"_blank\" rel=\"noopener\">MyAccount<\/a>.&nbsp;<\/p>\n\n\n\n<p>Implement a similar approach within your own database:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Create a list of past buyers for similar types of events within your database that are opt-ed in to receive email marketing, and haven\u2019t purchased tickets yet.&nbsp;<\/li>\n\n\n\n<li>Depending on how many tickets you\u2019re looking to sell, your message can either be general awareness with a sense of urgency, or an email with an added incentive, like a discount or BOGO.&nbsp;&nbsp;<\/li>\n\n\n\n<li>Double-check your details referencing these <a href=\"https:\/\/business.ticketmaster.fr\/business-solutions\/6-steps-to-improve-your-email-marketing\/\">6 Steps to Improve Your Email Marketing<\/a>.&nbsp;<\/li>\n\n\n\n<li>Confirm you\u2019re addressing each of your subscribers personally through automation.&nbsp;<\/li>\n\n\n\n<li>Hit send and watch the ticket sales come in!<\/li>\n<\/ol>\n\n\n\n<p>By integrating these 4 strategies into your final push, you will be giving yourself better odds of boosting your late-cycle ticket sales \u2013 and more tickets sold equals more fans experiencing your unforgettable live event!&nbsp;<\/p>\n\n\n\n<p>Want to learn more? <a href=\"https:\/\/business.ticketmaster.fr\/contact\/\">Get in touch with us<\/a>.<\/p>\n\n\n\n<p><em>\u00b9Market Splash, 2023<\/em><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Every day we enable thousands of live events to happen around the world, so we want to give you a behind-the-scenes look at what you can do to boost your ticket sales as you head into the final stretch toward your big day.&nbsp; It\u2019s important to remember each event and its sales cycle is unique; [&hellip;]<\/p>\n","protected":false},"author":42,"featured_media":53686,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"47674,51141,57926,51563,51531,53448","_relevanssi_noindex_reason":"","footnotes":""},"admin-category":[],"content-type":[417],"solution":[639,640],"segment":[],"venue":[],"topic":[677],"class_list":["post-53684","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-better-results","category-business-solutions","tag-event-strategies","tag-late-sales-cycle","tag-live-event","tag-ticketmaster","content-type-guide","solution-marketing-measurement","solution-ticket-sales","topic-event-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/posts\/53684","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/comments?post=53684"}],"version-history":[{"count":0,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/posts\/53684\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/media\/53686"}],"wp:attachment":[{"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/media?parent=53684"}],"wp:term":[{"taxonomy":"admin-category","embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/admin-category?post=53684"},{"taxonomy":"content-type","embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/content-type?post=53684"},{"taxonomy":"solution","embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/solution?post=53684"},{"taxonomy":"segment","embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/segment?post=53684"},{"taxonomy":"venue","embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/venue?post=53684"},{"taxonomy":"topic","embeddable":true,"href":"https:\/\/business.ticketmaster.fr\/en\/wp-json\/wp\/v2\/topic?post=53684"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}