Asking yourself “why offer discounts?” We’ve got your answer, and the right approach will help you charge less but make more. A smart discount marketing strategy can incentivize ticket purchases and drive sales.
Follow this guide to learn how to create and use promo codes at your next event. You’ll be able to:
  • Know the basics of using promo codes and discounts
  • Set goals for your promo code marketing strategy
  • Select the right discount types for your event
  • Create promo codes for one or more events on Eventbrite
  • Offer group discount ticket types on Eventbrite
People love a good deal — especially when it’s on a unique experience, like a live event. So it’s no surprise that discount codes are a powerful way to incentivize ticket purchases among your potential attendees. They can even help boost lagging ticket sales, plus discount codes are easy to promote on social media.
But if you’re not using discounts correctly, you run the risk of creating extra work — not to mention losing revenue. So, how can you structure your discount campaigns strategically to boost ticket sales or registrations?
Here’s when — and how — to use promotion codes as a discount marketing strategy to drive attendance.

What to know before you use promo codes and a discount strategy

It’s counterintuitive but true: Price discounts can increase your revenue. But there are many ways to use discount codes as part of your promotional plan, and not all strategies are created equal. Get the best results by mapping out a clear strategy before you dive in.

First: Establish your goals for event discounts

How many registrations or ticket sales do you want to gain from discount codes? Starting with this question can help you plan for how much time you want your discounts to be available, how many uses the codes are good for, as well as what times in your sales cycle you want to use them.

Second: Pick your discount type(s)

Next, you want to choose the right types of discount as one of your event promotion ideas. Depending on your goals, you might just use the one type (say early bird discounts, for example), or a few discounts throughout your sales cycle. Consider the right ticketing strategy for your event.
Here are just a few examples of common promotion and discount code types:
  • Early bird discount: Incentivize people to buy their tickets early. For example, a $20-off code for the first 50 people to register or purchase once your tickets go live will boost ticket sales.
  • Flash sale: Use this discount code to boost ticket sales or registrations during typically low buying times for your event. Flash sales timed with holidays are especially popular, since holiday gifts are yet another reason to click the “buy” button.
  • Increase sales for off-nights: Bring more attendees to quieter workshops or classes in a series, such as a weeknight class versus a weekend one. You can offer a night-running ticket offer code. For example, you could offer $10 off General Admission to your next two Tuesday nights.
  • Jumpstart your VIP experience: Use this promo code to win over VIPs or influencers by creating hidden offers that only they can access. Simply give them a special code that unlocks an invisible VIP ticket type or package on your checkout page. Looking for some inspiration for VIP ideas? Check out these tips for live music events and inspiration for VIP programs to implement for your next event.
Now that you’re ready to use your discount strategy, it’s time to create your event’s promo codes.

How to set up promo codes offering an event discount for one or multiple events

Now that you know how different promo codes can encourage attendees to register early and increase your revenue, your next task is setting them up.

Set up a promo or discount code for one event

Whether you’re a current Eventbrite user or considering signing up, you’ll be happy to know that creating a code for your event is simple. Go to your “Manage” page and under “Invite & Promote,” choose “Discounts & Access Codes.” From there:
  1. Click “New Code.”
  2. Choose “This event only.”
  3. Select “Coded Discounts.”
  4. Choose the tickets the code should discount.
  5. Configure your code (choose the Code Type, Discount Amount, and Start/End dates).
  6. Give your discount code a ticket group name (optional).
  7. Click “Finish & Save.”

Set up a promo or discount code for multiple events

Have more than one event coming up? Need to create and manage discount codes for all of them? Eventbrite can make it easy for you to do that all in advance in your dashboard.
On Eventbrite, sign in to your account — or create one as a new user — and go into your event’s “Manage” page to get started. Select “Discount & Access Codes,” select “New Code,” and choose “Use across multiple events” to get started. From there:
  1. Select “Coded Discounts.”
  2. Choose the ticket(s) the code should discount.
  3. Configure your discount code (see above).
  4. Give your discount code a ticket group name (optional).
  5. Add or remove a ticket from a ticket code group (optional).
  6. Manage codes and track your progress.

Set up group discount ticket types

One discount strategy that’s worth mentioning is the bundle discount, which encourages buyers to purchase multiple tickets or registrations at once. This type of discount is useful for people who buy for group outings, such as for organizations or clubs.
With Eventbrite, you can create a group discount in minutes by going into your “Edit” page and creating a new ticket type to accommodate your group discount. From there:
  • Enter the ticket name, ticket quantity, and ticket price.
  • Set the maximum and minimum number of tickets per order to support your discount.
  • Save your changes.

Ramp up your ticket sales today

Now you understand the effectiveness of a well-designed promo code marketing strategy and have your ticketing partner — Eventbrite — there to help you take control of your sales. Read on to discover 10 ways to increase your ticket sales for your next event, or discover how to use the Eventbrite Organizer App to get the most out of our platform.
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