If you're organizing a dance event and you're deciding what price to put on advance tickets, you're really interested in this.

As we at go&dance help dance event organizers sell tickets online through our platform, we've been analyzing how people behave before they buy tickets.

We have realized that there are several things you can do to sell more tickets in advance and ensure you have a number of people before the event date and not have to wait until the day of the event to know how many people will buy the ticket at the box office.

To begin with, you should think that most people when they see a dance event for the first time and long before they decide whether to buy the ticket in advance or not, ask themselves the following questions in a few seconds:

  • What does this event have for me?
  • Am I interested in this event?
  • Am I willing to pay the ticket price to attend the event?
  • Do I have free dates to attend the event?
  • Who am I going to the event with?
  • How am I supposed to go?

The first thing you have to do is to awaken the interest of the person with a good poster and if you get it (if he or she is interested in the event), get him or her to leave their details to contact her or her again. For example, both on Facebook and go&dance there is the "I'm interested" button and it's precisely for this reason, to be able to contact this person again in some way.

Anyway, before you publish the event you can do several things to help people make the decision to buy the ticket before the event date.

How do you get it?

Creating the famous FACTOR ESCASEZ and using several tricks used by the organizers who sell more tickets in advance.

In fact, we've all heard that when a Bruce Springsteen concert is held (for example) and tickets are sold out in hours or even minutes, right?

That's precisely because people know they will run out if they don't buy the ticket, NOW.

So if you are not able to create the scarcity factor in your event, it will be difficult for someone to buy the ticket in advance.

So the question and focus of this post from the go&dance blog is how you should set the price of tickets to generate that scarcity factor.

Here are 10 things you can do when you decide what price to put on tickets to create scarcity factor and get more advance sales.

1. Limit the number of available entries and openly indicate it

The best way to create scarcity is to limit the number of tickets available for sale.

In fact, all venues have a capacity and that should be the maximum number of tickets available for sale. If you don't want to set a limit, at least indicate the capacity of the venue.

However, if the venue is so large that you don't think you can fill it, we recommend that you try to limit the number of tickets per price. (We tell you this in the next point).

2. Increase the ticket price over time or increase the number of tickets sold.

One of the best ways to help people make the decision to buy tickets early rather than at the box office is to make the price increase over time.

These small price increases have to be relevant for people to decide to buy tickets at a lower price.

For example, if the ticket costs 50€ and the increase is 1€, people will probably not be surprised. If, on the other hand, the entrance fee goes from 40€ to 50€ (increase of 10€) it is certain that many people will think about it.

You can also make sure that the first 50 (for example) tickets have a price and that after the 51st ticket has a different price. This is ideal for when you don't know if you can fill the room but need a minimum number of people to cover fixed costs.

What we recommend is that there are several price hikes from when you launch the poster until the day of the event and the day of the event, of course, you raise the price again.

3. Sell online to make selling easier 365 days a year

Do your best to make it easier for anyone to buy tickets whenever and wherever they want.

Make life easy for the consumer and disregard payments and the management of attendees because the platform is already in charge.

For this it is ideal to have the sale active every day (internet) and to have different payment methods (card payment, PayPal, direct transfer... etc).

At go&dance you can create your event and sell 24 hours a day with all possible payment methods.

4. Hold the event in a place where people have to take limited accommodation (ideal for dance congresses).

If you hold the event in a place where people have to travel, it means they have to plan ahead.

You will have to organize the event in advance and make it very clear how it works and the price of accommodation. But since housing is often limited, it is a very good way to generate scarcity factor.

5. Create discount codes for advance purchases or loyal customers

You may already have regular customers and you can create a loyalty discount or simply create daily discount codes or pre-purchase codes.

In the end, it is to offer people you want (loyal customers, or all of them) a discount if you make the decision to buy early entry today rather than tomorrow or worse, at the ticket office.

6. Create several ticket types with different prices. Fork effect.

An infallible trick is to create several types of tickets for all kinds of audiences and pockets (Premium, VIP and regular tickets).

This creates a fork effect.

The key to the fork effect is to add a much more expensive input type next to the one you are most interested in selling.

7. Offers more value to those who buy tickets earlier (gifts, more services, better places, sites)

You can offer gifts, additional products or extra services if you purchase early entry.

8. Put the finished price at 9

This will not help you to sell more tickets in advance but it will help you to sell more tickets in general.

There are thousands of studies that certify that when you put the finished price at 9 people perceive it as a bargain. (For example, better 39€ than 40€ or 38€.

So, we recommend that you try it and tell us your result.

9. If there is a discount on the ticket price, the current price must be lower than the original price.

This will also not help you to sell tickets in advance but as in the previous point it will help you to sell more.

When you see a discounted price and the original price is larger the discount is perceived as higher. Which drives sales.

So, we also recommend that you try it.

10. Use promoters and school teachers to sell advance tickets.

Finally, use promoters to help you with ticket sales.