The moment your event tickets go on sale is make-or-break time. All your planning, all your preparation, all your anticipation comes down to this critical launch moment. Get it right, and you'll see a surge of early sales that sets the tone for your entire campaign. Get it wrong, and you'll spend weeks playing catch-up.
The difference between a successful launch and a disappointing one often comes down to preparation. While you can't control every variable once your event goes live, you can control how well-prepared you are. This comprehensive checklist covers everything you need to have in place before you hit that "go live" button.
1. Your Event Page is Compelling and Complete
Your event page is your digital storefront. It's where first impressions are made and buying decisions happen. Before going live, ensure your page tells a compelling story that makes people want to attend.
Essential elements include:
- A clear, attention-grabbing headline that communicates your event's value
- High-quality visuals that showcase the experience attendees can expect
- Comprehensive event details: date, time, location, duration, and programme highlights
- Clear information about what's included in the ticket price
- Social proof such as testimonials from previous events or notable speakers
- FAQs that address common concerns and objections
Your copy should focus on benefits, not just features. Instead of simply listing what's happening at your event, explain why attendees should care and what they'll gain from participating.
2. Strategic Ticket Types Drive Revenue
Smart ticket pricing isn't just about setting one price and hoping for the best. Multiple ticket types serve different customer segments while maximising revenue potential.
Consider these ticket structures:
- Early Bird tickets with genuine value beyond just a discount
- General admission as your standard offering
- VIP experiences with exclusive perks like priority seating, meet-and-greets, or special access
- Group discounts to encourage bulk purchases
- Student or concession rates to broaden accessibility
Each ticket type should have a clear value proposition. VIP tickets, for example, might include networking opportunities, premium seating, or exclusive content that justifies the higher price point.
3. Frictionless Checkout Process
A complicated checkout process is a conversion killer. Even highly motivated buyers will abandon their purchase if the process is confusing, takes too long, or doesn't work properly on their device.
Key checkout considerations:
- Mobile optimisation is non-negotiable – most people browse and buy on mobile devices
- Minimise the number of steps required to complete a purchase
- Offer multiple payment methods including card payments and digital wallets
- Ensure your checkout process loads quickly and works across different browsers
- Include security badges and clear refund policies to build trust
- Test the entire purchase process multiple times before launch
Remember, every additional click or form field you require increases the chance of cart abandonment.
4. Email Marketing Sequences Ready to Deploy
Email remains one of the most effective channels for event marketing, but only if you use it strategically. Having your email sequences written and scheduled before launch ensures you maintain momentum throughout your campaign.
Essential email sequences include:
- Launch announcement to your existing database
- Follow-up emails for people who showed interest but didn't buy
- Social proof campaigns featuring testimonials and behind-the-scenes content
- Urgency-building messages as key deadlines approach
- Last-chance reminders in the final days before your event
Segment your email list where possible. Past attendees, for example, might receive different messaging than first-time prospects.
5. Social Media Content Strategy
Social media can drive significant ticket sales, but it requires more than just posting about your event occasionally. A strategic content plan ensures consistent visibility and engagement throughout your campaign.
Prepare content including:
- High-quality visuals optimised for each platform
- Video content showcasing speakers, venue, or previous events
- Behind-the-scenes content that builds excitement and authenticity
- Clear calls-to-action directing people to your ticket page
- Stories and posts that encourage sharing and user-generated content
- Platform-specific content that feels native rather than generic
Consider creating content themes for different days of the week or campaign phases to maintain variety while staying organised.
6. Partner and Collaborator Coordination
Your sponsors, venue partners, artists, and other collaborators can be powerful amplifiers for your event marketing, but only if they're properly briefed and equipped.
Before launch, ensure:
- All partners have received promotional materials and key messaging
- Everyone understands the launch timing and their role in promotion
- Partners & artists have been provided with suggested social media posts
- Sponsors understand how to leverage their involvement for their own marketing
- Any affiliate or tracking links are set up for partner-driven sales
Consider creating a simple partner toolkit with graphics, suggested copy, and key dates to make promotion as easy as possible for your collaborators.
7. Analytics and Tracking Infrastructure
You can't optimise what you don't measure. Setting up proper tracking before launch gives you the data you need to make informed decisions throughout your campaign.
Key metrics to track:
- Ticket sales by source (email, social media, direct traffic, etc.)
- Website traffic and conversion rates
- Email open rates and click-through rates
- Social media engagement and reach
- Cost per acquisition for any paid marketing efforts
Thanks to our partners at Eventbrite, Zicket provides built-in analytics and reporting tools that make it easy to monitor performance without requiring separate tracking systems.
8. Marketing Budget Allocation and Campaign Setup
Having a marketing budget is one thing; having it strategically allocated and ready to deploy is another. Before launch, ensure your paid marketing campaigns are set up and ready to activate.
Consider your budget allocation across:
- Social media advertising for audience targeting and retargeting
- Search engine marketing to capture people actively looking for events
- Email marketing tools and automation platforms
- Content creation costs for ongoing campaign materials
- Influencer partnerships or collaborative marketing efforts
Many successful event organisers reinvest early ticket revenue back into marketing to drive additional sales and build momentum.
The Power of Preparation
The most successful event launches don't happen by accident. They're the result of thorough preparation, strategic thinking, and attention to detail. By working through this checklist before your tickets go on sale, you're setting yourself up for a stronger launch and ultimately, a more successful event.
Remember, your launch is just the beginning of your campaign, not the end of your preparation. Having these elements in place gives you the foundation to adapt and optimise as your campaign progresses.
Ready to Launch Your Next Event?
At Zicket, we've helped to power thousands of successful event launches across Hong Kong and beyond.
From streamlined checkout processes and built-in analytics to integrated marketing tools and comprehensive support, we provide everything event organisers need to sell more tickets and create better experiences.
Ready to see how Zicket can support your next event launch? Get in touch with our team at help@zicket.co to learn more about our platform and services.