The Pre-Sale Problem: Why Are You Marketing to the Same Fan Twice?

Most organizations think they're running a pre-sale campaign. In reality, they're running two.

The first campaign is designed to capture interest. Ads, emails, social posts and partner promotions all work together to encourage fans to register for early access. The result is a growing list of highly engaged people who have actively raised their hand and said, "I want tickets."

Then, days or weeks later, a second campaign begins. Further ads, emails, reminders and retargeting aimed at converting the registered fans into actual ticket sales. It’s more effort and even more budget spent trying to convert the same audience you worked so hard to capture in the first place.

It's become such a common part of the event marketing and ticketing process that most organizations don't question it, but they should.

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