Successfully selling tickets to events involves more than just making a compelling argument for why an event is worthwhile. People don’t always buy tickets purely because of the value, line-up, or convenience. Sometimes, decisions are made more impulsively and driven by emotions like excitement, anticipation, and the fear of missing out, known as FOMO. Understanding the power of FOMO can be one of the most effective tools for driving early ticket sales.
Potential attendees may talk themselves out of attending by saying things like, “Maybe I’ll wait until payday,” or “I’ll see if my friends are going first.” Sales may suffer as a result of this hesitancy. But event organisers can facilitate prompt action, before rationality slows down the buyers by using the appropriate urgency-driven tactics.
Emotional decision-making: People buy with their gut, not their head
Experiences are the foundation of the event industry, and consumers are drawn to socially engaging experiences. A statistical analysis of the 2023 festival season shows that demand-driven ticket purchases are driven by emotions, with many festival-goers buying in advance to guarantee their place before costs increase or supply runs out. Whether it’s a concert, festival, or elite professional conference, people purchase tickets when they fear missing out on an unforgettable experience.
One of the main causes of this is that FOMO appeals to the emotional side of the brain, not the rational one. The thrill and urgency of an event encourage purchases right away, while rational thought processes like price comparison and alternative plan consideration might postpone or even stop conversions. This explains the success of early bird sales. Offering a restricted quantity of reduced tickets at launch encourages quick action and strengthens the notion that “buying now” is the best course of action.
Urgency works best when something is clearly running out
Scarcity is one of the most powerful psychological sales triggers. People are more inclined to act fast when they know something is limited – whether it’s the number of tickets available or the time left to purchase at a lower price.
Conversion rates are much greater for event marketers who incorporate countdown timers and real-time scarcity signs into their websites. Pricing tiers with a time limit like “Only 24 hours left before prices increase” or quantity-focused messages, such as “Only 50 tickets left!”, create a sense of pressure for customers.
Creating a sense of urgency and engagement throughout the ticket-purchasing process is an effective way to drive conversions. One key approach is leveraging social proof, where seeing others already committed to an event can encourage hesitant buyers to take action. Displaying subtle cues of people participating or engaging with the event, without being overly explicit, can help nudge potential customers in the right direction.
Technology also plays an important role in enhancing this experience. Smart tools can be used to send personalised messages and reminders that highlight the limited availability of tickets or the approaching deadline for a discount. While it’s important to integrate urgency-based communication, it’s equally crucial to do so in a way that doesn’t overwhelm or create pressure in a way that feels too obvious. This strategy, when done carefully, can help increase the likelihood of converting interested individuals into paying customers.
These techniques, when used subtly, can create an atmosphere of excitement and urgency, prompting users to act without pushing them too hard or making them feel forced into a decision.
The power of FOMO
For events with multiple dates, selling out one date before releasing another can create even more urgency. Once it’s full, announcing the second date with a message like “Due to overwhelming demand, we’ve added another night!” makes the additional date seem like an exclusive second chance rather than just another option. High-demand events that sell out quickly spark interest in more ticket releases. This tactic can be a game-changer for festivals, concerts, and conferences looking to maximise ticket sales across multiple days.
FOMO is a key factor in ticket sales and not just a trendy term. In addition to selling tickets, the most effective event marketers instill a sense of urgency that converts interest into prompt action. You can encourage reluctant consumers to take action right away by fusing social proof, real-time scarcity signals, emotional triggers, and astute tech-driven urgency. Because “Tickets available” isn’t the most effective sales message in the world of events. “You do not want to miss this,” is the phrase.
By Cosmin Ivan, CEO at Platinumlist
