Boosting Music Festival Ticket Sales with Prize Draws.

Some popular music festivals enjoy the benefit of quickly selling out as soon as tickets go on sale. Unfortunately, this only applies to the large most well-known festivals and many smaller events can struggle to sell their tickets. Running a prize draw competition can boost interest in an event and generate increased ticket sales.

A prize draw or similar type of competition is a common marketing tool used by numerous brands in a wide variety of industries. There is no reason why a music festival cannot utilise similar types of promotional activity to boost engagement and ticket sales revenue. The perceived face value of a prize can be high, especially if it is a VIP package or an exclusive meet and greet with an artist. In addition, it may be possible to do a deal with a sponsor to give away their branded merchandise and other items with a perceived value as runner up prizes for example.

Rules and Terms. 
The rules and terms and conditions of entry need to be clear and transparent; this is usually published on a festival website, or wherever the prize draw is promoted. In the UK conducting a prize draw is covered by the Gambling Act 2005 which specifies the following:  

• People can genuinely choose to take part without paying.
• The free entry route is no more expensive or no less convenient than the paid route and charged at its normal rate.
• The choice is publicised so that it is likely to come to the attention of anyone intending to participate.
• The system for allocating prizes does not distinguish between either route.
• The free entry route is displayed with as much prominence as the paid for routes 

 Festival organisers should clearly state the eligibility, terms and conditions, winner selection processes and general entry requirements along with how data will be collected and used.

Promotion.
Using a prize draw can be used in a variety of promotional activities and can include free entry as a result of re-posting social media posts or purchasing a ticket. However, as highlighted above entrants should have the option to enter with or without buying a ticket. The prize draw and can be part of a joint promotional activity with sponsors and artists providing an increased number of marketing channels for organisers. Testimonials from previous winners can increase the credibility of the competition and encourage more participation and entrants.

Customer Engagement.
Running a prize draw is a great way to increase social media followers and reach. In addition, it’s possible to collect data from key target audiences and provides the opportunity to build a large prospect database that can be included in marketing activities for future events. All data collected must be done in compliance with any prevailing GDPR (General Data Protection Regulation) rules.

For festival organisers planning their events using a software management platform like Festival Pro gives them all the functionality they need manage every aspect of their event logistics. The guys who are responsible for this software have been in the front line of event management for many years and the features are built from that experience and are performance artists themselves. The Festival Pro platform is easy to use and has comprehensive features with specific modules for managing artists, contractors, venues/stages, vendors, volunteers, sponsors, guestlists, ticketing, cashless payments and contactless ordering.

Image by Robin Higgins from Pixabay

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