Jay Z, Taylor Swift and One Direction. What do they have in common? They all sell out concerts. So how do they do it? Well, let’s look at a case study.
Of course, a major part of selling out a concert is being a great performer who people want to see. But being the best performer doesn’t matter if no one is there to see you. The right promotional strategy can help a musician sell out a concert and keep fans wanting more venue dates.
According to Mirror, the upcoming Jay Z Magna World Tour sold out the UK dates within seconds. The artist had to add more tour dates in three cities to meet the demands of his adoring fans. Now that is some great promotion. I have seen Jay Z in concert four times, and I have to tell you: He puts on a good show because he is an amazing artist. But if I didn’t get an email from the venue or hear the advertisement on the radio, I never would have been able to buy tickets.
So how does Jay Z sell out his Magna World Tour?
Always keep them guessing. Jay Z loves bringing special guests on stage with him. He has partnered with several cross-genre artists, such as Justin Timberlake, Usher, R. Kelly and, of course, his wife Beyoncé. Keeping fans entertained and wondering what they’ll see next is a great way to promote a concert and boost ticket sales.
Make it easy for fans to buy tickets. In its 2012 case study, Twitter says that if you want fans to buy your tickets and sell out your concert, it has to be easy for them to buy tickets. Waiting rooms, purchase time limit countdowns and verification codes make the ticket buying experience very frustrating. Simplifying the process will encourage fans to buy tickets.
Use social media to promote your concert dates. Reading the newspaper is a thing of the past. Nowadays, everyone is online, and people are getting their headlines from social media outlets such as Facebook, Twitter and YouTube. If you want to spread the word about your concert dates, engage with fans on social media. But be careful. Unfortunately, social media is so up-to-the-minute that both the good and bad get posted online. Fans who were frustrated with the Jay Z ticket process flocked to Twitter to express their concerns. The key to social media success is to make sure the positive outweighs the negative.
Build up your VIP list. According to the TODAY Show, concert tickets sell out minutes after they “officially” go on sale because VIP ticket holders can buy early bird tickets several days before. It’s not such a great experience for fans who waited up until midnight for tickets to go on sale, but it’s a great way to promote a concert and ensure the tickets get sold out.
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