What this playbook includes

This playbook will outline the exact formula we use at Crowdsauce to maximise ticket sales from day 1 for our clients. It includes a comprehensive tease and launch plan, templates for your direct marketing, budget tips, meta ad plans, ticketing strategies and much more.

By the end of this playbook, you should have a blueprint for launching your next event.

The fundamentals of a perfect event launch

When broken down into it’s parts, the perfect event launch can seem quite simple.

  1. Dates and timing: announcing during the right part of the month, enough weeks before your event, and running your campaign for an extended period
  2. Landing page: having a beautiful and feature rich landing page to showcase your event that’s packed with tracking, analytics and integrations
  3. Teaser phase: extending your pre-registration by at least a week by running a teaser campaign
  4. Autoresponders: following up with key information including desired actions immediately after somebody registers via email, SMS and WhatsApp
  5. WhatsApp community: creating an exclusive WhatsApp community where members can get tickets early and receive exclusive content
  6. Support: ensuring partners, guests and the venue all support via mailing list, organic social, reposting and dark ad access
  7. Creative variance: having a wide variety of assets for each platform and placement
  8. Follow up content: keeping the registrants active with storytelling via ads, email and WhatsApp
  9. Meta ads: creating a sales campaign with the Complete Registration objective, while testing multiple audiences and creatives
  10. Ticketing: ensuring tickets are priced appropriately to maximise conversion rates and that tiers are spaced to show movement
  11. On-sale: releasing tickets via our 4 channels, providing ticket updates and setting live conversion ads

We’ll now dive into each section and show you our exact launch strategy.