How to promote an event and sell more tickets.

A steady stream of “tickets on sale!” posts gets tuned out. A handful of distinct moments, each with something new to say, works better. For a typical gig or workshop sold over six to eight weeks:

• Announce (week one). Date, venue, headline act or topic, and the link. Schedule the event page to publish at the exact time you post, so the link works the moment people click it.
• Early bird. A small allocation at a lower price, with a clear end date. It gives your core fans a reason to buy before the date gets crowded with other plans.
• Lineup reveals or new details. Support acts, a guest speaker, the food truck, set times. Each one is a fresh reason to post and to remind people the event exists.
• Last call (final week).Many tickets for smaller events sell in the last few days. Remind people of the date, what’s left, and when sales close.

Write the dates down before you announce. It’s much easier to hold back a reveal for the right week when you’ve planned for it than to scramble for something to say when sales go quiet.

Spread a small amount of effort across every possible channel and you’ll get small results everywhere. Pick the few that fit your audience and do them properly.

• Your mailing list. Usually the best-converting channel you have, because these people already chose to hear from you. After each event, export your customer list from Jamrats; it includes whether each buyer gave marketing consent, so you only email people who agreed. Then send through whatever email tool you already use.
• Social media. Short video beats a static poster on most platforms. Post at each timeline moment, and put the link where people can tap it.
• Artists, speakers and partners. Their audience is often bigger than yours. Send them ready-made posts, images and the link, and ask them to share at the announcement and the last call.
• Local listings. City event calendars, venue newsletters, community boards and student union listings are free and reach people looking for something to do.
• Flyers and posters. Still useful in cafés, record shops and campuses. Print the short link and a QR code that opens the event page (any free QR generator will make one from the link), so people can buy on the spot.

Every post, email and flyer sends people to the same place, so the event page carries a lot of weight. Someone who arrives and can’t find the start time or the age limit will close the tab and forget about it.

Put the essentials where they can’t be missed: date, doors and start time, venue and address, price, age limits, accessibility and your refund policy. Then sell the experience. On Jamrats you can embed video from YouTube, Vimeo, TikTok or Instagram Reels, choose a page design, and change the order of sections so the most persuasive part (often a video of the act) sits near the top.

Buyers pay right on the page, with Apple Pay and Google Pay where their device supports it, so there’s no redirect for them to give up on. When a ticket tier gets close to selling out, the page shows how many are left. That’s real scarcity, so you don’t need to invent any. More on what the page can do is on the event pages feature page.

Promotion gets better when you can see what’s working. The dashboard for each event shows tickets sold, revenue and a breakdown by ticket type. Check it after each timeline moment. A jump the day after the lineup reveal tells you something. So does a flat week after a paid ad.

Keep a simple note of sales pace: how many tickets you had at two weeks out, one week out and on the day. Compare it with your last event and you’ll learn quickly whether you’re ahead or behind, early enough to do something about it. The orders spreadsheet export includes when each order was paid, so you can rebuild the curve later.

To measure individual channels, give each one its own coupon code: one for a partner’s newsletter, one for the poster run, one for a particular artist’s followers. Coupons can be small (a flat amount off) and limited to specific ticket types. The coupon list shows how many times each code has been used, which tells you roughly which channels pull their weight. It’s not perfect attribution, since plenty of people buy without a code, but it’s a lot better than guessing. The reporting page covers the dashboard and exports.

Most promotion problems come from a few habits that are easy to fix once you notice them.

• Announcing too late. If your audience plans a month ahead, a two-week campaign leaves most of them already booked. Small local nights can get away with less; festivals and conferences need much more.
• Spreading links around. Different links on different platforms, or a link to a social post instead of the event page, add a step where people drop off. Use the event page link everywhere.
• Discounting in a panic. Dropping the price a week out annoys everyone who bought early and teaches your audience to wait next time. A targeted code for one channel, or a group deal, does the job with less damage.
• Going quiet in the final week. It feels repetitive to you because you’ve seen every post. Most of your audience has seen one or two of them, at most.
• Forgetting the people who already bought. Ask them to bring a friend. They’re your most convincing promoters, and a personal invite beats any ad.

None of this needs special software. A calendar, one link and a habit of checking the dashboard after every post cover most of it.

If you run more than one event, people who liked the last one need somewhere to see what’s next. Your Jamrats storefront page at jamrats.com/your-name lists all your upcoming events. Put it in your social bios and email footer, so even an old post leads somewhere current.

If you’d rather the address carry your own brand, custom domains are available as a paid add-on. Your storefront, checkout and ticket emails then run on your own domain, which helps when your name is better known than ours.

For a regular night, duplicate the last event to set up the next one in a few minutes, then announce it to the people who just came. That’s when they’re most likely to say yes. See the storefront page for details.