Week 12-10: Foundation
- Confirm venue, date, and capacity
- Set budget and pricing strategy
- Create event branding and imagery
- Set up your Tickts event page
Week 9-6: Promotion
- Launch ticket sales and announce across social media
- Send email announcements to your list
- Reach out to local media and bloggers
- Set up early bird pricing with a deadline
Week 5-2: Logistics
- Confirm all suppliers and contractors
- Brief door staff and volunteers
- Plan the running order and timings
- Send reminder emails to ticket holders
Week 1: Final Push
- Send last-chance ticket emails
- Prepare scanning devices and test the door process
- Print any signage needed
- Confirm final numbers with the venue and caterers
Weeks 12-10: Foundation
The earliest phase is about locking in the fundamentals that everything else depends on:
- Secure the venue: Confirm the date, time, capacity, and cost. Get it in writing. A venue booking is the single most important element — everything else flows from it.
- Set your budget: List every cost you can anticipate: venue, performers, equipment, marketing, insurance, staffing, food and drink. Add 15% contingency for unexpected expenses.
- Book headline acts: If your event features performers, speakers, or special guests, book them now. Popular acts book up months in advance.
- Create your event page: Set up your event on Tickts with all the details. Even if you are not ready to sell tickets yet, having the page ready means you can launch sales the moment you are prepared.
Weeks 9-7: Build
- Launch ticket sales: Open early-bird tickets to generate initial revenue and gauge demand. Share widely through your existing channels.
- Plan marketing: Design your social media strategy, create promotional graphics, and draft email campaigns. Consistent messaging across channels builds recognition.
- Arrange logistics: Confirm equipment needs (PA system, lighting, staging), arrange any permits or licences, and book any additional services (catering, security, first aid).
- Recruit volunteers or staff: Identify who will help on the day — door staff, bar staff, stewards, setup and teardown crew. Brief them early so they know what is expected.
Weeks 6-4: Promote
- Intensify marketing: This is your main promotional push. Post regularly on social media, send email campaigns, and put up posters and flyers. Tag performers and collaborators in every post.
- Activate promo codes: Create discount codes for specific audiences — early supporters, social media followers, partner organisations. Track which codes are used to measure channel effectiveness.
- Confirm all suppliers: Reconfirm venue, performers, equipment, and catering. Check that everything is on track and there are no surprises.
- Review ticket sales: Assess your current sales against targets. If sales are slow, consider additional promotion, influencer outreach, or temporary price reductions.
Weeks 3-1: Final Preparations
- Final marketing push: Urgency-based messaging: "Only X tickets remaining," "Last chance to get tickets." Social proof: "200 tickets sold — join them."
- Create the day-of plan: Minute-by-minute schedule for event day. Who arrives when, what gets set up first, when doors open, running order, tear-down procedure.
- Brief all staff and volunteers: Ensure everyone knows their role, arrival time, and who to contact if there are issues.
- Test technology: Check the Tickts scanner works on your door staff phones. Ensure venue WiFi or mobile data is reliable for ticket scanning.
- Prepare for contingencies: What happens if a performer cancels? If the weather turns bad? If ticket sales exceed expectations? Have backup plans.
Frequently Asked Questions
What if I have less than 12 weeks?
Compress the timeline. The critical elements are venue, tickets, and promotion — focus on these. A well-promoted event with 4 weeks notice can still succeed, especially if you have an existing audience.
When should I start selling tickets?
As early as possible. Early ticket sales generate revenue to cover upfront costs and provide data about demand. Launch with early-bird pricing to reward your first buyers.
How much should I budget for marketing?
For grassroots events, 10-15% of your total budget is a good guide for marketing. However, much of your most effective marketing (social media posts, email campaigns, word of mouth) is free. Paid advertising on Facebook and Instagram can amplify your reach, but it is not essential for smaller events.
