When to Use Promo Codes
Promotional codes are a powerful tool for driving ticket sales, rewarding loyal fans, and tracking marketing effectiveness. But used badly, they can train your audience to always wait for a discount. The key is strategic, targeted use.
Good use cases include: early bird discounts for the first batch of tickets, group booking incentives, sponsor-exclusive codes, and member discounts for club members.
Types of Promo Codes
- Percentage discounts — e.g., 20% off with code EARLY20
- Fixed amount off — e.g., £2 off each ticket
- Free tickets — for press, sponsors, or competitions
- Limited use — restrict to a set number of redemptions
- Date-restricted — valid only during a promotional window
Tracking Performance
Every promo code on Tickts tracks how many times it has been used and the total discount value. This lets you see which promotional channels drive the most sales. Create unique codes for each marketing channel — one for Instagram, one for email, one for your website — to measure ROI accurately.
When to Use Promo Codes
Promo codes are most effective when used strategically rather than as a default pricing tool:
- Early-bird incentive: Reward the first buyers with a time-limited code. Creates urgency and generates early sales momentum.
- Channel tracking: Give unique codes to different marketing channels (Instagram, email, posters). At the end of the campaign, you know exactly which channel drove the most sales.
- Partner promotions: Share codes with sponsors, partner organisations, or influencers. Each gets a unique code so you can measure their contribution.
- Customer recovery: Send a discount code to people who attended previous events but have not booked the next one. A "we miss you" message with a code can reactivate lapsed attendees.
- Group incentives: Codes for groups of 5+ encourage collective booking and fill events faster.
Mistakes to Avoid
- No usage limits: Always set a maximum number of uses. An unlimited code shared virally can decimate your revenue.
- Too generous: A 50% discount trains fans to wait for discounts. 10-20% is enough to incentivise without devaluing your event.
- No expiry: Codes without expiry dates reduce urgency. Set a clear deadline to drive action.
- Too many codes: If you are constantly discounting, you are really just overpriced at your standard rate. Use codes selectively.
Measuring Code Effectiveness
After each event, review promo code usage in your analytics:
- Which codes were used most? These channels or partners are working.
- Which codes were barely used? These channels need improvement or retirement.
- What was the average order value with and without codes? Are codes bringing in price-sensitive fans or just discounting fans who would have paid full price anyway?
Frequently Asked Questions
Should I make codes public or keep them exclusive?
It depends on the purpose. Early-bird codes can be public — everyone benefits from buying early. Channel tracking codes should be exclusive to each channel. Partner codes should be shared only by the partner to accurately measure their contribution.
Can I create a code after the event is published?
Yes. You can create, modify, and deactivate promo codes at any time through your organiser dashboard, even after ticket sales have begun.
