These tips are from Brian Bauer of Bauer Entertainment Marketing, who was our featured guest at our November Make More Money event!

If you’re looking to increase ticket sales, understanding your sales funnel is non-negotiable. Fans don’t always go straight from hearing about your event to clicking “buy now.” Instead, they move through a journey—awareness, engagement, and conversion. By tailoring your strategies to each stage, you can guide fans seamlessly from interest to action.

What is the Sales Funnel?

Think of the funnel as three key stages:

1. Awareness (Top of Funnel)
   This is where fans first hear about your event. At this stage, they’re not ready to buy yet—they’re just discovering what’s out there.
2. Engagement (Middle of Funnel)
   Fans know about the event but haven’t committed yet. They might need more information or a nudge to feel confident in their decision.
3. Conversion (Bottom of Funnel)
   Here’s where the magic happens—fans are ready to purchase, but your job is to make the process easy, fast, and enticing.

How to Master Each Stage

1. Awareness: Catch Their Attention

• Channels: Use video ads on platforms like TikTok and YouTube, display ads, and local billboards.
• Message: Focus on generating excitement. Highlight the artist, event experience, or unique venue features.
• Tip: “Learn More” CTAs work best here for your paid ads. Your goal is to get fans curious.

2. Engagement: Build Trust

• Channels: Facebook event pages, social contests, and engaging email campaigns.
• Message: Provide more details—event dates, pricing, and perks like presales or VIP options.
• Tip: Brian Bauer calls this the "big fat middle" of the funnel. Fans might be overwhelmed by choices, so give them breadcrumbs like exclusive content or presale codes to nudge them closer to buying.

3. Conversion: Seal the Deal

• Channels: Retargeting ads, direct links to ticketing pages, and SMS reminders.
• Message: Create urgency with “limited tickets left” or “last chance” messaging.
• Tip: Optimize your ticketing platform for quick checkouts. Reduce steps and make it seamless—fans won’t jump through hoops to buy.

Why This Matters

"Only about 2% of website visitors actually convert into a ticket purchase," says Brian Bauer. "That means 98% are leaving without buying, and you need retargeting strategies to bring them back."

If you’re not addressing every stage of the funnel, you’re leaving money on the table. By segmenting your audience and crafting messaging that aligns with their place along their journey, you’ll keep fans engaged—and more likely to buy.

Take Control of Your Funnel

Ready to optimize your ticket sales? Tools like Opendate can help you manage your audience at every stage, from initial interest to post-purchase engagement. Stop missing out on sales—start mastering the funnel today.