As an event organizer, you're constantly looking for ways to cut through the digital noise and connect directly with your audience. What if you had a direct line to your attendees' pockets? SMS (text message) marketing is a powerful tool for driving ticket sales, enhancing the attendee experience, and building a loyal community around your events.
This guide will walk you through the best practices, crucial regulations, and show-stopping ideas to make your text message campaigns a smashing success, whether you're promoting a music festival, a sports tournament, a food truck rally, or a theater production.
Before you start sending messages, it's essential to understand the ground rules. Following these best practices will ensure your texts are welcomed, not ignored.
Obtain Explicit Consent: The golden rule of SMS marketing is to only text individuals who have given you clear and direct permission. This is often done through a web form on your ticketing page, a text-to-join keyword promoted on social media, or a physical sign-up sheet at your venue. A double opt-in, where subscribers confirm their subscription via a follow-up text, is a highly recommended best practice.
Timing is Everything: Respect your customers' time. Avoid sending messages too early in the morning or late at night. The ideal window is typically between 9 a.m. and 9 p.m. in the recipient's local time zone.
Keep it Short and Sweet: Text messages are meant to be concise. Get straight to the point with a compelling offer or update. Use clear, engaging language to encourage immediate action.
Personalize Your Messages: Address your subscribers by name to create a more personal connection. You can also segment your audience based on their ticket purchase history or interests to send targeted and relevant messages.
Include a Clear Call-to-Action (CTA): Every message should have a purpose. Whether it's "Buy Tickets Now," "View the Lineup," or "Enter to Win," make it obvious what you want the recipient to do next.
Make Opting Out a Breeze: Legally, you must provide a clear and easy way for people to unsubscribe. The most common method is to include "Reply STOP to unsubscribe" in your texts.
Ignoring SMS marketing regulations can lead to hefty fines and damage your brand's reputation. The two main governing bodies in the United States are the Telephone Consumer Protection Act (TCPA) and the Cellular Telecommunications Industry Association (CTIA).
Here are the key compliance points to remember:
Prior Express Written Consent: The TCPA requires you to have "prior express written consent" before sending any marketing text messages. This means the consumer must knowingly and clearly agree to receive promotional texts from you.
Mandatory Disclosures: When someone opts in, you must clearly and conspicuously disclose the following:
Your organization's name.
The frequency of the messages they can expect (e.g., "up to 4 msgs/month").
A disclaimer that "Message and data rates may apply."
Clear instructions on how to opt-out (e.g., "Text STOP to cancel").
A method to get help (e.g., "Text HELP for help").
Maintain Records: Keep a detailed record of every subscriber's consent, including the date, time, and method of opt-in. This is crucial if you ever need to prove compliance.
Respect Opt-Outs Immediately: When a user texts "STOP," you must cease sending them marketing messages immediately, aside from a single text confirming their opt-out.
Now for the fun part! Here are some creative and engaging SMS marketing ideas that can be adapted for any type of event:
Early Bird Discounts: Reward your most loyal followers with exclusive early bird ticket prices before they go on sale to the general public.
Sample Text: "Hey [Name]! Tickets for [Event Name] are on sale NOW. As a loyal subscriber, get 20% off before they're gone! [Link] Txt STOP 2 end"
Flash Sales for Slow Days: Boost attendance for a multi-day event or a specific performance with limited-time offers.
Sample Text (Food Festival): "The grill is hot on Friday! Visit us tomorrow and get 2-for-1 admission. This tasty offer expires at midnight. [Link] Txt STOP 2 end"
Major Announcements & Teasers: Build anticipation by announcing a new headliner, a star player, a guest chef, or by sending behind-the-scenes photos and videos.
Sample Text (Music Fest): "HUGE NEWS! We've just added [Artist Name] to the Saturday lineup at [Festival Name]! See the full schedule: [Link] Txt STOP 2 end"
Interactive Polls & Quizzes: Engage your audience by letting them vote on an outcome or test their knowledge.
Sample Text (Concert): "We want to hear from you! What song should [Band Name] play for their encore? A) Classic Hit B) New Single. Text your choice to vote!"
Trivia and Contests: Test your audience's knowledge about your team, performers, or genre, or run a photo contest for the best event outfit.
Sample Text (Sports): "Think you know the [Team Name]? The first 10 fans to correctly answer this trivia win a merch voucher! [Question] Txt STOP 2 end"
Countdown to Event Day: Build excitement in the days leading up to your event with a daily countdown featuring a fun fact, a sneak peek, or an important "know before you go" tip.
Real-Time Updates and Queue Management: If you have long wait times, allow guests to join a virtual queue and receive a text when it's their turn to enter. With Passage, this is super simple because we have a free virtual queue system built right into our platform!
Sample Text: "It's your turn! Your group can now head to the main entrance for [Event Name]. Enjoy the show!"
On-Site Interactive Elements: Encourage engagement during the event. Have attendees text a keyword they see on a sign to unlock a discount, vote in a contest, or access a secret menu item at a food vendor.
Post-Event Follow-Up: Send a thank you message after their visit with a link to a feedback survey and a special offer for your next event.
Sample Text: "Thanks for coming to [Event Name]! How was your experience? Take our 1-min survey & get 15% off tickets to our next event. [Link] Txt STOP 2 end"
One of the most powerful ways to streamline your SMS marketing is through automation. By connecting your Passage account to Zapier, you can automatically trigger text messages based on specific actions, saving you time and ensuring timely communication with your guests.
Zapier works on a simple "trigger-and-action" system. An action on Passage (the "trigger") can automatically cause something to happen in an SMS application (the "action"). This allows you to create seamless workflows without any coding.
Here are a few examples of what you can do:
Automated Welcome Texts:
Trigger: A guest purchases a ticket on Passage.
Action: Zapier instantly sends them a confirmation text through an SMS service like Twilio or SimpleTexting.
Sample Text: "Thanks for your order, [Name]! Your tickets for [Event Name] are confirmed. We can't wait to see you on [Date]! Txt STOP 2 end"
Pre-Event Reminders:
Trigger: A new event is created in your Passage account.
Action: Zapier adds everyone who has purchased a ticket to a "Day-Before Reminder" list in your SMS marketing tool.
Sample Text: "Get ready, [Name]! [Event Name] is tomorrow! Doors open at [Time]. Here's a link to the venue map: [Link]. See you there! Txt STOP 2 end"
Post-Event Feedback Requests:
Trigger: An event is completed in Passage.
Action: A day later, Zapier automatically sends a follow-up text to all attendees.
Sample Text: "Thanks for coming to [Event Name]! We'd love to hear your feedback. Take our 1-min survey & get 15% off tickets to our next event! [Link] Txt STOP 2 end"
By setting up these "Zaps," you can ensure every attendee gets the right information at the right time, without you having to lift a finger.
By combining these best practices, adhering to regulations, and unleashing your creativity, you can transform SMS marketing from a simple tool into a powerful engine for incredible engagement and business growth. Now go give your attendees an experience they'll never forget.