How to Increase Event Attendance

Want to know how to increase event attendance? Stop trying to talk to everyone.

Seriously. The biggest shift you can make is to get painfully specific about who your event is really for. Get this right, and everything else gets ten times easier.

Stop Guessing Who Will Show Up

Let's be honest. Most of us start with a fuzzy idea of our audience. We aim for "creatives," "foodies," or "people who like yoga." It feels like you're casting a wide net, but it's really just lazy marketing.

When you try to be everything to everyone, your message becomes weak. You end up being nothing special to anyone.

The goal isn't to create a fake "persona" document that collects dust. It's about knowing your ideal attendee so well you could finish their sentences. That clarity makes writing emails, posting on social, and even choosing a venue dead simple.

The Shift from Vague to Vivid

I learned this the hard way. My goal was to sell 20 spots for a pottery workshop. I targeted "creatives needing a digital detox." Sounds great, right? In reality, I sold five tickets.

Crushed, I looked at who actually needs a digital detox. It’s people who stare at screens all day until their souls feel like they're slowly draining away. People in high-stress jobs who are desperate to do something with their hands.

So I pivoted. For the next workshop, I changed my target to "burnt-out tech workers." That was it.

The result? The workshop sold out in 48 hours. I had to scramble to find a bigger studio. The only thing that changed was getting specific.

You’re not excluding people by being specific. You’re making a powerful connection with the people who will actually show up, pay you, and then tell all their friends.

Finding Your People

So, how do you get this specific? Forget complex market research for now. Just answer these simple questions. Be brutally honest.

• What specific problem does my event solve? (Not "learn to cook," but "master three impressive Italian dishes for your next dinner party.")

• Who feels this problem most acutely? (Not "young professionals," but "couples in their early thirties who are sick of ordering takeout every Friday.")

• Where do these people hang out, online or off? (Maybe it's a specific neighborhood Facebook group, a local coffee shop, or a particular subreddit.)

• What language do they use? (Do they talk about "side hustles" or "passion projects"? "Mindfulness" or just "chilling out"?)

Answering these questions helps you realize you’re not just selling tickets. You’re selling a solution to someone’s boredom, their loneliness, or their desire to finally learn a skill.

This focus is a game-changer. Research on eventbrite.com shows that building local buzz is incredibly effective. Over half of consumers are more likely to attend an event that’s trending in their area.

Once you know who you're talking to, every other step of filling your event becomes infinitely easier. Your copy practically writes itself. Your marketing channels become obvious. And you attract people who are genuinely stoked to be there.

Your Simple Three-Channel Promotion Plan

Forget the idea that you need to be everywhere at once. That’s a fast track to burnout. The smarter play is to focus your energy where your people actually are.

Let's build a simple, repeatable plan that won't make you miserable. This isn’t about spamming your contact list. It’s about being thoughtful and consistent.

We’ll focus on three channels that consistently work for small events: targeted emails, local partnerships, and one social media platform you don't secretly hate using.

Channel 1: Targeted Emails

If you only do one thing, please make it this. Email is direct, personal, and shockingly effective. For a pop-up dinner I hosted last year, a simple three-part email sequence sold 50 tickets on its own, before I even posted about it anywhere else.

Here’s the only sequence you’ll ever need:

1. The "Heads-Up" Email (two to three weeks out): This is your teaser. Share the what, when, where, and why. Focus on the experience, not just the logistics. End with a clear date for when tickets go on sale.

2. The "Tickets Are Live" Email (Launch Day): Keep this short. Announce that tickets are available and link directly to your ticketing page. If you have an early-bird discount, shout about it.

3. The "Last Chance" Email (48 hours before closing): This creates urgency without being sleazy. A simple subject line like "Just two days left" or "A few spots remain" works wonders.

The key is keeping the emails focused on the attendee. What will they get out of this? Why should they give you their Saturday afternoon? Make it about them, not you.

Channel 2: Local Partnerships

Your future attendees are already out there. You just need to figure out where they hang out. Partnering with a local business is one of the fastest ways to build trust and find a new audience.

But don’t just walk in and ask for a favor. Offer them something valuable first.

For a coding workshop I ran, I knew my target audience hung out at a specific coffee shop. My goal was 25 attendees. Instead of just asking to put up a flyer, I went in with a clear, mutually beneficial offer.

I offered the owner five free tickets to the workshop—a $250 value—that they could give to their staff or best customers. In exchange, I asked to put my flyer on their community board and get one mention in their weekly newsletter.

That simple, no-cost exchange brought in 12 paying attendees for a net gain of $540. It worked because it was a genuine partnership, not a one-sided request.

Channel 3: One Social Platform You Love

You do not need to be on every social media platform. In fact, please don’t. It’s exhausting, and your content will suffer.

Pick one platform where your audience genuinely spends their time and—this part is crucial—that you actually enjoy using. If you despise making videos, don't force yourself to churn out Reels. Your lack of enthusiasm will show.

Once you’ve picked your channel, your job isn’t to just yell "BUY TICKETS!" into the void. Your job is to be helpful and interesting.

People don’t follow accounts to be sold to. They follow accounts that teach them something, make them laugh, or show them something beautiful. Your event promotion should feel like a natural part of that.

Try this simple content mix:

• Show behind-the-scenes prep: Are you menu testing? Setting up the venue? Show people the work that goes into your event. It builds anticipation.

• Answer their questions before they ask: What should people wear? Is parking a nightmare? Where’s the best pre-event coffee spot nearby? This builds trust.

• Spotlight your collaborators: Put a face to the name. Share a quick, interesting fact about the chef, artist, or speaker involved in your event.

Focusing your social media on being genuinely useful is how you build a real community. One that will be excited when you finally announce your next thing.

For a deeper dive into promotion, check out our complete guide on how to advertise an event on ticketsmith.co.

Here’s a quick look at how the return on investment can shake out for these channels, based on real events I've run.

Simple Promotion Channel ROI

This table breaks down the effort versus the reward for a typical small event, like a 50-person workshop.

Channel	Time Invested (Hours)	Direct Ticket Sales	Cost
Email Sequence	3	25	$0
Local Partnership	2	12	$0 (tickets in-kind)
Instagram	5	8	$0

As you can see, a few focused hours on the right channels yield most of the ticket sales. The goal isn't to do everything. It's to do the right things well.

Pricing That Fills Seats Without Burning You Out

Figuring out what to charge for your event is a special kind of headache, isn't it? Price too high, and you get an empty room. Price too low, and you're overworked, underpaid, and people might assume your event is cheap.

There’s a sweet spot. It’s a price that feels fair to your attendees and values the heart you’ve poured into your work. Let’s find it.

Getting your pricing right is one of the most powerful ways you can increase event attendance, often without spending an extra dime on ads.

The Magic of Urgency with Early Bird Pricing

The “Early Bird” discount is a classic for a reason: it works. It’s not just about saving a few bucks. It’s about creating a gentle nudge. It gives people a clear reason to stop procrastinating and click "buy."

But a vague "20% off for a while" isn't going to cut it. You need to be specific.

Here’s a simple, effective structure:

• Create Scarcity: Instead of a deadline, limit the number of discounted tickets. "First ten tickets" feels way more exclusive than "sale ends Friday."

• Make the Discount Meaningful: A 10% discount on a $20 ticket is barely noticeable. But for a $100 workshop, an early bird price of $75 is a real savings that makes someone act now.

• Be Loud About It: Announce the early bird special clearly on your ticketing page and in your "Tickets Are Live" email. Make sure everyone knows when that special price is gone.

This one tactic alone can often sell your first 20-30% of tickets, giving you crucial early momentum.

Bring a Friend and Watch Your Numbers Double

The "Bring a Friend" discount is another gem, especially for social events like cooking classes or pop-up dinners.

Why does it work so well? It solves two problems. First, it makes the decision easier for your potential attendee because nobody wants to show up alone. Second, it instantly turns your existing customers into your best marketers.

You can set this up in a few ways:

• Offer a percentage off the second ticket (e.g., "Buy one, get the second 50% off").

• Provide a flat discount for pairs (e.g., "Two tickets for $150" instead of $100 each).

This simple incentive lowers the social barrier to entry and can literally double your sign-ups from a single person. If you're weighing different ticket structures, our guide on the common types of tickets on ticketsmith.co can help.

The "Pay What You Can" Cautionary Tale

I once tried a "Pay What You Can" model for a community art class. My goal was to make it accessible. I built my budget on a hopeful average contribution of $25 per person.

The reality? The average came in closer to $8.

I was heartbroken. Not because people weren't generous, but because the model failed everyone. It barely covered supplies, meaning I couldn't offer the class again. What I thought was an inclusive gesture was completely unsustainable.

What went wrong? "Pay What You Can" can create decision fatigue. Without guideposts, people often choose the lowest option, not because they're cheap, but because they don't know what's fair.

A better approach is a structured tier system. Offering three clear options—like a $15 "Community" ticket, a $25 "Sustainer" ticket, and a $40 "Supporter" ticket—achieves the same goal of accessibility without the ambiguity.

It gives people clear choices, explains where the money goes, and empowers those who can afford it to help support those who can't. This way, you can keep your event running.

Make Buying a Ticket Ridiculously Easy

You’ve done the hard work. You’ve defined your audience, written the perfect emails, and built local buzz. It all leads to this moment: someone, hyped and ready to commit, lands on your ticketing page.

Don't lose them now.

Your checkout page is the final hurdle. If it's confusing, slow, or looks sketchy, you will lose sales. This isn't about fancy design. It's about making the process feel simple and trustworthy.

Nail the First Impression

People make snap judgments online. An unprofessional checkout page plants a seed of doubt. The must-haves are a clean layout, a flawless mobile experience, and a page that screams "this is legit."

This is where custom branding makes a huge difference. A page using your fonts and colors feels like a natural extension of your event, not some generic third-party form. It builds instant confidence. The goal is to get someone from "I want to go" to "I have a ticket" in under a minute. No code needed.

A simple, trustworthy checkout process can boost your sales by 20% or more. Don't let a clunky form be the reason people give up.

Be Honest About Fees

Want to know the fastest way to kill a sale? Surprise fees. We’ve all been there. You see a $50 ticket, click "buy," and suddenly the total is $58.73. It feels dishonest.

Hidden fees are the absolute worst. After I once paid a service a $3.50 fee on a single $50 ticket (that's 7%!), I got so frustrated I started building my own tool, Ticketsmith. For a small workshop with 100 attendees, that one event would have cost me $350 in fees. Our flat-fee pricing would have saved me over $200.

Our tool's only downside right now? We're on a waitlist. But the principles apply no matter what you use: be clear, be fast, and be honest. We've broken down what to look for when you're deciding on the best way to sell tickets for your event on ticketsmith.co.

Think Beyond the Physical Seat

One of the most effective ways to fill more "seats" is to offer a virtual option. This isn't just a pandemic hangover. It's a smart move. According to remo.co's breakdown of event industry statistics, the virtual event market is growing massively.

Offering a hybrid format removes barriers like travel costs, time, and location, opening your event up to a much wider audience.

A simple ticketing page should let you offer different tiers without fuss:

• In-Person Pass: Full access to the live experience.

• Virtual Pass: A livestream link for remote attendees.

• Recording Pass: Access to the session recordings after the event.

This approach lets you capture sales from people who are interested but just can't physically be there. It's a simple way to expand your audience and your revenue without needing more chairs.

Whether you're selling five seats for a pop-up dinner or 5,000 for a festival, the checkout experience matters. Keep it simple and honest.

If you’re tired of ticketing platforms that skim your profits, you might be a good fit for what we're building. We help real people pour their hearts into events. Join the waitlist at ticketsmith.co to be the first to know when we launch.

The Final Push and Post-Event Follow-Up

You’ve sold tickets, the event is almost here, and you’re feeling that mix of excitement and terror. Don't relax yet. Some of your biggest wins happen in the last 48 hours and, just as importantly, after everyone has gone home.

Let’s talk about that final push to fill the last few seats and how to turn this one-time event into a loyal community. This is how you make your next event even easier to fill.

The Last 48 Hours

The final two days before your event are a goldmine for ticket sales. Procrastinators are forced to make a decision, and a well-timed reminder can be the exact nudge they need.

Your best tool here is a single, focused "last chance" email. This isn't the time for a long story. It’s all about clarity and urgency.

• Subject Line: Keep it direct. "Starts tomorrow" or "Just a few spots left for Saturday's workshop" works perfectly.

• Body: Remind them of the core benefit. What will they walk away with? A new skill? A full belly? A great memory?

• Call to Action: One big, obvious button that links directly to your ticketing page. Make it impossible to miss.

In my experience, this one email often sells the final 10-15% of tickets. It's the perfect net for everyone who meant to sign up but got distracted.

What Happens After the Event

The lights are off, the last guest is gone, and you’re exhausted. Resist the urge to collapse. The 24 hours after your event are just as critical as the 24 hours before.

This is your moment to lock in the goodwill you just created.

A simple thank-you email does two powerful things: it makes people feel appreciated, and it opens the door for priceless feedback. Don’t overthink it. Thank them for coming, maybe share a fun photo from the night, and ask one simple question.

A day after your event, send a thank-you email. Ask one question: "What was your favorite part, and what's one thing you'd change?" The answers are pure gold for planning your next one.

I did exactly this for a cooking class I hosted. The goal was to sell 30 tickets for the next one. The feedback was overwhelming: people wanted more hands-on time and less watching me. I adjusted the format, mentioned the change in my marketing ("You asked, we listened!"), and my repeat attendance jumped by 40%. I sold out the next class.

Turn Attendees Into a Community

That post-event email is also your chance to build something real. Don't just thank them and disappear. Give them a place to connect and keep the conversation going.

This could be a:

• Private Facebook group or Discord server for attendees to share their work.

• Special email list for "insiders" who get first dibs on future events.

• Simple call to follow you on your preferred social channel.

This isn't just about getting more followers. It's about creating a core group of fans who are first in line for whatever you do next. They become your best advocates. This is the foundation of stress-free event promotion.

Focusing on what attendees want is a proven way to increase event attendance. Data from event industry statistics on swoogo.events shows that 78% of attendees are more likely to return if they feel their feedback is valued.

Your work isn't just about filling seats for one night. It’s about building something people want to be a part of again.

If you’re ready to make your ticketing as thoughtful as your event, we’re building something for you. Ticketsmith is for creators who care. Join the waitlist at ticketsmith.co and be the first to know when we’re live.

Common Questions About Filling Your Event

You’ve got the vision, you’ve put in the work, but a few nagging questions always surface. It happens to everyone. Let's tackle them head-on.

These are the anxieties every single creator faces when trying to get people to show up.

What if Ticket Sales Are Super Slow?

First, don't panic. A slow start is normal. Before you slash prices or spam everyone you know, take a breath and figure out what’s really going on.

Slow sales often point to one of three things:

• Wrong Audience: Your message isn't getting in front of the right people. Go back and think about where your ideal attendees actually hang out online. A niche subreddit? A local Facebook group? Go there and be helpful, not just promotional.

• Weak Message: Does your event page clearly answer the question, "What's in it for me?" People don't buy tickets. They buy an outcome, a feeling, an experience.

• No Urgency: If there's no reason to buy now, most people will wait. This is where an early-bird special (limited by number of tickets, not a date) works wonders.

I remember this vividly with my first pop-up dinner. Goal: 30 seats. Reality: I sold four tickets in the first week. My promotions were all about the food, but I'd missed the point. I pivoted the messaging to focus on it being a "no-awkward-small-talk dinner party for interesting people." The remaining 26 seats sold out in three days. The product didn't change, but the promise did.

How Far in Advance Should I Start Promoting?

This depends on the price of your event, but a great rule of thumb is the four-to-six-week window.

Go any earlier, and you risk losing momentum. People will see your announcement, think, "Oh, that's cool," and then promptly forget. Go any later, and you're fighting against people's already-booked schedules.

For a smaller workshop (under $100), four weeks is plenty of time. For a bigger, pricier event, giving yourself six to eight weeks provides the breathing room you need.

How Should I Handle Cancellations?

Cancellations will happen. It's just a part of running events. But they don't have to be a disaster. The secret is having a clear, fair, and simple refund policy from the start.

Your refund policy should be easy to find and dead simple to understand. Hiding it in the fine print is a recipe for angry emails. Just be upfront.

Here’s a simple policy structure that has saved me countless headaches:

• Full refund: If they cancel more than seven days before the event.

• 50% refund or full credit: If they cancel within seven days of the event.

• No refund: For cancellations within 24 hours of the event.

This respects that life happens for your attendees, but it also protects you from last-minute drops that leave you with empty seats and wasted costs. It's fair to everyone.