15 Secrets to Successful Ticket Giveaways

January 25, 2016
By Amanda Halm

Though it’s tempting to hoard your Brown Paper Tickets (they’re so pretty), we recommend giving some away for free to promote your event.

Ticket giveaways build excitement, attract new fans, create meaningful and memorable interactions.

Ready to Wonka your next event? Here we go.

1. Be selective. You don’t want tickets floating around everywhere because it will devalue your event.

2. But don’t be stingy. When it comes to tickets, always give away a pair. As Harry Nilsson wrote, “one is the loneliest number.” One ticket dooms your prize winner to a night of awkwardly standing against the wall and pretend texting.

3. A caveat: it may be OK to give reporters just one free ticket or pass, so they can interview performers and write about your event. Journalists and experienced bloggers are used to attending events solo, especially if they are interviewing performers. A plus one is sweet, but not necessary.

4. Start with specific, reachable goals. Do you want to attract more followers on social media? Or is your goal to boost awareness of the event? Specific goals will dictate what channels you should use to promote your ticket giveaway. Use numbers so you can measure the outcome.

5. Keep the rules clear and the sign-up form simple. We’re all grossly busy. Too busy, most of the time, to enter contests with long, complex form fields. If you’re creating a contest entry form, stick to the essentials: name, email address and phone number.

6. Consider a “comment” contest. Ask followers to comment on your blog or Facebook page. When it’s time to pick a winner, you’ll have an organized list of entries that you can easily contact. As a bonus, this type of contest will boost your social media presence.

7. If it’s your first giveaway, start with a basic lottery. Choose one person randomly from a list of entries to receive the tickets. Easy as pie. Can’t pick a winner? Random Picker will do it for you.

8. Review contest rules carefully. For example, Facebook won’t allow you to use the “thumbs up” like button as a way to vote or enter contests. You also must clearly state that Facebook is not sponsoring your giveaway. Instagram and Twitter also have promotion rules. Pay attention. If you’re doing a large-scale giveaway, consider consulting an attorney.

9. Tailor to size. If you have a fan base of 300, it might be best to just ask your following to comment on your blog post or status update. First comment, best comment or random comment wins.

10. Be creative. If your following is well into the thousands, you can get away with a more challenging, interactive giveaway. It will take some time and planning, but is well-worth the effort when executed properly. Giveaway tickets with trivia questions about the performers. Strong local presence? Take photos around your city and ask fans to comment with where they think you are.

11. Consider timing. You don’t want to create a giveaway too far in advance, because it’s tough to build excitement and plan for an event that’s happening many months away. Likewise, a week’s notice may not be enough to draw the amount of participants you desire.

12. Giveaway free tickets on the day-of. This is your last chance to get more folks in the door and you’ll nab those few who were on the fence about attending.

13. Have a classic, names-in-a-fishbowl drawing at your event and give away tickets to your next show. Not only can you collect email addresses for your newsletter list (clearly state they’re opting in), you’re advertising your next show.

14. Create a targeted list of local media outlets and invite journalists to enjoy free tickets in hopes that they will write about your show. Remember, even with free tickets, there are never guarantees that a reporter will cover your event and many publications forbid their journalists from taking comps. Never demand coverage.

15. Don’t ignore influencers—social media heavy hitters on Instagram, Facebook and Twitter. Say there’s an Instagram influencer who goes around capturing the special beauty of amber ales with her camera phone. (Believe us, such people exist). If this hypothetical shutter bug has loads of genuine followers and posts rich, thoughtful updates, offer free tickets to your brew launch party.

Have you tried a ticket giveaway? What were the results?

Event Tips >

13 Sizzling Event Trends for 2016

December 21, 2015
By Amanda Halm

Cheers to the New Year. When the confetti settles, you’ve swallowed the last sip of champagne and the tux or little black dress is off to the dry cleaners, it’s time to look forward.

We don’t make claims to be clairvoyant, but with swiftly changing technology, geek culture going mainstream and two Pantone colors, 2016 is going to be a pivotal year in events.

Let’s get to our top 13 trends:

1. The Social Scape is Changing

Social media is here to stay, but the traditional status update about dogs and brunch may be put out of its misery.

More and more users are adopting messenger apps, such as WhatsApp or iMessage because they offer private communication and of course, the ability to send hilarious gifs.

According to the Pew Research Center, “half (49%) of smartphone owners ages 18 to 29 use messaging apps, while 41% use apps that automatically delete sent messages.”

There’s no getting around it. Organizers have to make social part of their events. Which brings us to:

2. “Your Audience has an Audience”

Snapchat is on the rise. No longer just for the vanishing selfie, the service offers live event feeds and is even hiring reporters to cover the 2016 election.

At the 2015 Seattle Interactive Conference, David Shing, venerated digital prophet relayed that brands should consider the experience of their audience’s audience—fans at home in their pjs watching their friends’ videos of a distant festival.

Bleak, weird, incredibly cool? We’ll let you make up your own mind about that.

Just don’t worry, because…

3. Happiness is Live Events

It’s not just your live-event-lovin’ imagination. Research shows that shared experiences make people happier than things and that millenials are definitely into not-owning things, aka “nownership.” (They’re also into portmanteaus.)

What does this mean? Well, good news for you, because the event industry is booming. But it may also mean more competition as brands try to reach consumers through experiences.

Speaking of…

4. The Whole Experience

Remember the olden days, in 2012 when you would go out to dinner and then to a show? Or you would go to a show and then go out for drinks? Or you would go to dinner and then just go home?

That’s O-V-E-R. (O.K., slight hyperbole.) Food events are incorporating more performance elements and performances are including more food elements. And many of these dinner theater events are taking place in intimate venues, like a person’s home.

Event attendees want new sights, tastes and experiences. Bringing us to…

5. The Pop-Up Explosion

We reported on pop-up restaurants in last year’s trend list, but in 2016, pop-up will take all forms, from pop-up dinners, to flea markets to workshops, concerts and even the occasional dance off.

You’ve may have already noticed the pop-up phenomenon this past holiday season. Many creatives can’t front the hefty rents of a full-time store, so they’re showing their stuff at pop-up holiday craft fairs and bazaars.

These small-time markets definitely draw as the higher appreciation for handmade still stands.

Just don’t expect a lot of heavy drinking at them because…

6. Mocktail Madness

Mmm. Welcome the rise of the mocktail: drinks that have all the ice-clinking, lemon-garnished delight of a cocktail with none of the spirits. Or regrets.

Studies like this one indicate drinking—especially among young people—may be in decline. Mocktails cater to the late-twenty or thirty-somethings looking to go out and socialize without getting sloppy.

The 2016 mocktails just might be pink and blue. Bringing in…

7. The 2016 Color(s) of the Year

You’ll see a lot of pink and blue this coming year (excuse us… Rose Quartz and Serenity). And not just at baby showers.

For the first time ever, color expert Pantone selected a duo palette for the “color of the year.” Like every year, the color (er… colors) will influence event décor.

But probably not at…

8. Geeky Events

Retro video games emerged from wood-paneled basements awhile back. But in 2016, they’ll move on up again from the barcade to the big time arenas. eSports viewership continues to rise dramatically with the first eSports arena opening in Santa Ana in October.

Live video game music is already a thing and there will be more shows in 2016. Musicians shred on instruments while an expert player battles the big bosses in real time level after level.

Intense.

Speaking of battles, we’re stoked about this prediction—in 2016, the U.S. will catch on to giant robot battles, already big in Japan. Hot tip. Start working on your giant robots now.

9. Art Shows Become Immersive

2016 will make average gallery goers part of the show. No more standing around, sipping wine, pontificating about a piece. It’s all about interactive, motion-based artwork that changes rapidly and is controlled by the observer.

That’s kind-of cool, isn’t it? So are…

10. Chef-Driven Dinners

Perhaps fatigued with walk-around tasting events, foodies are requesting a more intimate experience. Our food event specialists report a rise in chef-driven tasting menus in both restaurants and as an event format. Event Marketer reports that patrons want to know everything about their food and trying to learn from chefs and servers.

And also, in Instagram Age, every dish must be picture perfect. But you might not be allowed to snap that photo because…

11. Phone Bans

We’ve all been there. Your favorite live performer blocked by a sea of tablet and phone screens and you just watch them on the tiny screen in front of you. Like you could be doing at home.

To ban or not to ban is a hot-button topic for event organizers. On one hand, social media promotes your performers and events. On the other, event attendees aren’t immersed in the whole experience as they’re counting likes and updating statuses. If you’re going to ban mobile use, take the high road and focus on the positive with your message.

“Please refrain from using your phone as we want you to be immersed in the experience.”

Speaking of the high road…

12. More Cannabis Gatherings

In 2014 and 15 in the wake of legalization in some states, marijuana shed its stoner image and went all upscale. Interest in herb will grow in 2016 with more marijuana events that cater to a crowd that wants to learn. Expect more cannabis events that emphasize healing (like cannabis and yoga), as well as workshops and food pairings.

Bringing us to our favorite trend:

13. Educational Events

School is cool again in 2016–there’s an uptick in workshops, symposiums and learning retreats. It’s no surprise, as DIY and handcrafting is hot, hot, hot. Our food and farm outreach specialist reports more forestry, farming and water conservation classes than in previous years.

What do you think 2016 will bring? Comment below or add your favorite event trend.

Event Tips >

6 Easy Steps to Attract Press Coverage

November 24, 2015
By Amanda Halm

Without promotion, something terrible happens…nothing! – P.T. Barnum

A write-up in the newspaper or a television spot featuring your event can attract throngs of fans, boost ticket sales and make you appear like a “big name” even when you’re just starting out. It’s worth the effort.

But everyone else is clamoring from press attention, so how do you get it? Follow these 6 steps:

1. Laser-Focus Your Media Outreach

These days, reporters have tighter deadlines than ever before, along with stuffed email inboxes and constant content to produce. They are not only responsible for making short deadlines and editing their own work; they may be required to maintain blogs, video or social accounts.

In short, they’re busy. That’s why laser-focusing your media outreach is so important. Send your pitches and press releases off to the right publications. Check your publication’s editorial calendar online if it’s public, so you don’t make the mistake of sending a pitch on a story they just covered. An editorial calendar can also clue you in to what topics they’re going to cover in the future.

Ask your fans what they read or watch—it could include anything from newsletters to blogs and social media. Tally responses and remove media outlets that do not influence your local market. From there, create a “top 5” list.

Never hound journalists. Think of media outreach like dating—the slightest air of desperation is an immediate turn off. If an editor or journalist “ghosts” you (doesn’t respond to your pitch), assume he or she is not into it and move on. Follow-up only once, if that.

Did you know Brown Paper Tickets offers free promo advice and support to event organizers? Just call us at (800) 838-3006 or email promo [at] brownpapertickets [dot] com.

2. Identify Your Unique Value Proposition

Identify what makes you unique before you pitch. Ask yourself two questions:

What is it about your show that makes new ticket buyers want to spend their hard-earned money?
What makes your event worth the price?

You Had Us at “All-Cat Rock Band”

See the Amazing Acro-Cats, a cat circus that recently appeared on the Colbert Report and tours nationally, in a big, feline-festooned bus.

The “unique value” of the cat circus seems obvious. Who wouldn’t want to see a cat circus? But suppose I am a reporter. I get invited to lots of things and maybe I pass on the amazing cat circus because I just wrote about a circus act last month.

How about an all-cat rock band, the “only in existence” with a lead performer named Tuna who plays a mean kitty cowbell? Bingo, that’s a unique value, the “silver tuna,” if you want to get pun-y. Acro-Cats’ show also teaches clicker training, encourages adoption and gives money to cat rescue. All of those things make the show unique and valuable to ticket buyers.

Add your unique value proposition to the title, description and headline of your press release or in the opening paragraph of your pitch email.

If you’re wondering, the Amazing Acro-Cats will be in “Mew” Orleans for a Meowy Catmas December 4 – December 20.

3. Use Objective Superlatives

Now that you have a unique value proposition, you’ll need to find your superlatives. Remember, reporters need provable facts. They cannot use wildest, most creative, most fun, most unique because those are subjective.

Add measurable facts to your media outreach materials. Maybe your event is the largest or the only event in a specific genre. Or maybe the event had more performers or performances than any other in the state or country.

Back up your claim in one sentence:

The largest metal music festival in Kalamazoo, Michigan

The only all-cat rock band in existence

The longest-running food and wine tour in Napa

4. Go Local

Localize your event to create an attractive angle for the press to cover—add a location name to the title and choose the largest community possible to reach a greater amount of people.

But if the smaller place has more oompf and cache for your specific event, use that. A Hollywood burlesque fest might attract more attention than a LA burlesque festival because Hollywood is all about glam.

Have your performers reach out to his/her local neighborhood blogs to let them know about the “hometown guy or gal makes it good” story with your event as the hook.

5. Offer Visuals

Reporters are strapped for time; publications are strapped for cash. They won’t likely send a photojournalist and a reporter to your event—be prepared to provide g-rated, safe-for-work, high-res photos and videos. Ask your performers for headshots and keep them at the ready, so you don’t lose the story.

When it comes to video, remember that television stations aren’t likely to use promotional videos with music, graphic, credits or logos embedded over them.

Be professional and responsive. If you work well with the reporter the first time, they may run stories on your event in the future.

6. Get Listed

The low-hanging fruit of the PR world, calendar listings are easy to get and almost always generate ticket sales. Newsletter, blogs or The New York Times, most publications have calendar listings. Search for “how to submit an event” and carefully review and follow submission instructions. If you can’t find instructions, ask the publication if they’re willing to write about it or include it in topics shared with the community.

What are your secrets for getting press coverage or working with media? Share your thoughts in the comments.

Event Tips >

Goodbye Turtle, Hello Hare: New Scanner App

November 19, 2015
By Amanda Halm

Allow us to proudly introduce the new Brown Paper Tickets Scanner app. Designed for use with our box office tools, the scanner app allows event organizers to scan tickets and check-in guests right from mobile devices.

Download new scanner app in Google Play

Download new scanner app in Apple

Use the app to improve your event’s entry process and bid adieu to box office chaos. Scan and unscan tickets as guests come and go during your event. View tickets admitted and tickets remaining at a tap.

Freshly enhanced with a fluid, dare we say stunning interface, a faster performance, and now compatible with iOS9.

Ready, set, scan. Features you’ll love:

Manually enter barcode information
Unscan tickets to manage guests exiting and re-entering the event
Use camera flash to scan tickets in the dark
View guests admitted/tickets remaining at a tap
Intuitive and elegant design

Note: Designed for use with Brown Paper Tickets box office tools. Activate barcodes for mobile scanning for your event before using the app. Step-by-step instructions.

News >

11 Essential Items for a Worry-Free Box Office

October 27, 2015
By Amanda Halm

You planned for months and the big day is finally here. You fully anticipate a packed house. The nerves are setting in and you envision a line of yelling, frustrated patrons all the way around the block. Don’t worry; you got this.

Make sure your box office is equipped with these 11 essential items and enjoy a stress-free, organized opening night.

1. Will call. To get all of your attendees on a single list, enter all your comps and promotional tickets as box office transactions. Bring multiple copies of your will call as backup. Alphabetize the list and break it up into manageable segments (A-H in one line, I-P in another, Q-Z in the third).

2. Signage for will call + ticket sales. Hang signs high above the table so shorties in the back don’t have to stand on their toes just to see their places in line.

3. Guest list/seating chart. Print a copy of your guest list and seating chart in case you need them.

4. Barcodes for scanner app. If you will be using the (newly updated) Brown Paper Tickets’ Scanner App, activate the barcodes ahead of time in box office tools. Test out the app ahead of time so you’re ready to scan and comfortable with it.

5. Office supplies. You’ll need pens and paper to take notes, rubber bands and envelopes to sort your money, masking tape for signs and posters. Keep markers on hand so you can write on the tickets. Bring more than what you think you’ll need so you don’t run out.

6. Cash box. Carry enough cash to make change for people who pay with larger bills. Two hundred dollars in increments of mostly $1s and $5s is typically more than enough, but always round up. Put a sign up that asks for small bills—most will be happy to oblige.

7. 2-Way radios. Bring walkie-talkies so that you can easily communicate with staff and security. Test the radios so you’re positive they work.

8. Emergency protocol + first aid kit. Have the venue’s floor plan on hand along with your emergency protocol, evacuation plan and first aid kit.

9. Handstamps or wristbands (optional). Don’t forget handstamps or wristbands if you’re using them to identify who has paid.

10. Breath mints. Stinky bathrooms and floors in a dive bar are expected, welcome even. Stinky breath is not. Bring mints and gum for those up-close encounters. Always have enough to share when someone else’s breath is kicking.

11. Hand sanitizer. When scanning tickets, making change and greeting guests, you’ll touch hundreds of hands. We know you’re tough, but keep those nasty germs at bay, so that you don’t catch a cold before your next event.

What do you bring to ensure a successful box office? Share your ideas below.

Here’s our list in a printable format, so you can take it with you.

Event Tips >

Compassion Day at Pasado’s Safe Haven

September 9, 2015
By Amanda Halm

Pig oinks. Donkey brays. Pony whinnies. As an animal-friendly office, we’re pretty used to dogs (and sometimes cats) running a bit amuck, but a few weeks ago we spent our workday with animals of a different sort (or snort).

Our crew used a few hours from our paid time-on benefit at Pasado’s Safe Haven, an animal sanctuary sprawling over 85-acres in Sultan, Washington. Named after a beloved donkey who was sadly tortured and killed by a group of teenage boys, Pasado’s mission is to end animal cruelty. The organization provides rehabilitation, housing and kindness to neglected, abused and discarded animals.

Pasado’s also advocates for better animal protection laws and encourages the public to make choices that will abate cruelty:

Reduce or eliminate meat and dairy consumption. As more people forgo meat, more lives are saved. According to the Pasado’s brochure, “from 2007-2014 nearly 400 million fewer animals were killed for food.”
Adopt, don’t shop for all animals, including egg-laying chickens. See some of the animals up for adoption.
Spay and neuter pets.
Look for the leaping rabbit symbol on cosmetics and household products to ensure it was not tested on animals.

We made new friends while touring the grounds. Priscilla, the potbelly pig greeted us by pushing her snout into our hands. (She has since found her forever home.) We snuggled kittens in Kitty City and played with pups in Dog Town. We gave gregarious goats Gary and Chloe behind-the-ear scratches and also met a pair of six-month-old sows with a penchant for untying shoelaces. A staff member explained that at six months, these wonderful creatures would typically be headed to slaughter. Instead, they were rooting around an expansive enclosure in bright afternoon sunlight, happy as can be.

After the tour, it was time to dig in and work. Pasado’s, a nonprofit with a small staff needs volunteers to help maintain the grounds. We pulled weeds and clipped blackberry branches, cleaned out the healing barn and spiffed up the welcome center. Messy work, but the hours flew by and we even got to revisit Kitty City for a second round of cat cuddles.

Our Compassion Day came to a close too quickly and we were sad to leave. The animals we met remain fresh in our minds and some of us have since changed habits to diminish animal cruelty. We’re sure we’ll return, as there’s always more work to be done.

Thank you Pasado’s for introducing us to your very special residents.

Good Causes >

Save the Date: National Radio Day Celebration in Seattle

August 13, 2015
By Amanda Halm

Seattle-area radio lovers, listeners, indie producers and stations, save the date for National Radio Day, August 20. Coordinated by our Doer, Sabrina Roach, the flagship event for the first coast-to-coast celebration will happen right downtown.

Radio enthusiasts are welcome to stop by, view an interactive 6-foot-tall radio tower installation and see a youth-run pop-up radio station in action. Plus, find out about the seven new neighborhood low-power fm stations in Seattle.

Where: Central Library at the Atsuhiko and Ina Goodwin Tateuchi Plaza facing 4th Ave
When: 11:00AM – 12:30PM
Discuss Nationally/Show Radio Some Love: #NationalRadioDay

Register now and join us at the party on the plaza.

The city has so many reasons to celebrate radio. A big one is the creation of seven new low-power FM radio stations during the past year. These new stations will cover 90% of the city and act as important community resources, just like The Seattle Public Library. Come out and show your support, have a blast with us and find out more about local low-power fm. Definitely take a look at the radio tower art installation, built by a local artist in collaboration with our Doer, Maker Tamara Clammer.

News >

Living + Giving in NYC

August 5, 2015
By Amanda Halm

Wine and dine. Games and giving back. That’s how Brown Paper Tickets celebrates milestones. This past May marked two major ones—we recently opened a New York City office and our crew is now up and running in the Big Apple. We also celebrated our 15^th Anniversary (woot). That’s 15 years of a beautiful relationship between our company and all the different communities we serve.

To thank New York for the warm welcome and to show our continued support to this amazing city, we hosted two parties and asked attendees at each to vote on charities they thought needed a little Brown Paper Tickets love.

We rocked The Paper Box in Brooklyn with giant Jenga, live performances and the game with the debatable name (is it corn hole or beanbags?). We also hosted a swanky rooftop soiree at Brooklyn Grange—the cuisine was an epicurean’s dream, the wine was flowing and oooh, that view.

You asked. We listened. Here are the New York charities voted on by New Yorkers.

Brooklyn Party Charity Winner: Housing Works

What They Get: 5% of profits from Brown Paper Tickets’ New York state events from May 1 – 31, 2015.

How They Give Back: Housing Works strives to end the crises of homelessness and AIDS. It is the largest community-based AIDS service organization in the United States and provides housing, job training, primary care and legal consulting to the more than 4,000 homeless and low-income New Yorkers living with HIV/AIDS. The organization runs 12 thrift stores and a bookstore to help fund their efforts.

Socialize: @HWThrifts

Queens Party Charity Winner: The New York City Coalition Against Hunger (NYCCAH).

What They Get: 5% of profits from Brown Paper Tickets’ New York state events from June 1 – 30, 2015.

How They Give Back: NYCCAH gives a voice to more than 1,100 nonprofit soup kitchens and food pantries in New York City and the 1.4 million New Yorkers who can’t afford food. The organization also strives to implement creative solutions to propel society beyond the soup kitchen to ensure food self-sufficiency.

Socialize: @NYCCAH

Photo: Housing Works photo courtesy of organization’s social media (credit: Joshua Cristal). NYCCAH photo courtesy of organization’s social media.

Good Causes >

Derby Blood Drives Rolling Out Coast to Coast

July 13, 2015
By Amanda Halm

Roller derby is out for blood (yours). Brown Paper Tickets and the Red Cross team up again for the third annual Make ‘em Bleed blood drives. The efforts expand this year with New England leagues rolling into town and rolling up their sleeves.

From August 2 to December 31, athletes from California, Massachusetts, Connecticut and New Hampshire will encourage donors with autographs, photo opportunities, skate cookies, temporary tattoos and more.

Why the party?

As events people, we like a good party. But it’s more than that. On August 13, roller derby celebrates its 80th birthday. This year also marks the 15th anniversary of the sport’s rebirth. “We are creating a celebration at every blood drive event,” said Annelise Sexton, P.R. manager for San Francisco’s B.ay A.rea D.erby Girls.

Although the treats and chances to meet derby athletes are definitely reasons to come out, making a real difference is the reward. A single donation can save multiple lives. Blood supplies tend to be low in the summer and the Make ’em Bleed drives come at a critical time for blood supply. The 2014 drives collected enough blood to save 660 lives and attracted more donors than any other blood drive series in California.

Jerry Seltzer, our roller derby outreach lead hopes to double the record-breaking donations from last year. Let’s do it. If your league is located in California or New England and you’re interested in scheduling a blood drive, email jerry [at] brownpapertickets [dot] com.

New blood drives will be added weekly, so check back often. Walkups are welcome, but appointments are recommended. Call 1-800-RED CROSS or visit redcrossblood.org and enter the sponsor code: DERBY.

2015 Make ’em Bleed Schedule

Sunday, Aug. 2 (Worcester, MA)
Worcester Roller Derby from 10AM to 3PM at Horgan Skating Arena, 410 Oxford St. Auburn, Mass.

Saturday, Aug. 21 (Livermore, CA)
Quad City Derby Bombshells from 1 to 7PM at the Asbury United Methodist Church, 4743 East Ave.

Sunday, Aug. 23 (Middleboro, Massachusetts)
Mass Attack Roller Derby from 10AM to 3PM at the Middleboro Elks Club, 24 High St.

Sunday, Aug. 30 (Trumbull, CT)
Connecticut Roller Girls from 9:30AM to 2:30PM at the Red Cross Bus parked at the Redwood Roller Rink, 1303 Main St.

Saturday, Sept. 5 (Rohnert Park, CA)
Resurrection Derby Girls from 11AM to 5PM at the Red Cross Bus parked in front of Cal Skate, 6100 Commerce Blvd.

Saturday, Sept. 5 (Redwood City, CA)
Peninsula Roller Girls from 10:00AM to 4:00PM at Redwood City Women’s Club, 149 Clinton St.

Saturday, Sept. 12 (Antioch, CA)
Undead Bettys from 10 AM to 4PM at Evolve Aikido & Movement Center, 1211 Auto Center Drive (across from Midas).

Sunday, Sept. 13 (Fitchburg, MA)
Mass Maelstrom Roller Derby 11AM to 4PM at Great Wolf Lodge, 150 Great Wolf Drive.

Saturday, Sept. 19 (San Francisco, CA)
B.ay A.rea D.erby Girls from 10AM to 4PM at the American Red Cross Bay Area Chapter office, 1663 Market St.

Monday, Oct. 12 (Santa Cruz)
Santa Cruz Derby Girls from 9AM to 3PM at the LDS Church, 220 Elk Street.

Saturday, Oct. 31 (Dover, NH)
Seacoast Roller Derby from 9AM to 2PM at Dover Bowl, 8878 Central Ave.

Saturday, Oct. 31 (San Jose, CA)
Silicon Valley Derby Girls at Silver Creek Sports Complex, 800 Embedded Way from 10AM to 3PM.

Tuesday, Dec. 1 (Concord, NH)
Granite State Roller Derby, Everett Arena (Bus), 11 AM to 5 PM.

Saturday, Dec. 7 (Keene, NH)
Elm City Derby Damez from noon to 5PM at the St. Bernard Church, 185 Main Street.

Photo Credit:Tom Jung/San Mateo Daily Journal (Peninsula Roller Girls)

Good Causes >

8 Secrets to Writing Event Pages That Convert

July 2, 2015
By Amanda Halm

The bad news: From email newsletters to Facebook posts to the New York Times, the moment your prospective customers arise, they’re bombarded with things to read. You get a few mere seconds to hook ’em, which means your event description and website copy needs to be polished and punchy.

The good news: You don’t have to resort to all caps headlines (YOU’RE SCREAMING), inappropriate visuals or sixteen exclamation points to sell tickets.

1. Talk the Talk
Burlesque performer Sailor St. Claire’s website is an amazing example of brand voice and well-done copy. “With her scintillating wit and copious charms, Sailor channels academic excellence into burlesque bravura …”

Scintillating wit, copious charms. Just by the word choice, we know she is one literary lady.

Fancy $2 words work well to attract a bookish burlesque audience, but could turn away down-to-earth attendees of a hot dog eating contest. Use nomenclature that appeals to your prospective event goers.

2. Sensory Details
Good writing helps readers see what you see. Vague writing gives a blurry image and puts your reader to sleep.

Eliminate “beautiful, great, fun, perfect, unique” from your event page. “What makes it unique?” “Perfect?” “Fun?” Draw out the descriptive details.

Flex your vocabulary. If your event is a poetry reading at a “burnt-out warehouse down by the docks” (yes, that’s a Seinfeld reference), avoid the descriptive term, “unique.” It’s edgy. It’s industrial chic, a hip hideaway, a creative hive with high ceilings.

3. Be Specific
Avoid writing “we will serve food.” Your prospective ticket buyers won’t know if you’re going to hand them a bag of Fritos or a Cornish hen.

You might not know ahead of time the specific dishes you’ll serve, but there are nuances between words for food. “Snacks” is more dips, chips and veggie plates, while “hor d’oeuvres” is toothpick and finger sandwich food. “Snack” lends itself to a more casual affair, “hor d’oeuvres” says black ties and heels.

When specific, little details wrangle expectations and offer a clear image of the event.

4. Don’t Dare Bury the 5 “W”s
Providing sensory details helps your ticket buyers envision the event, but don’t bury who, what, where, when, why. Include your performers’ or instructors’ names and past performances or awards in your event description. Read this PR post for more on how to find your unique value propositions.

Break up the text to three sentences per paragraph. Avoid huge paragraph blocks. Add the nearest subway lines or parking tips to ease commuter anxiety. Let your event goers know if they don’t need to be “on time” and can just drop in.

5. A Few Words on Brevity
“I have only made this letter longer because I have not had the time to make it shorter.” Blaise Pascal, the Provincial Letters.

One mistake nascent writers make is far too much. Never assume your reader will pore over every word. In fact, assume that they won’t. Especially on an event page.

Go ahead, write it all out, but then go back in and trim, trim, trim. Here’s how:

Hunt down redundant terms and descriptions. Did you describe something twice? Are you guilty of duplicating details? (See what I did there?)

Just say no to passive voice. Passive voice is like an ill-fitting t-shirt. It isn’t wrong, but it isn’t doing you justice. Tattoo the words: am, are, was, were, be, being, been on the inside of your wrist. (OK, fine, just put them on a post-it near your desk.) When you notice these, switch up the sentence so it’s active.

Passive: The event was attended by more than 600 excited people.
Active: More than 600 excited people attended the event.

Punch it up. Employ one-word sentences and don’t fear phrases.

“Amazing. Still a ticket left to see our band rock the Warehouse this Friday. Is it yours?”

“It’s amazing, there is still a space left to see our band rock the Warehouse this Friday night at 3:00PM in the afternoon. Could it be yours?”

6. Prominent Call-to-Action (CTA)

Put a Brown Paper Tickets’ button or text link “above the fold,” (i.e. positioned in the top half) of your website. Never make your customers search for the link to buy tickets. Write your call to action in the imperative. Buy Now, RSVP, Join the Party. You can be creative, but for best results, give an action to take.

7. SEO for Success
Do not slap your flyer on your website and call it a day. Image files are not readable by search engines like Google. Fill out all related categories on your Brown Paper Tickets’ page and use keywords in your title and on the page (e.g. food and drink for a cooking event, etc.) More about SEO.

8. Hashtag It
Advertise your hashtag on your event flyer and page and prominently display it on signage at the event. A hashtag points your attendees to where to talk about your event and streamlines feedback for your post-event analysis. Encourage your attendees to post photos. Research hashtags.

Have a writing tip? Ring in below.

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