Offsetting the Costs of Ticket Printing
We have all planned the perfect event in our minds at one time
or another. The event that has the perfect decorations, in the
perfect location, great food, is sold out and has 100% attendance.
These dreams are often cut short when we then review the budget
for the event. All of a sudden we are weighing different aspects
of the event against each other in a depressing attempt to make the
best of your dream event with the funds that you have available.
While, there is no good solution to this problem, you will be happy
to learn that some of these extras can actually pay for themselves.
Tickets are an easy example of part of the event paying for itself.
Sure it costs money to have tickets printed, and the costs seem to keep
going up as the ticket design becomes more and more attractive, but
this is an easy expense to cut out of your budget. The easiest way to
do this is to sell advertising space on the back of the tickets.
In most cases there is a slight additional fee for printing on both sides
of your tickets, but there are almost always people looking at getting in
front of the audience that you are planning to have at your event. As the
event coordinator or part of the team that is planning the event, you have
a pretty good idea of who will be attending the event. Taking a little
time to think about the people who will buy the tickets will help you
identify candidates to buy the advertising space on your tickets. Some
common examples include: local restaurants, car dealerships, and local
It is also a good idea to target an advertiser that has an interest in your event.
If you are selling tickets for a high school play and you know that the owner of
the local auto dealership is one of the boosters for the schools athletic
programs, that individual might be an ideal candidate to use the space.
It is important to realize the benefits to the advertiser in this situation.
The tickets are going to be sold to your customers several days or even weeks
in advance of the event. Because of the nature of tickets the consumer has to
keep the tickets up until the event. They generally put them in a safe place
where they will easily see them. On the night of the event your customers are
required to bring the tickets to the event. Most customers while waiting to get
in, or for a show to start will spend several minutes examining the ticket just
because they have nothing better to do.
You can also suggest using the space to print a coupon to allow the sponsor an easy
method of identifying the advertising return on investment. Most college basketball
tickets that I have purchased have a coupon for a free burger or drink with purchase
of something else printed on the back.
The biggest advantage of this program to your sponsor is that they can run a highly
targeted advertising campaign for significantly less than it costs for other forms
of advertising. The same space in the newspaper or on the radio would cost several
hundred dollars and would spend less time in front of the customer than your tickets
The additional revenue generated by this sponsor's advertising on your tickets can be
used to pay for some to all of the costs of printing the tickets. Depending on the enthusiasm
of the advertiser you might even be able to charge for more than the cost of your tickets and
add back some of those extra details that make up the event of your dreams.