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Variable ticket pricing
By Neil Wedd

Is it time for bands and promoters to consider variable ticket pricing?
Instead of discounting tickets at the end and losing the faith of people who bought early tickets, would it be better to have some cheaper tickets to start. This will build anticipation and drive social media chatter, and can help get an event up and running. It has been used by dance promoters for a long time and can be very successful.
I remember Paul Sloan saying at a Face The Music conference that if an event didn't get underway early, then no amount of advertising can turn it around.

So by getting things rolling you can possibly save on promotion expenses by getting people to do the talking for you.


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