Do you know that dopamine rush you get when you place an online order? Even if it’s something mundane, you might find yourself obsessively checking your email or account for tracking updates. There’s just something satisfying about clicking that “Purchase” button.
Imagine being able to give that feeling to your guests throughout your entire event. Their excitement from being at such an exciting event can multiply every time they make a purchase.
On your end, you can achieve two goals: make more money and raise guest satisfaction. All it takes is knowing how to monetize your kiosks and leverage your live event management software.
What Are Upsells and Cross-Sells?
First, you need to understand what upselling and cross-selling involve. When you sell any goods or services at your event—exclusive sessions, food and beverage orders, or vendor and sponsor merchandise—there’s an opportunity to sell more in the form of upsells and cross-sells.
An upsell involves an upgrade to the original purchase. For example, all registrants at your event have paid for an entrance ticket, but only some have purchased a VIP ticket. This VIP upgrade could allow registrants to enter certain exclusive sessions, receive discounts on merchandise, or get free gifts. Upselling involves encouraging attendees to upgrade the product they were considering to a better version.
A cross-sell, on the other hand, is an add-on to the original purchase. It’s more of a complementary item—it goes with the purchase instead of being a better version. For example, if you’re hosting a tech conference, you may have a vendor selling laptops. Encouraging guests to purchase a carrying case is an excellent way for the vendor to cross-sell additional items.
Cross-sells and upsells are effective for both event organizers and attendees. Your guests feel that they’re receiving special treatment with all the options for getting quality products and services (and, of course, there’s that dopamine rush, too). And you, as the event manager, increase your revenue.
Now that you know about upsells and cross-sells, the wheels in your head are probably already spinning as you think of ideas for monetizing your event. Here are some excellent ideas you might not have considered.
One-Click VIP Upsells at Check-In
We’re firm believers that your guests’ first impression of your event is crucial for its success. If guests walk in to find your check-in area choked with agonizingly long lines, you’ll have a hard time rebuilding your reputation, even if the rest of your event is stellar.
One easy way to avoid long check-in lines is to offer one-click VIP upsells at your event check-in kiosks. Many of your guests may not have initially been interested in the VIP upgrade option during registration. But feeling the excitement at your event and getting a brief glimpse of the perks they’ll get might be enough to persuade them to upgrade. When you make the upsell a quick process, they’ll get through check-in in moments and get that dopamine rush from tapping the upsell button.
Prominently Displayed Discounts and Promotions
Guests’ anticipation during the lead-up to your event makes actually attending your event even more exhilarating. These intense feelings mean your guests are primed for impulse buying, and leveraging this is one of the best ways to monetize your event.
A powerful way to incentivize your guests to make more purchases is to prominently display your event’s discounts and promotions. You might offer discounted meal upgrades for a day or exclusive discounts on everything for VIP guests throughout your event. Often, the more exclusive the offer, the more likely customers are to make the purchase.
Whatever discounts or promotions you offer, make sure your guests can’t miss them. Along with displaying them on signs throughout the event, you should include them on your event’s website, which guests can access quickly via a QR code. Displaying them on purchasing kiosks is another effective way to encourage more guests to take advantage of a discount.
Offer Customized Cross-Sells
Have you ever purchased something online and seen a section underneath listing other products commonly purchased with your choice? Companies use this clever tactic to encourage cross-sells, and you should include it in your event marketing strategy wherever possible.
The key to doing this is to pair whatever a guest buys with something complementary. If guests purchase a T-shirt from your event, your check-out kiosk can encourage them to add a lanyard, hat, or tote bag. When they register for a networking session, offer them the chance to purchase a cocktail.
Again, this is a great opportunity to leverage guests’ tendencies for impulse buying. When you can show them why upgrading their experience is worthwhile, the thrill of attending your event will make them more likely to purchase add-ons.
Encouraging Sales While Satisfying Guests
While monetizing your event is one of your main goals, boosting attendee satisfaction at every opportunity should be another key objective. You can do both when you take advantage of the dopamine rush that comes with digital purchases.
Integrating one-click VIP upsells, exclusive promotions, and customized cross-sells into your event kiosks is a powerful way to encourage additional sales while ensuring your guests have the best experience possible at your event.