2 januari 2020 Marketing 6 min

Increase your event's revenue by upselling

Andy Greenwood

Events come in all shapes and sizes, from workshops to sports competitions to large festivals, each with a different level of audience attendance. As an event organiser, you’re always looking to increase your revenue and to reduce your risk with as much ease as possible, especially if you’re organising a small event. One of the ways of achieving this is through upselling. Eventix provides more options for upselling than other ticketing systems, which can help you achieve a considerable boost to your event. But, what is upselling? And how can you use it to boost your revenue?

What is upselling?

Strictly speaking, upselling is a sales technique which can be used to get people to purchase a more expensive product or additional products to add-on to their original product. Instead of selling only a basic ticket for your event, you can also offer all sorts of optional products to get people to spend more money. You could also try to get people to purchase more products at the event itself. An example of the latter could be as simple as a t-shirt with your logo on it. But upselling can be so much more than that, and what will work for you will depend entirely on the kind of event you’re hosting.

Why upsell in the ticket shop?

Our ticket shop has a lot to offer when it comes to upselling. One of the most important benefits for you is that any revenue generated from the sale of products in the ticket shop will be available to you the following week. This means that you’ll have more money available to set up your event the way you want it to be. If you’re organising a small event and working with a limited budget, having more money available before the event has started can make your life a whole lot easier and give you some peace of mind.

What kind of things can I upsell?

This is really very dependent on what kind of event you’re hosting, but we’ll try to give you some commonly used ideas:

Food and drink tokens

One of the most common methods of upselling for events is selling food and drink tokens in the ticket shop before the event starts. Besides having more money available before your event begins, you also keep queues for tokens short at the event itself. Of course, this only applies if you’re actually selling food and drink at your event.


Another method we see quite often is the use of packages. This sounds a bit vague, but can be used across most types of events universally. For a small festival, you might offer a package which combines the entrance fee, camping ticket and locker (maybe even throw in some tokens) for a reduced price. If you’re hosting a cooking workshop, you might create a package which includes a seminar for three different courses (Starter, main course, dessert) or three different cuisines (Thai, French and Mexican) for instance. If it’s a sports event, where it’s the supporters who are purchasing tickets, perhaps you could offer Supporter Packs which includes the entrance fee, a few tokens and some merch for the selected team, for instance. You know what suits your event best, so get creative!


This is pretty similar to what we discussed above, except when it comes to VIP-packages, people tend to expect something pretty exclusive (and are willing to put a lot of money on the table to get it). If your event is a music event, you could offer backstage access - or access to another exclusive ‘lounge’ - and perhaps introduce the ‘VIP’ to some artists. If you’re hosting a sports event and you have invited a celebrity to come and watch, you could have a Meet & Greet, for instance. Again, it really depends on your event and how you envision it. Just make sure the experience is worth the increased price of the ticket or you might end up with some angry VIPs.

Group tickets

Another way to get more people to come to your event is to offer group tickets to your visitors. By creating a group ticket and offering a (small) discount you can get groups of friends to come to your event together. You can offer group tickets in different party sizes and have them include different perks. Group tickets can also help you fill up a workshop or seminar quickly.

Coupon codes

You can also offer people who have visited your event a coupon code which they can use to receive a discount on the following event. By doing so, you can keep a healthy flow of people coming to your event and perhaps even start to create a loyal following. This following can be handy if you want to find lookalike target groups! If you want to read more about coupon codes, we have a guide to show you the ropes!

But won’t my ticket shop end up a bit messy?

You might think that your shop might end up looking a bit cluttered with all these optional products and packages stuffed into it. Not with collapses, it won’t! These handy drop-down menus can help you keep your shop in tip-top shape, even if you are selling tickets for multiple days with different optional products.

What should I avoid when it comes to upselling?

There are a couple of things to look out for. The first thing to avoid when it comes to upselling is to not drown your visitors in optional products and packages. Even though you can use collapses to keep the ticket shop nice and tidy, putting together lots of packages and products can start to get confusing for you and your visitors. Don’t offer too many specific products and combinations of products or you’re likely to end up with some angry customers.

The second thing to look out for is that you don’t oversell the experience of the optional products. If you promise people a Meet & Greet for a markup of ‎€50 and they get only get a quick handshake, there’s a good chance they’re going to be disappointed. Similarly, if you use upselling to sell dinners and only whip out a couple of ready-cooked meals when dinner time comes around, your guests won’t be too pleased. These examples might seem a bit obvious, but forewarned is forearmed.

Thanks for reading! If you want to start selling tickets in six easy steps, go straight to the

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Andy Greenwood

Content Marketeer

Once took a peek behind the scenes at events and never wanted to leave again. Has a serious passion for music and plays guitar in his band.