This playbook walks you through marketing one event from setup to the day after the show, using Prekindle's tools and your own ticketing data. Each stage lists what to do, which tools to use, and links to the Help Center articles with step-by-step instructions.
The 30-second version
At a Glance
01
Build it right
Set up the event page, tickets, tracking, and partners before anyone sees it.
02
Launch to your fans first
Tell past attendees and your email list first, then widen your reach.
03
Stay visible and watch sales
Keep a steady presence, and let sales pace decide what you do next.
04
Push hard at the end
Spend your largest share of budget and effort in the final 14 days.
05
Turn this crowd into the next crowd
Use reminders, ticket ads, and Thank You messages to sell your next show.
Four Rules for Every Stage
Keep these in mind no matter where your event is in its on-sale.
Make sure the event is easy to buy before you spend more
More traffic won't help if buyers are confused when they arrive.
Let your buyers tell you who your audience is
Check your customer data before you choose who to target.
Use sales pace to decide what to do next
Don't market every event the same way. Check how it's selling and adjust.
Use your ticket setup as a marketing tool
Presales, promo codes, bundles, and limited-time offers give people a reason to buy now.
Who to Reach
Think about your audience in three groups.
Warm
People who already know you
Past attendees, existing customers, email subscribers
Reach them with: Past Attendees Blast, Email Marketing segments, Spark past-purchaser audiences
Interested
People showing interest
Event page visitors, people who clicked or searched, engaged fans who haven't bought
Reach them with: Spark retargeting (website visitors), Google Search, conversion tracking
New
New potential buyers
Fans of similar artists, people with matching interests, people in your buyers' area
Reach them with: Spark interests, performers, lookalikes, and locations; Event Tags and discovery partners; artist and partner channels
Choose your audience with your data. Before targeting anyone, look at where past buyers live (ZIP codes and states), which similar events or tags they bought, which ticket types and price points they chose, and who buys again and again.
Stage 1: Before You Announce
What to do
- Make the event page easy to buy from. Use the check below.
- Make it discoverable. Set your Event Tags, and select "Concert" for music events so they appear on Bandsintown and Songkick. Add your performers to Prekindle's performer database.
- Set up tracking. Create tracking links for every channel and partner. Make sure Prekindle has the IDs, datasets, and access tokens needed to send purchase data back to the advertising platforms you use. For Meta, this means your Dataset ID and Access Token; TikTok and Reddit require a Pixel ID and Access Token.
- Build your ticket strategy. Plan presale codes, partner promo codes, and any BOGO, 4-pack, group, or VIP pricing.
- Get partners ready. Use the Artist & Partner Checklist below.
- Keep the event private while you review it, then switch it to public at on-sale. Upload your print-at-home ticket ads.
Is the event easy to buy?
- Strong event image and performers added
- Clear title, date, and venue location
- Description that says who, when, and where in the first two lines, and includes set times and age restrictions
- Ticket names and descriptions a first-time buyer understands, such as "BOGO Ticket (Must Purchase 2)"
- No confusing overlap between ticket options
- Key buyer information included: age limits, entry, and parking
- Video or audio link added for artists new to your audience
Use these Prekindle tools
TagsLinksConversion TrackingPromo Codes & PricingVisibilityTicket AdsSales Sharing
Why it matters
A strong setup makes your event easier to find, easier to buy, and easier to measure.
Learn how
TagsTracking LinksMeta Tracking SetupTikTok Tracking SetupReddit Tracking SetupPromo CodesPromotional PricingVisibilityTicket Ads
Not every sale starts with a paid ad
Make the event easy to find without spending anything. Set accurate Event Tags so it shows on Bandsintown and Songkick, keep it public on Prekindle's listings and your calendar or widget once it's on sale, and give artists and partners shareable tracking links so their fans can find it too.
Checklist
Artist & Partner Checklist
You shouldn't be the only one marketing the event.
- Give each one their own tracking link
- Give them their own promo code when it helps
- Send assets and key dates: announcement, presale, on-sale, show day
- Share automatic sales reports
- Tell them when you need an extra push
- Measure which partners drive sales in the Master Report
Stage 2: Announcement / Presale
What to do
- Tell past attendees first. Send a Past Attendees Blast, or turn on automatic blasts for every event on your account.
- Email your most engaged segment with a presale code or promo code link.
- Post on your social channels using your channel tracking links.
- Have artists and partners announce using their own links and codes.
- Schedule your email calendar now: the announcement, a reminder, and a last-chance email.
Use these Prekindle tools
Past Attendees BlastEmail Marketing PlatformPromo Code LinksTracking Links
Why it matters
Past attendees are your most likely buyers, and early sales build momentum. A presale rewards loyal fans and gives them a reason to buy now.
Learn how
Past Attendees BlastCreating Email ListsScheduling & Sending Emails
Stage 3: On-Sale
What to do
- Make the event public in Promote: Visibility.
- Launch your first Spark campaign on social and search. Start with warm audiences such as past purchasers and lookalikes, then add performers, interests, and locations based on your customer data.
- Email a broader segment and exclude people who already bought.
- Check your first sales numbers after a few days: which tracking links, codes, and ticket types are selling.
Use these Prekindle tools
VisibilitySpark AdsEmail MarketingSales ReportCustomer Data
Why it matters
On-sale is the first big wave of demand. Starting Spark campaigns now also gives the ad platforms time to learn before your final push.
Learn how
VisibilityPrekindle Spark Ads▶ Spark Ads DemoCreate an Email CampaignReports
Stage 4: Keep Momentum
What to do
- Check sales weekly using the Weekly Sales Check below, and adjust based on what you see.
- Send your regular newsletter, weekly or biweekly.
- Keep a low daily Spark budget running, focused on retargeting page visitors.
- Share new content such as videos, lineup additions, and set times.
- Keep partners informed with automatic sales reports.
- If sales flatten, follow If Sales Are Slower Than Expected below.
Use these Prekindle tools
ReportsEmail Marketing PlatformSpark AdsSales Sharing
Why it matters
Sales may slow in the middle of an on-sale. Staying visible without overspending keeps interest up for the final push.
Every week
Weekly Sales Check
Use sales performance to decide what to do next.
- % of capacity sold compared with days remaining
- Direction: are sales speeding up, steady, or flattening?
- Ticket types and price levels: which ones are selling, and which aren't?
- Sources: which tracking links, promo codes, and campaigns are generating orders?
- Past events: how does this compare with similar past events, if you have them?
Ahead of pace? Hold budget back. Behind? Act now instead of waiting for the final week.
Learn how
Stage 5: Final Push
What to do
- Spend your largest share of Spark budget here, focused on retargeting and search.
- Send a "last chance" email that excludes people who already bought.
- Refresh your ads with urgency, such as "This Saturday" or "Final Tickets."
- Ask artists and partners for one more push.
- Add a limited-time offer if pace is behind, such as a BOGO, 4-pack, or a code with a deadline.
- Post a Custom Message inviting ticket holders to bring a friend, with a promo code link.
Use these Prekindle tools
Spark AdsEmail MarketingPromotional PricingPromo CodesEvent Feed
Why it matters
Many buyers wait until the last two weeks. This is when people who meant to buy finally do.
Learn how
Scheduling & Sending EmailsCustom MessageSpark Help Center
Stage 6: Show Week
What to do
- Update Know Before You Go with doors and set times, entry rules, parking and rideshare details, and food, drink, and merch information. It sends automatically to opted-in buyers 2 days before the event.
- Send upsells with Custom Messages, such as VIP upgrades, parking, and merch, to all ticket holders or only certain ticket types.
- Schedule your Thank You post now so it goes out automatically the morning after.
Use these Prekindle tools
Event FeedKnow Before You GoCustom MessageThank You
Why it matters
Good information means fewer questions at the door and a better night for your guests. Upsells add revenue from people who already bought.
Learn how
Know Before You GoEditing Event InfoAbout the Event Feed
Stage 7: After the Show
What to do
- Send your Thank You message with a photo, your next event with a tracking link, and a returning-fan promo code with a deadline. See the full checklist in Learn More.
- Review results with the Post-Event Review below.
- Update your email segments so this crowd hears about the next similar show.
Use these Prekindle tools
Thank You MessagesMaster ReportCustomer DataSpark ReportsEmail Reports
Why it matters
The people who just attended are your best audience for the next show. What you learn from this event makes the next campaign cheaper and more effective.
Post-Event Review
- What % of capacity sold, and when did most sales happen?
- Which tracking links, promo codes, and partners drove the most orders?
- What was the Spark ROAS by channel, and which ads performed best?
- Which emails had the best opens and revenue?
- Where did buyers come from? Does your targeting match that?
- What will you change for the next similar event?
Learn how
Thank You MessagesReportsSpark Help Center
Before you spend more
If Sales Are Slower Than Expected
Budget Basics
Start with gross potential: capacity × average ticket price. For example, 500 × $25 = $12,500.
5–10%
of gross potential for paid ads. Go higher for new artists, events, or venues, large capacities, or slow sales. Go lower for proven repeat events with strong email lists.
50%
for the final 14 days. Spend 30% for announce and on-sale, and 20% for the middle weeks.
$25
Spark management fee per campaign. That's 25% of a $100 campaign but only 5% of a $500 one, so most shows need one or two campaigns.
$0.001
per email (10,000 emails = $10). Past Attendees Blasts, the Event Feed, and ticket ads are included. Use your owned channels first.
ROAS 3
= $3 in ticket revenue per $1 spent. Track cost per ticket and ROAS, and set a target before you launch.
Print it. Use it every time.
Quick-Start Checklist: Use It for Every Event
| ✓ | Task | Stage |
|---|---|---|
| ☐ | Event page and tickets pass the "easy to buy" check | Before You Announce |
| ☐ | Event Tags set, including "Concert" for music events; performers added | Before You Announce |
| ☐ | Tracking links created for every channel and partner; server-side conversion tracking set up | Before You Announce |
| ☐ | Presale code, partner codes, and any offers built | Before You Announce |
| ☐ | Partners have links, codes, assets, dates, and sales reports | Before You Announce |
| ☐ | Print-at-home ticket ads uploaded | Before You Announce |
| ☐ | Past Attendees Blast sent or automated | Announcement / Presale |
| ☐ | Announcement, reminder, and last-chance emails scheduled | Announcement / Presale |
| ☐ | Event switched to public | On-Sale |
| ☐ | Spark campaign live, with 50% of the budget saved for the final 14 days | On-Sale |
| ☐ | Weekly Sales Check on the calendar | Keep Momentum |
| ☐ | Final-push ads, last-chance email, and partner push | Final Push |
| ☐ | Know Before You Go updated; Thank You post scheduled | Show Week |
| ☐ | Post-Event Review done; email segments updated | After the Show |
Learn More
More detail on the tools used in this playbook, for when you need it.
Your marketing toolkit and costs
- Prekindle Spark Ads: paid ads on Facebook, Instagram, Messenger, Google Search, and display placements. No subscription; each campaign has a $25 management fee plus the ad budget you choose. Open it from Spark Marketing in the left navigation.
- Email Marketing Platform: $0.001 per email, with volume discounts available. Open it from Spark Marketing > Launch. Your account must be approved first.
- Included with your account: Past Attendees Blast, Promote: Links, Event Tags, the Event Feed, Print-at-Home Ticket Ads, Promo Codes and Promotional Pricing, Conversion Tracking, and Reports and Sales Sharing.
Spark: which channel to use when
- Social (Facebook, Instagram, Messenger): finding new fans by interest, location, and similar performers. Use it for announce, on-sale, and final push.
- Search (Google): reaching people already searching for the artist or venue. Run it throughout, especially close to the show.
- Display (websites and apps): affordable reach and reminders for page visitors. Use it for the middle weeks and final push.
- Setup: Connect your Facebook Page. We recommend Prekindle's Google Ads account and Meta Business Manager so our team can help optimize.
- Ads: Show the artist, date, venue, and "Get Tickets" at a glance. Use short video when you can and preview every format.
- Timing: Give campaigns a few days to learn, avoid big daily changes, and schedule in advance. For help, use the Need Help widget in Spark.
Email tips
- Segment ideas: "bought a Hip-Hop ticket in the last 12 months," "VIP buyers," "customers within the venue's ZIP codes," or "attended this festival last year." You can import existing lists with Import/Export.
- Subject lines: Put the artist and the news first, for example "JUST ANNOUNCED: [Artist] at [Venue] Oct 12."
- Layout: Lead with a Featured Banner, add an Events section for other shows, and use one clear Button.
- Timing: Tuesday through Thursday mornings and weekday lunch hours work well for most audiences. Avoid major holidays and big competing announcements.
- Before sending: Preview, then send a test to yourself and check it on your phone. If opens drop or unsubscribes rise, send less often.
Print-at-home ticket ads
- Specs: Two ads per ticket, each 440 x 440 px. Use light colors, since dark colors often don't print well.
- Include: One message per ad, the what, when, and where, and a QR code or short URL pointing to a tracking link (for example, "Ticket Ad - Nov"). Add a return offer, such as "$2 off at the bar," or a sponsor logo, since the space can be sold.
- Avoid: Dark backgrounds, thin fonts, fine print, too many logos, and ads for events that will be over by show day.
- Before you publish: Print a test ticket in black and white and scan the QR code. For account-wide ads, contact clients@prekindle.com.
What to include in your Thank You message
- A genuine thank you that names the artist and the night
- A great photo from the show
- Your next event, with a tracking link (the most important part)
- A returning-fan promo code with a deadline
- Your social handles, event hashtag, and newsletter signup
- A survey link, sponsor thanks, and merch, if relevant
Where to find your data
- Master Report: which tracking link each order came from
- Customers Report: buyer ZIP codes and states, for targeting and segments
- Email Campaigns dashboard: emails sent, opens, and revenue
- Spark reports: impressions, clicks, orders, revenue, and ROAS by channel
- Sales sharing: automatic daily or weekly reports for each event (Sales > Share), or account-wide reports (Preferences > Notifications). You can exclude ticket types.
Related Articles
Marketing Tools
Conversion Tracking
Email Marketing
Event Feed
Reports & Sales Sharing
Want help building a plan for your next event?
Our Client Success team can review your strategy, set up Spark, and help you sell more tickets.
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