Blue Sky

some interesting things

DealCount Review + BEST DealCount BONUS + Discount+ OTO INFO

You already know that email invites, social media promotions, and online advertising are essential to driving ticket sales and registrations. But to maximize attendance, you’ll need more than a few trusty promotional tactics — you’ll need a plan.

Promotional calendars help you get the most out of your event promotion strategy. They can make sure you’re sending out the right message at the right time, and through the appropriate channels.

To get started, download this free 16-week template and use the suggestions below as a DealCount Review guide for how you can plot your marketing and advertising activities for your event.

16 weeks before your event

From venue contracts to vendor and sponsor requests — you have a lot going on before your event goes on sale. But if you take the time to build anticipation and excitement in the weeks leading up to the launch, it will be worth the effort.

On social media, let your community of followers know the date and time that tickets go on sale or registration opens. If you have a list of attendees from previous events, send an email saying the same.

Behind the scenes, you should be laying the groundwork for a successful launch. Sync with speakers, sponsors, and other partners to coordinate on cross promotion strategy for launch.

And while your event website is in the final stages of development, set up your search engine marketing and display advertising campaigns. Your first campaigns should promote the early bird discount and drive awareness.

14 weeks before your event

Your website is launched and the event is now on sale. As is customary, send out the first email invite to let everyone know the event is on sale. Do the same on social media and, if you have one, your blog. Also, if you haven’t yet, consider an early bird ticket discount to incentivize people who plan ahead.

Now is also the right time to launch your search engine marketing and display advertising campaigns. Keep an eye on their progress but don’t make drastic changes just yet. You’ll need a few weeks of data to make more strategic decisions.

Last but not least, make sure your speakers, sponsors, and other partners know tickets and registrations are on sale and that they can start promoting your event. Provide tracking links to monitor their progress and plan to check in with them on a monthly basis.

10 weeks before your event

By now, if your early bird hasn’t sold out, it’s time to end it. Your messaging should demonstrate the value of attending the event. Do this by highlighting speakers and topics, as well as other content that connects attendees to the event experience in your social media and blog posts.

If you have a blog, get speakers and sponsors to guest post and share the post with their networks. This extra distribution channel can help spread the word about your event.

Next, segment your attendees into relevant groups and send more targeted, personalized emails that speak directly to their needs and aspirations. Segmented and targeted emails generate 58% of all revenue for online businesses. Analyze their performance to find out which messages resonated the most and use the data to inform your email marketing strategy moving forward.

Take a look at Prosper Using PLR Review and display advertising campaigns. Evaluate your keywords and targeting to find out what’s working or not. Cut the ad groups or campaigns that didn’t perform, and reallocate their budget into the ones that did.

6 weeks before your event

With your event on the horizon, your messaging should create urgency. Your ads, as well as social and blog posts, should tell interested attendees that time to register is running out. Space out emails over the next three to four weeks to let those on the fence know that they have a limited time to buy.

Now more than ever, you should use retargeting to reach out to people who’ve started the purchase process but never completed it. (You can learn more about retargeting in this post.)

2 weeks before your event

Your event is just around the corner and with a couple of weeks left, it’s time for your last push. One final email to people who received but didn’t open previous emails should let them know that it’s “last call,” and urge them to purchase or register before it’s too late. Final social media and blog posts should also have a sales-focused message with direct calls to make a purchase.

The limited time sale on Virtual Tickets not only encourages a “buy now” mindset, but it again taps into the loss aversion tactic that reminds potential attendees why they need to act now rather than later.

They drive this home by not only limiting the time on the offer, but by limiting the quantity of the sale price Virtual Tickets, too.

In another InboxingPro Plus Review example, Huckberry[*] reminds shoppers that limited time sale prices have a hard stop time with an on-site countdown for discounts.

Limited time offers like these put another psychological tactic to work as a powerful motivator: Fear of Missing Out, or FOMO.

The FOMO phenomenon was named by Dr. Dan Herman in 1996, and is defined as a “clearly fearful attitude towards the possibility of failing to exhaust available opportunities and missing the expected joy associated with succeeding in doing so.”

Put simply, people hate missing out on a good deal which is why using FOMO can be so effective.


Another place you can leverage a countdown to take advantage of FOMO is within a next-day shipping context.

By letting shoppers see how much time is left before they’ll miss out on next-day shipping, you can increase the urgency to purchase now.

Amazon uses this exact tactic to let shoppers know how much time is left before they can no longer guarantee next-day shipping.

If you had the opportunity to get next-day shipping, wouldn’t you hurry up and check-out to take advantage of that offer?

I would (and have) and I bet you would too.


Seasonal offers also help buyers see scarcity and drive sales. After all, the holidays and seasons don’t last forever.

This is one of the reasons stores like Starbucks only sell pumpkin spice flavored drinks in the fall.

Research has proven that seasonal offers pay off. A NPD Group purchase tracking study on seasonal beverages (like pumpkin spice lattes) showed that seasonal offers not only spur purchases, but they also produce higher average order size.[*]

During seasonal offer periods, the average check for pumpkin spice latte buyers was $7.81, compared to only $6.67 for those who bought a non-seasonal drink.

Why did that happen? Because purchase cycle analysis from the same study showed that these seasonal beverages were viewed as indulgent purchases, in which consumers not only bought the seasonal beverage, but an additional food item, too.[*]

It’s the “treat yo self” mentality that says, “I’m already buying this special item, why not go all in?”

Limited time offers are powerful for creating a sense of urgency, but scarcity extends far beyond the realm of limited time.

So how can you add seasonal offers to your business?

  • If you have a digital product, offer seasonal bonuses.
  • If you have an eCommerce store, pull season-appropriate items off of the digital shelf after a period of time (and make sure your customers are aware you’re doing it!)
  • If you have a service business, offer a special, discounted rate to your most loyal customers during a specific season (like Christmas.)

Next, let’s look at how limited availability works to drive sales.


Scarcity already hints at a short supply, and sometimes that means the product itself is in limited quantity. Let’s explore how you can use short supply to your advantage.


As I mentioned earlier, scarcity makes items seem more popular (especially for online shoppers), which is why it’s not surprising more and more online retailers are leveraging low-stock notices.

Zappos uses a low stock notice to alert shoppers of scarce items, which is important information for anyone looking for a particular size and color.

When a buyer sees that the item he or she wants is near selling out, it’s just one more reason to make a purchase immediately.

You may have noticed this in one of our Sumo-Sized guides:

This was not strategic though - there really is only enough time in a week to review 50 landing pages before getting burned out.


Other times, limited stock isn’t a product of high-volume demand--it’s a deliberate sales strategy.

Small-batch, limited edition products are just that. Think back to the Adidas release of Kanye West’s Yeezy Boost 350. Within minutes of going for sale online, the sneakers were completely sold out.

Now, not everyone has the celebrity status and reach of Kanye West--but that doesn’t mean limited production loses its effectiveness as a scarcity sales tactic when used in a non-celebrity context.

Brothers Leather Supply lets online shoppers know when their limited edition products are low in stock to drive sales. The red copy notating scarcity stands out from other elements on the page, making it easy for customers to spot.

Limited production products tap into those desirability drivers I talked about earlier. They can be seen as status symbols, have an air of exclusivity, and make owners feel unique and special.

So far I’ve covered limited time offers and limited quantity offers as scarcity marketing tactics, but there’s one more strategy that also works well...


Have a product/service in high demand? Showcase it.

Leveraging your demand not only adds ethos to your offering, but it communicates the risk of scarcity as well.


Social proof is an indicator of popularity, and often demand.

Popularized by Psychologist Robert Cialdini, social proof theory explains why people look to others when making a decision: They’re looking for guidance from a larger, possibly better informed, consensus.

Sales and marketing teams that leverage social proof are not only showcasing their most popular products and services, but they’re also creating a sense of increased demand at the same time.

Take a look at how Airbnb showcases wish-listed locations as a form of social proof:

When travelers see how popular a particular place is with other users, they’re not only seeing social proof in action, but they’ll also feel greater urgency to book before it’s snatched up by someone else.


Sharing hard numbers and statistics about your product or service is another indicator of social proof and popularity that takes advantage of FOMO.

Bonus: It adds transparency as well.

Check out how we do this here at Sumo:

By showing how many people (10.2k) have shared Sumo, we’re building social proof that our tools are trustworthy.

Using Share tool, you can add social proof to your website too just like we did here. And it takes less than 24 seconds to set up so there’s no excuse not to. 


You can communicate encroaching scarcity by showing customers what others are doing in real-time.

Again, this helps create a sense of urgency, as buyers are able to see what other people are doing, and gives them an idea of how quickly they need to act if they want to claim the scarce item.

Expedia does this well with hotel bookings--they use yellow pop up notifications that tell browsing visitors how many other shoppers are looking at the same hotel at the moment as well as how many booked this location recently.

All of the tactics outlined here can be valuable, but as with anything, they should be used in moderation, and only when appropriate.


Can scarcity tactics boost your marketing and sales? Absolutely.

But only when used in the right ways, at the right times.

Scarcity tactics aren’t a quick fix for lagging sales

Instead, they increase the intensity of desirability for an item that’s already in demand. Think about it: If people aren’t already lining up to wait for your scarce offering, is slapping a timer on it going to magically increase demand? Probably not. Strive to build a loyal customer base who can’t wait for your new releases before tying in scarcity.

Too much pressure is a bad thing. Many of the scarcity-focused strategies I’ve talked about today create some anxiety-producing urgency--and when you put too much pressure on your customers to act, they may feel like you’re forcing them into action--not letting them make their own decisions. It’s an easy way to break ties with loyal customers.

Everything in moderation. Limited edition items are special because they’re different from all of your other offerings. That means you can’t make every single item limited, seasonal, low in stock, and only available for a short period. If nothing else, customers will get annoyed that you can’t regulate your inventory. Scarcity should be used in moderation...or scarcely, if you will.

Test to know what works. I’m a huge fan of testing, so of course I’m going to urge you to test out different scarcity marketing tactics to find the right ones that drive conversions with your specific audience. An easy way to do that: Monitor and test different strategies using a heat map tool.


Ready to start using scarcity to improve your marketing and sales?

Let’s do a quick recap of why it works and how you can use it.

Why it works: Scarce items make people feel unique, powerful, and like they have access to something valuable and exclusive.

How to use it:

  • Purchase countdowns
  • Sale price countdowns
  • Next-day shipping countdowns
  • Seasonal offers
  • Low stock notices
  • Limited edition items
  • Spotlighting customer behavior
  • Using numbers that indicate popularity/demand
  • Showing real-time activity

Scarcity is why people perceive limited quantities as more precious and valuable but it’s not a quick fix for lagging sales. 

If you use it too much or pressure your customers excessively, you’ll end up scaring them away instead.

Go Back


Blog Search


There are currently no blog comments.