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By the time your announcement hits, the people who were already warm (Think: those who had your event on their radar, who attended last year, who follow you on social) those people buy quickly. They were ready. The announcement just gave them permission.

Total tickets sold is almost useless as a top-line metric. Before you draw any conclusions, break it down by at least three dimensions:

After running campaigns across dozens of festivals and live events, we have found that ticket buyers consistently fall into one of three archetypes. Each one has a different relationship with your event, a different set of objections, and a different trigger that moves them to purchase.

We work exclusively in festival and live event marketing, which means we read industry data through a pretty narrow lens. Not "what does this mean for e-commerce" or "how does this affect lead gen." Just: what does this mean for selling tickets to a specific event, in a specific market, to an audience that has dozens of other ways to spend their summer weekend. Here's what stood out.

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