the fill the room playbook: how to sell out your event

Your event is live. The page looks good, the link works, and you've shared it in a few places. Then not much happens. A handful of views, maybe one or two sales, and a worry that nobody is coming.

This is where most organisers get stuck, and it usually isn't because the event isn't good. Ticketing platforms are built to handle the sale once someone has decided to buy. Very little helps you get people to that decision. That part has always been left to the organiser.

This playbook is about that part. We call it filling the room.

It follows the life of an event in six stages, from the moment before you publish to the week after the last guest leaves. Each stage covers what to do, what to avoid, and how to tell if it's working. You don't need a marketing budget or a big following. You need a plan and a few hours a week.

What's inside

1. Before you publish: build an event page that sells
2. Launch day: the first 48 hours
3. The middle: keeping sales moving
4. The final push: the last 7 days
5. Event day: check-in and capturing the moment
6. After the event: turning attendees into repeat buyers

If you want the short version, download the free 14-day fill the room checklist at the end.

how ticket sales actually move

Before the stages, it helps to know the pattern most events follow.

Sales tend to come in two bursts. The first comes right after launch, when the people closest to you buy. The second comes in the final days, when everyone who was "probably coming" finally decides. In between, there's usually a stretch where sales slow down or stop.

Most organisers read that stretch as a sign the event is failing. It usually isn't. It's just the middle. The organisers who fill rooms plan for it instead of panicking in it.

So the goal of this playbook is simple: make the first burst as big as possible, keep the middle moving, and be ready for the final push.

1. before you publish: build an event page that sells

Your event page is your best salesperson. It's there at midnight when someone finally taps your link, and it has a few seconds to convince them. Most event pages lose people because they answer "what is this?" but never answer "why should I go?"

lead with the reason to come

The first two lines of your description matter most, because that's often all people read on a phone. Don't open with the venue or the date. Those are already in the details. Open with who the event is for and what they'll get out of it.

Compare these two openings:

• "Join us on Saturday 14 March at The Hub for our annual creative workshop."
• "A hands-on afternoon for anyone who wants to start painting but doesn't know where to begin. You'll leave with your first finished piece."

The second one tells the right person, right away, that this is for them.

a simple structure for your description

1. Who it's for and what they'll get (two or three sentences)
2. What happens on the day (the programme, speakers, or activities)
3. The details (date, time, venue, what's included in the ticket)
4. The practical stuff (parking, what to bring, dress code, age limits)

Then answer the questions people would otherwise message you about. Can I bring a friend? Is food included? What if I can't make it? Every question you answer on the page is one less reason for someone to wait.

[link: how to write an event description that sells]

use a cover image that works on a phone

Most people will see your cover image on a small screen, often as a thumbnail in a chat. Choose an image with one clear subject, good light, and very little text. If your image is mostly words, people can't read it at that size, and it looks like an ad.

keep ticket choices simple

Too many options slow people down. For most events, one to three ticket types is enough. For example: a general ticket, an early bird ticket with a limited quantity, and a group or VIP option if it makes sense.

Price is a big topic on its own. The short version: work out your costs, decide how many people you realistically expect, and price so you break even well before you sell out.

[link: how to price event tickets]

check how your link looks when shared

Before you send your link anywhere, paste it into a chat with yourself. Check what shows up: the image, the title, and the short description. This preview is what most people see before they decide to tap. If it looks broken or generic, fix it before you launch.

On tivvio: describe your event in plain language and AI event creation fills in the event page for you. You can then edit anything before you publish.

before-you-publish checklist

• The first two lines say who it's for and why they should come
• The description covers the programme, details, and practical questions
• The cover image is clear on a phone and has little or no text
• There are three or fewer ticket types
• The link preview looks right when shared in a chat

[link: what to put on an event page]

2. launch day: the first 48 hours

Most organisers launch by posting the link once and waiting. Treat launch day as an event of its own instead. The first 48 hours set the tone for everything after.

start with personal messages, not a broadcast

Before you post publicly, send a personal message to the 20 or 30 people most likely to come. Friends, past attendees, community members, people who've asked about your events before. Write to each one by name and mention why you thought of them.

This feels slower than posting in a group, but personal messages get far more replies and sales than broadcasts. Those first sales matter more than their number suggests, because they make the event look alive to everyone who comes after.

[link: how to promote your event on whatsapp]

then go public

Once your first few people have bought, share the event more widely:

• Your status updates and stories
• Community and interest groups you're part of (follow each group's rules)
• Your social profiles, with a short line about why you're running this event
• Your email list, if you have one

give people a reason to buy now

Without a reason to act, most people will mean to buy later and then forget. Give them a fair reason to buy now:

• Early bird tickets with a limited quantity at a lower price
• A launch discount code that works for the first 48 hours
• Limited spots, if your venue really has a cap

Keep it honest. If you say early bird ends on Friday, end it on Friday. People notice when urgency is fake, and they stop believing you next time.

On tivvio: discount codes are free on every plan, and you can set quantity limits on any ticket type for early bird pricing.

[link: early bird tickets: how and when to use them]

get your partners sharing

Your venue, speakers, performers, sponsors, and co-hosts all have their own audiences. Most of them are happy to share, but they're busy. Make it easy:

• Send them a ready-to-post message and image
• Give each partner their own discount code, so you can see who drove sales and thank them properly

launch day checklist

• Personal messages sent to your closest 20 to 30 people
• Public posts live in every channel you use
• An early bird or launch offer with a clear end date
• Partners have their message, image, and discount code

3. the middle: keeping sales moving

After launch, sales usually slow down. This is normal. The people closest to you have bought, and everyone else is waiting to see if the event is worth it. Your job in the middle is to keep giving them reasons.

one reason to care per post

Don't keep posting the same link with "tickets still available." Each post should give people something new:

• Introduce a speaker, performer, or host, and say why they're worth seeing
• Show behind the scenes: setup, rehearsals, preparation
• Share what last time looked like: photos, a short video, a moment people loved
• Answer a common question in public
• Show the venue, the food, or anything people will experience

A good rhythm for most events is two or three posts a week during the middle.

let other people do the talking

People trust other attendees more than they trust organisers. If you have quotes or photos from past events, use them. If it's your first event, share why your early buyers decided to come, with their permission.

If a good number of people have already bought, say so. A line like "40 people are already coming" helps undecided people feel safe. Only share numbers that are true.

reach new circles

Your first buyers are your best route to new people. Ask them directly: "Who else do you know who'd enjoy this?" Group tickets or a small bring-a-friend offer can help here too.

check whether you have a reach problem or a page problem

This is the most useful thing you can do in the middle. Look at two numbers: how many people visited your event page, and how many bought.

• Lots of visits, few sales: people are finding the page but it isn't convincing them. Go back to stage 1. Rewrite the first two lines, check the price, answer more questions.
• Few visits: the page might be fine, but not enough people are seeing it. Focus on sharing, partners, and personal messages.

Fixing the wrong problem wastes your time. Check the numbers first.

[link: how to fix slow ticket sales mid-campaign]

[link: why people visit your event page but don't buy]

4. the final push: the last 7 days

For many events, a large share of tickets are bought in the final week. These are the people who were interested all along but waited. Plan to put more effort into this week than any other.

count down

Post at seven days, three days, and one day before the event. Keep each post short and specific: what's happening, when, and how to get a ticket. On the last day, a simple "tomorrow" post with the link often does well.

use real deadlines

The final week is when honest urgency works best:

• Ticket sales close at a set time
• Only a certain number of spots are left
• The price goes up after a certain date

Again, only say it if it's true.

follow up with your maybes

Go back to the people who said "I'll try" or "maybe." A short, friendly personal message is usually enough: "Still keen for Saturday? Here's the link if you want to grab a ticket." Many of them were just waiting for a reminder.

help ticket holders bring someone

People who already have tickets are your best promoters in the final week. Ask them to bring a friend, and give them a message and link they can forward.

send buyers the practical details

A few days before, send everyone who bought the key details: time, address, parking, what to bring, and a reminder to have their ticket ready. It reduces no-shows and makes the day smoother.

[link: last-minute ticket sales: the final 7 days]

A note on free events

Free events have their own challenge: people sign up easily and skip easily. Treat a free event with the same care as a paid one. Send reminders, make the value clear, and ask people to cancel their ticket if they can't come so someone else can take their spot.

On tivvio: free tickets have zero fees, for you and for your attendees.

[link: how to get people to actually show up to a free event]

5. event day: check-in and capturing the moment

Event day is your best marketing for the next event. A smooth start puts people in a good mood, and the moments you capture become the content for next time.

make check-in quick

Long queues at the door are the first impression for many guests. Use QR check-in on your phone, have a second person helping if you expect a crowd, and keep a backup copy of your attendee list in case the signal drops.

On tivvio: QR check-in works from your phone's browser. No app to install.

capture content for next time

Ask someone to take photos and short videos throughout the event: arrivals, key moments, the crowd, the room full. Ask people's permission before you post photos where they're clearly visible. These photos will do more for your next event than anything you write.

collect quotes in the moment

When people tell you they're enjoying it, ask if you can quote them. A quick "Can I use that?" on the day is much easier than chasing a testimonial a week later.

6. after the event: turning attendees into repeat buyers

Most organisers stop marketing the moment the event ends. But your next event's first burst of sales comes from the people who just came to this one. The week after is where filling the next room starts.

follow up within 48 hours

While the event is still fresh:

• Thank everyone who came
• Share the best photos and tag people who are happy to be tagged
• Send a short feedback form with two or three questions
• Ask for a one-line testimonial you can use on your next event page

announce what's next

If you have a next date, share it while the energy is high. Offer attendees early access or a returning-guest price before you open it to everyone. If you don't have a date yet, let them know another event is coming and ask them to look out for it.

treat your attendee list with care

Your list of past attendees is the most valuable thing you build as an organiser. Keep it organised, and only contact people in the ways they agreed to. Follow the privacy rules where you operate.

On tivvio: export your attendee list as a CSV from your dashboard at any time.

write down what worked

Before you forget, note which channels brought the most sales, which posts got the most response, and what you'd change. Your next event will be easier because of it.

[link: how to turn attendees into repeat buyers]

common mistakes to avoid

• Posting the link once and waiting. One post reaches a small slice of your audience. Plan a series.
• Panicking in the middle. Slow sales in the middle are normal. Keep going.
• Discounting everything. Constant discounts teach people to wait. Use offers with clear, honest deadlines.
• Fake urgency. If you say "almost sold out" when you're not, people stop believing you.
• Fixing the wrong problem. Check visits against sales before you decide what to change.
• Forgetting the final week. Many people decide late. Save your energy for it.
• Starting from zero every time. Every event should leave you with a bigger list, better photos, and more proof for the next one.

the 14-day fill the room plan

Here's the playbook condensed into two weeks. Adjust it to your event's timeline.

When

What to do

Day 14

Publish your event page. Check the link preview.

Day 14

Personal messages to your closest 20 to 30 people.

Day 13

Go public. Send partners their message and codes.

Day 12 to 11

Early bird or launch offer ends. Share a reminder before it does.

Day 10 to 8

Speaker, lineup, or behind-the-scenes posts. Check visits against sales.

Day 7

Countdown post. Follow up with your maybes.

Day 5

Share social proof: how many are coming, quotes from past events.

Day 3

Countdown post. Ask ticket holders to bring a friend.

Day 2

Send buyers the practical details.

Day 1

"Tomorrow" post with the link.

Event day

Quick check-in. Capture photos, videos, and quotes.

Day +2

Thank attendees, share photos, send feedback form. Announce what's next.

download the free 14-day fill the room checklist

frequently asked questions

How early should I start selling tickets?

For most small and medium events, two to four weeks is enough. Larger events or events where people need to travel or take leave may need six weeks or more. Starting too early can make the middle stretch feel very long.

How do I promote an event with no budget?

Start with personal messages to people you know, then ask your first buyers and partners to share. Most small events fill through personal networks and word of mouth, not ads.

Why are my ticket sales slow?

Check your page visits against your sales. If lots of people visit but few buy, improve your event page and pricing. If few people visit, focus on reaching more people through personal messages, partners, and groups.

Should I sell tickets through chat apps or social media?

Both, for different jobs. Personal chat messages are better for converting people who already know you. Social media is better for reaching people who don't. Most events need both.

How many ticket types should I offer?

One to three is right for most events. More than that tends to slow people down when they're trying to decide.

fill your next room

Selling tickets isn't something that happens automatically once your link is live. It's a few clear steps, repeated at the right moments. Build a page that answers "why should I go?", launch with personal messages, keep giving people reasons in the middle, push hard in the final week, and use every event to make the next one easier.

create your event on tivvio. Free to start, zero fees on free tickets.