Promo codes can be a useful way to encourage bookings, reward supporters or support specific promotional efforts.

When used thoughtfully, they can help create momentum without changing your overall pricing strategy.

Creating Promo Codes

You can create promo codes directly through your organiser dashboard.

When setting up a promo code, you can: 

• Give the promo code a custom name
• Set a discount amount or percentage discount
• Define validity dates
• Limit the maximum number of redemptions

Promo codes can be particularly useful for: 

• Early supporter incentives
• Partner or influencer promotions
• Community discounts
• Limited-time campaigns
• Returning attendee rewards

Choosing the Right Discount Strategy

Different promo approaches work for different situations.

Fixed Discounts

Fixed dollar discounts work well when:

• Ticket prices are relatively stable
• You want clear, straightforward savings
• You’re running simple promotional offers

Example:

• SAVE10 – $10 off selected tickets 

Percentage Discounts

Percentage discounts work well when:

• Ticket prices vary across tiers
• You want discounts to scale automatically
• You’re offering broader campaign promotions

Example:

• EARLY15 – 15% off selected tickets 

Promo Code Best Practices

Promo codes tend to be most effective when they: 

• Have a clear purpose
• Feel time-sensitive
• Are easy to remember
• Are targeted towards specific audiences
• Support your wider promotional strategy

For example, you might create one code for newsletter subscribers, another for a venue partner, or a short-term offer to encourage hesitant supporters to book before the campaign ends.

Try to avoid running too many promotions at once.

Too many overlapping discounts can create confusion, reduce urgency or unintentionally train supporters to wait for a better offer later.

In many cases, a smaller, targeted promotion is more effective than a large discount offered to everyone.

The goal of a promo code isn’t simply to reduce prices. It’s to encourage the right people to take action at the right time.