Using Promo Codes to Boost Registrations

The Big Idea: Promotions vs. Promo Codes

First, let's clarify the two key parts of this feature. Think of it like a store sale:

• A Promotion is the sale itself. It's the rule you create, like "20% Off All Conference Passes."

• A Promo Code is the coupon code an attendee enters to get that discount.

You can have multiple promo codes for a single promotion. Why is this so powerful? Tracking! You can create unique codes for each marketing channel (EMAIL20, SOCIAL20, PARTNER20) to see exactly where your registrations are coming from, all while applying the same 20% discount.

How to Create a New Promotion 🏷️

1. From your event dashboard, navigate to Registration > Promo Codes and click the "Add Promo Code" blue button.

2. Under the Basic Information, give the promo code a name and a description. Then choose the type of promo code from the dropdown menu, Percentage/Fixed Amount/or BuyXGetYFree.

3. If Percentage is chosen, the next field will ask for the percentage off; if Fixed Amount is chosen, the next field will ask for the fixed amount off; if BuyXGetYFree is chosen, the next fields wil ask for the Buy Amount and the Get Amount Free. 

4. The Require Same Ticket Type field can be checked if this is a requirement.

5. Under Promo Codes, you can choose to limit the number of promo codes to offer.

6. Under the Restrictions section, you have the ability to create "scarcity" by narrowing the availability of a promo code using the  To/From Date;

• Usage Limit - Set a maximum number of times the promotion can be used in total (e.g., "The first 100 people get 20% off"). Leave blank for unlimited uses. 
• User Limit - Limit how many times a single person can use the code. This is almost always set to 1 
• Minimum Purchase Amount -Require an order to reach a certain dollar amount before the discount applies (e.g., "Save $25 on orders over $200").

7. Under the Applicability section, you can select which Participant Types and Ticket Types the promo code applies to (i.e. for 50% off workshops without discounting your main conference pass), or check the Apply to all Matching Tickets in the Cart if that is the case.

8. Lastly, under the Additional Settings section,

• Click the box if the promo code can apply to the entire order, or is active.
• What happens if an attendee is eligible for more that one discount? The Priority seting decides which one wins!

  • The rule is simple: the higher number wins. A promotion with a priority of 10 will always be applied over one with a priority of 5.

  • Attendees cannot stack multiple promo codes. Only the single highest-priority discount will apply.

    Pro-Tip: A Smart Priority Strategy

    • General offers (like an ongoing 10% alumni discount): Set to a low priority, like 5.

    • Time-sensitive campaigns (like a flash sale): Set to a higher priority, like 10.

    • Special VIP codes (like a 100% comp for a speaker): Set to the highest priority, like 20, to ensure it overrides everything else.

Inspiration: Popular Promotion Strategies 🚀

• The Early Bird: Create a promotion for 20-30% off that ends 2-3 months before your event. This rewards early planners and improves your cash flow.

• The Group Discount: Use the "Buy X Get Y Free" type (e.g., Buy 5, Get 1 Free) to encourage companies to send their entire team.

• The Last-Minute Push: In the final 1-2 weeks, create a limited-use, fixed-amount discount (e.g., "First 50 people save $50 with code FINAL50") to fill those last few spots.

• The Partner/Sponsor Perk: Create unique codes for each of your partners or sponsors as a thank-you and a way to track their promotional efforts.