Promo Codes
for Events

A promo code is more than just a discount. It is a trackable, controllable, targeted marketing tool. When you give a specific code to a specific channel, you can measure exactly how many sales it drives.

For event organisers, promo codes serve three core purposes. First, they incentivise purchases by giving people a reason to buy now rather than later. Second, they let you segment your audience and offer different deals to different groups. Third, they provide attribution data so you know which partnerships, influencers, or campaigns are actually converting.

Unlike a blanket price reduction, promo codes let you be selective. You can offer 20% off to your email list without reducing the price for everyone on your event page. This protects your headline ticket price while still rewarding the people most likely to buy.

There are several promo code strategies you can use depending on your goals.

Percentage discount: The most common type. Offer 10%, 15%, or 20% off the ticket price. Keep it meaningful enough to drive action. A 5% discount on a £20 ticket saves £1 and is unlikely to change behaviour.

Fixed amount off: Take a flat amount off each ticket, such as £5 off. This works well for higher-priced events where a percentage sounds less impressive. “Save £10” feels more tangible than “Save 8%” on a £125 ticket.

Free ticket unlock: Use a promo code to unlock a hidden free ticket type. This is useful for guest lists, VIP invites, press passes, or complimentary tickets for sponsors. The ticket does not appear on the public listing.

Early access codes: Give select fans or mailing list subscribers a code that unlocks ticket sales before the general public. This creates exclusivity and rewards loyalty without costing you a penny in discounts.

Buy-one-get-one (BOGOF): Offer two tickets for the price of one. Effective for midweek events or events struggling to sell. The perceived value is very high, even though it is effectively a 50% discount.

The details of how you set up your promo codes can make or break their effectiveness.

Keep codes short and memorable: SUMMER20 is better than SUMMERDISCOUNT2026EVENT. People share codes by word of mouth and screenshot. Make them easy to type on a phone.

Set expiry dates: A code that never expires creates no urgency. Set a clear deadline and communicate it. “Use code EARLYBIRD before midnight Friday” drives action.

Limit usage: Cap the total number of uses or limit it to one use per customer. This prevents abuse and creates genuine scarcity. “First 50 to use this code get 20% off” is a powerful motivator.

Match the code to the channel: Create unique codes for each distribution channel. INSTA20 for Instagram, EMAIL15 for your mailing list, PARTNER10 for a venue partnership. This lets you track which channels drive the most sales.

Most major platforms support promo codes, including Eventbrite, Skiddle, and tickts. The setup process varies, but the principles are the same. On tickts, promo codes work without any booking fees on top, so the discounted price is exactly what the fan pays.

Where and how you share your promo codes determines how well they perform.

Email marketing: Your mailing list is the highest-converting channel for promo codes. Past attendees who receive a personalised discount code buy at rates far above cold audiences. See our email marketing guide for best practices.

Social media: Share codes in Instagram stories (with a swipe-up or link sticker), Facebook posts, and X. Stories work particularly well because they expire in 24 hours, adding natural urgency. Read more in our social media promotion guide.

Influencer partnerships: Give each influencer a unique code. This makes tracking easy and gives them a tangible offer to share with their audience. Offer a commission per sale if budget allows.

Venue partnerships: If your event is at a venue that hosts regular nights, ask them to share a code with their mailing list. UK Venue Guide can help you find venues that actively support promoter marketing.

Retargeting: If someone visits your event page but does not buy, retarget them with a discount code via Facebook or Instagram ads. This is one of the highest-ROI uses of paid advertising for events.

The real power of promo codes is in the data they generate.

Track redemptions by code: After your event, pull a report of how many times each code was used and the total revenue it generated. Most ticketing platforms provide this in their analytics dashboard.

Calculate cost per acquisition: If you gave an influencer a code and they drove 30 ticket sales, and you paid them £100, your cost per acquisition was £3.33. Compare that to your Facebook ad cost per acquisition to understand where your marketing budget should go.

Watch for cannibalisation: If everyone is using a discount code, you may be giving away margin unnecessarily. Check what percentage of total sales used a promo code. If it is above 40%, your codes may be too easy to find or your base price may be too high.

A/B test discount levels: Try 10% off versus 15% off and see which converts better. Often the difference in redemption rate is small, but the margin impact is significant. Let data drive your discount strategy.

For a broader view of how to price your tickets, read our dedicated pricing guide.