How to Monetise Events: A Complete Guide


Table of Contents

Organising events can be a lucrative opportunity if you know how to monetise them correctly. In this guide, you will learn the best strategies to monetise events and maximise your profits. We will explore different methods and offer practical tips for designing successful events.

Strategies to Monetise Events

Monetising events involves much more than simply charging for admission. Here are several strategies you can implement to monetise events:

Ticket sales

The most direct way to monetise events is through ticket sales. Make sure you set a price that reflects the value of the experience you are offering. Consider different price levels, such as VIP tickets with additional benefits. 

Tiered Pricing

This means offering different ticket levels with different prices and benefits. VIP tickets can include access to exclusive areas, meetings with special guests, or additional gifts.

Advance Purchase Discounts

Encourage attendees to buy their tickets in advance by offering special discounts for those who buy before a deadline.

Group Promotions

Offer group discounts to attract more people to your event.

All these strategies can be implemented through a ticketing software.


Sponsorships and Partnerships

Seeking sponsors can be a fairly straightforward way to cover event costs and generate additional revenue. Companies are willing to pay for exposure in front of your audience. Be sure to offer attractive sponsorship packages that include visibility at the event and on promotional materials. Consider the following ideas to monetise events:

Sponsorship packages

Create different levels of sponsorship (platinum, gold, silver) with tiered benefits, such as logos on promotional materials, social media mentions, and booths at the event.

Strategic Partnerships

Collaborate with other companies or brands that complement your event to offer enriching experiences and increase perceived value.


Offer exclusivity on certain benefits to increase the attractiveness of your sponsorship packages.


Sale of Products and Services

Use the opportunity to sell products or services related to the event. This can include anything from event merchandise to sponsor products. The key is to offer something that adds value to the attendee experience. Here are some options to monetise events:

Event Merchandising

Sell t-shirts, hats, and other event swags. These not only generate revenue, but also help to promote future events.

Offer products from event sponsors. This can include free samples or specially discounted products.

Additional Services

Consider offering additional services during the event, such as professional photography, exclusive catering, or VIP transportation.

Premium Content and Courses

If your event includes workshops, seminars, or conferences, consider offering premium content or additional courses that attendees can purchase. This approach can significantly increase your revenue and monetise events:

Access to Exclusive Content

Offer access to recordings of the event, additional materials, or private sessions with the speakers.

Post-Event Courses

Organise courses or workshops that further elaborate on the topics covered during the event, available at an additional cost.


Establish a membership scheme for ongoing access to exclusive content, discounts on future events, and other benefits.

How to Organise Money Making Events

To organise revenue-generating events, you need careful planning and effective marketing strategies. Here’s how to do it:

Identify Target Audience

Knowing your audience is crucial to designing a successful event. Research who your potential attendees are and what they are interested in. This will help you create an event that attracts more people and therefore generate more revenue. Here are some steps to follow:

Market Analysis

Conduct surveys and market research to better understand your target audience.


Segment your audience into groups based on interests, age, location, etc., to better personalise your offer.


Gather feedback from previous events to adjust and improve future experiences.

Choosing the Right Place

The location of the event can significantly influence its success. Look for a venue that is accessible and offers the necessary amenities. Also, make sure that the cost of renting the venue fits within your budget and allows you to make a profit. Here are some tips:


Make sure the venue is easily accessible for most attendees, with good public transport connections and sufficient parking.


Choose a venue that can comfortably accommodate all expected attendees, without being too large or too small.


Check that the venue offers all the necessary services, such as audiovisual equipment, internet, and catering.


Promote the Event

Effective promotion is key to attracting large numbers of attendees. Use social media, email marketing and online advertising to raise awareness of your event. Offer advance purchase discounts and special promotions to increase ticket sales. Promotional strategies:

Social Networks

Create campaigns on platforms such as Facebook, Instagram, and LinkedIn. Use paid ads and organic posts to generate interest.

Email Marketing

Send newsletters and promotional emails to your contact list, highlighting the benefits and details of the event.

Online Advertising

Use Google Ads and other online advertising services to reach your target audience with precision.


Engage with influencers and opinion leaders in your industry to promote the event through their channels.

Planning and Logistics

Detailed planning and efficient logistics are essential for a successful event. Make sure you consider all the details, from the schedule to the suppliers. Important steps:


Develop a detailed schedule for the day of the event, including activity schedules, time for breaks, and set-up and dismantling time. 


Coordinate with all necessary suppliers (catering, audiovisual equipment, security) in advance.


Make sure you have a trained and sufficient team to handle all the tasks of the event.

Evaluation and Continuous Improvement

After the event, it is important to evaluate its success and look for areas of improvement for future events. Here’s how to do it:

Post-Event Surveys

Send out surveys to attendees to gather feedback on their experience.

Data Analysis

Analyse key metrics such as attendance, ticket sales, and revenue generated.

Evaluation Meeting

Meet with your team to discuss what worked well and what can be improved for future events.

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How to Design a Successful Event

The design of your event plays a crucial role in its success. Here are some tips on how to design an event that will leave a lasting impression on your attendees and help you monetise your event:

Create a Unique Experience

For an event to be memorable, it needs to offer something unique. This can be a special theme, interactive activities, or renowned guests. The more memorable the event, the more likely attendees will talk about it and return in the future.


Offering Added Value

In addition to the main content of the event, consider offering workshops, networking sessions, or additional activities that add value. This will not only enhance the attendee experience, but also allow you to justify a higher ticket price.


Monetising events is an excellent way to generate revenue if done correctly. By implementing the right strategies for organising money-making events and designing a unique experience, you can ensure that your events are successful and profitable. Remember to always focus on delivering value to your attendees and look for opportunities to maximise your revenue.

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Mentxu Sendino

I'm Mentxu Sendino, CMO at EventsCase. I believe in content marketing as a brand value, a fundamental element on which to base the credibility of organisations.

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