Event Promotion in London for Locals. Add Patrons to Shows and Activities with Seat Fillers and Other Complimentary Advertising Services
Are you a box office manager, event promoter, director, or organizer promoting shows, events, and other activities throughout London? Then, you’re aware that there can be the occasional challenges.
Event Promotion in London
You know how it can go in the world of shows, events, and activities. You’re selling tickets to a first-rate show or event. It could be some type of theatre event, a play or musical. Perhaps it’s a stand-up comedy act, sport match, symphony, opera, dance, concert, or other musical performance. Or, maybe you have a class, conference, expo, or other ticketed event or experience.
If it’s not in the West End, it may not get the attention that it deserves. Regardless of how amazing the show is, you may not always sell to capacity. Or, maybe your goal is to introduce your venue or offering to some new patrons or fill a preview performance.
Whatever the reason is for wanting new audience members or attendees, London members from the Seat Filler-Free Ticket Club are standing by to assist.
On the List (aka OTL), is a small seat filler or free ticket membership in London and throughout the United States. In October of 2019, all 16 cities on both sides of the pond merged to provide one big “things to do” club hosted in a members-only area of the OTL City Guides.
London Event Promoter Resources
Could you use a helping hand when it’s time to promote your local London area shows or activities?
It’s always handy to have multiple advertising and promotional sources to go to whenever you have a new show, event, or activity to promote. So, be sure to bookmark this page, as the following are links that you may find helpful.
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"Love working with OTL Seat Fillers! It's a great way to get new patrons that may not have seen your shows before."
From the Director of one of Austin’s top-rated theaters
The London Area Seat Filler and Free Ticket Club
On the List London launched in 2014 and has been introducing members to hidden entertainment gems throughout the area. With so many of these opportunities, box office managers, producers, and other event promoters appreciate a little helping hand from time to time. After all, what’s better than a free, private, and easy service that helps with event promotion in London for local shows, events, classes, and activities?
It’s Not Like the BAFTAs
Set aside the preconceived notions of Award Show seat filling.
That’s because On the List is quite different.
When you have some available tickets, and you’d like to see them used, you have a free service standing by, even for last-minute assistance.
But, unlike award show seat fillers that get moved around during the ceremony, On the List London members and their guests are treated like every other paying patron. They do receive comps, but they then sit with their companion(s) in seats that you designate.
OTL takes the reservation list and sends it to you for your Will Call purposes. From there, your box office takes over, issuing the tickets right before the show and seating members (with their guests) in spots that help you out the most.
Add to Your Audience
When you decide you could benefit from a few more audience members, students, or attendees, send the basics to On the List. You can fill out the form on the partner site, as it’s handy for OTL London to have complete information for the first go-round. However, after the first show, a quick email with the show dates and ticket counts for each will suffice.
You’ll become a partner of On the List and can just shoot Joe or Mary Lou an email or call when you need something. It’s a free service and an easy process. There’s nothing too formal or serious going on, as it’s a fun club and we’re in it together, to promote area arts and entertainment.
OTL’s little family and friend team that oversees the 16 free ticket clubs is on board because of the win-win aspect. You get a few extra seats filled, and members are entertained and introduced to amazing shows and hidden gems right in their hometown.
On the List Seat Filling for Unique Event Promotion in London
Whether you need four or 40 seats filled, club members love to see and take advantage of new opportunities.
Even a few extra people in attendance adds to the overall atmosphere, increases concession and merchandise sales, parking revenue, and word of mouth recommendations.
Empty Seats Filled
So, to get a few seats filled, go to the event submission form for London and send in the event details, Joe or Mary Lou will get right back to you to confirm. Or, you can use the experiential submission form if you have a non-traditional type of offering that doesn’t fall into the show or event category.
You privately send the number of comp tickets you’d like to offer, along with your Will Call list deadline to the OTL club. Joe or Mary Lou will put together a members-only posting with the event description, photos, attire, and other details. An email with all of the information is also sent to the entire membership.
Interested members make reservations in the member area. From there, you get the complete reservation list via email, and you distribute the complimentary allotment of tickets at your Box Office just before the show.
1. Submit event details
2. OTL posts the show and details for members
3. Members make reservations
4. The reservation list is sent to you on the day of the event
5. Members show up, present their ID, and you distribute the comp tickets
Privately Paper the House Without Paper
Instead of publicly distributing free tickets or taking coupons in exchange for tickets, you have a go-to service that will privately put together a list. While you’re still offering complimentary tickets, no one knows it. Members pick up their tickets right before the show just like any regular paying patron.
As a condition of membership, anyone who makes a reservation must attend the event. So, there’s an average of a 90% attendance rate, barring any last-minute emergencies or one-off changes.
Privacy to Shows Policy
No one knows that you’re offering any free tickets, as On the List partners are never publicly promoted. That means that you won’t find the names of any theaters, events, or activities listed on any of OTL’s free ticket websites.
There’s a strict “privacy to shows” policy, as YOUR primary concern is selling tickets. If the public knew that a few comps were available, it could impact your bottom line, and that’s not the goal of OTL. We’re in this together!
Marketing Resources for Events and Activities Large and Small
OTL London isn’t just for the big-ticket shows, although members love having the opportunity to attend those as well.
The community seat filling concept started in Las Vegas, Nevada. With all of the non-stop shows running 365 days a year targeting tourists, event promoters needed a way to attract some Las Vegas Local residents.
But OTL’s free ticket clubs are slightly different than the Las Vegas experience. Most cities, even top-ten locations won’t have the never-ending, 52-week a year, repeat events that you’ll find almost around the clock in Sin City.
Instead, On the List posts one-off shows, large and small. Members have been introduced to small, intimate venues that hold less than 50. OTL has also been privileged to offer concert and major musicals, as well as unusual sport matches and classes. They have attended conferences and expos, book signings, and private preview performances. OTL has even sent members to be movie and television extras.
As long as it’s a ticketed event or an experience that’s not open to the general public, London members are excited to participate.
Event Promotion for London Shows and Activities
Filling in a few seats with On the List London members adds to your audience. But it’s also a great way to promote your local shows through a private ad to members, and their subsequent word of mouth.
Although members can’t talk about the “free” aspect, they can post or share information about the awesome show that they saw last night.
Additionally, On the List has other free resources for event promoters.
Free Local Advertising in the City Guide for Locals in London
On the List Free Ticket Clubs also power the OTL City Guides for Locals, which are independent of the seat filler sites.
The City Guides include all kinds of resources that all of us can use on a daily basis. Discounts, dining tips, and general lifestyle information are front and center.
Additionally, there are events calendars, including London’s, powered by Evvnt that you can use to post your shows for public consumption.
We also encourage area venues, classes, and organizations to add their information to the local directories. As the City Guides are meant to be bookmarked and used regularly, it’s helpful to have your news posted throughout. Free Seat Filling and Event Promotion in London!