Não sabe como precificar ingressos de eventos? Veja 5 dicas ideais!

4 minutos para ler

Precificar ingressos é uma das partes mais importantes no planejamento de eventos. O desafio é justamente equilibrar os custos da organização e saber o que cobrar sem ter prejuízos. Por isso, a conta tem que ser feita com muita precisão. Afinal, além de cobrir as despesas, você também quer que seu evento gere lucros, não é mesmo? Ao mesmo tempo, é preciso ter cuidado para elaborar um valor justo, que não assuste o público.

Com tantos pontos a considerar, o processo parece ser bem complexo, mas com as dicas certas você vai tirar isso de letra e definir o preço ideal para os ingressos do seu evento. Continue lendo este post para conferir 5 dicas infalíveis de precificação. Vamos lá?

1. Faça uma pesquisa de mercado

É sempre bom começar um processo de precificar ingressos com um mapeamento do público-alvo. Reflita sobre quem são as pessoas que provavelmente frequentarão seu evento, seus hábitos de consumo e quanto elas costumam gastar com esse tipo de entretenimento.

Dê também uma olhada na concorrência e veja qual é a média de valor cobrado por ingressos semelhantes ao que você vai oferecer. Durante a pesquisa, não deixe de observar a variação de preços de locais diferenciados, como área vip, pista e arquibancada, se esse for o caso.

2. Avalie os custos envolvidos

O próximo passo é analisar os custos da produção do evento. Inclua todas as despesas em uma planilha e faça as contas, lembrando-se de que o valor do ingresso precisa cobrir os gastos e ainda ter uma margem de lucro.

Ao acompanhar direitinho todos os registros do fluxo de caixa, você vai poder saber melhor como encontrar um equilíbrio e direcionar os preços para algo que seja atrativo para o público e vantajoso para a organização do evento.

3. Determine uma margem de lucro saudável

Como adiantamos, o lucro deve fazer parte da renda arrecadada com as vendas de ingressos. Assim como o preço, ele deve ser medido com atenção. Desa forma, tenha em mente as estimativas de lucratividade em relação ao evento e pense sempre de forma realista

Também é importante ter cuidado para não cobrar pouco e nem extrapolar no preço. Nesse ponto, você pode estabelecer uma meta tanto para a receita quanto para a margem de lucro.

4. Considere a venda de ingressos por lotes

Oferecer ingressos por lotes é uma estratégia conhecida quando o assunto é a realização de eventos. Além disso, é uma prática muito útil quando os organizadores desejam ter uma previsão do público e da receita. Da mesma forma, de acordo com o volume de vendas, é possível também ter uma ideia de como serão alguns custos variáveis, como bebida.

A ideia dos lotes é estipular valores diferentes para um determinado conjunto de ingressos, apresentando um desconto maior para quem chegar primeiro e adiantar sua compra.

5. Pense em oferecer diferentes formas de pagamento

Por fim, outro aspecto crucial para precificar ingressos é determinar as formas de pagamento que serão disponibilizadas. Isso porque vendas com cartão e parcelamentos — que são muito populares entre os participantes — incluem a cobrança de taxas e juros. Esses valores serão embutidos no preço ou você os repassará para o cliente?

Ademais, vale a pena pensar na forma como os ingressos serão ofertados. Se você contar com um canal de vendas online, provavelmente terá custos com a plataforma. Todos esses detalhes precisam ser estudados e incluídos desde o início na sua planilha de gastos para formar o preço certo.

Precificar ingressos não é uma tarefa das mais fáceis, mas com essas dicas e com o planejamento certo, você conseguirá definir um número interessante tanto para o seu público quanto para a organização.

Se, por um acaso, depois de considerar todos esses fatores o valor ficar acima do esperado, algumas soluções são cortar gastos ou buscar uma fonte de patrocínio, com órgãos públicos ou fornecedores, que ajude você a aumentar o orçamento e diminuir o preço para o público.

Gostou do conteúdo? Se sim, aproveite e compartilhe-o nas suas redes sociais com seus amigos e nos ajude a espalhar essas dicas pela web!

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