Many organisers focus on selling add-ons during registration, but your entry form is just one opportunity to generate additional revenue.
You can promote add-ons through:
Event communications
Email marketing campaigns
Social media
On-the-day sales
Use "Add Item to Booking" Wherever Possible
When promoting add-ons after registration, we strongly recommend directing participants to add items to their existing booking rather than making a separate purchase.
This helps:
Link purchases to the original entry
Simplify fulfilment and reporting
Improve event-day collection and check-in processes
Participants can access their booking through their original entry confirmation email by selecting View Booking.
Promote Add-Ons Through Event Communications
Whether you're sending a dedicated merchandise email or a general event update, every participant communication is an opportunity to promote relevant add-ons.
To make this easier, include the %receipt_URL% merge tag within your email templates. This provides participants with a direct link to manage their booking and purchase additional items.
Adding the Merge Tag
Edit the email template you want to use.
Select Merge Tags from the editor toolbar.
Insert the %receipt_URL% merge tag.
Add a short call-to-action, such as:
"Click below to add merchandise or upgrades to your booking."
Tip: If you add a new merge tag to a reusable template, remember to remove it when it isn't relevant to future communications.
Promote Add-Ons Through Social Media
Social media can be an effective way to remind participants about available merchandise and upgrades.
When promoting add-ons, encourage participants to:
Open their original entry confirmation email.
Select View Booking.
Add items to their existing booking.
This keeps purchases linked to the participant's registration and simplifies fulfilment.
Promote Add-Ons Through Email Marketing
Email marketing is ideal for highlighting merchandise, upgrades, and limited-stock products.
For event-day collection items, direct participants back to their booking using the Add Item to Booking process.
If you're selling products that will be shipped before the event, you may prefer to direct participants to your online merchandise store.
Take Sales on Event Day
If you have stock available on the day, Eventrac can help streamline in-person sales.
Consider creating:
Individual QR codes for specific products
A single QR code linking to your merchandise store
Payments are processed through your Stripe account, and buyers automatically receive an order confirmation email, allowing you to fulfil purchases immediately.
Support the Buying Journey
Before actively promoting add-ons, ensure participants can easily understand the purchase and collection process.
We recommend:
Enabling the Add Item to Booking system FAQ
Adding FAQs covering merchandise collection or fulfilment
Reviewing participant-facing content to ensure the process is clearly explained
The easier it is to buy, the more likely participants are to complete their purchase.
Summary
To maximise add-on sales, don't rely solely on your entry form.
Continue promoting products through:
Participant communications
Email marketing
Social media
Event-day sales
Where possible, encourage participants to add items to their existing booking, helping you maintain accurate reporting, streamline fulfilment, and improve the participant experience.