6 Things You Must Do to Fill Every Seat at Your Live Event

If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask a professional magician for his tips on how to convince your audience to attend your events. 

In this edition of “Ask the Board,” we feature Jim Vines, Magician and Co-star of Broadway Magic Hour, a magic show in New York City. Within the past two years, Jim and his team have sold over 36,000 tickets to their magic show, and almost every performance sells out.

Whether you plan or manage live events for your small business, his advice can help you spread the word and fill up the house. Without further ado, here’s what Jim had to say: 

Give people a reason to come

Today’s audiences have endless entertainment options at home, from streaming services to social media. If you want people to leave the comfort of their couch for your event, you need to offer an experience they can’t get from a screen. Avoid creating a “sit back and watch” event—make it interactive, memorable, and worth attending in person.

Think about ways to create excitement, such as audience participation, live entertainment, food and drinks, giveaways, or activities for the entire family. At the Broadway Magic Hour, for example, children are invited on stage to help create the magic—something they simply can’t experience online.

Try direct mail

While email and social media are popular marketing tools, direct mail can help your event stand out in a crowded digital world. A thoughtfully designed postcard or invitation creates a personal connection that a social media post often can’t replicate.

Direct mail can be especially effective when launching a new event or reaching a specific local audience. Even a simple handwritten note or personal touch can make recipients feel invited rather than marketed to.

Utilize word-of-mouth advertising

Word-of-mouth remains one of the most powerful ways to generate excitement, but it starts with creating an event people genuinely want to talk about. Give attendees a memorable experience, then make it easy for them to share it with others.

Promote your event with flyers, postcards, and social content that includes a QR code linking to your website. Make sure your site is easy to find and mobile-friendly, since many attendees will discover and research events from their phones.

Encourage the use of cameras 

In today’s social media–driven world, your attendees can become your best marketing team. Instead of discouraging photos and videos, encourage guests to capture and share their experiences online.

When people post about your event, they introduce it to their own networks and create authentic buzz. At the Broadway Magic Hour, audience members frequently record and share moments from the show, helping spread the word long after the performance ends.

Leverage online event listings

Free online event calendars are an easy way to increase visibility and help people discover your event. They can also improve your presence in search results, especially as AI tools like ChatGPT and Google Gemini use online sources to recommend local activities.

Make sure your event appears on trusted platforms like Eventbrite, even if you sell tickets elsewhere. The more places your event is listed online, the easier it becomes for both people and technology platforms to find and recommend it.

Learn what worked and create lasting memories

The day of your event, ask guests how they heard about it. This simple question can provide valuable insights into which marketing channels are driving attendance and help you make smarter decisions for future events. Take notes, look for patterns, and invest more in the strategies that are delivering results.

You can also extend the life of your event by giving attendees something memorable to take home. A branded giveaway can serve as a reminder of the experience and encourage guests to share photos online. 

At the Broadway Magic Hour, for example, children receive magic wands featuring the show’s logo—creating both a keepsake and a fun photo opportunity that helps spread the word.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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