Create and Apply Promo Codes

Promotional codes are a powerful way to boost ticket sales, reward loyal attendees, and offer special discounts. This guide will show you how to create and manage promo codes for your events on Streets.

Types of Promotional Codes

Streets offers multiple types of promotional discounts to suit your marketing strategy:

Percentage Off - Reduce the ticket price by a specific percentage (e.g., 20% off)
Fixed Amount Off - Reduce the ticket price by a specific dollar amount (e.g., $10 off)
Free Ticket - Make the ticket completely free (100% discount)
Buy One, Get One (BOGO) - Offer a free ticket when purchasing a ticket at full price

Each discount type can be applied to specific ticket tiers or all tickets for your event, giving you flexible control over your promotional strategy.

Marketing Tip:

Use different promo code types for different stages of your event marketing. Start with percentage discounts for early birds, then use fixed amount discounts closer to the event date.

Image: The promo code type selection screen in Streets

Creating a New Promo Code

To create a promotional code for your event:

Open the Streets App
Tap on Settings in the bottom navigation
Select My Events
Choose the event you want to create a promo code for
Tap Edit Event
Scroll to the Promotional Codes section
Tap Add Promotional Code
Follow the prompts to set up your code (details in the next sections)

Image: Creating a new promotional code in Streets

Setting Discount Parameters

When creating a promo code, you'll need to configure the following parameters:

Code Name - The actual code that attendees will enter (e.g., "EARLYBIRD")
- Keep it memorable, short, and easy to type
- Avoid special characters for better user experience
- Codes are case-insensitive (e.g., "SUMMER2024" and "summer2024" work the same)
Discount Type - Choose from percentage, fixed amount, free ticket, or BOGO
Discount Value - For percentage or fixed amount discounts, set the amount
Valid Date Range - Set when the code becomes active and when it expires
Usage Limit - Set maximum number of times the code can be used (optional)
Per-User Limit - Set how many times one user can use the code (optional)
Applicable Tickets - Choose which ticket types the code can be applied to

Important:

Once a promo code has been used, you cannot modify its discount type or value. You can only change the expiration date, usage limits, or deactivate it completely.

Promo code discount parameters screenshot part 1

Image: Discount type and value settings

Promo code discount parameters screenshot part 2

Image: Valid date range and usage limit settings

Targeting Specific Ticket Types

One of the most powerful features of Streets' promotional codes is the ability to target specific ticket tiers. This allows you to create strategic discounts that encourage specific purchasing behaviors.

When creating or editing a promo code, you can choose ticket application:

All Tickets - Apply the discount to all ticket types for the event
Specific Tickets - Select which individual ticket tiers the code applies to

Here are some strategic ways to use targeted promo codes:

Apply discounts only to premium/VIP ticket tiers to encourage upgrades
Offer discount codes for group ticket packages to drive larger purchases
Create separate promo codes with different discount levels for each ticket tier
Target early-bird tickets with larger discounts and standard tickets with smaller discounts

Pro Tip:

To encourage attendees to bring friends, create a targeted BOGO code that only applies to the "Group" ticket tier, effectively offering a "buy 3, get 1 free" promotion.

Image: Selecting which ticket types a promo code applies to

Sharing Promo Codes

To get the most value from your promotional codes, you need effective distribution strategies:

Ways to Share Codes

Social Media - Share codes on your social platforms with engaging graphics
Email Marketing - Send personalized codes to your email subscribers
Partner Cross-Promotion - Give unique codes to partner businesses or influencers
Event Page - Include public promo codes directly on your event page
Text Messaging - Send SMS messages with codes to your contact list
Print Materials - Include codes on flyers, posters, or business cards

Creating Affiliate Links

Streets allows you to create affiliate links that help track and reward promoters:

Navigate to your event settings
Select Affiliate Program section
Create a new affiliate with a custom commission rate
Share the generated affiliate link with your promoters

Marketing Tip:

Create different affiliate links for different promoters or marketing channels. This helps track which channels drive the most conversions and properly attribute commissions.

Tracking Promo Code Usage

Monitoring the performance of your promotional codes is essential for understanding their effectiveness:

Viewing Promo Code Analytics

Open the Streets App
Go to Settings > My Events
Select your event
Tap Manage Event
Scroll to the Promotional Codes section
View usage statistics displayed next to each promo code

The promo code section shows:

Number of times each code has been used
Revenue generated from tickets purchased with each code
Total discount amount for each code
Active status of each code

Pro Tip:

Check your promo code performance regularly and adjust your marketing efforts based on which codes are performing best. Consider doubling down on high-performing channels.

Image: Tracking promotional code usage and performance

Deactivating or Modifying Promo Codes

As your event marketing evolves, you may need to update or deactivate existing promotional codes:

Editing a Promo Code

Go to Settings > My Events > [Your Event]
Tap Edit Event
Scroll to the Promotional Codes section
Find the code you want to modify and tap Edit
Make your changes (note: some parameters cannot be changed if the code has been used)
Tap Save to update the code

After a code has been used, you can still modify:

Expiration date (extend or shorten)
Maximum usage limit
Per-user usage limit
Active/inactive status

Deactivating a Promo Code

To temporarily or permanently disable a promo code:

Edit the promo code as described above
Toggle the Active switch to Off
Tap Save

Deactivated codes will no longer work when attendees try to use them, but all previous usage data will still be available in your analytics.

Note:

You cannot delete a promo code that has been used. You can only deactivate it. Unused promo codes can be deleted by tapping the trash icon when editing the code.

Image: Deactivating a promotional code

Effective Promotional Strategies

Make the most of your promotional codes with these proven strategies:

Early Bird Discounts - Offer larger discounts for early purchasers to drive early sales
Flash Sales - Create limited-time promo codes (1-2 days) with significant discounts
Tiered Discounts - Increase discount amounts based on the number of tickets purchased
Loyalty Rewards - Send special promo codes to previous attendees
Referral Incentives - Give discounts to attendees who share and drive new ticket sales
Last-Minute Offers - Move remaining inventory with special promo codes a week before the event
Social Media Contests - Create engagement by offering promo codes as prizes

Advanced Tip:

Instead of one broad discount, create a promotional strategy with multiple promo codes at different times. Start with smaller discounts (10-15%) two months before your event, followed by medium discounts (15-20%) one month before, and targeted flash sales (25-30%) to boost sales at key moments.

Need More Help?

If you're experiencing issues with promotional codes, you can:

What's Next?

Now that you've set up promotional codes for your event, learn how to:

Track your event performance and ticket sales Create multiple ticket tiers for your event

Curator Help