Free Download — E-LABS
The Event
Sell-Out Playbook
The complete sell-out system — ticketing strategy, presale framework, budget formula, WhatsApp community playbook, Meta campaign structure, and pre-launch checklist. Distilled from 1,000+ events into one free guide.
1,000+
Events marketed
£12M+
Revenue generated
10+
Years experience
Get Instant Access
Download the Playbook
Enter your details and we'll send it straight to your inbox.
What's Inside
Six chapters. One complete system.
Ticketing Strategy
Platform selection, tiered pricing, on-sale timing, and momentum tactics — the complete system for structuring ticket sales from launch to sell-out.
The 15% Budget Formula
Stop guessing your ad spend. The formula used across 1,000+ events with a scaling table from 300 to 1,500 capacity at every price point — plus the payday rule.
The 8-Day Presale System
How to sell 800+ tickets in the first 30 minutes of on-sale — including the pre-registration page requirements, WhatsApp community funnel, and day-by-day launch framework.
Channel CTR Benchmarks
Real data: Email 24%, SMS 32%, WhatsApp 70% CTR. How to stack all three on launch day — plus how to build and grow a WhatsApp community that sells tickets before you even run ads.
Meta Strategy
Three campaign structures — Traffic, Reach, and Sales — plus the warm-audience retargeting playbook that generated an 85x ROI on a £30 spend.
The Pre-Launch Checklist
The 6-category checklist we run through before every event launch — landing page, email, SMS, WhatsApp, Meta campaigns, and artist/venue coordination.
70%
WhatsApp click-through rate on launch day — versus 24% email and 32% SMS. The channel stack chapter shows you how to use all three simultaneously.
85x
ROI on a £30 Meta ad spend — purely from retargeting warm audiences. The Meta chapter covers exactly how to build these audiences before you go live.
30 min
Time to sell 800+ tickets with the 8-day presale system and 1,000 WhatsApp community members. Built from real campaign data.
Founder
Elliot Matthews
E—Labs is founded by Elliot Matthews — an event marketing specialist with over a decade of experience operating at the highest levels of the live events industry. From independent club nights to globally recognised festival brands, Elliot has built and executed the marketing systems behind more than 1,000 events and £12M+ in ticket revenue.
His expertise spans paid media strategy, marketing technology, CRM automation, and audience development — combining deep industry knowledge with a data-driven approach that consistently delivers sell-out results for promoters, venues, and brands across the UK and internationally.
Ready?
Get the playbook. It's free.
Download the Event Sell-Out Playbook and get the framework that sells out events.
Get the Playbook — Free