Eventmaster Marketing


Eventmaster is the leading provider of online registration to mass participation events in Ireland. Eventmaster customers include Cycling Ireland, Skoda Series, Wicklow 200, Sean Kelly Tour, Rebel Tour, Leinster Loop, Tour de Burren, Athletics Ireland, Dublin Marathon, Dublin Marathon Series, Cork Marathon, VHI Womens Mini Marathon and many more.


As the official online registration partner for Cycling Ireland Eventmaster want to help event organisers to promote their events to increase participant numbers. Each month we will introduce a marketing function within the Eventmaster system.


This month we would like to introduce ‘SMS Access Codes’

What are SMS Access Codes?


As the name suggests these are codes that are issued through SMS (mobile phones) to a defined audience to allow that audience to register for an event.


How does it work?


SMS access codes are a great way to reach your audience. With this method of selling the promoter can SMS potential customers (e.g. people that participated in last years event, or people on your database) with a URL and a unique access code. This method is often used at pre-public sale to allow a defined audience a preferred option to register for an event, or to allow a defined audience an option to register for an event at a discounted price.

It can also be used to connect with a defined list such as sponsors or VIP guests to register for an event.

The customer receives a text with some information from the promoter and a URL with an access code. They simply click the URL and enter the code to proceed with the registration.

The codes can be unique or generic. We advise to make the codes unique per person receiving the code as this allows control over circulation of the code e.g. only 3000 uses of the code and 3000 people receive the text, each with a unique code.

The use of the codes can be restricted by time e.g. the code must be used before a certain date or restricted by use e.g. the first 1000 people to use the code will receive the offer.

How will it help me sell more places for my event?

1. SMS Codes will help to sell more places at events as it encourages people to register as they are receiving a unique code at a pre-event stage.

2. Read rate on SMS is 94% within 3 minutes of receipt, so the audience engagement is hugely successful.

3. SMS codes reward previous participants if this method is used at pre-event sale.

4. With unique codes issue through SMS the potential to use the code to a wider audience and dilute the value is removed. The codes can be used one time only where unique codes are used.

5. By restricting the time window for using the code the event promoter can plan for other promotional activity with full visibility. The time restriction also promotes the immediate use of the code by those receiving the text.


To find out more about SMS event promotions or to have your event setup on Eventmaster please contact: support@eventmaster.ie