In late 2012 I was launching a new product (for real estate agents). We were going to release the product by hosting a live event. Buy the tools and get the conference free (or vice-versa buy the conference and get the tools free). Same price really. Just a marketing to show how much value there was in the offering.
In order to attract an audience I build a free membership library. 5 PDF reports and 3 audio interviews (case studies). We got 3,000+ subscribers in about 1.5 months. Then, we launched in January of 2013 with a webinar and invited all of the subscribers to attend. The webinar was information packed showing the strategies that we would cover, using the tools, and lastly, pitched the live event. We opened up ticket sales. About 79 sales within the first couple of weeks.
If you're selling high priced tickets start by offering a free opt-in course. Tease the big picture strategies. Create a five step series - video training, PDF reports, etc. Then, present your offering.
That's how I'd go about building an audience who would be interested in what you have to offer anyway.