TicketPrinting Blog

Running an Event

User Friendly Ticket Sales

By Lance Trebesch June 20, 2010

Buying event tickets has never been easier. From the Internet to overnight delivery, you can offer your audience multiple possibilities for purchasing tickets. Selling event tickets? Provide as many options to your potential audience as possible. The more user friendly you are, the more tickets you’ll sell.

Consider these three aspects when figuring out how you’re going to sell your tickets:

·      Where – Physical sales may have decreased with the rise of the internet, but it’s still important to have a real world presence

·      How – Can your audience buy online? Over the phone? In local businesses? At the box office the day of the show?

·      Why – Determine the reasons your audience are buying these tickets so you can cater to them more efficiently

Location, Location, Location

No matter how great your event, people won’t always come to you. You have to go to the people. When dealing with the virtual world, it’s important to advertise on web sites that target your audience demographic. The Internet is a great way to attract attention, but you want to make sure it’s the kind of attention that’s going to help you sell more event tickets. You don’t want to waste time or money spreading the word to those who won’t listen, or risk losing patrons by advertising on the wrong sites.

The same can be said for real world locations as well. Your marketing plan should be backed by research that tells you exactly where your audience spends their time. If your event features a local attraction, consider making your tickets available for purchase at locally owned businesses instead of the chain stores. If it’s a concert, make sure you have a presence at music stores.

Make sure you cover all the bases, no matter how obvious. Say you’re putting on a performance by an Indian musician. Consider some way of making your event tickets available through Indian restaurants or markets that cater to ethnic food. Even if you can’t sell the tickets themselves, you can at least provide the information necessary for your audience to purchase them, like a phone number to call or a web site address. 

Options

The “how” aspect of selling event tickets would seem pretty simple, particularly these days.  Armed with a credit or debit card, your audience goes online, picks up the phone, or stands in line to get their tickets. But there are other options out there, and all of them will make it that easier for your customer.

Systems such as Paypal allow users to use their own online transaction service for their purchases. People often prefer to use such a service, as opposed to having to send their credit card information out over the Internet.

E-checks are also becoming more and more popular. Customers simply provide their routing and account numbers and the transactions works just like a check.

Consider the Reasons

It’s important to consider why someone is buying your event tickets and use that information to make their experience easier.

If your event is family oriented or your demographic includes people who buy multiple tickets at one time, consider offering group rates. Not only will this appeal to your audience, but it might encourage those single ticket buyers to invite their friends! Another good tactic for family events is reduced rates for children, with free admission for babies.

Group rates can be used for more than just multiple ticket orders; they’re also great for frequent events. If you plan on having a series of events on a regular basis, then selling event tickets for multiple dates at a discounted price can be a great incentive for your audience, and helps with advanced ticket sales.

Finally, nothing helps you stay connected with your potential audience like starting a mailing list. Both email lists and physical mailing lists let you stay in contact with those who are interested in your event, allowing you to let them know when the event tickets are going to be on sale well in advance.

Making the purchasing experience as user friendly as possible can be the key in making your event a success.