In this article, I’ll list the main ingredients that you’ll need in order to successfully sell tickets online. We’ll also look at a way to grow your attendees by using the ticket purchase process to market your event. Marketing your event with your current ticket purchasers leads to extra signups and sustainable new growth.
First, I’d like to define what an ASP is. An application service provider (ASP) is a company that offers companies like your company, software through the cloud. That is, software where there is only one copy of it in the world, located on some webserver, somewhere. The range of software available from ASPs is varied, but in this article, we’ll be focusing on ticketing software. It is my opinion, that you are best served by finding a well respected ASP ticketing vendor, as opposed to trying to sell tickets online yourself with some sort of an in-house initiative.
Your ticket vendor choice is the most important decision you can make. If you choose poorly, your purchaser’s information could be exposed to hackers, or worse your credit card numbers could be stolen. Both of these scenarios would lead to embarrassment and could expose you to fines and penalties. A good choice, however, might lead to some surprising unexpected things, like significant attendee growth from the ticket vendor’s rather clever use of social media integration.
Best Way to Sell Tickets Online
Here’s what you need to sell event tickets online.
i) A website which describes to purchasers the details regarding your show and/or event. This website doesn’t need to be a secure website. In most cases, your corporate website will serve this purpose. On your corporate website, explain the event details and provide a link to the ticket vendor which might say, click here to Purchase Tickets. eMail blasts can also help notify the world that you are ready for ticket purchases.
ii) Ticketing Software. You absolutely need to find a good ASP vendor which offers you the ability to sell tickets to your event online. Choosing the best event ticket management software will no doubt be the most challenging task in front of you. I’ve written on this in the past, in a blog, Best Way to Sell Tickets Online. The ASP vendor needs to design you a good looking ticket and provide you with a link to insert onto your website which might say, ‘click here to buy a ticket‘. The ASP’s webpages MUST be secure with the lock showing in each browser window. It’s also essential that the vendor is PCI compliant.
iii) You’re going to need a merchant account in order to process VISA/MC and AMEX transactions. When a merchant account, make your own deal with a respected merchant acquirer. It’s much cheaper to have your own merchant account than to use the merchant account belonging to the ASP vendor. Companies like, Apriva, BluePay, Beanstream, Optimal and Paymentech are excellent credit card processors all of whom will offer you excellent rates. The market for merchant accounts is very competitive, so go to each of them and get a quote.
iv) On the day of the show or event, you’ll going to need some software or a device to redeem tickets as people go through your gates. It can be expensive to rent laptops, networking gear and scanners, so instead I recommend making sure that the ASP vendor, you have chosen, has an iPhone App for redeeming tickets. It’s easy to rent a few iPhones for your event from most computer rental companies and downloading a iPhone Barcode Scanner should be easy from the app store. For great prices on computer hardware rentals, check out MCR rentals. MCR rents hardware & IOS devices to shows throughout Canada and the USA.
v) For events that need attendee growth, the best way to grow your event, concert or show is to market your event using your existing ticket purchasers. The concept is simple, the ASP’s ticket purchase path begins by giving ticket purchasers the option to login to a social media account like, Facebook. Purchases can then see which of their friends are already going to the show and can also invite certain other friends to go to the show with a one-click simple email invite. Watch the InGo movie and learn about creating advocates. I’ve written on this in the past, in a blog, Sell Tickets Online. e-RegisterNow.com and InGo.me have a unique partnership designed to serve companies with the best integration of social media within a registration sequence. You’ll be presently surprised at how other shows simliar to your show have been able to grow attendance with our simple techniques.
In conclusion, the best advice is to study as many ASP ticket vendor websites as you can, and then call a few of the better ones, that fit the best with your needs, for a demonstration.