One question that I’m often asked: “How do I sell my tickets online?”
My answer? The best way to sell tickets online largely depends on your choice of ticketing software. It must be a package that will be within your price range, and with over two hundred ticketing software packages on the market, finding the best package can be a daunting task. The package with the greatest number of features might be too expensive. You might also discover that vendor websites don’t often adequately describe all of the pros and cons of their ticketing software. A great deal of research is required when searching for the right package for your event, concert, or show. You might want to try this: take a look at the vendor’s software by attempting to buy a ticket from one of the vendor’s existing clients. Going through the actual process of purchasing a ticket from one of their existing clients can provide valuable insight, as well as raising issues, that you may want to pursue directly with the vendor. You might also want to investigate a variety of ticketing vendor websites, choose the best ones for your event, and then call the vendor for a personalized demonstration. Demonstrations can often reveal a great deal about the vendor than you might not realize. Ensure that the vendor’s sales staff are friendly, helpful, and offer advice. A lack of the “human touch” might be an indication that they provide weak customer support, and this is something that must be avoided at all costs when it comes to online ticket purchases.
My best advice is to look for a ticketing software package which allows you to grow your business during the process of selling your tickets online. Growing your show’s attendance and marketing your event, show, or concert is best accomplished by leveraging your existing ticket purchasers.
Let’s look at how this might be accomplished. Consider this scenario: a purchaser is buying a ticket online to a comic book show.
The purchaser logs onto the comic book website, and clicks on the link to begin the ticket purchase process.
Screen 1: At the beginning of the purchase, the purchaser is given the choice of whether or not to login to a social network, i.e., Facebook or LinkedIn. (If the purchaser chooses to decline the social network login option, they may register manually without any social media activity in play). Now, let’s assume that the purchaser chooses to log into their Facebook account to begin the ticket purchase process. The purchaser has to agree whether or not to share his/her purchase with friends. In effect, what they are doing is telling their social media friends that they will be attending the comic book convention. They are on their way to becoming advocates for the comic book show. By agreeing to let their friends know that they are attending, they end up posting a graphic and message to their friend’s Facebook walls.
Screen 2: The purchaser determines the choice of ticket quantities and ticket types.
Screen 3: The information recorded in the purchaser’s Facebook account will automatically by pre-populate the address information; this will save the purchaser much time and possible aggravation.
Screen 4: The purchaser sees a quick review of his/her order.
Screen 5: The purchaser enters his/her credit card information and completes the transaction.
Screen 6: The purchaser will see a social widget popup which will indicate which friends of the purchaser are also going to the comic book show. At this point, the purchaser will have the opportunity to send an e-mail invite to chosen friends who might also be interested in going to the show with the 1-click email invite. The purchaser has now become an advocate for the comic book show. Trusted impressions may also appear on friend’s Facebook walls. Friend referrals represent a very powerful tool for advertising your event, show, or concert. This approach is demonstrating some spectacular results toward growing your show’s attendance.
Upon closing the social widget, the purchaser can then print his/her tickets and re-open the widget to make any additional invites.
This extremely powerful registration sequence has the beauty of dramatically growing the show’s attendance from referrals made by its purchasers.
Here are some stats from a recent consumer electronics show.
Total Show Attendance: 6696 (includes an additional 1,700 picked up from social media referrals)
Number who logged in to a social network: 1346
Number of friends: 1,033,042
Number of email invites: 3,499
Number of Trusted impressions: 621,397
Increase in Attendance from referrals: 1,700 (friends who were successfully encouraged to attend the event)
If you need to identify new qualified prospects and persuade them to attend your event, then the most powerful marketing may come from your existing ticket purchasers or attendees. Why not use this to your advantage during the online ticketing process?