Trade shows, conferences, expos, summits, product launches, corporate events and industry awards… Whether you are planning to host one of these events for your business or to start an events organising business that will plan events on behalf of a client, selling tickets is one of the main sources of income for these events. Tourism operators or business owners who run experience-based facilities also use a ticketing system to conduct business. So, how do you use a ticketing system in your business? Let’s explore.
When was the last time you purchased a ticket? Was it for a show such as a music festival, ballet or even a carnival? If it was business-related, maybe it was to attend a trade expo or a fundraising and networking golf day. Chances are, you used a ticketing service, and for good reason! It is effective, easy to use and does exactly what you need it to: sell tickets around the clock according to predetermined price tiers for a specific event or experience, all while collecting your customers’ information and payment.
Benefits of Using a Ticketing System
There are multiple benefits of using the ticketing system for both the business and the customer.
- Continuous sales channel: Online ticketing is a channel that is always on, ensuring revenue can be generated at any time of the day.
- Alignment with customer preferences: It helps meet consumer preferences, such as buying via their mobiles.
- E-commerce presence: Physical event spaces or experiences can maintain a digital presence through e-commerce.
- Customer insights: Web ticketing services allow businesses to track user data and give them more insight into the customer.
- Operational efficiency: Being able to focus on other tasks, rather than handling ticket sales.
- Cost saving: Digital tickets are so much cheaper than printed tickets. Digital integrations also allow users to add events to their calendars, share their purchases on social media and have access to their e-ticket on their phone.
Why SMEs are Choosing Online Ticketing Services
Small businesses have opted for digital ticketing systems for many reasons. One of these is security. With a verified ticketing service, you are able to have an accurate count of tickets sold without the risk of duplication. The seller is able to exercise control over the information on the ticket while also ensuring that there are no fraudulent tickets sold. Online ticketing uses improved security features, such as barcodes that ensure that fake tickets aren’t produced by fraudsters. By placing ticket scanners at the door, you can ensure that anyone who enters has a ticket. This improves security, making sure that anyone with fake credentials is kept away.
Keeping track of the number of attendees versus tickets bought also helps safety personnel know how many people are on site at all times, should an emergency occur.
Selling tickets online also helps SMEs from various industries. Anything that could possibly require a ticket can be used with these tools. This makes it a versatile technology that benefits entrepreneurs from all spheres.
Boosting Ticket Sales
Businesses can boost ticket sales for their various events or experiences with the following strategies:
E-mail Marketing Campaigns
Start by building your own e-mailing list. Based on this list, you are able to build targeted campaigns that promote tickets and encourage early bookings.
SEO for Ticketing Websites
Ticketing pages need to be optimised for organic reach through search engine results. SEO for these pages need to align with keywords for your event or experience, ultimately boosting traffic.
Create an Informative Event Page
One of the easiest ways to drop the ball in your marketing is to let the event page fall by the wayside. Remember to include all the relevant information that the customer will need. If you run a business such as a fun park that sells tickets, this is important too. Include the address, times, what the experience or event entails, age restrictions, parking information, disability accommodations and any other vital information. You can also add the tiered pricing.
Pick a Buyer-friendly Ticket Vendor
Investigate the various online ticket services that you can choose from in South Africa. You need to take a look at the best offering for your business as well as the type of ticket you are selling.
Online services such as Quicket, Webtickets and Tixsa cover a wide range of different events – from live performances to online or networking events. Other ticketing services can be plugged into your website, such as PayFast’s payment gateway and Shopify’s ticketing service.
Many of these services offer additional features such as customer data, access to custom dashboards and on-the-day support.
