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Events - Online Ticket Sales

Over the last few years I’ve been fortunate enough to be involved in a number of public events.  These events included everything from Ukrainian Festivals, Rock and Roll Concerts, Dinner Banquets, to Air Shows.  A few years ago I had the opportunity to try my hand at online ticketing.  Event producers can leverage the advantages of online ticketing to benefit their event and bottom line.  Below are some ideas.

One advantage the Internet offers is instant gratification.  Users crave the ability to buy something and have it immediately.  Online ticketing is available 24/7 regardless of location.  Some online ticketing services actually allow users to print their own tickets right from their home printer.  Another convenience of online ticketing services is that users don’t have to wait in line or travel to purchase tickets.

The Ability to Add Value
Added value can be combined with a discounted ticket to offer an additional incentive to purchase tickets online.  There are online ticket services that allow you to add sponsors and additional information to the ticket.  Why not offer a great coupon for the purchaser courtesy of one of your sponsors? 

The Ability to Send Additional Information
You can send additional information to customers via email after they’ve purchased tickets.  This information can include anything from maps and directions to a small guide for your event.  Because the information is digital it can be passed along almost instantly and don’t have to worry about additional printing or distribution costs.

Determine Marketing Impact

Data collected from online ticketing purchases can be used to gauge marketing impact.  Event marketers can quickly determine if one type of advertising outperforms another. 

Future Sales
Does your event take place yearly? If the customer was satisfied with the event and sales process you might be able to approach them again in the future.  Make sure any information that is collected adheres to the principals of permission based marketing.  You can then use the email list to conduct follow up surveys of your event and start to generate interest for the event in the future.  When the event happens again approach those who purchased last time

Online ticketing holds a number of incentives for both event producers and consumers.  The process can be used to save time and money for the consumer and the event producers.

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