Here is a little story from my own personal experience of selling tickets at retail locations. The scenario goes as follows. Event patrons had the option of buying tickets for an event either online or at two local retail outlets. The event promoter had a discount coupon available for those who purchased tickets at local retail outlets. A 100,000 discount coupons were printed out and distributed locally. For whatever reason, none of the retail locations received the message about the existence of discount coupons. Hundreds of people had purchased tickets without being able to use the discount coupon. If you purchased a ticket for an event and found out that you should have received a discount would you be upset? There were a few upset people in this instance.
The Discount Coupon Didn’t Work!
I personally went to different retail locations where tickets were available for purchase four times. Each time the retail ticket outlet didn’t recognize the coupon. It took almost a week to correct the issue. In the mean time hundreds of people had already purchased tickets for the event at full price. Regardless of how hard we try, there are things that occasionally slip through the cracks. Sometimes it’s the simple things that can create the biggest customer service debacles.
Some Simple Advice
If you’re going to use retail outlets or coupons go the extra mile to make sure everything is setup properly. My strongest piece of advice is for you or someone from your team to go out and personally try to purchase tickets for your event. The same vigilance should be followed for online tickets. This is one of those scenarios where I don’t know if you can test enough. An hour of your time is a small investment compared to hours of complaining customers who complain about not getting their ticket discounts.
Want to get more great info? Check out the articles below:
- Why Well Planned Events Fail
- How to Get Them To Your Event
- Getting Them to Buy Tickets Early
- Turn Your Event Into an Experience
- Leveraging Your Sponsor's Digital Resources
- The Event Promotion System
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