Here's a question from the Questions & Answers bag: "Do you think it is better to sell just on the door, or online and on the door?"
With rare exception, all your ticket sales should be exclusively online. Yes, I understand an online-only ticket sales suggestion could be a massive jump for some events. I promise you, it's well worth the challenge!
One of the rare exceptions to not selling ticket online is when you can collect a full data set on a walk-up customer. Because of the time required to get useful customer data, on walk-up sales, it is not practical for most events.
Selling tickets online, when set up correctly, makes customer data collection practically automatic.
Remember, people are filling out their information to complete the ticket purchase transaction. Just make sure you're getting customer consent. It's imperative that you tell customers how their data is being stored and used before they complete their transaction.
Here's a zinger to leave you with ...
"What if I don't charge people to attend my event?" Then you should still issue attendees tickets!
Yes, you read that correctly. This "ticket them" concept was shared with me by Gary Bradshaw from AttendStar, a ticketing company. Here's how it works.
When you collect their data for a free ticket and get their permission to market to them ... you should consider offering a paid VIP ticket. Even to an open gate or free event. Some of my military clients have generated up to $150,000 USD for VIP tickets to an open gate event. I'm telling you with confidence it can be done!
The bottom line for today, if you're not selling all your tickets online ... start to make the transition ASAP!
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