Multiple clients found themselves refunding significant amounts of ticket revenue this year. Ultimately, it came down to an issue with selling tickets at higher pricing than the pricing schedule.
Thus, today's takeaway is about as straightforward as it gets.
Do you have a simple system in place to check your online ticket buying process?
If not, consider setting up a routine of clicking on and checking the “buy ticket” buttons for your event regularly. You might even want to include a simple checklist item or post-it note on your monitor.
After you click on the button, is the ticket price correct?
Do you click through and validate the entire check-out process?
The simple advice above is essential if you're involved in sophisticated marketing and advertising campaigns. Simple and small ticketing mistakes can add up quickly. For example, in 2021, over 40,000 USD of event ticket revenue had to be refunded due to pricing mistakes.
Last but not least, if you ever get called out on a pricing discrepancy, act immediately and issue the appropriate refund.
One overcharged person on social media can be problematic; a few angry people can turn into a public relations nightmare.
Remember - when you're busy playing damage control and customer service, you can't focus on selling tickets to your event!
To the client's credit above, they automatically issued refunds to buyers. However, in some instances, buyers didn't even realize that they were overcharged.
Checking buy buttons is just one example where what many consider trivial can become costly to your event. A little healthy paranoia and a few validating clicks can go a long way.
Want to get more event ticket strategies? Check out the links below: