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Winning Strategies for Event Ticketing.

Andy Robertson

Having a smooth running efficient and low-cost ticketing solution for an event is essential for success. Ticketing is an often-overlooked aspect of organising an event but there are strategies organisers can put in place to make the event ticketing a worry-free aspect of their overall planning and marketing.     


An overview of the ticketing and payments market has been covered in a previous article but now is a good time for event organisers to start reviewing their current ticketing and payments solutions. Currently many event organisers are planning for their 2021 events when the live music events sector starts to open up so it makes sense to review and prepare a well thought out event ticketing strategy. This can make the ticketing process easier with savings in time by internal resources as well as reducing ticketing costs. Cost reduction is going to be a key driver in the events industry for next year as many have suffered financially in 2020 and efficient ticketing is an easy way to bring down costs and should be high on the agenda for event planning for 2021.

Pricing Commission and Hidden Extras. 
The rates that any payment ticketing solution charges vary enormously but if the total costs is more than 2% or 3% per transaction then question those rates. Whist some ticketing companies seem to offer a competitive rate check the hidden extras they charge, particularly extra fees to agents, venues and general admin fees. Ticketmaster being a good case in point where the final price to ticket buyers is substantially more than the original event ticket price.

Integration. 
Can the ticketing payment solution integrate with aspects that are important to the event particularly a CRM system and flexible marketing design and pricing variables? Having to obtain customer data and payment data from a third party can be troublesome so event organisers should ensure there is seamless integration and that changes can be made on the fly with reporting available in real time along with reconciliation of ticket sales and revenue received. For easy integration using a payment gateway like Stripe can keep costs down and be super simple to integrate.

Marketing.  
A good ticketing solution will allow flexibility for marketing integration including ticket designs and event logos along with a range of pricing options that the organiser may want to implement or test and change quickly with time limited offers for example.

Technology.
Once a ticketing solution has been short listed organisers should ensure this includes the ability for on-site payments using various scanning technology that integrates in real time with backend accounting and other event management systems. This enables real time decision making to be made in relation to sales revenue.

Using an event software management platform like FestivalPro event organisers get all the functionality they need to seamlessly integrate ticketing into their event planning. The guys who are responsible for this software have been in the front line of event management for many years and the features are built from that experience and are performance artists themselves. The FestivalPro platform is easy to use and has built in ticketing features that organisers can use to set prices, change designs, integrate with Stripe or PayPal with direct links to instant reporting data on ticket sales and revenue reconciliation enabling dynamic decision making for ticketing and pricing strategies.  

Andy Robertson
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