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Track and Engage with Festival-Goers for Greater Efficiency and Revenue.

Andy Robertson

Once a festival gets to a critical size the manual processes and procedures are just not going to cut it when organising the events. There will come a time when festival organisers need to seriously look at automating their logistics where tracking and engaging with festival-goers becomes key for the profitability and success of the event.

There are numerous technology solutions that can help festival organisers streamline their processes saving them time and money and giving the potential to achieve a greater return on their investment. Automating the collection of visitor data and using it intelligently can make a huge difference to the visitor experience and increase revenue along with brand loyalty. In the collection and processing of any data organisers need to ensure they comply with GDPR (General Data Protection Regulations) in force in their jurisdiction.

Organisers need to set up a slick reporting process in order to track ticket sales performance and monitor this in real time so that key timely decisions can be made regarding pricing and the timing of phased ticket releases. When measured against expected sales targets remedial action can be taken to increase advertising or introduce time limited offers. It is important to make the ticket sales process seamless and available on multiple platforms (mobile or desktop) so that ticket buyers can purchase using their preferred method (social media, ticketing agent or direct). The ticket sales process is also an ideal time to capture key buyer data for future marketing activities.

On-site Data Management. 
Most festivals now use RFID wristbands issued to festival-goers to enable easy entry and egress to the festival site. Ticket buyers should be able to pre-register for their unique wristband and the data held on it enables organisers to track movement and behaviour of the visitor. In addition, the issuing of RFID wristbands adds an extra layer of security because they eliminate fake ticket holders from gaining entry. RFID wristbands also allow for engagement in real time with social media, vendors and sponsors linked to offers for example. 

The data collection and tracking of festival-goer activity can help build invaluable data for marketing by allowing segmentation for future targeted activities. The data can be used to increase social media followers and engagement both live during the event and post event. The historical data collected that shows ticket purchase behaviour along with on-site movement and interactions with vendors and sponsors can assist in how they are targeted for future event ticket purchases. The data can also prove invaluable in providing key profile and behaviour data for sponsors and vendors to match their own target audiences and commit financially to future festivals.

For festival organisers planning their events using a software management platform like Festival Pro gives them all the functionality they need manage every aspect of their event logistics including ticketing and management of their festival-goer data. 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 Festival Pro platform is easy to use and has comprehensive features with specific modules for managing artists, contractors, venues/stages, vendors, volunteers, sponsors, guestlists, ticketing, cashless payments and contactless ordering.

Photo by Mikael Blomkvist from Pexels

Andy Robertson
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