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Get Creative With Your Event Ticketing.

Andy Robertson

Having your event ticketing sorted is quite straightforward. You either use a recognised event ticketing agency (probably expensive) or set up your own system. However you get your event ticketing up and running try and be creative to maximise ticket sales revenue.


Whether you're new to events or have been running events from some time most event organisers are now moving towards having their own ticketing solution, probably using a payment gateway that is easy to implement and will save you a fortune in processing and administration fees.

Payment Plans.
Event tickets can get quite expensive and if you are looking at a 3-day music festival the costs can go into thousands of pounds or dollars. This is especially true if you are offering VIP packages and on-site accommodation for example. To make these costs more palatable always try and offer some kind of instalment or payment plan for customers. Be careful how you word this and run the administration behind any such plans as they can be subject to credit regulations. Check with your local financial regulator what you can and cannot do without having to register as a credit supplier.

Ticket Ambassadors.
Work with ticket agents and
ambassadors to provide a system similar to that of an affiliate marketing programme. Provide them with unique URLs they can use in promotions and link it to some kind of dashboard that enables them to see how many ticket sales they have made and their commission revenue. Offering this service to small independent agents will help you to reach more prospective customers for just a small commission and is probably a cheaper option than going for one of the larger corporate ticket agents.

Gift Vouchers.
Consider offering a gift voucher
option that can be redeemed against event tickets. If you are running multiple events this gives the added benefit to customers becasue they can choose which event they want to redeem their gift voucher against. 

Ticket Resales.
Ticket touting has always been an issue for the music event industry, although this has largely been eradicated in modern times you will still see tickets up for auction on numerous websites. You may be able to overcome this by making the tickets non-transferable and include a clause regarding this in your terms and conditions of sale. Alternatively consider having your own ticket resale facility available to ticket sellers and buyers. You can control the pricing and log specific customers related to a specific ticket. There will always be customers that are unable to attend an event they have a ticket for and it makes sense to offer that ticket for resale (especially for sold out events) to someone who really wants to go. This has the added benefit of avoiding making a refund. 

If you are using an event management software solution like FestivalPro you will get all the functionality you need for your ticketing. 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 has comprehensive ticketing features that includes payment gateway integration, payment plans, ticket ambassador programmes and a ticket resale function. The software is easy to use and includes everything you need to plan and manage your event saving you time and money.   

Photo by picjumbo.com from Pexels

Andy Robertson
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