TIG Sports already used CM.com's ticketing for other events, such as Olympic Festival and Dutch Open. Because of the excellent past cooperation, CM.com got the chance to handle the ticketing for the Invictus Games The Hague 2020. There were just extra challenges this time because what about the people who had bought a ticket for 2020? How do you approach people from eleven different countries? And how do you communicate with different types of visitors, such as friends and family, sponsors, and regular visitors? CM.com offered three solutions; ticketing, marketing software, and the event app.
Invictus Games The Hague 2020 entry tickets were very diverse; special tickets for friends & family, veterans, sponsors, guest list attendees, etc. In addition, some visitors already had a ticket for the 2020 edition and had to be rescheduled. This was easily solved by informing them by email that they could convert their ticket. A separate communication flow was set up for this. At the same time, new visitors could, of course, buy new tickets in the shop.
And when buying or converting the tickets, the fun started because the shop was completely customizable. Visitors could choose in which language they wanted to buy, and the shop was completely in the house style of Invictus Games The Hague 2020. "The advantage of a look and feel in the event's corporate identity is that people get into the vibe of the event at that first touchpoint," says Quinty ter Haar, Ticketing Manager at TIG Sports.
It didn't stop after the ticket purchase. Roy van Damme, Marketing & Communication Specialist at TIG Sports: "Thanks to Mobile Marketing Cloud, we were able to improve the whole experience of the visitor using relevant and personal communication by email and SMS before and after the event. These were, for example, win actions and useful information such as a reminder on the day itself that they should not forget their ID. Because of this preparation, there was a very relaxed atmosphere since everyone was prepared for the strict control."
Besides a relaxed atmosphere, the organization received many compliments on mobile communication. Florence, Social Media Manager at TIG Sports: "The whole experience of the visitor is improved. Normally visitors receive an email before they go to an event, but we get positive reactions when they suddenly receive a text message. We see that the whole experience around the event is improved. It starts from home now, not just when you get there." These results became visible in a survey that was sent by SMS just after the event. As a result, the organization saw a much higher response rate than would normally be seen when sent by email two days later.
Without sponsors, the event would not take place, so extra attention was paid to this group. Each sponsor was, of course, entitled to several tickets that they wanted to distribute flexibly throughout the year without being dependent on the organization to allocate them. To facilitate this efficiently, they made use of the Guest Manager. In this system, each sponsor has an environment where they can easily assign, reassign and cancel tickets.
Separate communication flows were also established during the event. Florence: "All partners and sponsors received special updates via SMS. The SMS is linked to a special page with the day's highlights, media figures, photos, videos, and information. A very easy way to get a quick update. We received very positive responses to this."
At the event itself, Invictus Games The Hague 2020 stayed in touch with their visitors through Appmiral's event app, which visitors were asked to download beforehand to receive fun updates. It was also incredibly convenient because, with the app, they had everything centralized and at their fingertips: "The ticket wallet, for example, ensures that you don't have to open your email to have your ticket scanned. And visitors don't have to look for signs with a map, but can easily check in Appmiral where they are, or where they need to go."
During the event, TIG extensively used push notifications to stay connected with visitors. Roy: "We sent out push notifications based on certain preferences, for example, when someone's favorite athlete would start." Geo-fencing was also used to send out targeted messages based on location: "For example, when someone walked past merchandise, they received a discount code. This also made it easy for us to regulate the flow of visitors. For example, when a particular artist was about to perform, we sent everyone at the bar a reminder. You then actually saw shifts on the grounds." says Roy.
Supplying software is one thing, but thinking along and helping is another. Florence: "The collaboration was very nice. CM.com was a real sparring partner and was ready to help whenever I sent an app or called. For example, if I wanted something that wasn't possible, I didn't get a 'no,' but they thought along to find a solution.."
There was also help at the event. Quinty: "At the event itself, colleagues from CM.com were there every day to help with the scanning software - so everything was installed properly. I thought there would be problems, but because of the help, it all went very smoothly."
Invictus Games The Hague 2020 will, unfortunately, not come to the Netherlands again any time soon. But that doesn't mean it has ended here. TIG Sports is now focusing on the following event: Formula 1 Heineken Dutch Grand Prix. They are already working hard on that - again with CM.com!
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