previous icon Back to blog
Nov 18, 2021
6 minutes read

The top 5 benefits of e-ticketing

Digitisation is shaking up the world of traditional paper ticket sales—and that’s a good thing! Ever since smartphones hit the market in 2007, people have quickly embraced the idea of using convenient digital alternatives. Now, when you want to attend a concert or festival, all it takes is a few taps on your screen and your e-ticket is at your fingertips, ready to be scanned when you enter the venue. But the benefits of e-ticketing don’t stop there. Let’s take a look at the top 5 benefits of e-ticketing for event organisers and attendees.

Jasmijn Stenzler
Jasmijn Stenzler,
Product Marketer Ticketing

Remember what it was like “back in the day” to camp out in front of a box office just to be the first in line for those prized tickets to a once-in-a-lifetime concert or festival? As tough as that was, things weren’t any easier for event organisers back then either. You’d have to print out your paper tickets, pack them up and ship them to the box offices, venues, CD shops or other places where fans of your event would (hopefully) come looking for tickets. The whole process was expensive and complicated, not to mention impossible to keep track of. Could you ever really know who was buying your tickets? Or what they thought about your event? No way! Well, fortunately, e-ticketing has made things a lot easier for us all, because it’s:

  1. User-friendly
  2. Data-driven
  3. Interactive
  4. Personalised
  5. Available anytime, anywhere

In this blog, we’ll show you what all these benefits mean for you.

1. E-Ticketing Ensures a Smooth Buying Process

As an event organiser, you know how important it is to keep your event-goers satisfied. It’s the only way you can keep them coming back for more and make sure they’ll tell all their friends what a great time they had. After all, word-of-mouth advertising is still the best advertising you can get. But customer satisfaction starts long before the event itself. It starts as soon as the customer goes shopping for tickets. That’s because today’s event-goers are accustomed to a smooth online experience and they expect clear, transparent communication. 

That makes e-ticketing an ideal solution. As soon as the customer places their order, they immediately receive a confirmation email containing their e-ticket. Now, anyone who has a smartphone (so, practically everyone) always has their tickets with them wherever they go. But to make things as easy as possible, you should also remember to keep your online ticket shop’s design as straightforward as possible. This is not the place to experiment with complicated layouts or force the customer to click through dozens of screens. Stick to clear CTAs to make sure your fan journey is crystal clear for every user. 

2. E-Ticketing Is a Data Goldmine

Are you curious to know more about the people who are attending the events you organise? In the old days, you’d have to put on a disguise and mingle with the crowd. Or maybe send out a survey (in the mail!). But why should you wait until during or after the event to get to know your guests? It’s actually much more important to know who your event-goers are before the event even takes place. After all, if you want to give your fans the show of a lifetime, you need to know exactly what they want to see and hear. 

Again, e-tickets are a major benefit. When you use them, you have access to a goldmine of data about the people attending your event. In any case, you’ll have contact information for all your ticket buyers, so you can easily reach out to ask them questions before the event. You might ask them what they want to see and hear, or what they thought about a previous event they attended. 

In your ticketing dashboard, you have a full overview of all your visitor information and sales records. But wouldn’t it be great if you could store additional useful information about your visitors, such as their favourite artist or drink? That’s exactly what your Customer Data Platform (CDP) is for! CM.com seamlessly integrates your CDP into your ticketing system, so you can retrieve additional information on your event-goers and analyse their preferences. 

Understanding this crucial data helps you to fine-tune your events. Little details, like adding more vegetarian options to your catering based on who’s attending, can have a huge impact on visitor satisfaction. And that’s why analysing visitor data is so important. 

3. The Opportunity to Communicate One-on-One

Communicating directly with your visitors gives you a chance to conduct targeted personal marketing. For example:

  • If a visitor has attended similar events in the past, you can send them a save-the-date message with a preregistration link for an upcoming event. And, since you’ve got a full overview of your visitors’ preferences stored in your CDP, you even know their preferred communication channel.
  • Is the line-up at your event the main factor that’s driving ticket sales? If so, then why not try some smart content planning? Ask your visitors’ favorite artist to record a spoken message that you can send out to invite more visitors to the event. 
  • You can also use one-on-one communication during the event to improve the event experience. For example, send out messages to festival attendees to remind them of when and where their favourite artists are going to be performing. Or use personal communication for crowd control by announcing happy hour at a bar that is currently less crowded.
  • And once the event is over, there are still plenty of opportunities for keeping in touch with attendees. Try sending out a cool aftermovie of the event, or send a survey to ask for feedback on how to improve future events.

In short, by making smart use of technologies throughout the fan journey, you can communicate more directly, effectively and conveniently with your ticket buyers. Need some more help getting started? Try using Mobile Marketing Cloud, which includes effective workflows for communicating with your attendees. 

4. Your Custom Ticket Shop Makes Buying Tickets Part of the Fun

Customers are attracted to your sales channels because you organise amazing events that they cannot wait to attend. But that doesn’t mean that you should just take their sale for granted and totally neglect the look and feel of your ticket shop. If you make the purchase process so complicated that it takes your customers all day to click through your site, then you’re likely to lose some customers. 

The best way to make people feel like they’re a part of the awesomeness and the branding of your event is to provide a custom-made, practically designed online ticket shop. And why not give your ticket shop the same look and feel as the event itself? There are plenty of ways to customise your ticket shop, including: 

  • Choosing custom colours
  • Changing the header image
  • Adding different images for each ticket or product
  • Adding banners
  • Adding additional steps to enhance the fan journey

These tweaks can all help boost your conversion and bring in additional sales through upselling and cross-selling. You can also help cut down on wait times for your guests at the event. Try, for example, selling drink tokens through your site, so your guests can buy them right away when they order their tickets. 

5. Good Old Last-Minute Ticket Sales

So, as you can see, e-ticketing is easier, faster, smarter and more profitable for event organisers. And what’s more: you can even use e-tickets to replace traditional at-the-door ticket sales for fans who decide at the last minute to attend an event. E-ticketing is actually even more effective for last-minute selling, because your e-ticket system easily tracks exactly how many tickets are still available, so no one gets left out. 

Want to find out more or get started right away?

Was this article interesting?
Share it!
Jasmijn Stenzler
Jasmijn Stenzler,
Product Marketer Ticketing
logo linkedin icon

As a product marketer, it is important to understand the market, competition, trends, and (potential) customers as well as possible in order to help the product, marketing, and sales team in providing the best possible product and message to the (potential) customers.

Related articles

live-blog-blog-featured-uk-3
Nov 30, 2023 • Live

Instagram Messaging: your ticket to winning fans and boosting ticket sales

In today's fast-paced world, the need to capture fans' attention and build loyalty remains a key challenge for independent event organisers. Developing campaigns to boost ticket sales and cut through the noise in this increasingly crowded industry can feel challenging.

payspace customer story
Oct 16, 2023 • Marketing

Enhance your Black Friday SMS marketing with Pages

In recent years, the integration of SMS has played a pivotal role in transforming the Black Friday shopping experience. Retailers and consumers alike have embraced SMS as a powerful tool for communicating promotions, exclusive offers, and time-sensitive alerts.

dutch-grand-prix-ticketing
Jun 30, 2023 • Ticketing

Ticketing: the first touchpoint of the Formula 1 Heineken Dutch Grand Prix fan experience

Ticketing is the first touch point of any event, which is why it's essential it runs smoothly to give your customers a great first impression. At the Formula 1 Dutch Grand Prix, demand far outstrips supply, so the organisers were looking for an innovative ticketing system to help them manage ticket allocation smoothly. That's where we came in.

dutch-grand-prix-marketing
Jun 30, 2023 • Marketing

How to boost fan engagement: Formula 1 Heineken Dutch Grand Prix use case

What makes sport so great is that it connects all kinds of people. On the other hand, knowing no two sports fans are alike makes it challenging for sports organisations to address different fan segments. The organisation behind the Formula 1 Heineken Dutch Grand Prix acknowledged this challenge and realised they needed to create individual experiences for fans at CM.com Circuit Zandvoort. With this ethos, they've built world-beating fan experiences for the first F1 event at Circuit Zandvoort in 35 years. But the team isn't finished. They're working to improve fan engagement year on year. Want to know more? Here we share five insider tips on how the Dutch Grand Prix built fan engagement before, during, and after the race.

instagram-marketing-messages-feature1
May 22, 2023 • Conversational Commerce

Introducing Instagram Marketing Messages

Today, more and more customer engagement happens on social media. And with good reason. Personalised messages on consumers' favourite messaging apps can truly benefit your brand awareness. Instagram's new Marketing Messages feature offers a great marketing tool to be visible where your customers are and re-engage them to boost those conversion rates.

whatsapp-business-blog_image-deals-offers
Apr 03, 2023 • WhatsApp

Increase conversion with promotional messages on WhatsApp

In an age of mass marketing, as well as constant TV, internet and email advertising, it’s safe to say that sales periods can be something of an overwhelming experience for consumers around the world. Inundated with information from companies, people could be forgiven for wanting to switch off their phones, radios and televisions and ignore all forms of marketing until the sales period is all over. As an eCommerce owner, you should always be looking to avoid this by diversifying your marketing strategy in a way that suits your customers needs.

Mobile Marketing Cloud conversational marketing blog
Mar 29, 2023 • Marketing

Engagement where it matters: CM.com's take on conversational marketing

Look at most definitions of conversational marketing, and it’s not clear what all the excitement is about. “Engaging customers through dialogue”, “interacting with people via real-time”, “two-way communication”, “putting the focus on interactions using social media messaging channels”. Isn’t that what marketers have been doing for years?

whatsapp-business-blog_image-newsletters-announcements
Mar 13, 2023 • WhatsApp

What is a WhatsApp newsletter and how does it work?

WhatsApp newsletters are messages that can be sent from a brand's WhatsApp business account to a specific audience of customers with information that's relevant to them. You can send people special offers, exclusive discounts, and new product announcements. You can also personalise these offers based on special events like holidays and birthdays, or annual promotions like Black Friday and Cyber Monday.

eCommerce personalization sneakers
Jan 30, 2023 • Conversational Commerce

Personalisation in retail and eCommerce: there's more than 'Hi John'

Every retail and eCommerce player knows personalisation is essential. It’s how you build customer trust, make your messaging meaningful, and keep shoppers coming back. But fewer realise how deep and broad true personalisation goes.

Is this region a better fit for you?
Go
close icon