Arts & culture ticketing and box office technologyImportant considerations when choosing your ticketing system
Are you using a third party ticketing platform or an in-house solution for you arts and culture venues and events? The pros and cons for each are many, however for arts & culture organisations there are essential aspects that need to be looked at first and foremost: Ticket sales is about payments. If payments are easier, quicker and more available — you will sell more. For non-profits and culture organisations it is therefore vital to utilise a platform that allows this.
A ticket buyer should be able to buy their venue membership and give donations in the same purchase process as their ticket, as well as food, drinks and merchandise and anything else that can be pre-sold and available for collection on-site.
Sell more during the intervals
Do not limit the number of tills by hardware — today you can utilise an unlimited number of hand held card readers to reduce queues and take more payments. These card readers are also much faster in processing payments than the traditional card machines.
Analyse your audience to customise pre-sales
Look for card readers that are compatible with regular smartphones that scans the tickets and register the sale to each consumer. You can therefore generate full sales data for each customer and analyse what people in stalls purchase during the interval, versus people sitting in upper circle — use this data to know which products to offer as advance sales online; perhaps as a bundle or as a complement to the ticket purchase.
Cutting out the middleman
The more suppliers are being used for sales, the more it costs. Arts & culture organisations should therefore look at using one single complete sales tool for not only the ticket sales online, but also the sales at the door and also food and drink sales on-site.
Integration means more opportunities
A ticketing solution should not work in silo, but need to integrate all marketing and fundraising data in order to understand the customer journey, including how to convert browsers into buyers and utilise user data with results to improve customer relationship management.
Avoid long-term contracts
When choosing ticketing provider, be careful not to get stuck in a long term contract with fixed fees as there are often hidden ones. And you would not want to invest thousands of pounds and be locked for a whole year when the ticketing technology space is developing so quickly and getting both cheaper and with more advanced features. It’s easy to find a provider that offers both online and offline sales services that require close to no hardware (and even offer it for free) and only charge you a small percentage per transaction, no hidden fees and without any contracts.
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