Working with the service occurs according to the following scenario - the organizer enters into an agreement with the ticket operator and sends him quotas according to the transfer act in Excel, simultaneously signing necessary documents. The account manager then receives the quota and passes it on to the content managers, who create the event on the site. This procedure is repeated every time the price changes, tickets are added or removed. To withdraw funds for sold tickets, you must draw up closing acts.
Commission
This Internet project, like all ticket operators, “feeds” on ticket quotas. The main consumers of such services are event organizers and spectators.
Ponominalu has a fairly flexible approach to clients. The commission they charge for ticket distribution services averages 8-12%. It is rumored that large clients with good sales potential receive a rate of 5%.
In addition to the commission, the ticket price includes a service fee. The audience pays for it. Typically the markup ranges from 3-5%.
Transactions within the service
Ponominalu, in addition to the organizers, cooperates with subagents. And if the operator decides to distribute tickets on the subagent’s site, then, as a rule, the organizers are not privy to the terms of this transaction. The operator sends clients an automatic report daily about what is happening with the event.
The operator offers clients the opportunity to promote the event at home page, place an advertising banner. Ponominalu are also promoting the event on their pages in in social networks, promoted using contextual advertising– in short, they actively promote it among the audience. To use these services, the organizer usually allocates an additional budget.
Client base
Ponominalu is widely known among viewers. The creators of this platform have a huge CRM database. But the ticket operator does not share the database with the organizers, and therefore you will not be able to use it to work with clients and study their interests.
The project offers event organizers integration with their service - for example, in the vastness of Yotaspace, blue sale buttons were implemented by Ponominalu. When you press the button, a full-fledged widget opens with the ability to purchase a ticket online.
2. Ticketland
Connection and document flow
Having decided to cooperate with Ticketland, the event organizer must act according to the standard scenario, which we described in the case with Ponominalu - take quotas, transfer them to managers and wait for the event to appear on the list. Document flow with Ticketland is the same as with Ponominalu.
Some time ago, Ticketland was considered something of a "monopoly." It was this operator who at one time conquered the entire theater market in Moscow - and still boasts a huge customer base in this area.
Commission
The standard commission is 15%, but Ticketland offers clients special conditions at high speeds. There is also a service fee. The operator adds about 10% to the ticket price and collects it from the viewer.
Ticket purchase widgets, hall layouts
One of the disadvantages for the viewer is that you cannot purchase or even book a ticket without going through a complicated registration. And to become a registered user, you need to confirm your e-mail and mobile phone. As you know, the more time a person takes to fill out fields, the faster his desire to make an instant purchase disappears.
Ticketland does not provide integration with the service. But there are buttons that the operator places on the organizers’ websites after their approval. When clicking on such buttons, the viewer will be redirected to the event page on the Ticketland website.
Ticketland's best-known sales channel is its city booths located throughout the city. The second channel is online sales on your own website.
In the online environment, the ticket operator supports its events by posting content on social media. Opening their VKontakte group, you can see many posts that talk mainly about theatrical events and concerts of clients working with Ticketland.
There, in the operator’s official group, there are also widgets with event posters. Unfortunately, it was not possible to evaluate them. When clicked, the widget generated an error.
3. Tickets Cloud
Connection and document flow
It is possible to enter into a legal relationship with the platform by paying an invoice of 10 rubles. This saves counterparties from paperwork. You don’t have to sign a separate agreement with each distributor—it’s enough to sign one, with Tickets Cloud. Withdrawals are possible daily; there is an electronic document management system.
Commission
From 0.9 to 3.9%. Acquiring is paid separately.
Transactions within the service
Organizers, distributors, as well as owners of Internet projects meet on the Tickets Cloud platform. In real time, they make deals, negotiate fees and set their own terms. As soon as the organizer adds an event, it is immediately displayed to all ticket distributors, and they can conclude a deal with him without contracts and unnecessary paperwork.
Tickets Cloud focuses only on the B2B direction of the market. There is no website for the viewing audience, like Radario (read below).
Ticket purchase widgets, hall layouts
The platform provides event organizers and distributors with several ways to sell tickets: a buy widget or buy button (with one event), a showcase widget (with a list of events). Any client of the platform can install all these widgets on their website or social networks.
Thanks to widgets, viewers can buy tickets on any online resource convenient for them.
For ticket distributors, there is a “Showcase” - a template for creating a ticket website. The site will contain all information about events that were created in your Tickets Cloud personal account and for which a deal was concluded.
Marketing tools are available to all participants: sending out invitations, creating promotional codes and statistics on their use, and an automatic cost revaluation tool.
The Analytics tool allows you to evaluate effective sales channels, receive downloads for the desired period online, and analyze surges in activity. Two types of graphs are already available in your personal account – a pie chart and a “sales dynamics” graph.
Client base
Unlike Ticketland and Ponominalu, Tickets Cloud allows customers to download their customer database at any time, without additional fees. The organizer receives a list of clients, segmented by interests, which he can use to marketing promotions, studying user behavior and identifying the main target audience.
The only contacts that the organizer does not receive are those that were acquired through sales on the distributors' website. As with Radario, these contacts help keep the ticket distributors alive and nourished.
Offline sales solution
Tickets Cloud does not only exist on the Internet. To work at city cash registers, the creators of the platform have provided a separate interface for cashiers - “Cloud Cash Register”. It helps you sell tickets, print them and receive sales reports. All data is synchronized with your personal account.
4. Radario
Connection and document flow
To become a Radario client, you need to quickly register on the website and then fill out the “fish” of the contract. After this, according to the planned scenario, the organizer prints out the document, puts the signature and company seal on it, exchanges the originals during a personal meeting in the office or by sending the documentation by email.
Regarding the quota establishment process, Radario has developed a more innovative and automated method compared to Ponominalu and Ticketland. In the personal account, the organizer creates ticket categories, adds descriptions, photo content, and can also change pricing at any time. After this, the events are verified and appear on the Radario website.
Commission
This St. Petersburg operator has a fairly flexible commission system. Lower than Ponominalu and Ticketland - from 4 to 8% when selling tickets on the organizer’s resources. Radario clients also sell tickets through a B2C platform, where viewers pay extra for the bank’s acquiring upon purchase - about 2.5% on top of each ticket.
Transactions within the service
Access to personal account both organizers and distributors have access to the B2B platform. Distributors can also use widgets to purchase tickets. Radario has a fairly large affiliate network, and all partners have the same percentage.
Ticket purchase widgets, hall layouts
Organizers can not only sell tickets on the operator’s platform, but also manage sales themselves, distributing tickets on their channels using widgets.
The viewer can buy a ticket by clicking on the desired place on the diagram. The ticket will be immediately added to your cart and the next step is to pay for it.
Radario also helps organizers install a showcase widget into their social media communities.
Marketing tools and analytics
Inside the platform there are tools for sending certificates with a discount or promotional code to a loyal audience.
The service also allows viewers to receive a discount if they leave reviews about the event they attend. Reviews become available to the organizer.
Analytics functionality for event organizers has already been launched. In addition, information has appeared on the network that Radario is preparing an additional expanded marketing panel to promote events.
Client base
Compared to Ponominalu and Ticketland, Radario has a more flexible service for organizers. The platform offers them to get a customer base, but only that part of the contacts that the organizer himself received by selling tickets on his website (or other resources). However, it will not be possible to obtain a list of customers who made purchases on the Radario viewer website. Which is basically expected. These contacts are the “bread” for a single ticket operator.
Offline sales solution
Radario has developed a special module for sales in urban environments. This program can also print tickets and keep track of physical sales.
5. Kassir.ru
Connection and document flow
The Kassir.ru website reports that in order to cooperate with a ticket operator, the event organizer needs to sign an agreement on paper. All actions take place according to a long-rehearsed scheme - as in the cases of Ponominalu, Ticketland and Radario, the organizer collects a complete set of documents, and then transfers a quota of tickets for their subsequent sale.
Commission
Kassir.ru ticket offices are located not only in 22 cities of Russia, but also in Lithuania, Kazakhstan, Belarus, Ukraine and Estonia. Kassir.ru charges an average of 10% for the ticket sales service. Individual conditions are provided for large companies with famous events.
When buying a ticket on the website, viewers also pay a service fee - this is another way for the ticket operator to make money.
Ticket purchase widgets, hall layouts
Interactive layouts of the hall allow the viewer to choose a ticket and pay for it online. But in order to get a ticket in hand, the viewer is forced to use the services of a courier or go to one of the city ticket offices. For some events you can purchase an electronic ticket.
The official Kassir.ru group has a showcase widget. It shows the events in a list. It is possible to buy a ticket (with or without a hall map) immediately on the social network, paying for the purchase with a card.
Advertising promotion of events occurs across all company resources. Kassir.ru displays advertising banners on its own website and is active on social networks. The operator also attracts third-party resources and partly acts as advertising agency.
Client base
The national ticket operator covers a large area and undoubtedly has a huge customer base. But, as with Ponominalu and Ticketland, it will not share this asset with the event organizer. Perhaps, for an additional fee, Kassir will offer the client to create an effective email campaign to activate the attention of buyers.
Offline sales solution
The number of city ticket offices Kassir.ru competes with Ponominalu and Ticketland. Kassir has a central outlet in the very heart of Moscow, which is among the other 107 points of sale in the capital.
To print tickets for events, the ticket operator offers a ticket printing function, which is well common in the ticketing business.
Holding any paid event - be it a rock concert or a wool felting master class - is always a risk for the organizer. By investing in renting a hall and equipment, he is not completely confident that he will receive sufficient income to make a profit, taking into account all costs. How to sell all the tickets, ensure a stable flow of revenue and get money for operating expenses in advance, and not on the eve of the event? And most importantly, how to predict correctly cash flow, based on the costs incurred by the organizer before the event? Stanislav Birov, CEO of the online service for event organizers TicketForEvent, answers these and other questions.
Very often, most concert tickets are sold several days before and on the day of the artist's performance. Therefore, revenue often depends on conditions beyond one’s control. ordinary person. For example, on a stormy, rainy day, 10% of those who were going to pay for a ticket before the concert will not come at all, and the organizers will miss out on this income. To get a guaranteed result and sell as many tickets as possible, it is important to follow the following rules.
Start selling as early as possible
It is in the organizer's best interest to start selling tickets at least three months before the event. This will allow you to receive part of the planned revenue in advance and use it to cover organizational expenses, and will also give you confidence that the event will take place and generate income. The surest way to convince people to buy a ticket so far in advance is to make its purchase more profitable. You can reduce prices during pre-sales (Early Bird Tickets), make wholesale discounts and distribute promotional codes in groups on social networks.
Here are two examples from our experience to show how this approach works. In the first case, one of the Kyiv music festivals began selling tickets a month in advance. This is common practice. Special promotions and there were no discounts. Sales were quite slow and only peaked in the last two days. And another example is a concert of a foreign group that took place in mid-May. Tickets for it began to be sold much earlier - three and a half months in advance. There were discounts throughout March. People were very willing to buy tickets, and last days month the real excitement began. The organizers made a big profit back in March and were confident from the very beginning that the hall would not be empty. There were much more tickets sold for the last concert compared to the Kyiv festival. Moreover, using pre-sales, the organizers were able to correctly distribute financial proceeds based on their cost plans. Increasing sales through discounts and special offers exactly when needed working capital to cover the running costs of organizing the event.
Generate interest and remind
Event marketing is not an area where you should skimp. Some organizers rely too much on email marketing from direct marketing contractors. Very often, such a desire to save money ends in half-empty halls. You need to understand that out of a hundred thousand recipients of invitation letters to your conference or exhibition, at best, ten people will register.
It is necessary that people learn about the event and start talking about it. Email distribution should be considered as an auxiliary tool, and the emphasis should be on targeted work with the business community and promoting the event in the media and social networks. To do this, you need to organize publications in partner specialized media, enlist support in social communities and forums.
Throughout the promotion period, your potential audience should receive topics for discussion. Opinion leaders can give a good impetus to the viral spread of information about an upcoming event - famous people with popular social media accounts.
At the same time, it is very important that people who are interested in a master class or exhibition can immediately proceed to action, that is, buy a ticket. This sales process can be customized using special widgets. They can be installed in the community dedicated to the event, on your website or on any other friendly resource. Notification about the event should begin 3-4 months before it takes place. It is important to understand that when making decisions on the Internet, users are often guided by an emotional component. Therefore, potential visitors should be able to buy a ticket to the event that interests them immediately and do it literally in two or three mouse clicks, without postponing the purchase “for later.” Because later there will be many rational reasons why you “shouldn’t” spend money.
Use all ticket sales channels
To reach a wider audience, it is important to use not only traditional, but also online ticket sales channels. Russians are increasingly buying tickets online, not wanting to waste time and effort searching for a ticket office or going to the bank to pay the invoice issued by the conference organizer. According to a Nielsen study (add link to study), of all the products available online, event tickets are the most popular. 39% of Russians buy them. In second and third place in demand are airline tickets and clothing, for which 38% of survey participants pay online. This figure is growing rapidly every year. Back in 2013, the percentage of online purchases of event tickets was no more than 10%, but already in 2014, this figure almost quadrupled.
There are three main tools that allow you to distribute tickets on the Internet: online posters like Kassir.ru, your own website and Internet services for organizing visitor registration and sales. Each has its pros and cons. Online posters give access to a wide audience, but take a percentage of each ticket sold. Your potential client who comes to such a site can easily choose a ticket to a completely different event, forgetting about the original goal. Additionally, online posters are not ideal for business events. In-house solutions are expensive and only large companies can afford them.
Internet services are suitable for selling tickets to events of both entertainment and business nature. They make it possible to easily create widgets for sales on the event website, partner sites and groups on social networks. Abroad, their convenience was appreciated a little earlier than in Russia. Eventbrite and TicketScript services have gained immense popularity in Europe and the USA. They are used both by housewives who want to earn extra money from handicraft master classes, and by promoters of concerts of A-list pop stars. Moreover, such services may be partially or completely free for organizers.
To avoid being left to chance, carefully plan your event ticket sales campaign. Take an integrated approach and use all possible tools and technologies. All this will affect the increase in sales and give a more stable and guaranteed result.
* The calculations use average data for Russia
The sale of tickets to concerts and theaters has always been sufficient profitable business, which was based on the markup on the ticket already purchased. Since Soviet times, speculators have been earning colossal amounts of money by simply reselling tickets bought at exorbitant prices from all the city's ticket offices. This led to the fact that the average person was forced to either buy a ticket at a price very far from the face value (and thus overpay a lot of money), or completely deny themselves the pleasure of attending the event. Moreover, with every day approaching the event, prices from resellers grew exponentially, and, of course, this situation was disadvantageous for absolutely no one. Except for the speculators themselves, who may not have sold even half of the tickets, but won on a huge markup from those already sold. It is not surprising that this had to come to an end sooner or later.
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However, even today, before a premiere or a one-time event (as an option - a concert of a popular touring artist), you can find resellers at the entrance, who give the last chance to those who did not have time to buy even the simplest ticket. But, admittedly, their work is somewhat complicated by the introduction modern technologies ticket sales, when a person can independently buy a ticket directly from home. Usually, today only those who come to their senses only when it was too late to buy a ticket, for example, on the eve of an event, become clients of resellers today. All this is due to the spread of the Internet among the population; it has greatly changed the principle of ticket trading, and nowadays an entrepreneur who seeks to build his business on resales must do this without barbaric methods and even resist speculators. Moreover, he himself must implement a ticket sales system not only at his box office, but also on his own website. The principle of operation of ticket offices has changed radically.
At the moment, the situation on the market is not the most favorable for new players. The niche for ticket sales is actually occupied; companies captured this market a few years ago and even established very productive work. Moreover, they are not alien to improvement, and relatively new idea with, for example, electronic tickets was well implemented, implemented and widespread. There are still a large number of people who belong to this species The ticket trade is skeptical, but the percentage of those who take advantage is constantly growing. That is, the big players will probably not allow the newcomer to act successfully, and he will have to invest a lot of money on advertising and his promotion. However, there is still an opportunity, because the population, especially not in very large cities, does not rely so much on the fame of the ticket sales network, choosing the kiosk where they are cheaper. And often the price of a ticket is the determining factor when purchasing it, unless, of course, it is the last day before the event. Therefore, by setting a commission lower than that of competitors, you can count on attracting your client.
To work you need to register as a subject entrepreneurial activity, while there are no restrictions on the form of entrepreneurship. That is, you can arrange entity(preferably a company with limited liability) or register as individual entrepreneur(which remains an individual without legal education), but it is better to choose from these two forms, because they have the opportunity to take advantage of the simplified taxation system. This will allow you to pay 6% (of income) or 15% (of operating profit) to the state, which is significantly lower than the corporate income tax. Today it is necessary to indicate the code (OKPD 2) 47.91 Retail trade services by mail or information and communication the Internet, which will allow you to trade exactly those “electronic tickets”, as well as (OKPD 2) 47.78 Other services retail in specialized stores.
Some entrepreneurs who were just starting to sell tickets started their business entirely from home, without having an office. But this became possible only with the spread of the Internet; without it, it is necessary to organize sales desks. Today, the entrepreneur is faced with the task of organizing an entire network of ticket sales throughout the city, because it will not be possible to get by with just one head office, unless the work is carried out in a completely localized manner. small town. Thus, you need to immediately find several points of sale where tickets will subsequently be sold. The task is simplified by the fact that sales points can be very small, representing pavilions, kiosks and stalls measuring 4 m 2. They need to be placed in the most accessible places, buying up space in shopping malls, installing them even at the entrance to large stores, simply placing it on the streets, especially where people walk and relax. But at the same time, it is still desirable to have a head office, where there will be a main batch of tickets distributed to points. In this case, a person can apply for a purchase to the head office, and in case of any complaints, he can contact the manager directly. If we consider the organization of a full-fledged service, then Feedback, including claims from the consumer, must be established. Of course, we need to strive to ensure that such situations do not even arise, but the problem does not always arise through the fault of the entrepreneur. For example, a concert may be cancelled. And if the ticket office independently exchanges tickets or returns money for them, without sending them to the company organizing the event, it can count on customer loyalty and a subsequent increase in popularity.
The cost of the pavilion, in addition to its size, is determined by its equipment. Those located on the street will cost the entrepreneur much more than those that will be located in shops and shopping complexes, if only because they must be insulated. Pavilions can be built by ordering, you can buy a ready-made, used one, or rent it out. The last option can be considered if the budget is very limited and it is possible to rent inexpensive pavilions. Otherwise, it is better to buy them into ownership, because even if unsuccessful, they can be resold, and their mobility allows you not to depend on the location. In the event that you have to work in someone else’s premises, the task is greatly simplified because you need to work with the owner shopping complex or a store to enter into a lease agreement, and he himself will allocate space for the pavilion. If the kiosk is located on the street, then you will have to contact the administration for permission to install the pavilion, and here a lot will depend on the situation in the municipality. There may not be any places, bureaucrats may refuse for one reason or another, and you will have to collect a lot of information about your activities. If the city is small, then you can limit yourself to two or three points in other people’s complexes, but even in large cities, entrepreneurs are gradually moving their sales points to warm and equipped premises. This includes comfort for the seller, lower costs for building a pavilion (if successful, the shopping center itself may already have an equipped space), and greater foot traffic. However, rental costs will generally be significantly more expensive than elsewhere.
The cost of constructing a pavilion can vary significantly depending also on the materials used, and starts from 15 thousand rubles per square meter. That is, the amount starting capital will vary greatly depending on the city and the rental spaces obtained. IN small town One office is enough, in a regular office there are only a few points for each quarter, but in megacities you will have to organize a full-fledged network of your own cash desks. At each point of sale you need to buy furniture for the employee, a computer (which must be connected to the Internet) and cash machine. It is also possible to install a special printer that can print the finished ticket. You can decorate the pavilion with advertising, which the organizers will certainly provide. You need to count on about 40-50 thousand more when equipping each cash register. A particular problem may be the provision of the Internet, especially in pavilions on the street. Equipping your office is much more serious, because several people will work in it at the same time, so everyone needs to equip workplace no worse than the cashier in the pavilion.
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Further work may develop in different ways. The first way is direct resale of tickets. In this case, you have to buy large quantities of tickets and then resell them at a price that you set yourself. In essence, this is still the same speculation, only legalized. The main advantage of this method is precisely the ability to pursue the pricing policy that seems most profitable to the entrepreneur, even if this causes prices to become too high. But this method also has its drawbacks. So, not all theaters will agree to such a deal and will not sell a large batch of tickets to one person. The entrepreneur assumes all the risks of selling tickets, and if the public is not interested in the upcoming event, the organizer will only benefit (the hall is empty when it is sold out), but the reseller will only lose money. Fierce competition will not allow prices to be inflated too much, and purchases will only be made just a few days before the event. In general, working according to this scheme is already becoming a thing of the past.
Today, most ticket offices work directly with event organizers. So, a novice entrepreneur should visit all the theaters and conclude agreements for the sale of tickets. Since not all theaters, circuses and similar establishments have an extensive network of ticket offices (and often there is only one - directly in their building), this becomes a way for them to sell even more tickets. In this case, the entrepreneur receives a commission from the sale of the ticket, which is set within certain limits. That is, it will not be possible to artificially inflate prices greatly. But the businessman himself does not buy tickets, becomes an agent, and in the event of an unsuccessful event risks virtually nothing. He, of course, loses profit, but he does not have to invest his own money. He also receives all the information about the remaining tickets, can provide his customers with a layout of the hall (or simply the number of free seats) and, thus, provide an already expanded service.
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At this stage, it is already important to have your own well-functioning website, as well as a connection to the database of your partners to quickly receive information. Points of sale equipped with computers immediately show the client the layout of the hall and give him the opportunity to choose a convenient place. As soon as a ticket is bought somewhere, it becomes known to the entrepreneur himself, the organizing partner, and other agents, that is, the likelihood of selling the same ticket is reduced to zero.
It is worth mentioning a much simpler organization option own business. This is a franchise job, which allows you to get information about all partners at once, permission to work with them from the parent company, which will also provide all the established schemes and tell you about the features of doing business. That is, it will provide full support in the endeavor and the opportunity to work under its name, which is known to the mass buyer. The disadvantages of this development path include the need to pay lump sum, make royalty payments, and also arrange their points of sale in accordance with the requirements of the corporation. However, nowadays you can also find inexpensive franchises, and the franchisors themselves do not exaggerate their demands. To go your own way (which is still possible) or to join an existing company is decided by the entrepreneur himself, depending on the situation in his city.
Sales are also going well via the Internet, when the buyer is given the opportunity to print out the ticket themselves. He buys it via the Internet, after which he prints it on a printer, or he can go to the nearest point indicated by him at a time convenient for him to buy a ticket (although this is already a prepaid reservation). Printed on a printer is called an electronic ticket, but for this, some companies, for security reasons, require the buyer to provide his personal data. This is designed to create a unique ticket that cannot be resold to anyone or counterfeited. And even more so, to fake it and then resell it. Typically, large organizers already have systems for generating electronic tickets, and the entrepreneur can only implement this software to your network.
Working with many partners leads to the need to implement a universal interface and control system, and this will certainly require hiring additional programmers who will support the multi-structural system. A large, growing ticket office is constantly improving the process of selling tickets via the Internet, because today many people travel to events in other cities, and traveling specifically to buy a ticket can be very inconvenient.
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The organizers of concerts of touring artists deserve special mention. Sometimes such organizers are already cooperating partners who, for example, provide a platform free from their own performances. Then they will also transmit information about the event, issue a batch of tickets, and the work will continue according to the same principle. Otherwise, if a concert or show is organized by a third-party or even out-of-town company. Perhaps even on a non-standard site, which is rented only for one time (an example of this is renting a city area, a parking lot for a large hypermarket, a night club). In this case, the entrepreneur enters into an agreement with the organizer for the sale of tickets that cannot be purchased anywhere else (unless the organizer cooperates with several ticket offices at once). Usually, the price of a ticket for such an event gradually increases as you get closer to the event, especially if there is an active purchase of tickets. Thus, the entrepreneur constantly increases his income, because a slight gradual increase in price leads to a final cost significantly higher than the initial one, but this does not stop buyers.
You may have to deal not only with ticket sales, but also with advertising the event. This is discussed individually with each partner, but somewhat advertising posters and brochures for each outlet the organizer usually passes it on to his partners. In a successful advertising campaign The ticket seller himself is also interested, and joint work in this area can increase efficiency significantly. And the buyers themselves, sometimes right at the point itself, are interested in the events that will take place in the near future. Tour organizers may even offer cooperation, one of the conditions of which will be advertising in the city. Of course, all this is reimbursed by the organizer, but it is still worth having an experienced marketer-advertiser on your staff, because this will allow you to engage in almost related business, earning additional income.
Ticket trading is profitable when there are many partners conducting a wide variety of events - from children's puppet theater to rock concerts. In addition to them, you should immediately try to contact the organizers of tours, simultaneous shows and any performances. If possible, receive exclusive access to ticket sales. Theater agencies that bring art to the provinces will also be a good distribution channel. These companies are engaged in buying a large batch of tickets in order to organize a tour from a provincial town to a large city where a premiere or a grand event is planned. Here you can negotiate a small discount, because the agency buys a large batch of tickets (but you can’t call them speculators, because they don’t set their commission too high, and are focused on those clients who have already applied).
Selling snow to Eskimos - this is roughly how we would react to an offer to sell tickets to an expensive Christmas tree for very selected children a month before the New Year. But we are fluffy cats, we have our own interest in Christmas trees. A agency MORS it took over and did everything right. It's worth learning. And at the same time, look at audience segmentation ( New Year It wasn’t the last one, right?).
You have an event for which tickets are expensive. Moreover, there are competitive events that cost less. Time is short, everything needs to be sold. Now we will tell you how to solve such a problem in practice and show examples.
A month before the New Year, Svetlana from St. Petersburg contacted our advertising agency and organized a “Snow Ball” for children in one of the most expensive hotels in the country - in Astoria. Of course, there are few tickets for such an event and they are more expensive than for regular Christmas trees. The average price for visiting the Snow Ball is 7,000 rubles for a child with two accompanying persons.
Spoiler: don’t waste time and immediately place advertising on the lead forms.
Now step by step.
Step one: getting ready
We start by developing audience segments, a content plan and group design. Consider additional audience segments that you will add later. In addition, it is better to record the goals and objectives of the project - comprehension helps in the work.
To collect and process applications, it is worth making a table where the received data and the status of their processing will be recorded.
The audience segment map looks something like this:
(click to open full map)
The content plan for a project that has little time for promotion includes image and reputation posts. Tell us about the event program, special guests, gifts, surprises, availability of a photographer, welcome drink, etc. In our case, we added statements from child psychologists about the benefits of attending public events; think about what evidence like this might be appropriate for your event.
We immediately make a table for ourselves. After starting work, it looked like this:
Table with call results
Our table contained only basic information - name, phone number, the result of the first call and the result of the second call. The contacts of those who purchased a ticket were highlighted in color - this will help collect a base of existing clients and offer them other events later.
In your table, you can add all the columns that you need and that reflect the process of your closing the lead.
Step two: design and fill
When all the tables and plans are ready, we move on to practice. We start with preparing graphics - we need group design and templates. We worked on Facebook and Instagram, so we needed post templates and a cover image. Every social network needs to take advantage of its advantages, including in design, so we made a video cover on the page, in which slides smoothly changed with the name of the organizer’s company and the poster of the event itself.
To design the posts, we immediately made a square template, since it is suitable for both Instagram and Facebook. The event is in the premium segment, so we decided to design in dark colors. No pastel “childish” shades. Everything is serious and expensive.
Create an atmosphere on the page
All content is reputational
One of the first posts on the page
We used only original materials as visual materials in posts. Better photo from past events and slides from promo presentations than stock pictures of children.
At this stage, we devote time to creating a clear description of the page. Provide basic information, phone numbers and addresses.
Start content by posting the first 5-10 publications that reflect all the basic information on the project and proceed to the next step.
Step three: set up and launch traffic
Lead forms are the easiest and fastest way to collect contact information. We made the following lead forms:
First page of the lead form:
Continuation:
Second page of the lead form:
To get to the lead form, you had to click on one of the ads. Here's what some of them looked like:
Example of a Facebook ad:
Instagram ad example:
- parents of children aged 1 to 2 years,
- parents with children before school age(3–5 years),
- parents of children of primary school age (from 6 to 8 years old)
- or people with pre-teen children (8–12 years old).
Step four: process and optimize
Analyze the results obtained after a couple of weeks. Most likely, you will encounter the same problems as we did: higher traffic costs and lower conversions.
We are not afraid and solve problems as they arise. At the very beginning, we said that when mapping audience segments, you need to provide options for expanding it.
Expanding
In our case, we increased the geo (+50 km from the center of St. Petersburg) and added additional categories of interests.
We improve
Look, what if some of the segments react worse than the rest? Disable it, it will not consume extra money.
In our case, these segments were users aged 18-24 and those aged 45-54. This is due to the fact that the former do not yet have children over six years old, and the children of the latter are too old for such events.
We change
Make changes to your ad creatives. Most likely, at this moment you can already add honest offers of urgency: there is little time left or few tickets.
Result
First of all, all tickets for the event have been sold. The percentage of targeted applications for advertisements was about 90%, and the average cost of an application was 64.22 rubles.
Svetlana was completely satisfied with the work.
The success of the project was made up of several components - high-quality graphic materials, a transparent target audience, high-quality content and competent setup of targeted advertising.
In addition, the managers of Svetlana’s company skillfully handled complaints from potential clients and closed them on the purchase of a ticket.
conclusions
- Selling an expensive event in a month on social networks is possible.
- Outline your promotion objectives in advance, write down your goals and a portrait of the target audience. This will all help to better define segments and create content that will be interesting.
- Take the time to create a segment map and content plan. It will only take a day, but it will help you do your work without distractions.
- Be bold in your design, focus it on target audience, move away from templates and work only with original materials.
- Monitor your advertising results and optimize the process: be prepared to expand your audience by geo and interests and add offers to your ads.
- Use lead forms to collect contacts, and then close customers for purchase with a call. The main thing is to negotiate correctly.
This is how quickly and easily you can sell a premium event with a limited number of tickets!
Prerequisites
If you are thinking about online ticket sales for your events, be it concerts, performances, cinema sessions, seminars or exhibitions, you probably yourself understand that there are more than enough prerequisites to abandon classical sales in favor of online sales. The penetration of the Internet into our lives is becoming more and more noticeable. Online trading volumes are growing every day, and few people want to be apart of this process.
Audience
The majority of visitors to concerts, film shows, and educational seminars are young people who know how online trading works, know how to shop online, and prefer it to regular purchases. In other words, your audience has been ready for a long time, the question is how ready are you?
Advantages of buying tickets online for the buyer
These advantages are obvious, but it’s still worth listing them:
- Save time. To purchase tickets online through the seller’s website, you need to spend 3-4 minutes. To buy a ticket at the box office, you need to spend at least 30 minutes, usually much more, especially in large cities.
- Saving money. When purchasing or booking a ticket traditional way, you need to spend money on transport or courier services. This amount, as a rule, significantly exceeds the commission amount of our service.
- Possibility of choosing seats. Our service displays a diagram of the hall, on which the user chooses the seats he likes. If booking by phone, the user may receive seats with which he may be dissatisfied, since he has to book almost blindly.
- The ability to buy tickets in advance and plan your time rationally.
Why is selling tickets online beneficial for the seller?
Among all the other advantages, I would like to note the following:
- Reducing obstacles for a potential buyer on the path to purchase. Even if a person wants to make a purchase and is satisfied with the price and quality of the product, there are many factors that can prevent him from doing so. The easier it is to buy, the more purchases.
- Marketing benefits. When purchasing a ticket through our system, the buyer's data is saved, and the seller has the opportunity to inform him about upcoming events using e-mail newsletters. In addition, the buyer, with one click on the “Like” button from Facebook, can attract the attention of dozens of his friends to the event, who can also be your audience, since they have similar interests and, as a rule, the same age. Traditional sales through the cash register are, by definition, deprived of all these advantages.
- Improving the seller's image. If you take care of the buyer and keep up with the times by providing the opportunity to buy tickets online, buyers will certainly appreciate it.
- Save on ticket printing. It's hard for us to say how much an event organizer spends on ticket printing, but cutting costs is always a plus. In addition, if buyers use their smartphone tickets instead of printing them, this will also improve the environment, at least a little.
Why is it better to use a website rather than order the production of a similar system for your website?
The question of what is better - to use a third-party service, or to order a similar service for your website, is asked by many of those who want to sell tickets online. Below we list the advantages of using the site:
- Price. If you have a website, then you know how much it cost to create. The development of a similar system, depending on the functionality, according to the most conservative estimates, will cost a four-digit sum in dollars.
- Time. The production of such a system takes from several months to two years. Depending on the number of developers.
- System support. No matter how perfect your system is, it needs to be constantly maintained, which means additionally paying for the services of a programmer or administrator.
- Improvement of the system. Our system is constantly evolving, and you will have to do the same. It is rare to be 100% satisfied with a system for a long time, even if everything was done perfectly at the planning stage, there comes a time when improvements need to be made.
- Experience. We have been providing services for online ticket sales for several years now. We know, if not everything, then almost everything about how to establish this process. It will take you years to gain the same experience, and along the way you will hit a lot of bumps that we have already hit and are ready to save you from.
Ready to get started?
If the above arguments have convinced you and you want to use our service, go to the page
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