Ticket Sales

Good promoters understand their customer base and are able to monitor sales to make effective decisions.

The following guide looks at:

 

  • How to ticket your event
  • How to monitor sales
  • Knowing your market
  • How to respond to sales trends

 

Ticket Printing and Distribution

  • In smaller venues ready bought 'raffle' tickets or photocopied tickets, even a hand stamp will suffice as a record of ticket sales on the door. Larger venues need more sophisticated ticketing and advance booking systems- sometimes the venue will have their own generic ticket system.

Online Ticket Outlets

You may want to use online ticket sales outlets such as SeeTickets, TicketWeb and WeGotTickets. It is relatively easy to create an account with any of these services but make sure that you’re aware of the varying systems and their booking and admin fees. Many of these services forego sending physical tickets and ask customers to print confirmation emails and provide photograhic ID on the door. 

Your cash-flow may also be affected by a standard delay of one week of receipt of online sales money.

Monitoring of Ticket Sales

It always pays to do twice weekly ticket checks for your event. The most common days are Friday and Monday to call up records stores, the venue box office and other outlets.

Monitoring sales will help you compare trends and tell you if a particular event is selling quickly or slowly. Some events by their nature are ‘late sellers’ and a record of sales will help you decide if extra promotion, competitions for free tickets in the press or on you website ad even a change of venue may be required. If an event is selling particularly slowly you may have to cancel it. No one wants to cancel an event but the earlier you realise that the show is not going to work you will save money.

Being prepared and having contingency plans is extremely important in promoting. There will typically be an initial rush of sales followed by a potential lull if the event isn’t a guaranteed sell-out and then another rush in the couple of weeks leading up to the event. And try your best to calculate what the potential ‘walk up’ is on the evening. This varies from town to town so local knowledge is vital.

Effective monitoring will also allow you to truly assess the need for additional marketing spend. 

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