More and more consumers are using the internet on-the-go with their mobile devices and event planner must adapt to the trend. Mobile ticketing is becoming a common element in the events industry, which is understandable based on the many advantages that come with using this technology. In an article last year in Event Industry News, Adam Parry describes the many advantages of adapting this technology for events.
The big advantage of e-ticketing is that anyone can make a purchase, pay for the purchase, and receive their tickets from anywhere at any time. Clearly, this is beneficial for event planners because the ease of buying should increase the amount of purchases accordingly. The time flexibility that comes with e-ticketing also allows event organizers to work towards selling out events up to the last minute. The result is increased revenue and customer satisfaction as potential customers turn into buyers with the convenience of technology. These tickets would otherwise go unsold and consumers would remain unsatisfied as they discovered it was too late to purchase a ticket.
The organizer can also use the mobile information processed through ticket sales for marketing purposes. Parry points out that numbers can be used for SMS to promote future events. It should be mentioned, however, that it is important to be tasteful and transparent when using this sensitive customer information. Buyers should be able to opt out of correspondence and they should not be bombarded with promotional material.
Parry also mentions the fact that e-ticketing eliminates distribution costs for the company and also limits illegal ticket selling and ticket fraud. In addition to being more costly, the move away from sending tickets via the post is more timely. One important advantage he failed to mention is the fact that e-ticketing is a green practice. The organizer can use this to their advantage in the marketing process. In today’s world, green sells.
The user enjoys the convenience of e-ticketing as well. An event goer no longer has to show up at an event early to purchase a last minute ticket or wait in a “Will Call” line. This is sure to increase attendee satisfaction. In addition, they no longer have to worry about forgetting tickets, as they will be stored on their smartphone and accessible at any time.
Ticketscript is an e-ticket software that makes it possible for planners to sell tickets through mobile phones, official event websites, and even Facebook. To be more exact, Ticketscript helps clients sell e-tickets, mobile tickets, and hard copy tickets. Planners can use Ticketscript after they set up a professional ticket shop.
Both e-ticketing and mobile ticketing are customer-tailored. Regarding e-ticketing, clients can create an e-ticket that reflects the look and feel of their event. There is also plenty of room for advertisements, sponsor logos, and of course the event branding. For mobile ticketing, it includes the event logo, text about the event and ticket details, and a 2D barcode to scan at the door.
One of the biggest advantages is the fact that the software is free to the client as the visitor pays a small booking fee. Thus, the organizer can reduce cost and increase ROI. Another advantage is that this new technology uses ticket scanners, which bring secure and quick entry to the event. Visitors to the event are able to gain admission quickly and securely instead of standing in long queues at the door
At the start of 2013, Ticketscript rolled out a new mobile sales channel called Shuttle, which processes tickets via mobile chip and pin terminals. The terminal is used via Bluetooth and Internet so it reduces installation and operating charges, which helps organizers further reduce costs. In addition, customers are able to use mobile purchase “m-tickets” as they enter a venue, transacting in a way they are familiar with, using any card.
E-ticketing certainly seems to be the way of the future as it has proven to be arguably more convenient and effective than physical ticket distribution. We expect to see even greater use of this technology in the coming year as paper and long ticket lines become more even more outdated.Contributed by Ludell Maggard and Yumeng Xie
Sources:
http://www.eventindustrynews.co.uk/2012/05/the-rise-of-mobile-ticketing-in-the-events-industry/ http://www.youtube.com/watch?v=dVaMRPhzFng
http://www.eventindustrynews.co.uk/2012/12/ticketscript-launch-new-mobile-chip-pin-pos-solution-following-adyen-announcement/
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