Preguntas de los organizadores
What marketing tools should a ticketing platform give you?
Email your buyers by segment, see which ad sold which ticket, and reach the people who nearly bought -- from the platform holding the sales data.
- Para
- Anyone marketing an event rather than only selling tickets for it
- Dura
- 6 minutos
Ask three things of a platform before you run any marketing through it. Can you email one group of your own buyers rather than all of them? Can you see which campaign produced which sale? Can you reach the people who came close and did not buy?
All three come down to who holds the sales. An email tool somewhere else knows who signed up to a list. The one sitting beside your orders knows who is on your waiting list, who left a basket behind, who bought last year and who you refunded.
Cómo lo resuelve Ticket Fairy
-
Email and SMS, by segment
Email all your ticket holders, holders of one ticket type or one add-on, waiting list members, pre-registered customers, people who checked in, refunded holders, your influencers, or the ones who left an abandoned cart. Schedule it, save it as a template, and send a test to yourself first. SMS reaches fewer of them: ticket and add-on holders, people who checked in, people you refunded, anyone who opted in, your influencers and your team. It sends as soon as you write it, with no schedule, template or test send.
-
Pixels for the networks you advertise on
Connect the networks you buy ads on, and most of them see the ticket sales their own campaigns produced. Four of them take an ID and never receive a sale. The pixel guide names which four, so you know what your reporting there is missing before you spend against it.
-
A link per channel, and the orders behind each one
Give each post, newsletter and partner its own link. Tracking Links then puts Number of Clicks and Orders beside each one, so you can compare a partner with a newsletter on what they brought in.
-
Your own fans as a channel
The influencers report names the people who are already selling tickets for you to their own friends. Take that list to Messaging and write to them there.
Cómo configurarlo
Lo que necesitas antes de empezar
- You're an owner or an admin on the event. Only those two can send an email or an SMS to your buyers, so a Marketing login can plan the campaign but cannot press send on it.
- Your event is on sale. Every audience below comes from what has actually happened on it.
-
Connect the networks you advertise on
Do this before the campaign rather than after it. A network cannot optimise towards ticket sales it never saw, and the sales before you connect it do not come back.
Brand settings, Integrations, Tracking pixels. -
Give every campaign its own tracking link
Open Tracking Links on your event and make one link per channel. Give the newsletter its own, the Instagram post its own and each partner their own, and the screen puts Number of Clicks and Orders beside each of them.
A click counts once per visitor while they keep opening the same link, for up to 30 days, and opening a different link on this event starts their count again. Orders counts every order the link is credited with, including one still in checkout and one you later refunded, so read it beside the revenue column rather than as tickets sold.
Event, Tracking Links. -
Write to the segment, not the list
Open Messaging, select Send Email, and pick the audience before you write. What you say to somebody on the waiting list is not what you say to somebody who already has a ticket.
-
Go back for the ones who nearly bought
Send one message to Abandoned carts and one to your waiting list. They're the two audiences that already told you they want to come.
Waiting list members without orders only reaches people who have ordered from us before. Somebody whose email is new to us isn't in it. Send to Waiting list to reach everybody who put their name down, and write it so it reads for the ones who already have a ticket.
-
Read what worked before you spend again
Open Traffic after the first week. Converted counts reaches of your order confirmation page, a reload included, and Not Converted the rest, which is your event page's hit rate across every source at once. Tracking Links carries the per-link half beside each link you made.
Traffic, Conversions.
Preguntas que puedes tener
- Can I email only the people who bought one ticket type?
- Yes. Specific ticket type holders is one of the audiences on the composer, and so is Specific add-on holders for the people who bought camping or parking.
- Can I reach people who started buying and stopped?
- Yes. Abandoned carts is an audience in its own right, alongside waiting list members and pre-registered customers who never ordered.
- Do I need a separate email tool?
- Not for messaging your own buyers. The composer writes to segments of the people on your event, saves what you write as a template, schedules it, and sends a test copy to you first.
- How do I know which ad actually sold tickets?
- Connect the network's pixel so it sees the purchases, and give the campaign its own tracking link so Tracking Links puts Number of Clicks and Orders beside it. The pixel tells the network; the link tells you. Where a network is one of the four that never receives a sale, the link is the only half that works.
- Can I send an SMS rather than an email?
- Yes. Messaging has an SMS tab beside the email one, for the message that has to arrive on the day.
Adónde ir después
Hazlo en tu propio evento
Crea tu cuenta, monta tu evento y sigue estos pasos en tu propio panel. Sin llamada de ventas primero.