A guest’s impression of your event does not start when they get into your venue, it starts the moment they purchase a ticket. If your checkout process is time consuming and difficult, you are ruining the fans’ excitement before the night even begins. To build a loyal customer base that will always come back you must ensure a seamless journey from that initial purchase all the way to the end of the event.
Simplified ticketing process
An overwhelming ticket buying experience will only leave fans stressed out and abandon their cart. Do not overcomplicate the tickets you are offering. Have a few clearly differentiated ones that fans can easily pick between and make the process quick and easy. Less is more in this case.
The number one reason fans abandon their cart however is because of the shock of how high fees are when they reach the final stage of payment. Keep these service fees low and be upfront about your pricing structure. On AdmitONE, fees are significantly lower than legacy ticketing platforms. When fans can purchase tickets in less than 30 seconds without having to go through unnecessary complex steps, that’s when you see impulse purchases skyrocket. Build customer loyalty and trust by being transparent ensuring they always come back.
Make sure customers can access their tickets easily after they buy them. Nothing is more annoying than when guests are panicking at the front door while they scroll through thousands of unread emails to find the PDF attachment of their tickets while stalling the line. Having the ability to add tickets to fans’ mobile wallets with the click of a button will speed up the process of getting into the venue. This will also ensure that in case of a lack of service in the venue fans will still be able to access their tickets.
Pre show communication
Sending emails and text blasts to event attendees can prevent any confusion fans may have about the event. Cover the essentials, when doors open, set times, venue bag policies, parking details, age restrictions and other basic information. This will remind fans about the event, clear up expectations and cut down on the questions guests may have to the customer service team at the box office. If your event has VIP tickets, send a separate email to VIP guests outlining what their experience is going to look like and what they should expect, also clearly outline the timing as most VIP packages include early entry. Send these text blasts and emails once after the fan buys their ticket and a little more frequently closer to the event date, around 24 – 48 hours before.
Keep fans engaged and informed, this way nothing is a surprise and they know exactly what they are going to get. Keeping them happy and satisfied and making sure there are no complaints once the show is over.
Smooth in-venue experience
Have your front of house staff equipped with the best possible hardware for high efficiency. This way guests can be scanned in quickly and speed up the line up process making sure guests get into the venue as quickly as possible. Separating entry queues based on General admission tickets, VIP tickets and early entry pass holders ensures that your highest spending guests get the value and efficiency they are paying for.
You are providing different services in the venue like bars, merchandise and food. Making sure there are sufficient stands depending on the venue size in order to cater to all guests is important for a smooth guest experience. Position these stands far apart from each other to prevent crowd overcrowding and ensure attendees can instantly identify the exact queue they need.
Post concert experience
The experience does not end when the house lights turn on. A chaotic exit leaves a bad impression. Everything pre show and during the show could have gone perfectly fine but a bad post show experience can ruin it all.
Opening all exit doors makes sure the physical flow of fans leaving the venue runs smoothly. Heavily staff coat check to keep exit queues moving. Clearly label where coat check is and where the exits are to ensure fans can get out of the venue as quickly as they got in.
Lock in brand loyalty and act quick. Post the pictures, highlight reels and clips from the event immediately to keep your brand fresh in fans minds. Send emails about similar events to guests who attended and turn them into loyal fans who you know will always come back to your venue or event. Create a one click survey asking a simple 1 to 10 rating question to fans before the memory fades. Turn your one time buyers into lifetime buyers. You get 100% data ownership through AdmitONE, therefore being able to see who your customers were and build customer loyalty.
