Ticketing + Registration 101
Ticketing + registration 101
Most events have a ticketing and/or registration element of some kind. Whether your attendees are purchasing a ticket or registering for a free event - you must have a way for guests to check-in once on-site. There are SO many questions that need to be addressed in order to decide which format (and eventually, platform) is right for your event. Below are a few points to consider in the early stages of formatting your event. Keep in mind, the registration/ticketing process is likely the first interaction guests will have with your event - so you must make it count!
to charge, or not to charge:
A number of factors come into play when considering if you should charge for tickets, or offer access for free. First and foremost - your budget will play a big role in deciding if your charge, and if you do, how much. There are a number of things to consider here (and this is COMPLETELY event-specific), but here are a few things you might thing about regarding cost:
Is this an internal event (like a sales kick-off, an appreciation event, or a team-building event)? If so, you probably won’t want to charge for attendance. The exception being that a guest would likely pay. So, your employee gets to attend for free, but their plus-one covers their expenses.
If this is an external event (like a trade show, a festival, or a fundraiser) - you must assess if you are trying to make money off the event, or just cover costs. Additionally, do you have money in the budget and/or sponsors to cover some expenses? Or are you relying on ticket revenues to cover event expenses? In this scenario you will absolutely be charging, but how much you charge might vary based on the additional questions of budget, sponsors, etc.
Is this a first-year event, or something that has happened before? If you have some brand/event recognition, it will likely be easier to “sell” tickets, versus a new event. Whether it’s a free event or a paid ticket, a first-year event has an additional hurdle to jump over regarding marketing/awareness.
Is this something you plan to do again, whether regularly or semi-regularly? If so, you might consider a lower barrier to entry for attendees in the first go, and then increase their commitment over time as the event garners awareness, followers, etc.
What about your audience? Have you identified your target audience? Can they afford to purchase a ticket to your event? And will they find value in attending, especially at that price? This might also trigger a conversation about tiered pricing. Pricing structures could include various rates based on age, membership, bulk-purchase, multi-day, date of purchase (“Early bird”), and so on.
But which platform?
Once you’ve determined your ticket price (paid or unpaid), you then can determine the platform that best suites your needs. Again, a number of factors come into play when deciding which platform best suites the needs of both your event and your attendees. You should consider:
Cost - Cost is of course a big deciding factor when it comes to selecting your ticketing portal. Some platforms allow use of their system for free, if your “ticket” is also free. Some platforms charge a fee to the end user but your use is free. And some platforms charge you as the user, but allow free access to your attendees. All of these costs should be considered in the overall review of each platform.
Features & Customization- Does the platform have the features you need to be successful? And, does it allow you to customize the portal or front-end of the site with branding and information so that your attendees recognize the ticketing with the event? If your tickets come with a free t-shirt, does the portal allow you to have them select sizes before checking out? If you need contact information for all guests attending at a table, does the portal allow you to add that as a “question” before check-out?
On-Site Check In - This is one of the most important questions….. does your chosen platform have equipment for on-site check-in? The portal is of no use if it doesn’t translate to day-of check-in. We are past the days of paper lists of names and tables - you need a platform that translates to real-time information at check-in, to streamline getting guests in the door. Bonus points if use of the registration platform includes day-of check-in equipment/apps/etc.
Data & Reporting - How easily can the platform provide data for you? This is especially important if you plan to host this event more than once. We need demographics, data on purchasing habits, close rates, purchase locations, and so much more. Can your chose platform provide that information? And how easily accessible is it?
other things to consider:
While this list is not exhaustive, there are other things we think are at the top of the list when it comes to importance when selecting and setting up your platform. These include, but are not limited to:
Access - Does this platform allow easy access to all? Does it give everyone all the information they need on parking, accommodations, Food/Beverage, ADA accessibility, seating, content & information, etc. And, if changes are made, can attendees see this in real time?
Impact on the Environment - We always lean towards a platform that has the environment in mind. Electronic tickets, paperless notifications, and streamlined check-in. This is a big win in our book.
Stats on Purchasing Habits - Also a bonus if the platform can provide advice and stats on buying habits of your attendees. Yes, this includes stats after the fact, but we also want information BEFORE we go live with tickets. Do they have details on their average attendee and the best ticket price based on your market, your event type, your event details, etc.? Do they have information they can provide on how best to set up your ticketing to maximize your close rate? We know that the more “questions” a ticketing platform asks, the less likely someone is to purchase - but how many is too many?
Need help setting up ticketing and/or registration for your event? Want to chat through your existing platform and check for any holes or missing pieces? Click the button below and send us a note - we are happy to chat!