Why Digital Ticketing is Critical to Your Successful Return to Live
As the nation slowly reopens, we’ve been working tirelessly alongside our clients to create a safer future for live entertainment. While the needs of each industry are admittedly different, adopting mobile ticketing is the undisputed linchpin of your organization’s successful return to live.
Here’s how adopting mobile ticketing can help your organization streamline entry operations by reducing unnecessary points of physical contact, build fan confidence through intuitive ticket management and unlock fan identity to effectively connect with the people most eager to fill the house once again.
Reduced Physical Contact = Increased Fan Confidence
While it may be tempting to reopen with business as usual, paper tickets put fans at significant risk, now more than ever. We’ve previously covered how the nature of paper tickets, completely anonymous and transferable with no oversight, contributes to over 5M fraudulent tickets sold every year. Even more worrying is that a ticket changes hands an average of five times before the show even starts – all points of unnecessary physical contact that increase fan risk in a COVID-19 world. By adopting digital ticketing, you eliminate those unavoidable points of contact while also providing fans the peace of mind that comes with knowing their digital tickets are 100% secure.
When coupled with contactless entry solutions, digital ticketing further reduces the need for in-person scanning. There are a variety of contactless entry solutions available for you to leverage through our Nexus Partner program, including self-service pedestals, turnstiles and wall-mounts.
To ensure a smooth fan entry experience while minimizing points of contact, we also recommend using mobile ticket resolution tools directly at entry. When digital tickets are enabled, your box office staff can re-deliver tickets via email or SMS from TM1 Sales, Host or Archtics—all without physically handing physical tickets to fans. You can also use TM1 Sales for iPad to combat entry delays that result in overcrowding at a particular point of entry. Simply deploy a member of your box office staff with a TM1 Sales iPad to resolve fan support issues at the gate.
Build Fan Trust with Reduced Fraud & Intuitive Ticketing Management
In addition to dramatically reducing instances of unnecessary physical contact, you’ll also gain greater control over ticket distribution, dramatically reducing instances of ticket fraud and further mitigating onsite fan support queues. This means that your fans have even more peace of mind that their tickets are safe and valid and you’ll have even deeper insight into who is entering your venue.
To close the known fan gap, you’ll first want to implement Presence® – our next-generation venue access control and fan engagement platform that replaces paper tickets with digital passes. The Presence platform serves as the base for SafeTix™, which creates a secure digital ticket that is connected to a fan’s Ticketmaster account. In addition to granting fans easy ticket management access in-app, this innovation also helps you track each ticket’s chain of custody from initial purchaser to whoever ultimately enters your venue with that same ticket.
Discover and Connect with Your Early Returners
At this point, you may be asking yourself how mobile ticketing helps you build deeper relationships with fans. Because mobile ticketing unlocks fan identity, enriching your database with information on all attendees instead of just ticket buyers, you’ll expand your marketing universe and uncover new opportunities to build fan confidence for the return to live.
As the latest edition of Fan Beat uncovered, a new fan profile has emerged that will be critical to your reopening marketing efforts: The Early Returner. If your organization has already reopened, enabling digital ticketing means you automatically capture the name of each fan who couldn’t wait to return to live, opening up a world of remarketing possibilities. If you’re still prepping for your first event day post-COVID, this vanguard represents the individuals most likely to purchase as soon as restrictions are lifted, making them a critical segment to identify and nurture in your database today.
Regardless of your venue’s status, once identified, connecting with Early Returners is easy thanks to TM1’s intuitive marketing tools. Here’s just a few ways TM1 and your Ticketmaster Marketing Solutions representative can help you bring fans back to live:
- If you’ve already reopened, SafeTix™ event Customer Lists helps your team identify not only who purchased the ticket, but who attended the first of your returning events, further enriching your database with insights to your most loyal fans
- If you’re preparing to reopen, TM1 Marketing’s Custom Audiences can help your marketing team segment your fan database based on Early Returner criteria like “Under 30 Years Old” or “ Below $100K Household income”, enabling them to spin up campaigns specific to Early Returners demographics
- Pixel and “Came From Code” tracking from TM1 Marketing and TM1 Reports can help you measure campaign effectiveness so you can optimize your communication efforts on the fly
- If your audience skews toward middle or late returners, you can tap into Distributed Commerce’s broad network of distribution partners to reach and attract more of the early returners in your area and surrounding cities and regions with inventory and offers
- If you’d like hands-on guidance, your Marketing Solutions representative can help you define what your Early, Middle and Late Returners audiences look like, both within your own database as well as ours. From there, they can help you create targeted marketing plans, informed by insights from the world’s largest live entertainment database
Ready to Return to Live?
While the benefits of embracing digital ticketing are clear, putting together a plan can seem daunting. The good news is that fans are expecting the live entertainment environment to look a little different than before, making now the perfect time to make the transition. To prepare for your shift, start to think about a comprehensive roll-out plan that incorporates the concerns of your collaborators.