Choosing the Best Event Ticketing Platform

Planning an event? Need to sell tickets? It can be confusing! There are so many different ticketing platforms out there, each with its own set of features, fees, and complexities. As an AV rental company, we at Rent For Event work with event organizers all the time. We know how important it is to get this right. A good ticketing platform makes your event run smoothly. It makes it easy for people to buy tickets and attend, freeing you up to focus on other aspects of your event, like… well, making sure the AV setup is perfect!

This article will help you choose the best platform for your needs. We’ll explain the important things to consider, dive deeper into the features, and introduce you to some of the top platforms in the US. Then, once you’ve got your ticketing sorted, we can help you with the AV equipment!

Understanding the Costs: How Ticketing Platforms Charge

Before you get excited about features, you need to understand how these platforms make their money. Ticketing platforms have different pricing models. You need to understand these before you choose one, so you can budget effectively and avoid any surprises.

• Per-Ticket Fees: This is a common model. The platform charges a set fee for every ticket you sell. This is easy to understand and calculate. For example, if the fee is $2 per ticket, and you sell 100 tickets, you’ll pay $200 to the platform. This model is straightforward, but can become expensive for high-volume events.
• Percentage of Sales: Some platforms take a percentage of your ticket sales. This means their earnings are tied to your success. The higher your ticket price, the more they make. For example, if a ticket costs $50, and the platform takes 5%, they’ll keep $2.50 from each ticket sold. This model can be more cost-effective for lower-priced tickets, but can eat into your profits for higher-priced events.
• Monthly or Yearly Fees: Think of this like a subscription. Some platforms charge a recurring monthly or yearly fee, regardless of how many tickets you sell. This can be beneficial if you have a consistent volume of events, but can become an unnecessary cost if you only run events occasionally. This model is often combined with per-ticket or percentage-based fees.

It’s crucial to understand the full pricing structure before committing to a platform. Some platforms might have hidden fees or complex pricing tiers. Look for a platform with clear and transparent pricing that is easy to understand. Consider your typical event size and ticket price to determine which pricing model will be the most cost-effective for you.

What Features Do You Need?

Ticketing platforms do more than just sell tickets. They offer a wide range of features that can streamline your event management, enhance the attendee experience, and even help you market your event. Think about which features are essential for your specific needs.

Essential Features:

• Online Ticket Sales: In today’s digital world, this is a must-have. People expect to be able to purchase tickets online quickly and easily. The platform should offer a secure and user-friendly online checkout process.
• Mobile Ticketing: More and more people prefer to use their smartphones for everything, including tickets. Ensure the platform offers mobile ticketing options, such as QR codes or digital wallets, for a seamless attendee experience. This also reduces the need for printing physical tickets, which can be more environmentally friendly.
• Reserved Seating: If your event requires assigned seating, this feature is essential. It allows attendees to choose their preferred seats when purchasing tickets, improving their overall experience and potentially allowing you to charge a premium for certain seats.

Advanced Features:

• Marketing Tools: Some platforms offer integrated marketing tools to help you promote your event. This might include email marketing features, social media sharing options, or even the ability to create custom landing pages for your event. These tools can save you time and effort by allowing you to manage your marketing efforts within the same platform you use to sell tickets.
• Social Media Integration: Seamless integration with social media platforms allows you to easily promote your event to your followers and leverage the power of social sharing. This can help you reach a wider audience and generate more buzz for your event.
• Reporting and Analytics: Data-driven insights are invaluable for event organizers. Look for platforms that offer robust reporting and analytics features, allowing you to track ticket sales, revenue, attendee demographics, and other key metrics. This data can help you understand your audience, measure the success of your events, and make informed decisions for future events.
• CRM Integration: If you use a CRM system to manage your customer relationships, consider a platform that integrates with your CRM. This can help you streamline your communication and marketing efforts, ensuring that your attendee data is synchronized between the two systems.
• Customizable Branding: Maintaining a consistent brand identity is important. Choose a platform that allows you to customize the look and feel of your ticketing pages to match your brand, including adding your logo, using your brand colors, and incorporating your brand messaging. This creates a professional and cohesive experience for your attendees.
• Promo Codes and Discounts: Offering discounts and running promotions can be a powerful marketing tool. Make sure the platform allows you to easily create and manage promo codes. This allows you to target specific groups of attendees or incentivize early bird purchases.
• Waiting Lists: If your event sells out, a waiting list feature can help you capture potential attendees and offer them tickets if they become available. This can help you maximize your ticket sales and ensure that your event is as full as possible.
• Multiple Ticket Types: You might need to offer different ticket types, such as general admission, VIP, early bird, or group discounts. Ensure the platform supports the flexibility you need to create and manage different ticket types with varying prices and benefits.
• Payment Processing Options: Offer your attendees a variety of payment options, such as credit cards, debit cards, and digital wallets, for a smooth and convenient checkout experience. The more payment options you offer, the more likely people are to complete their purchase.
• Refund and Exchange Policies: Make sure the platform allows you to easily manage refunds and exchanges. This is important for providing good customer service and handling unexpected situations.
• Customer Communication Tools: Some platforms offer built-in tools for communicating with your attendees, such as email announcements or push notifications. This can be helpful for sending reminders, updates, or important information about the event.

Easy for You, Easy for Your Attendees

The platform should be user-friendly for both you and your attendees. A confusing or complicated platform can lead to frustration and potentially lost sales.

For Event Organizers:

• Intuitive Interface: The platform should be easy to navigate and understand, even for those who are not tech-savvy. A clean and well-organized interface can save you time and reduce errors.
• Simple Event Setup: Setting up your event and creating your ticketing pages should be a straightforward process. The platform should guide you through the necessary steps and provide helpful tips along the way.
• Easy Ticket Management: You should be able to easily manage your tickets, track sales, and make changes as needed. This includes the ability to easily issue refunds, exchange tickets, and manage attendee information.

For Attendees:

• Clear and Concise Purchase Process: The ticket purchase process should be simple and intuitive, with clear instructions and a streamlined checkout experience. Avoid unnecessary steps or complicated forms that could deter potential attendees.
• Mobile-Friendly Design: The platform should be optimized for mobile devices, as many people prefer to purchase tickets on their smartphones. This means the website and checkout process should be responsive and easy to use on smaller screens.
• Accessible Customer Support: If attendees encounter any issues, they should be able to easily access helpful customer support. This might include a knowledge base, FAQ section, or contact information for customer service representatives.

Does it Work With Your Other Tools?

You probably use other tools to manage your events and your business. For example, you might use a CRM system to keep track of your customers, an email marketing platform to communicate with your audience, or social media platforms to promote your events.

Make sure your ticketing platform can connect with your other tools. This is called integration. Integrations can save you a lot of time and effort by automating tasks and streamlining your workflow. For example, if your ticketing platform integrates with your email marketing platform, you can automatically add new ticket buyers to your email list.

What Happens When You Need Help?

Even with the best platform, you might need help sometimes. Things can go wrong. You might have questions.

Choose a platform with excellent customer support. They should be available to help you when you need it. Look for a platform with different support options, like:

• Phone Support: Ideal for urgent issues that require immediate assistance. Talking to a real person can be the quickest way to resolve a problem.
• Email Support: Suitable for less time-sensitive inquiries. You can send an email and receive a response within a reasonable timeframe.
• Live Chat: Provides a quick and convenient way to get answers to simple questions. Live chat is often available 24/7, so you can get help whenever you need it.

A comprehensive knowledge base or FAQ section can also be incredibly helpful. This allows you to quickly find answers to common questions without having to contact customer support.

Keeping Information Safe

Security is paramount when you’re dealing with people’s personal information, especially their payment details. Choose a platform that takes security seriously and complies with industry standards.

• PCI Compliance: This means the platform meets the Payment Card Industry Data Security Standard. This is a set of rules that help protect credit card information. PCI compliance is essential for any platform that processes online payments.
• SSL Encryption: This helps protect data when it’s being sent over the internet. SSL encrypts the connection between the attendee’s browser and the platform’s server, making it much more difficult for hackers to intercept sensitive information.

Using Data to Improve Your Events

Data can provide valuable insights into your events and your audience. A good ticketing platform should offer robust reporting and analytics features that allow you to:

• Track ticket sales and revenue: See how your ticket sales are progressing over time and monitor your overall revenue.
• Identify your most popular ticket types and price points: Understand which ticket types are selling the best and which price points are most attractive to your audience.
• Understand your audience demographics: Learn about the age, location, and interests of your attendees.
• Track marketing campaign effectiveness: Measure the success of your marketing campaigns by tracking how many ticket sales are generated from each source.
• Analyze sales trends over time: Identify patterns and trends in your ticket sales data to help you make informed decisions for future events.

This information can help you make informed decisions about future events, such as pricing strategies, marketing campaigns, and event formats.

Some Popular Ticketing Platforms

Here are a few of the most popular ticketing platforms in the US:

• Eventbrite: This is a well-known platform with a lot to offer. It’s easy to use, has a wide range of features, and offers good customer support. It’s a good all-around option for a variety of events.
• Ticketmaster: This is a large company that sells tickets for all sorts of events, from concerts to sports games. It’s a reliable platform with a vast selection of events, making it a good choice for large-scale events.
• See Tickets: This platform is used around the world and has a good reputation for customer service. It offers a wide range of features and is a good option for international events.
• AXS: This platform is focused on live events and has strong security features. It’s a good choice for events where security is a top priority.
• Gametime: This platform is good for last-minute tickets and is easy to use on your phone. It’s a good option for people who are looking for deals on tickets close to the event date.

Ready to Sell Tickets?

Choosing the right ticketing platform is an important decision. Take your time, do your research, and think about your needs and your budget. Consider the size and type of your events, the features that are important to you, and your budget.

And once you’ve got your ticketing sorted, don’t forget about your AV needs! Rent For Event can provide you with all the equipment you need to make your event a success. Contact us today to learn more about our services.