The document discusses new trends in ticketing, financial transactions, and customer expectations for events. It emphasizes the importance of online and mobile ticketing to drive early revenue and sales. It recommends setting announcement and pre-sale dates to promote events and incentivize desired customer behaviors. It also stresses the need to make the purchasing process fast, easy and convenient on all devices to meet rising consumer expectations of mobile-first experiences.

1. The New World of Ticketing,
Financial Transactions, and
Audience Expectations
Jessica Bybee-Dziedzic

8. I’LL SEND THE SLIDES IF YOU LEAVE
YOUR BUSINESS CARD!

12. Photo Courtesy of Delta Airlines

16. WE ARE ALL LIVING IN A
CONVENIENCE CULTURE

18. YOUR EVENT
ONLINE

19. IMPORTANCE OF ONLINE TICKETING
• Proverbial “Rain Insurance” - money in the bank well before
the event starts
• Breakage – Not every ticket purchased will come to the event
• Customer’s available income increases (cross-paychecks)
• Advance money is shown to increase your per capita spending

20. CREATE A ROLLOUT PLAN
• Set an Announcement Date
• Determine Your Pre-Sale Audiences
• Set Pre-Sale Dates & Communication
• Promote the Public On-Sale Date

21. PRE-SALE AUDIENCES
• Dance with the one who brought you!
• Sponsors, Partners, Past Volunteers
• Past Purchasers, Email List, Facebook Fans

22. Announcement Date
Event Details
On-Sale Date

23. CELEBRATE THE CONVENIENCE

24. INCENTIVIZE CUSTOMERS TO DESIRED GOALS

25. DON’T FORGET EMAIL!

26. 44% of email recipients made at least one
purchase last year based on a
promotional email.

29. HAVE GOOD CALLS TO ACTION
• Keep it short (2-5 words)
• Descriptions and pictures are important
• TEST different options-see what works!

30. Change up your Deals Page

31. Pricing Psychology for your Purchase Page
Sort Prices from High to Low
Have 5 to 7 choices on the page
When discounting show full price in description (x it out if possible)
Show increasing prices/ timelines in description to increase urgency

32. THE NEW MAGIC NUMBER

34. saffire.com/ecombenchmarks

35. Offer special Experience & VIP options
Private Bathrooms
Roped Off Areas for Entertainment
Mega Family Pack
Meet & Greets
Early Entry or After Hours

36. YOUR EVENT
ON MOBILE

37. CUSTOMER EXPECTATIONS

38. More Than
1/2
Of all consumers
use mobile
FIRST

39. MOBILE-FRIENDLY ECOMMERCE
70% of all your site visits are coming through on mobile devices – purchase
process must be easy and efficient and tickets delivered directly to the phone
Source: www.biznessapps.com

40. BE AWARE OF THE REGULATIONS
• SSL (Secure Sockets Layer)
• PCI (Payment Card Industry) Compliance
• GDPR
• ADA Regulations

41. FAST & EASY TICKET PURCHASING

43. MAKE YOUR CUSTOMERS FEEL SMART
• Deliver on the expectations for easy use
• Train your ticket-taker staff, to build their confidence
• Deliver on FASTER entry with express lanes
• Customers will pay for their time!

44. 98% OPENS
Text blasts get
Compared to 22% for emails.
…In the first 3 minutes!

45. YOUR EVENT
ON-SITE

47. Move Lines with Mobile Sellers
• Easy Mobile purchasing while on site at the gate or in the parking lot!
Source: www.forbes.com

48. VOLUNTEERS

49. SPONSORS

50. STAFF

53. Mobile Reporting

57. TOP BENEFITS OF CASHLESS

58. REASONS CASHLESS CAME ABOUT
Customer Benefits
• Shorter/Faster Lines
Event Benefits
• Greater control over the money
being reported
• Greatly reduce ticket fraud
• Faster lines should result in more
transactions; increased revenue

59. REASONS RFID CONTINUES TO GROW
Customer Benefits
• Easier to keep track of, and less likely
to lose than tickets or tokens
• Familiarity and expectations
• Fits consumer trend of carrying less
cash
Event Benefits
• Greater visibility of where money is being
spent
• Even faster reconciliation – without
weeding through wet tokens and tickets
• Increased revenue up to 20-40%
• Increased sponsorship value

60. FAMILIARITY & EXPECTATIONS

63. INCREASED REVENUE
Even as early as 2014,
Austin City Limits Music Festival reported
on average, 20% more was spent
when attendees paid with their new
wearable technology.
Source: www.billboard.com

64. PERCEPTION IS EVERYTHING
Convenience vs. Burden
• Visibility to Costs
• Ability to Refund
• Card on File Capabilities

65. CONSUMER TRENDS

68. ENHANCING YOUR CUSTOMER’S
EXPERIENCE WITH RFID

69. VISIBILITY ON WEBSITE

70. VISIBILITY ON WEBSITE

73. CLEAR SIGNAGE

77. MAXIMIZING THE SALES PROCESS
• Increase speed of service by up to 80%
• Reduce time waiting in line at event

80. KEEP AVAILABLE ONLINE DURING EVENT

81. INCENTIVIZE WISELY

82. EVENTS BENEFIT FROM PRE-SALES
BEYOND ADVANCE REVENUE
• Reduce lines
• Increase revenue at the event
• Reduce stress on staff and volunteers

84. DRIVE TRAFFIC

85. EVOLVING EXPECTATIONS

86. ADDING CREDITS FROM YOUR PHONE

87. KIOSKS

88. CREDIT CARD ON FILE

89. MEASURING YOUR SUCCESS

90. Thank you.
jesscia@saffire.com
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