Over the last few weeks, the Australian public has been clambering to snag tickets to some very high-demand events. Adele, the decibel-defying songstress first ever Australian concert and Jerry Seinfield’s first tour in 20 years both caused buzz, reportedly selling out tickets in less than a minute on Ticketek. And of course, many consumers are blaming the ticketing process as the culprit. Thanks to BOTS and scalpers buying multiple tickets and reselling them for shocking prices, the public call foul to this outdated process.
Now, while it may not always be an event that sells out in mere milliseconds, there’s a lot to learn from these two ticketing mishaps. Here’s our guide to how to deal with high-demand events.
With high demand, have a pre-sale
With neither Jerry or Adele did the ticket-sellers do pre-sale, a technique usually done with annual festivals. In retrospect, if you know the event is likely to sell out, a pre-sale is a great way to increase accessibility to the tickets, and give people more options with high-demand events.
Have lots of operators on stand-by to help
When consumers are desperate to grab a ticket, they will usually have a few questions or complaints when there are hiccups in the process. Hiring more people to not only man the phones, but also social media and email is a great way to help your customer and ensure a smooth process. More and more people are turning to social media, because not only will they be able to reach your company, they can show the world their struggle as well, and damn the company. While criticism on social media is not avoidable, it can be mediated with dedicated workers on social media.
Be completely clear with the customers about the process BEFORE
Send out an email, put out Facebook, Twitter and Instagram posts, have it on your website the exact process to help them and don’t leave them in the dark. If it helps customers to log in, tell them to log in. If you are staggering out selling times across the country let them know. Let them know there will be a lot of demand and they may not succeed in getting a ticket. Just be forward with them.
Install a Captcha
The little test that proves buyers are human, and not a bot is important in mass ticket sales, due to BOTS buying multiple tickets and reselling them. One consumer found that the Captcha was put in the wrong spot when selling Jerry Seinfield tickets. It was installed in the final step, where the tickets were already in the cart. If you install it earlier on in the ticketing process, you may deter more bots.
Introduce Named Ticket Sales
Asking the buyer for individual names may seem like a tiring process, but can also deter bots or scalpers from buying multiples. This is one of the things many consumers are calling Ticketek and TicketMaster out for.
Learn from mistakes
If you have an annual event, don’t repeat the same mistakes as the previous year, but change your process around. Your fans will be very thankful for it.
To all the people that manage to snag tickets, we’re all very, very jealous of you.