Festival ticket sales: smooth sailing or admin nightmare?

Online tickets sales are a must.

January is often a time to start planning the year's festivals in earnest. Ticket sales is a major part of any event planning, and often the most confusing! Setting up ticket sales for a literary festival is an exciting venture, but it can also present several challenges. A well-planned approach and effective platforms can make the ticket sales process smoother for both you and your attendees. This guide will explore various ticketing platforms, such as Eventbrite, OrderWhizz and Wix, to help you set up sales effectively.

Know Your Audience

Understanding your audience is the first step in your ticket sales journey. Who are you targeting? Are they devoted readers, aspiring authors, or literary enthusiasts? For example, if your festival is aimed at aspiring writers, you may want to include workshops or author talks that resonate with them. Knowing your audience will shape your marketing strategies and influence your choice of ticketing platforms.

Selecting the Right Ticketing Platform

With numerous platforms available, it is essential to choose the right one for your needs. While Wix is a widely used option, consider these additional platforms that offer unique advantages:

1. Eventbrite

Eventbrite is a leader in event ticketing, featuring straightforward event creation, ticket management, and robust promotional tools. In fact, 90% of users report higher ticket sales when using Eventbrite compared to other platforms. Eventbrite also seamlessly integrates with your website, simplifying the ticket purchase process for attendees.

2. OrderWhizz OrderWhizz is known for its user-friendly interface, making it easy to create and manage ticket sales. It features customisable ticket types, promotional codes, and real-time sales tracking. For instance, literary festivals often have different ticket tiers like general admission and VIP passes, all easily configurable with OrderWhizz.

3. Brown Paper Tickets

This platform stands out for its cost-effectiveness. There are no upfront costs, and festival organizers pay only a small fee per ticket sold—often starting at just $1.50. This is particularly useful for smaller or first-time literary festivals that may not have a large budget.

4. Ticket Tailor

Ticket Tailor allows for significant customisation, making it an excellent choice for festivals wanting to reflect their unique branding. You can create ticket types specific to your event, such as group discounts for book clubs, and even customise your sales page to incorporate your festival's branding and mission statements.

5. Universe

Universe is a flexible platform suitable for various events, including literary festivals. It features ticket sales, event promotion, and comprehensive analytics to assess sales performance. According to their data, integrations with social media can increase ticket sales by up to 20%, thus broadening your reach.

Steps for Setting Up Ticket Sales

Once you've selected your platform, follow these essential steps to set up ticket sales:

Step 1: Create Your Event

Start by creating your event on the chosen platform. Make sure to include essential details such as the festival's name, date, location, and a brief description. Highlight any special guests, like notable authors or speakers, to attract attention.

Step 2: Define Ticket Types

Decide on the tickets you will offer. For example, consider including early bird tickets at a reduced price or VIP passes with exclusive perks. Clearly outline the benefits of each ticket type to eliminate any confusion.

Step 3: Set Pricing

Research competitors and determine your ticket pricing. According to industry standards, you should aim for a pricing strategy where general admission tickets cost between £15 to £40, depending on your location and the festival's scale. Remember to factor in any fees associated with the ticketing platform too.

Step 4: Customise Your Page

Take advantage of customisation features. Ensure your ticket sales page reflects your festival's theme through colours, fonts, and images. For instance, if your festival emphasises poetry, using elegant typography and tranquil colours can create a more inviting atmosphere.

Step 5: Promote Your Event

Once your ticket sales page is live, start promoting your event. Use email marketing, social media posts, and your website to get the word out. A well-executed marketing strategy can increase attendance by up to 30%. Encourage attendees to share the event with friends and family to further expand your reach.

A vibrant literary festival setup showcasing colourful banners and decorations

Effectively Managing Ticket Sales

Once ticket sales are active, managing them efficiently is crucial. Here are some practical tips:

1. Track Sales

Use the platform's analytics tools to monitor ticket sales constantly. Understanding purchasing trends can help you adjust your marketing strategies. For example, if you see a spike in sales on weekends, you might want to ramp up your social media promotions during that time.

2. Communicate with Attendees

Stay in touch with attendees through confirmation emails after ticket purchases. Providing regular updates about the festival as it approaches will help build excitement. According to surveys, 70% of attendees appreciate having their questions answered promptly, so be proactive in addressing their concerns.

3. Prepare for Check-In

As the festival date nears, plan a smooth check-in process. Decide on using physical tickets, digital tickets, or a combination. Training your staff to manage check-ins efficiently can enhance the overall attendee experience.

Final Thoughts

Setting up ticket sales for your literary festival can be manageable and rewarding by following the right steps and utilising effective platforms. Whether you choose OrderWhizz, Eventbrite, or another option, being organised and proactive in your marketing can lead to a successful festival.

Focus on creating a memorable experience that celebrates literature and fosters a sense of community. Happy planning!

Useful links:

• Eventbrite: https://www.eventbrite.com/

• Ticket Tailor: https://www.tickettailor.com/

• OrderWhizz: https://orderwhizz.com/

• Brown Paper Tickets: https://www.brownpapertickets.com/

• Humanitix: https://www.humanitix.com/

• Universe: https://www.universe.com/

• Local or community platforms: Some local councils or arts organisations offer ticketing support for community events.

Remember: when choosing a platform, consider factors like fees, ease of use, payment processing options, and whether you need features like reserved seating or attendee check-in.