How to strategically integrate your ticketing system
How to strategically integrate your ticketing system
By
Alison Byard
Kathryn Swain
SUMMARY
This article considers how to integrate a ticketing system into an overall marketing operation in order to sell more tickets, more effectively. You'll find case studies from Cheltenham Arts Festivals who integrated marketing and sales activity across their organisation - with no increase in budget allocation - and Historic Royal Palaces who implemented various measures such as using peak queueing times as an opportunity to pro-actively inform and welcome visitors.
In terms of linking up with tickets.com, we worked together with them from the outset of the project. We looked for ways we could customise the ticket buying interface to enhance the customer experience and for ways we could drive traffic to the site through offline as well as online promotion.
