Why Omnichannel Promotion Is More Effective Than Event Listing

Why Omnichannel Promotion Is More Effective Than Event Listing

There are copious amounts of websites that will offer to list your event and help your event reach a larger audience. So, in theory, boosting sales for your event. Unfortunately, too often organisers are left feeling that the time taken in creating the event listing was not worth it due to lack of increased sales.

Whilst event listing is one way of approaching event promotion, to see any measurable increase in sales it takes a range of tools and strategies.

OMNICHANNEL PROMOTION

For many years ‘multichannel promotion’ or marketing has been the favoured method of interacting with potential attendees. By communicating with them on various platforms it enabled companies to reach wider and more diverse audiences. Whether it was a print ad, word of mouth or by social media, a multichannel strategy has been the tried and tested method of promotion for many years.

However, consumers are now looking for a more connected and seamless experience when it comes to promotion and marketing. Omnichannel refers to the multichannel sales approach that will also provide the attendees with a more integrated experience. The attendee needs to be able to switch from desktop, to a mobile device, to the event itself, with the experience being completely consistent.

Keep the message and promotion of your event unified using the following marketing techniques:

Email Marketing: Plan and develop your communications with your potential attendees well in advance. As well as planning for different audiences, different types of audiences will call for different types of email.

Reconnect via email with those already booked into your event. This will not only help to build excitement for the event but it will also help develop a relationship with the attendee and reinforce that you are building a brand/event experience.

Having a plan and getting everything set up and organised in advance may seem time-consuming but the payout, in the long run, will be worth it.

Social Media: Setting up a dedicated hashtag for your event that will be used throughout all your social media promotion is an effective way of creating a cohesive message.

Creating engaging visuals and videos to draw attention to your posts about your event is another great form of promotion. Make sure again that all your posts are visually consistent as this will help build your omnichannel approach to promotion, which will help make your attendees feel valued.

Social media is amazing for highlighting announcements and generating hype surrounding your event. Promote things such as new speakers for conferences or updates in the timetable or special features of your event.

Paid social media ads are another great way to expand reach and engagement for your event., We would recommend this approach if you have a definite audience you know you are targeting. This will focus your advertising on those who are more likely to be interested in your event generally but may not know that your event is running.

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PR: It is far too easy to get wrapped up in the digital side of event promotion and then forget to put time into more tested methods such as PR.

Sending out a press release to various media outlets and listing your event in relevant business journals and newsletters still worth the time it takes to create them as it creates a more well rounded promotional campaign.

Direct Mail: As we all know, we live in an increasingly digital world, yet this only adds to the power of physical, tangible marketing techniques like direct mail.

Target VIP potential attendees by sending out a physical invite to the event or a promotional box encouraging attendance to your event.

Website: Having a great website is an incredibly compelling component of event marketing.

To potential attendees, it is a base for them to come to when looking for all essential information regarding the event. Whether the event is hosted on your existing website using something like our embeddable widget or you wish to build something new just for your event, the goal needs to remain the same.

The website should be where you are driving all your promotional materials, so it’s essential that all the important information is there to assist in driving ticket sales.

An issue with some event listing sites is that it can drive traffic away from your site, as well as featuring events like yours that may appeal to a segment of your demographic. This means you could potentially lose sales to your competitors!

At Helm Tickets our goal is for our organisers to succeed and our features can help you create an omnichannel promotional campaign that can help draw in new attendees, as well as aid in increasing attendee retention. To learn more about promotional strategies, keep an eye out for our blogs on marketing and promotional techniques.

Create your omnichannel promotional campaign with Helm Tickets!

Event Listing, Promotion, Business, Omnichannel, Marketing

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How can you utilise the 3 crucial traits of effective customer service?

How can you utilise the 3 crucial traits of effective customer service?

Achieving sustainable customer service

Statements such as, ‘make the customer think that you care’ or ‘make sure the customer feels you understand them’, get bandied around, but customer service runs deeper than just being a good actor.

The quickest way to achieve excellent and sustainable customer service is to genuinely appreciate that you don’t know everything. Therefore, you need to work with the customer to better understand their situation, give them the benefit of the doubt around the justifiability of their emotional state and take pride in trying to assist them in the improvement of their experience. Simply put:

 

  1. Show empathy
  2. Be non-judgmental
  3. Take pride
Crew providing customer service

Guide your customer

Regardless of how unreasonable or impassioned a customer’s responses may seem at any stage of a conversation, there will always be something that has happened to lead to this reaction – this may or may not be relevant to the problem at hand.

It’s unlikely that you will fully understand the customer and their individual circumstances. So, giving the customer the benefit of the doubt and focusing on the task of trying to make them feel better through your assistance, is the quickest route to a successful interaction.

Not only will they be happy not to be quizzed unless absolutely necessary but in addition, they will also know they have been heard and understand prompt action is taking place.

Sign-posting all of these things will help the customer to better understand the reasons behind your responses, consequently, the customer will adapt to a calm, evenly paced and friendly delivery if you adopt this from start to finish.

For more tips for your business, check out our other Business Boost blogs.

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SSL Certificates

SSL Certificates

 

Security is important. Below, we’ll run you through what an SSL certificate is, how to check for one and how your details are safe with Helm Tickets.

What is an SSL certificate?

An SSL certificate ensures a secure, private connection between a website and its visitors by creating a secure, safe channel for communications. 

The key way an SSL certificate ensures the safety of a connection is through authentication, verification and data encryption. 

Authenticating and verifying the identity of a website is a key part of how a website is successfully issued with an SSL certificate, meaning information about the website, person or business is held and confirmed to be true, so you can trust that it’s really them. 

Data encryption is the other part of why an SSL certificate is an important part of any website that handles personal information. By encrypting any data shared between a user and a website (including names, addresses, bank details), the information can’t be intercepted, tampered with or stolen.

How do I know if a site has an SSL certificate?

When inputting personal information into a web page, you should always check for the SSL certificate, otherwise, your personal data could be intercepted.

A website without an SSL certificate will display as ‘http://’ in the address bar. A site that has an SSL certificate will display as https://, in green, with a padlock and usually with a badge stating the website is secure. Here’s what the Helm Tickets address bar looks like:

 

Helm Tickets & SSL Certificates

Sometimes an organiser’s website won’t have an SSL certificate but that doesn’t mean transactions carried out using our embedded tool are unsecure. 

As always, we listen to feedback. We became concerned after feedback that customers thought that their transactions wouldn’t be secure when using the embed tool on unsecured websites, we’ve therefore made it clearer that your details are indeed safe. 

From now on, you’ll find an SSL badge on every embedded sales box that an organiser has integrated into their site, regardless of if their site has an SSL certificate. By clicking the badge, buyers can also view the details of our SSL certificate, its validity and there are even links to find out more about the issuer. 

Now, event attendees and organisers can buy tickets safe in the knowledge their details are truly secure. Below is an excellent example of our embedding tool being used, you can also see our new SSL badge.

Want to know more?

If your website doesn’t have an SSL certificate, it’s not rocket science to get one. Both
Namecheap and SSL2Buy are reputable websites where you can get a certificate for your site.

If you’re interested in learning more about SSL certificates and security online, here are some resources with more detail:

GlobalSign (our embed tool badge provider)
Symantec (Norton Security)
Google Chrome

We hope you found this useful and that you’ll feel safer when using Helm Tickets! If you’d like any more information about how we keep your data safe or you have feedback, get in touch.

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  Featured     After a busy couple of weeks back in the office after the fun of Christmas break, we decided to take a look back on what was an incredible year for Helm Tickets: from amazing new features to new members of the ever-growing team. It was a year of hard...

New Feature – Partial Refunds

  New Feature     When organising events and selling tickets we all know that some refunds can be inevitable and unavoidable. We also understand how frustrating it can be when you need the funds from ticket sales to help with cash flow and pay for your event expenses....

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