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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Instagram for event promotion – Part 2

Instagram for event promotion – Part 2

Last time we looked at how Instagram is an increasingly powerful tool when it comes to effectively marketing your event. We looked at how hashtags are a great way to drive engagement, how user-generated content is useful in building trust and how updating your profile and branding can bring legitimacy to your event. Missed it last time? Check out the blog here.

This time we are going to be taking a look at how Instastories are useful in building hype before an event, how geotags in posts and stories build great local engagement and how influencers create greater outreach. Keeping in mind that the end goal with all of this is building engagement, as it is this engagement that can lead to an increase in followers and potential attendees.

INSTASTORIES

Over 200 million accounts look at business profiles every day and around one-third of the most viewed stories on Instagram are coming from businesses. This provides businesses with the potential to have immense reach with potential attendees that can engage with your brand.

Stories provide brands and events with a way to develop a larger brand narrative. You can delve deeper into your brand’s ethos and create more meaningful and authentic content through the use of stories. The more ‘authentic’ and ‘original’ your content, the more this is likely to resonate with the follower/potential attendee. This isn’t to say you can’t plan or script your Stories, in fact, we would recommend having a plan in the build-up to your event. A good mix of planned and unplanned is essential in creating an effective campaign running up to your event.

Instagram Stories has the feature to live stream to your audience. This is a perfect feature when it comes to events as it means you can shoot live video content shared directly to your followers, before, during and after an event. These short clips provide a real ‘behind the scenes’ look into your event, which really resonates with audiences as if brings originality to your content and brand. Unlike posting video content on Facebook, where a majority of the video is watched with the sound off, 70% of Instagram Stories are watched with the sound on, providing the perfect opportunity to bring an additional sound element to your video content.

Instagram Stories are the ultimate tool for building hype around an event and inciting FOMO (fear of missing out), whether it is through interviews with speakers, behind the scenes clips to pique interest or sharing snippets of the event itself. All of this leads to humanising your brand and driving engagement with potential attendees.

GEOTAGS

With Instagram, you have the opportunity to share your location down to the specific latitude and longitude of where you shared your content. These geolocations are then gathered from the physical location of your mobile device, this allows users to store and tag their content to a particular location.

Don’t have a geotag for your event set up yet? No worries, all you have to do is set it up through your Facebook account. Go to ‘Create a new post’ on Facebook and click on ‘Check In’ and enter the name of your brand or event. After this, you need to set up the information you wish to share about your event and submit. Once submitted, you can search Instagram and see the result. Use the same name and location as much as possible when sharing content to build up as much as possible, this will encourage others to do so and make your content easier to find.

Stories can also be brought in when using geotags, as Instagram offers the opportunity to add digital stickers to your Stories based on your geotag. You can either set it to your business or event location or add a location of your current location around you. Adding different locations to your content can help you expand the reach of your event to anyone local to where you have set the geotag.

Looking at who and what else is being tagged in your local area, business or event is a great way to see what other content is being posted alongside yours and then you can adjust accordingly to make your content stand out. Another great way to build local engagement is to comment on posts local to yours. By looking at the ‘Top Posts’ in your area enables you to see what is doing well around you and generally, these top spots tend to be held by influencers and those with larger followings. These are the posts you need to target when commenting and engaging in local area content, as if they engage back you have the potential to expand your own following with some of theirs.

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INFLUENCERS

What is an influencer?

Instagram Influencer. noun. Influencers are Instagram users who have an established credibility and audience; who can persuade others by virtue of their trustworthiness and authenticity. Your brand’s influencers are users that employ your brand hashtag who have the largest number of followers.”

When it comes to Instagram marketing influencers have become the more effective technique in maximising reach and getting in front of your target audience. Today’s consumers are getting dependent on recommendations from influencers who are ‘experts’ in their fields. They have become a force to be reckoned with when it comes to accelerating the growth of a brand or event.

According to research from Twitter:

  • 49% of consumers are influenced on their purchases by recommendations from influencers.
  • 20% said a post from an influencer motivated them to share product recommendations.
  • Around 40% of users on Twitter said they’ve bought a product after seeing an influencer’s Tweet about it.

Influencers pride themselves on being an ‘expert’ in their specific niche in the market and have developed a credibility through their reviews and engaging content. Rather than directly selling a product, they build a relationship of trust with their audience which can lead to an increase in sales.

To make this relevant to promoting your event you need to consider that consumers put a huge level of trust in them. Therefore, using their influence to promote your event increases the chances of their followers wishing to attend your event. It can also assist in attracting previously untapped or overlooked audiences. When the influencer talks about you and your event they’re providing the audience with information that they may not have ever heard about without that influencer. This provides a broader and again more human image of your event. Just make sure when picking your influencer you know your audience and know their preferences and the posts that they are engaging with. Keep your influencer relevant to your brand.

These tips are a great addition to any campaign on Instagram promoting your event. Building the levels of engagement and trust in your event and brand is imperative to assist in driving attendance. No matter how big or small your event, be clear about your goals from the outset and build a plan using that above tricks. This will help ensure that your Instagram promotions are as effective as possible!

Market via Instagram as effectively as possible with Helm Tickets!

Instagram, Promotion, Business

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Create engaging written content

Create engaging written content

Content marketing is an integral part of any great marketing strategy, especially when it comes to marketing your event to drive ticket sales. The more relevant and concise the information, the greater your chance of reaching your target audience and market.

Here are some of the essential tools we recommend to optimise your content creation:

Grammarly

Grammarly is unquestionably one of our favourite writing tools.

It offers a desktop app, website and most importantly, a Google Chrome extension. For those using iOS, there is also a keyboard available for when you are producing content on the go!

Grammarly will check your writing for spelling, grammar, punctuation, word choice and style errors, using an advanced artificial intelligence. It absorbs your writing style and learns from it.

Another perk is when it flags up an error in your writing it does more than tell you the error, it will also inform you about why it has flagged the error, in theory eventually making you a better writer.

It offers both a premium and free product, the free product is perfect for hitting all the basics. Yet, the premium version will look at your writing in more detail and find more comprehensive errors, complete genre specific checks, as well as offer more vocabulary advice.
Hemmingway App

Hemmingway App is the perfect free tool if you are looking to create great concise content.

It is available via the desktop app or on their website.

Its main function is to check for sentence structure errors, for example, the overuse of adverbs or a passive voice. These errors check are only available using the premium version of Grammarly, so it is worth using these tools together to create written content.

It can also provide with information such as how easy your sentence is to read, split into two categories: yellow and red depending on the level of difficulty.

Another great feature is that you receive a readability score for your writing. You also get a reading time, word count, character count, sentence count and paragraph count.

So if your aim is to write something quick and concise about your upcoming event this is definitely the tool to use!

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Readable.io

Readability is a huge factor when it comes to how people are going to absorb the information you are trying to convey. You can always go old school and read what you have written out loud- if you stumble over your words maybe look at revising. But there is a great alternative that takes this to the next level.

Readable.io is a web-based app that will give your writing an overall readability rating based on the Flesch-Kincaid Grade Level and the Gunning Fog index.

Of course, if the writing about your event is going to be more descriptive and you want to more creative, then reading ease doesn’t have to be as important. But if clarity is what you are after then this tool is amazing at cutting out anything non-essential.

This tool is $3 a month, however, there is a free option that gives you 10 minutes of use a day!

Headline Analyzer

Creating an engaging headline is one of the most important parts of creating written content for your event. It is the first hurdle you have to get over to compel your readers to continue reading, so it is definitely worth investing extra time to create something that is going to resonate with your audience.

Headline Analyzer is a free tool by CoSchedule that can score your headlines quality and SEO value. It breaks down your word balance into Common, Uncommon, Emotional and Power, all of these are factors in creating an engaging headline for your content. It will then go on to analyse the length, keywords and sentiment.

It will even show you how your headline will appear in search results!

This tool is great for giving your headline a quick once over if you are unsure about how engaging it may be for your audience and you want to create something that is going to bring in the readers!

Creating great written content for your event is a valuable tool when trying to drive ticket sales. It can help drive more traffic to your website, as it gives you a greater chance at appearing in search engines. From there, it can help drive that traffic into ticket sales. Refining that content with the tools mentioned above just gives you and your event the upper hand, making your written content as engaging as possible!

Make the most of your engaging content with Helm Tickets today!

Content, Marketing, Business

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Guest checkout is here

Guest checkout is here

Ticket buyers now have the option to checkout as a guest when purchasing tickets, without the need to create a Helm Tickets account. The first phase of our guest checkout functionality makes the entire purchase process faster and more streamlined, lowering further barriers to purchase. Coupled with our embed functionality, guest checkout improves the already seamless on-page process for making a lightning fast purchase.

With fewer distractions, less to do and a simple process, guest checkout provides organisers with the opportunity to boost sales through quicker conversions. Whilst buyers can still choose to create an account, the guest checkout functionality makes ticket buying more accessible for those who wish not to have accounts on every website on the internet, with little difference to the event organiser.

How does it work?

By default, all buyers will have the option to checkout as a guest, whilst being reminded they can choose to log in to an existing Helm Tickets account or create one. Ticket holder details will still be captured alongside any additional options you’ve created, meaning you still get all of the data you need to organise and run your event.

See how truly simple the guest checkout process is below:


How does it affect an organiser?

Other than increased conversions, the only real difference to an organiser is a change to how Ticket Purchaser details are displayed.

On the downloadable guest list and across order pages on the event dashboard, orders made through the guest checkout will display the purchaser as ‘Guest’ or ‘N/A’. If you find ticket purchaser details are missing from your guest list, you can cross reference this with a new column on the download titled ‘Checked out as a guest’.

This will confirm whether or not guest checkout was used, so not only can you be sure all data was captured correctly but you can also see how the guest checkout facility boosts sales!

Whether you want to increase conversions your website with a quicker way of buying tickets or you’d like to be able to quickly sell tickets at events or on the go, the guest checkout feature should make it even easier to manage ticket sales for organisers, whilst improving the ticket buying experience for attendees.

Features, guest checkout, purchase

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Reserve and Waiting Lists Now Available

Reserve and Waiting Lists Now Available

You can now make reserve and waiting lists available on your Helm Tickets event. These tools are great ways to easily manage your attendance numbers and ticket availability – providing you with the opportunity to increase capacity and immediately inform those interested in purchasing tickets. These new features give organisers more control over how event tickets are managed, whilst also making tickets more accessible to those who would like to be notified when they go on sale.

The two types of lists have different functionality. Which one you use is dependant on your event and how you choose to distribute tickets. Here’s a quick run down on what the new features can do and how they’re best used.

Waiting Lists

Waiting lists are almost a more basic form of reserve lists. If you want to notify anyone interested that tickets are on sale or more have been made available, waiting lists are perfect.

Enabling a waiting list will allow customers to sign up to mailing list which will automatically notify them if/when more tickets become available. As soon as a ticket is cancelled or you increase the number of tickets on sale, those on the list will be emailed. No-one on the mailing list will have priority over anyone else – waiting lists are solely first come, first served.

Waiting lists are simple, can be set up with one click and do not require any management, giving you more time to organise and market on your event.

Reserve Lists

Although similar to waiting lists, reserve lists are more like a queue and can be customised to suit the organiser’s preference. If you organise an event which sells out and would like to give priority access to those interested early-on or those who just missed out on tickets, reserve lists is the tool for you.

When enabled, customers can add themselves to the list to be notified when tickets are made available. The difference is that you choose who gets contacted first. There are three options for reserve lists:

  • First come, first served: Those on the list will be notified in the order in which they registered.
  • Randomly: The system will randomly select a user based on their ticket preference and notify them.
  • Manual: The organiser can select customers manually from the list. You can also specify how long a ticket is reserved for before the next customer is contacted. If a customer does not purchase the ticket within the specified timeframe, the next customer in the queue will be contacted.

You can use reserve lists to allow ticket buyers to register their interest ahead of your tickets going live or if you simply want to redistribute returned tickets on a first come, first served basis.

The new reserve and waiting list functionality will also enable you to provide a more flexible refund policy, should you want to. If you’d like to offer returns but don’t want to miss out on ticket revenue, these lists guarantee those who want to attend can purchase tickets within minutes of further tickets becoming available. These lists can be enabled quickly and easily during the event creation/editing process.

For support with creating your waiting or reserve lists, check out this helpdesk article.


Kick-start demand for your next event and setup a reserve list today!

Features, reserve lists, waiting lists

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Secondary Ticketing: Ticketmaster closes resale sites

Secondary Ticketing: Ticketmaster closes resale sites

Today, Ticketmaster announced it would be closing secondary ticketing platforms GetMeIn and Seatwave.

Head of Ticketmaster UK, Andrew Parsons, announced the decision, saying it was based on feedback from unhappy fans being charged over-the-odds for tickets bought by ‘professional’ touts. The announcement of the closing of the platforms conveniently comes after a series of nails in the coffin in of current secondary ticketing trends have been hammered down by legislators and industry watchdogs.

Legislation and investigations

In July 2018, the Irish government supported new laws banning the resale of tickets for more than face value. In response to the initial proposals of such laws in 2017, Seatwave and Ticketmaster both submitted responses describing a ‘media frenzy’ around secondary ticketing, claiming the press coverage “only served to confuse the public and sensationalise the issue”. These objects are a far-cry from the now sympathetic ticketing giant’s statements.

Legislation of the secondary markets haven’t just been suggested in Ireland. In early 2017, the House of Lords suggested amendments to the digital economy bill, which would outlaw aspects of the secondary ticketing industry, mostly dominated by Ticketmaster’s Seatwave and GetMeIn as well as Viagogo.

A closer look at the industry was also taken by the Competition and Markets Authority in late 2017, which said it had identified issues causing ‘widespread concerns’ about the information given to consumers when purchasing second-hand tickets. During the CMA’s investigations, raids of the Viagogo and Stubhub offices were undertaken, gathering evidence of relationships between professional touts and the platforms themselves.

As well as all of the interest from legislators, industry bodies, consumer groups and watchdogs have been taking a closer look at these platforms. In May 2018, National Trading Standards opened and investigation into Ticketmaster’s competitor, Viagogo, for ‘persistently misleading customers’ after the Advertising Standards Authority had already censured the company. Earlier in the year, soon-to-be closed sites Seatwave and GetMeIn were also under the ASA’s microscope, leading to the Digital Minister, Margot James, calling for consumers to boycott the platform.

Losing key artists

It won’t just have been the interest from governments and industry bodies that will have prompted Ticketmaster’s change of heart. Internationally touring artists Ed Sheeran and Adele both chose alternative, secondary ticketing platform Twickets as their official resale partners. Twickets allows ticket holders to re-list their tickets for no more than 10% above the original price, meaning ticket prices can’t be inflated and sellers cover their booking fees and postage costs.

 

 

But what’s next?

The closure of prominent ticketing sites like GetMeIn and Seatwave will come as great news for many fans, as well as industry reps like Society of Ticket Agents & Retailers and the Fair Fan Alliance.

Touting originated decades ago, with people stood outside sold out gigs offering tickets to diehard fans. Over the years, the industry has grown with the digital age to become the beast it is today. With ‘professional’ touts finding ways and means of purchasing tickets in bulk, only to automatically list them on secondary sites minutes later, despite legislation making the purchase of tickets by using automated software illegal. The lack of regulation in the sector leads to many getting away with profiting from in-demand gigs.

So, no doubt, the closure of mainstream secondary ticketing sites will not signal the end of unfair practices, just the start of a new era.

Secondary ticketing

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