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Maximising Sales Channels for Music Festivals.  

Andy Robertson

Advances in technology have enabled organisations to reach wider audiences with their offerings. The online presence of websites and social media have facilitated the creation of new sales channels where ecommerce technology helps generate instant sales and revenue. How can organisers harness all available sales channels to maximise revenue.

Every music festival now operates online ticketing usually through an established third-party ticketing company who utilise ecommerce technology to take payments and fulfil electronic tickets. The online ticketing pages are set up by the ticketing company who use the festival’s own brand but with common functionality for a variety of event and festival organisations. Most ticketing purchase and fulfilment is a seamless experience for buyers and organisers can direct visitors to their ticketing page with a simple link. 

Press Release Links. 
Every announcement made by festival organisers about dates, venues and artist’s line-ups will be circulated to the media as well as the festival’s own social media channels. In addition, organisers can email their own database of customers and prospects with each release and include links in their regular newsletter. As all releases are circulated and published electronically it is essential that a link to the ticketing page is included to maximise traffic from each channel.

Sponsor Publicity Deals.
Any deals done with sponsors should include the opportunity to add a link to the ticketing sales page on any publicity they make about their involvement with the festival. Equally it may be appropriate to offer sponsorship sales opportunities on the ecommerce ticketing page for visitors to purchase the sponsor’s products or services. Offering additional sales channels on a like for like basis can help to seal sponsorship deals at the negotiation stage.

Cross Sales Opportunities.  
As the ticketing page has ecommerce functionality it provides an ideal platform to offer festival merchandise for sale at the same time. In addition, consider providing a facility for artists to sell their own material on the ticketing page for a small administration fee. These cross sales opportunities can generate additional revenue as products and services are offered to a captive audience that is relevant to whatever is being offered.

When using links to ticketing and ecommerce pages it essential that these are thoroughly tested to ensure that they work on a variety of devices and platforms. As well as testing the link to the ticketing page the entire fulfilment process should also be tested. When sending links to the ticketing page in press releases it’s worth checking with organisations that are publishing content that they are including the correct ink. Some organisations may even refuse to include a link because of the potential adverse impact on their own SEO (Search Engine Optimisation) and search page ranking.

For festival organisers planning their events using a software management platform like Festival Pro gives them all the functionality they need manage every aspect of their event logistics. The guys who are responsible for this software have been in the front line of event management for many years and the features are built from that experience and are performance artists themselves. The Festival Pro platform is easy to use and has comprehensive features with specific modules for managing artists, contractors, venues/stages, vendors, volunteers, sponsors, guestlists, ticketing, cashless payments and contactless ordering. 

Photo by
PhotoMIX Company via Pexels

Andy Robertson
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