12 March 2019

Clappit - Podcast 07 - The Full Ticketing model for events





Version textual of the podcast

Good morning, happy Tuesday to you all, welcome back to Clappit's podcast channel.
Today we'll talk about a very important topic as announced last Tuesday, we talk about the Full Ticketing, so let's explain what Full Ticketing is, what is this technology and methodology that we have developed in Clappit, what is it for, what are the advantages, both for the organizer and for the spectator.

To better understand and apply Full Ticketing it is necessary to be aware that ticketing, ticketing has changed, it is no longer just a simple ticket sale, you have to go beyond the ticket. Because the spectator has shown that he wants more convenient services or more personalized services, he is willing to pay more but wants attention in return.
It wants to live emotions, wants originality, wants to be comfortable and all this, all these needs, must be packaged, must be presented in order to optimize both the purchase and the use of what is then the event.

So, for this reason, we have called it Full Ticketing, a complete ticketing experience, because it allows the organization to have benefits, enormous advantages compared to a classic ticket sale and allow the viewer to be able to live truly customized experiences. Really satisfying.

Clappit Full Ticketing is, therefore, a technology that, thanks to our system, provides event organizers with a series of functionalities and a methodology because it observes key points that must be observed in order to obtain the maximum both from the point of view of the organization, promotion, and enhancement of the event.
Now let's go to face them, in order to explain both the advantages of the organizer and the benefits that the viewer derives from them.

Therefore, one of the fundamental requisites of our ticketing model consists of favoring the growth of the organizer. Therefore it is enough with advertising investments made by the organizer who then convey traffic on a platform, any ticketing platform but, the traffic generated by an investment advertising from an expense therefore supported by the organizer must absolutely arrive on the channels, on its channels.

So it's the organizer's site if it does more event or site dedicated to the event.
So the announcements, the online and off-line advertising, it must arrive on the channels of the organizer.

The user, also as a customer journey must have come into contact with the one who takes up the event with its colors, with its images, with its values, with all its contents and therefore us, to favor this thing, we develop dedicated pages, private labels, dedicated websites.
This depends on the size of the event and how much it wants to push its channels with particular features.
So first rule, the organizer's advertising investment channeled on its channels, on its site, with its brand, with its colors, with its contents.

This is the first absolute rule that allows the organizer to grow.
Why does it allow it to grow?
Because when the sale is made through its channels, through its website, obviously thanks to our ticketing system certificate for events subjected to fiscal legislation, it is able to obtain what are the users' data. From the point of view of using and making communications, offers and promotions when this event is repeated the following season, the following year, the organizer will be able to dispose of those who have already been registered, who has already had the pleasure of participating in his event, for example, can receive an offer dedicated, like early bird, to reward his presence.

In a long time, this form of sale allows the organizer to increase his user database and get rid of what is a commercial dependency with ticket sales platforms that do not allow to share.
This is really a critical and fundamental aspect that, unfortunately, many organizers underestimate, and that is the one on which so many companies are making the best fortunes.

Another big advantage of the Full Ticketing for the organizer is to be able to create and offer ticket packages plus something else.
Objects of merchandising, transferparking lot, drinks, dinner, hotel. Because when people go, when people go to an event they move, they need to move, then they need clearly to eat, to sleep, to be comfortable. They want original experiences, they want to meet and greet, they want to take pictures with the artist, they want special places.

In short, they have a whole series of needs which clearly entail additional costs, but which are appreciated and willingly paid by the spectator.
But the organizer must be able to offer them that. It must have the right functionalities, it must be able to organize them and, at Clappit, we provide functionality in the context of Full Ticketing: we have the possibility to creating packages, we have not only the possibility to promote them, to combine them as, after I will give examples, we have made so many experiences in this.

An aspect of the packages, which is very, very, very critical, for example, is the administrative aspect, the reporting aspect. Because in case of fiscal event subjected to regulation on the entertainment, in Italy, the ticket, which as we have said and how now we know, it is a fiscal title, it follows its own fiscal process, while everything concerning cross-selling, up-selling, therefore merchandising or other services or products related to the event, must follow a normal, let's say, administrative road.

Here this is an aspect that makes it complex. Already the accounting of the ticket office itself is not, sometimes is taken for granted, but it is a complex aspect with the addition of these products and services, clearly, it can become something very, very, very complicated, that we at Clappit can solve because we are specialized in this.

Full Ticketing is very much about the ability to customize.
Customizing does not only mean adapting from the graphical, interface or design of the brand point of view, but it is also the personalization of the user experience. So maybe you also have dedicated form, for example, or dedicated processes, now I do some examples.

Let's take the example of a corporate event that must identify the collaborators with a code to be sure, to be certain that you are right in front of a collaborator who has requested to participate in the event and not to someone who has intruded.
Rather than events that need to make a pre-registration or, they already have a list, which must be sent, so we also import lists, with all the names to send an invitation, a presentation.
Or going back to the theme of packages, precisely being able to combine a package with another service or product and integrate it into the sales process.
And then clearly be able to purchase everything in a single solution with a single transaction.

In Clappit we have faced so many events, we have a lot of case histories. One of which we recently did for Beauty Bites, Chiara Ferragni's masterclasses. Just two or three weeks ago, we could read with the advanced access control let's say, the withdrawal of these goodies bags, of these beauty bags, which had been prepared for each of the three rates for participation in the course.

For example, we will manage this year and have managed last year the International Alba Truffle Fair, which offers many experiences, many, clearly, related food experiences.
It really attracts many thousands of spectators from all over the world. We have always managed in Alba, Vinum, that will soon begin, which is this great, this great event dedicated to the wines of the Piedmont area.

We have many examples of Full Ticketing.
Full Ticketing which means even being able to use access control for a particular event, for example, we have done, for large companies, the management of dedicated entrances in two phases. For example, a phase in which a certain type of collaborators were brought in and then there was a window in which a famous artist came to sing, so there had to be a whole preparation of what was catering and then post event.

In short, there are many, many, many peculiarities and customization, that's what really allowed us to have ours, our best successes.
So to all the organizers listening, to those who are approaching the world of events: do not think about the ticket office as a simple ticket sale, but exploit what are the needs of the spectators to hook up other services. But not just to make more money, in order to offer more services, to offer particularities.

Make arrangements with the artists, get posters signed, have moments of meeting with the public, have pictures exchange, socialize, communicate. The important thing is that you do it directly and that you enable viewers to experience the emotions they require, to experience special moments, moments to remember.

So Full Ticketing to grow your event, grow your brand, you need to evolve because selling just one ticket, and maybe not even selling it online, will never take the event to important levels.

Go see all the biggest events, what are the ways they are sold, what are the offers, what are the efforts but also what the successes are.

So go absolutely beyond the ticket, don't stop yourself at the ticket, the benefits for the spectator are considerable because a spectator is certainly, but this is true for everything that is a bit online, the online purchase, feels more confident, safer, more comfortable buying any product or service directly from those who produce it, from those who offer it, so from the event website you can better sell tickets, packages, up better selling cross-selling and obtaining rapid and satisfactory communication with the viewer, the user.
Another aspect of Full Ticketing is to have special features available, for example, that concern the tracking of the visitor inside a fair, or the registration, the management of the stand during a fair, this is very particular stuff that has been very appreciated.

Today it is a podcast like this, I want to be a little promoter of what our Full Ticketing is, but because it gave us the opportunity, it gave us confirmations, with so many organizers who relied on our features, our experience, our services have used our system and the features of Full Ticketing, they had great satisfaction now their event has grown considerably.

In addition to the services for the stand, services for the fair, for the visitor we have for example a pass system, because... but this is what I want to do a dedicated podcast, because all the management of the passes of an event is a show that corporate, is another topic that deserves a dedicated podcast. Passes that are an object quite valuable for what is perceived by those attending an event.

We talked extensively about Full Ticketing, we stopped here was a long podcast, but we hope it was also interesting and stimulating for all the organizers.
Next week we will have a special episode because we will have the first guest on our microphones, an athlete, a kickboxing fighter who has just won an important title at Petrosyan Mania took place last week in Monza.

Then appointment next Tuesday at 9:00 am, with an interview with Mirko Flumeri.
I give you a big hello and have a nice day from Clappit and Stefano!


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