8 Things to Consider When Selecting Ticketing Software

Selecting the right ticketing software is a pivotal decision for live events organizations. Whether you're a theater, sports team, museum, or experiential event, your ticketing platform directly impacts your revenue, audience experience, and operational efficiency.

Here’s a guide to help you navigate this important choice.

1. Define Your Organization’s Needs

Before diving into demos and pricing, it’s essential to outline your organization's specific requirements. Consider the following:

Event Type and Scale

• Are you hosting seated, general admission, or a mix of events?
• How many tickets do you expect to sell annually?
• Are your events single-day, multi-day, or recurring?

Audience and Experience Goals

• Do you prioritize mobile-friendly purchasing?
• Are you looking for tools to create personalized experiences?
• Will you offer memberships, subscriptions, or VIP packages?

Operational Needs

• How much support do you need with box office operations?
• Do you require robust integrations with CRMs, marketing tools, or accounting systems?

2. Understand Core Features

Not all ticketing software is created equal. Evaluate each platform against these core features:

User Experience (UX)

• Easy-to-navigate purchasing for customers.
• Mobile-optimized checkout.
• Seamless account management for ticket holders.

Revenue-Generating Tools

• Upselling and cross-selling capabilities (e.g., merchandise, donations).
• Dynamic pricing to maximize revenue.
• Promo codes and discounts.

Marketing Integration

• Built-in email marketing and remarketing capabilities.
• Integration with platforms like Google Ads, Meta, and CRMs.
• Analytics to track marketing ROI.

Reporting and Analytics

• Real-time sales dashboards.
• Insights into audience behavior and demographics.
• Reporting tools that help measure event success.

Customization

• Ability to white-label the platform to match your branding.
• Flexible seating charts and ticket types.
• Customizable email confirmations and reminders.

3. Evaluate Additional Tools and Integrations

Modern ticketing software often comes with add-ons or integrations that enhance your operations:

Payment Processing

• Transparent pricing for credit card fees.
• Options to pass fees to the customer or absorb them.

Access Control

• QR code scanning and mobile ticketing.
• Integrations with physical access systems (e.g., turnstiles).

Fundraising and Donations

• Seamless tools for one-time or recurring donations.
• Options to combine ticket purchases with donation asks.

Membership and Subscriptions

• Tools to manage season passes or annual memberships.
• Features to incentivize renewals.

4. Consider Vendor Support and Scalability

Your relationship with the ticketing provider doesn’t end at implementation. Assess the following:

Customer Support

• Availability of 24/7 support.
• Dedicated account managers for ongoing assistance.
• Training resources for your team.

Scalability

• Can the platform handle sudden spikes in ticket sales?
• Is it suitable for future growth (e.g., adding venues or expanding events)?

5. Compare Pricing Models

Ticketing software pricing can vary significantly. Key questions to ask:

• Does the platform charge a flat fee, per-ticket fee, or a mix?
• What additional fees are associated with integrations or premium features?
• Are there “hidden costs” for customer support or training?

6. Request Demos and Trial Periods

Seeing the software in action is invaluable. During a demo:

• Ask how it addresses your specific challenges.
• Inquire about implementation timelines and onboarding processes.
• Test the software as both an admin and a ticket buyer.

7. Check References and Reviews

Reach out to other organizations similar to yours for feedback on potential vendors. 

Ask:

• What do they like and dislike about the platform?
• How responsive is the vendor to issues or requests?
• Would they choose the same software again?

8. Plan for a Smooth Implementation

Once you’ve selected a platform:

• Establish clear goals and milestones for the implementation.
• Train your team thoroughly to maximize the platform’s potential.
• Communicate the change to your audience, highlighting benefits like a smoother purchasing experience.

Choosing the right ticketing software can transform your operations, boost your revenue, and elevate your audience’s experience. By taking the time to assess your needs, compare features, and plan for implementation, you’ll position your organization for long-term success.

Have questions or need personalized recommendations? Reach out – we’d love to help guide your decision!