I have stacks of ticket stubs. STACKS. I was somewhat of a concert addict in my younger days; the days before the 9-5, that is. Some of the stubs are great – they are personalized to the venue or maybe even the band. Others are pretty bland, which seems like a shame.
Even if you don't think your ticket stubs are going to end up in someone's scrapbook, you should take some time to make the most of those pieces of paper. Here’s why.
Personalizing your ticket stubs can help you:
1. Make a Good Impression
A ticket stub with only the name of the venue, event, and ticket number on receipt paper seems amateur; it’s like getting a handwritten receipt of your purchase from a store.
You need branded stock with some sort of verification to let patrons know they are dealing with an established, secure organization. The ticket can be the first step to excellent customer service.
2. Increase Brand Recognition
Think about generic ticket stubs – they’re just that: generic. In the trash.
Now, think about the ticket stubs worth saving; they’re more than likely from a memorable event, and the ticket stub serves as a reminder of the experience you had and the organization that played host.
Add your logo, an image of your building, or a picture from a past event. That's just basic advertising – get your brand in front of the most people possible!
3. Set Expectations
Like a wedding invitation, the ticket sets the tone for the event. Include both the time the doors open and the event starts, so that patrons don't show up late and miss out. Include dress code for black-tie only events. List any special rules, like an early closing time or photo policy. The more you can inform your patrons about an event, the better they'll prepare – and be more likely to have a good time.
If your constituents tend to buy online and print at home, you can still make the most of your tickets. In fact, you have more room to work with. A great way to get ideas for what to include on this ticket is to experience the process as if you were a visitor yourself:
- Add a map with the location of your museum and where patrons should park. Or a QR code with your address, so they can use their smart phone to easily navigate to you.
- Include your most frequently asked questions, like dress code or photo policy.
- Advertise upcoming similar events – list your monthly calendar or use a poster for an upcoming event.
- Include any legal jargon about lost tickets, canceled events, or refunds.
Worried about the cost of ticket stock?
Look into sponsorship! Reach out to neighboring businesses that may be interested in picking up the cost of your stock in exchange for using their wristbands. Food vendors are a great place to start as they’re often willing to purchase ticket stock in exchange for prime placement at events. You could also offer sponsor logo space directly on the tickets.
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