Selling downloadable tickets is becoming an increasingly popular option for event organizers and ticket sellers. Downloadable tickets provide convenience and flexibility for buyers while reducing costs for sellers. However, there are some important considerations when it comes to selling downloadable tickets legally and securely. In this article, we’ll explore what downloadable tickets are, the pros and cons of selling them, and best practices for doing so effectively.
What are downloadable tickets?
Downloadable tickets are digital tickets that are delivered to the buyer via email or mobile app rather than traditional paper tickets sent by mail. The ticket buyer can then print the tickets at home or save them on their phone to be scanned digitally when entering the event. Barcodes and QR codes are commonly used on downloadable tickets to facilitate digital scanning and prevent fraud.
Some key advantages of downloadable tickets include:
– Convenience – Tickets can be delivered instantly without having to wait for shipping. Buyers can print or save them on a mobile device.
– Flexibility – Tickets can easily be transferred or resold digitally. Refunds and exchanges can also be processed easily without physical tickets.
– Lower costs – No need to produce and mail paper tickets so the cost of goods sold is reduced.
– Environmental impact – Reduction in paper use is better for the environment.
– Difficult to counterfeit – Digital encryption and changing barcodes/QR codes make fraud and counterfeiting difficult.
Is it legal to sell downloadable tickets?
Reselling event tickets is legal in most states in the USA as long as sellers follow certain rules and regulations. The first step is checking your local state laws, as some states prohibit ticket resales or place restrictions. Most states allow resale, within the following guidelines:
– You cannot sell fake or counterfeit tickets. Tickets should be valid and authorized for the event.
– Any ticket fees or prices must be clearly disclosed to the buyer beforehand. Hidden fees are not allowed.
– Refunds, exchanges, and other policies should be stated upfront before purchase.
– Ticket seller and resale companies must comply with the Americans with Disabilities Act and provide accessible seating options.
As long as you are transparent about what you are selling, provide valid tickets, and comply with state laws, reselling downloadable tickets online is legal in most of the United States. Consumer protection laws at both state and federal levels are in place to protect buyers.
Pros of selling downloadable tickets
There are many potential advantages to selling tickets that buyers can download and print themselves:
– **Lower overhead costs** – No need to produce physical tickets and pay for postage/shipping
– **Faster delivery** – Tickets can be sent instantly via email vs waiting for mail.
– **Easier scaling** – Digital tickets allow you to sell in higher volumes more easily.
– **Flexibility for buyers** -Tickets can be transferred or resold digitally. Exchanges and refunds are easier.
– **Environmental benefit** – Reduction in paper usage and waste.
– **Mobile friendly** – Many venues are switching to digital ticket scanning, which downloadable tickets support.
– **Difficult to counterfeit** – Unique barcodes and encryption prevent fraud.
– **Wider customer reach** – Digital tickets open up sales opportunities globally vs just locally.
– **Data and analytics** – You can track customer data, sales metrics, etc when selling online.
Cons of selling downloadable tickets
There are also some downsides to keep in mind:
– **Technology barriers** – Buyers may not have printers or mobile devices to display tickets. Tech problems could prevent access.
– **Lack of physical artifact** – Some customers still like having a traditional paper ticket for keepsake or experience.
– **Ticket fraud** – As with any digital product, there is potential for counterfeiting, duplicating, etc. Security steps must be taken.
– **Order processing** – You’ll need ecommerce and payment systems to handle digital orders and delivery. More setup than just selling paper tickets.
– **Hide extra fees** – Shadier sellers could tack on hidden fees during checkout that customers don’t notice until it’s too late. Transparency with pricing is crucial.
– **Lack of customer service** – Problems with lost tickets or questions can be harder to resolve without in-person customer support.
While the pros generally outweigh the cons, some event organizers still prefer traditional paper tickets. The best option depends on your event type, target audience, venue capabilities, and resources.
How to sell downloadable tickets successfully
If you decide downloadable tickets are right for your event, here are some best practices to follow:
Choose a secure & reliable ticketing platform
Make sure to use a ticketing website or software that provides security and encryption for digital tickets. They should also have systems to prevent copying/duplication of tickets. Look for platforms that allow customization to add your own branding and policies.
Some popular options include:
– Eventbrite
– TicketSpice
– TicketTailor
– ShowClix
– TicketSource
– SeatGeek
You also want to ensure reliable delivery of digital tickets and excellent customer service in case any issues arise. Read reviews and evaluate integration capabilities before selecting your platform.
Provide clear instructions for customers
Make the process for accessing, downloading, and printing/displaying tickets easy to understand.
– Provide detailed steps on the tickets page of your website
– Send a confirmation email with ticket delivery instructions. Include links or attachments for downloading.
– Remind customers to check junk folders if emails with tickets are not received.
– Give guidance on printing tickets – paper size, orientation etc.
– Recommend brighter paper to avoid ink smearing if printing tickets at home.
Also inform customers how tickets will be scanned at the venue – printed, mobile app, digital code etc.
Use secure ticketing technology
Take measures to make your digital tickets secure:
– **Use unique barcodes/QR codes** that can only be scanned once to prevent duplication of tickets
– **Digital watermarking** makes tickets only readable by approved devices and software
– **Dynamic barcodes** that change over time and cannot be copied
– **Blockchain** technology makes ticket distribution and transfers tamper-proof and immutable.
Make sure your ticketing platform provides capabilities to implement technologies like these.
Disclose all fees and policies upfront
Clearly state all costs, fees, taxes, and purchase policies on your ticketing site before the buyer completes checkout. Surprise fees erode buyer trust. Disclose:
– Base ticket price
– Service fees or seller commissions
– Delivery fees if applicable
– Taxes
– Refund, transfer, and cancellation policies
Providing an all-in total price is ideal so there are no surprises later for buyers.
Provide excellent customer service
Despite best efforts, some customers will inevitably have problems with digital tickets – email not received, can’t print, tickets lost etc. Make sure to provide customer service channels like email, phone, chat, and FAQs to resolve issues promptly. Customers should be able to get ahold of a real person if needed.
A ticketing site with strong customer service can improve your reputation and prevent negative experiences.
Market the convenience and flexibility
When promoting your tickets, emphasize the convenience, ease of transfer and mobile access that digital tickets provide. This can make them more appealing to potential buyers vs physical tickets. Highlight:
– Avoid shipping costs and delivery waits
– Access tickets anywhere online
– Transfer extra tickets easily
– Store tickets securely on your phone
– No need to wait in will call lines
The flexibility and mobility of digital tickets can be major selling points.
Offer customer incentives
Consider offering small incentives to encourage customers to buy downloadable vs paper tickets:
– Lower ticket fees for digital tickets
– Discounts for groups or bulk digital ticket purchases
– Loyalty rewards for repeat digital ticket buyers
– Contests or giveaways for sharing on social media
Even small incentives can nudge customers towards digital delivery. Just make sure to follow sweepstakes and discount laws.
Conclusion
Selling downloadable tickets provides benefits like lower costs and faster delivery but requires some extra steps compared to traditional paper tickets. As long as you use secure ticketing platforms, provide transparency with fees and policies, and implement technology to prevent fraud, going fully digital can greatly streamline the ticket buying process. Providing exceptional customer service and support is also key to ensuring customers have a smooth experience. With attention to detail, downloadable tickets allow venues and event organizers to scale up their sales efficiently.
Pros of Downloadable Tickets | Cons of Downloadable Tickets |
---|---|
Lower costs and overhead | May require more tech setup |
Fast instant delivery | Lack of physical ticket as keepsake |
Easy scalability | Potential for fraud or counterfeiting |
Flexibility to transfer or resell | Can hide extra fees during checkout |
Environmentally friendly | Harder to provide customer service |
Easier refunds and exchanges | Technology barriers for some customers |