Selling tickets internationally can seem daunting, but with the right strategy and tools, it’s very achievable. In today’s digital world, you can sell to a global audience without needing to have a physical presence everywhere. The key is having an internationalized website, utilizing online marketing, and integrating global payment systems. Follow these steps and you’ll be on your way to expanding your ticket sales worldwide.
Make your website accessible globally
The foundation of international ticket sales is having a website that can be accessed and understood by people all over the world. Here are some key elements to include:
Localized content
– Provide website content in multiple languages. At a minimum, include the local languages of your top target markets. This allows international visitors to engage with relevant, localized information.
– Tailor messaging, offers, and calls-to-action for each market. Be aware of cultural nuances. What works in one market may not resonate in another.
– Have a clear target audience in mind for each localized version and speak directly to their needs and interests.
International domains
– Register country-specific domains (e.g. .de for Germany) to build trust and appear local.
– Acquire the .com domain at a minimum to capture general international traffic.
Mobile responsiveness
– Design responsively so the site displays properly on all devices. Mobile usage is high globally.
– Ensure pages load quickly on mobile networks which may have slower speeds abroad.
Multilingual SEO
– Optimize pages in each language for search engines. Research keyword variations.
– Implement hreflang tags to indicate translated pages for search engine crawling.
– Acquire inbound links from international sites to boost authority in local markets.
Market your events globally
In addition to a worldwide web presence, you need to actively promote your events across borders. Marketing expands your reach and draws targeted traffic to your site.
International social media
– Run social campaigns tailored to each region using local languages/cultural references.
– Partner with influencers and media companies popular in target countries.
– Foster user-generated content and hashtags around your events to drive buzz.
Global PR outreach
– Build relationships with international journalists and secure press coverage.
– Distribute translated press releases through foreign newswires.
– Pitch reporters that focus on your event’s industry/category.
Paid online ads
– Run geo-targeted campaigns on platforms like Facebook, Instagram, and Google.
– Test different creative messaging based on local insights.
– Experiment with various bidding strategies per market.
Affiliate marketing networks
– Join affiliate programs popular in each region.
– Offer attractive commission rates tailored per country.
– Provide creatives and promo materials translated for affiliates.
Email marketing
– Segment your list by location and send targeted emails to each.
– Work with local email service providers to avoid deliverability issues.
– Personalize messaging and adapt email best practices based on region.
Offer globally-friendly payment options
Making it easy and secure for international customers to pay is key to converting traffic into sales. Provide preferred local payment methods.
International credit cards
– Accept credit cards globally like Visa, Mastercard, American Express and Discover.
– Use a payment gateway that supports dynamic currency conversion.
– Follow security regulations like PCI compliance to safely process cards from anywhere.
Popular local payment methods
Some examples include:
China | Alipay, WeChat Pay |
Brazil | Boleto, Hipercard |
Germany | Sofort, Giropay |
– Identify leading payment options in each target country.
– Integrate the necessary payment provider partnerships.
– Promote preferred local options prominently onsite.
Global distribution partners
– Sell through authorized resellers with an international presence.
– List events on major ticketing platforms serving worldwide audiences.
– Collaborate with tourism sites, group travel planners, and student travel organizations.
Multiple currencies
– Price tickets simultaneously in domestic and foreign currencies.
– Set up auto-conversion based on IP location.
– Stay up-to-date on currency exchange rate fluctuations.
Refund processing
– Define clear refund policies and timeline expectations.
– Offer refunds back to the original payment method.
– Remit refunds quickly to maintain positive customer experience.
Optimize logistics for global delivery
Figuring out international shipping, taxes, and regulations takes coordination but is essential for buyers to receive their tickets.
Ticketing platforms
Many enable global e-ticket delivery including:
Eventbrite | Universe | Ticketmaster |
TicketTailor | SeatGeek | AXS |
– Use mobile ticketing for contactless entry supported worldwide.
– Provide ticket barcodes and QR codes that are globally scannable.
Electronic vs. hard tickets
– Email e-tickets instantly to avoid international shipping costs.
– If mailing hard copies, follow customs forms requirements.
Taxes
– Integrate registration flows that calculate international VAT and GST.
– Remit any taxes collected to proper tax authorities by required deadlines.
Fraud monitoring
– Leverage tools to detect suspicious international transactions.
– Manually review orders from high risk countries.
– Set up blacklist rules to block known fraudulent buyers.
Customer service
– Provide multi-language phone, email, and chat support options.
– Staff support teams to cover extended hours for worldwide inquiries.
– Monitor social media worldwide and respond promptly.
Follow legal requirements
When selling globally, you must adhere to laws and regulations in each country you do business in. Stay compliant through research and partnerships.
Terms & Conditions
– Consult local attorneys to draft customized T&Cs for each market.
– Address relevant consumer rights, privacy, refunds, dispute resolution.
– Translate the T&Cs accurately into local languages.
Tax collection
– Obtain tax IDs to properly collect/remit VAT, GST, sales tax.
– Integrate tax calculation based on buyer location at checkout.
– File periodic tax returns per country’s requirements.
Data regulations
– Review data privacy and security laws for each country.
– Make sure consent language, notices, and data handling comply.
– Appoint a data protection officer if required by law.
Performance licensing
– Verify all necessary visas, permits required for foreign artists.
– Obtain licenses from performance rights organizations locally.
– Restrict ticket sales from excluded territories if distribution rights are limited.
Legal partners
– Engage local lawyers and accountants to ensure adherence in each region.
– Have trusted international partners review site content and business processes.
– Procure proper insurances like liability coverage at home and abroad.
Conclusion
Selling tickets globally is achievable for venues and event organizers of all sizes. By having an international strategy across your website, marketing, payments, logistics, and legal operations the world becomes your market. Localize the experience for customers worldwide while maintaining back end processes to stay compliant across borders. With persistence and smart preparation, your tickets can sell to audiences everywhere.