Interview with Ticketfly
September 27, 2012 Leave a comment
Ticketfly is the fastest-growing, independent ticketing and social marketing platform. Ticketfly offers event promoters next-generation ticketing and powerful website and social marketing tools, saving them time and money. Ticketfly was created by the team who first brought event ticketing to the Web. Recently, Fast Company named Ticketfly one of the Top 10 Most Innovative Companies in Music and Billboard called Ticketfly one of the Five Hot Digital Music Companies to Watch.
How has social media changed the face of ticket sales for concerts?
Social ticketing has not only made it easier for fans to drive a large percentage of sales by providing social sharing opportunities throughout the purchase process, but for promoters to save time on social marketing by automating their efforts, freeing them up to focus on other aspects of their business. The analytics behind social ticketing means promoters can see exactly which channels drive the most sales and even reward their most active and social fans.
In emerging consumer markets like EDM ticketing, it’s more important than ever to be plugged into the social media behavior of fans and provide opportunities for them to buy tickets wherever they are, including mobile, Facebook, Twitter, and email. 16% of all time spent online in the U.S. is spent on Facebook; when you see a number like that, the importance of Facebook as a marketing and sales channel becomes obvious.
What are some trends you have noticed in the ticketing industry?
Social media has taken a front seat in the ticketing industry, and event promoters are starting to expect a strong set of social tools from their provider. We’ve also found that as the live music industry booms, and more upstart companies are taking on planning festivals and opening venues, promoters are looking for more of a complete ticketing solution. Rather than a company that will just handle the sales, fulfillment and financial aspects of ticketing, promoters need an “all-in” partner that will also help drive marketing, branding, and operations.
The rise of social media has meant that fans are asking for more. As active marketers of our events, fans are savvy, and have come to expect a return on their loyalty and the sales they drive. As a result, fan rewards and VIP programs are becoming prominent as well.
On the artist side, a few very vocal acts like Louis CK and LCD Soundsystem doing DIY artist ticketing have put a spotlight on independent ticketing solutions for artists, and called the exclusivity of major ticketing deals into question.
And finally, as more promoters move away from legacy ticketing solutions, more than anything they want an independent provider like Ticketfly that’s scalable for every size of event, from high demand General Admission club shows to reserved seating venues, amphitheatre events, and non-music festivals.
What does the future of Ticketfly look like?
We are building a long-term, sustainable company, committed to continuing innovation and finding new ways to help our partners sell more tickets and build their brands. We started with a strong base of relationships and expertise in mid-size rock venues, but as we have grown over the past three years we have seen great interest and adoption across a broad set of verticals, including fairs and festivals, EDM, sports, performing arts, and more. We are also in the early stages of looking at new markets beyond the United States where we could make a big difference and shake up ticketing and event marketing for the better. Our goal is to be the leading platform for events of every size and type, and to unseat legacy providers who are relying on outdated technology and business practices to hamper progress in the industry.
What tips do you have for music and film festivals looking to start online ticket sales?
When choosing a ticketing provider for your festival, be optimistic! Plan to have an annual festival that lasts more than a year and plan to sell it out. Select a ticketing partner like Ticketfly that will be able to scale with your success, with an experienced team that not only understands what it takes to market and sell your tickets, but can help you run your operations smoothly on the day of the event. It may seem like a good idea to use a self-service ticketing provider, but with so many other aspects of planning a festival to worry about, you will be better off going with a partner that can take marketing, ticketing and entry management work off your plate and keep you focused on bringing the best possible experience to your fans.