By Terry Wilcher on 10 October 2024
Before diving into setup, it’s important to understand the difference between ticket categories and ticket types.
Ticket Categories: These are broad segments that differentiate the types of access attendees will have. Categories can include General Admission, VIP, Early Bird, etc. They focus on the level of experience or access attendees are purchasing.
Ticket Types: These are specific variations within a category. They help account for things like pricing tiers, availability dates, or special add-ons. For instance, within the VIP category, you might have a "VIP Early Access" or "VIP with Meal Package."
Think about your event from the attendee's perspective. What experiences are you offering, and how might they differ for certain guests?
Here are some common categories:
General Admission: This is the most basic ticket category, usually offering standard entry with no additional perks.
VIP: These tickets often include exclusive experiences like premium seating, access to private areas, or early entry.
Early Bird: Offering discounted tickets for early purchases can boost initial sales and create buzz around your event.
Once your categories are set, it’s time to drill down into the specifics with ticket types. You can play with different variables to suit your audience’s needs and maximise flexibility.
Price Points: Adjust pricing within a category to create multiple ticket types. For example, you could have "VIP Gold" and "VIP Silver" tickets, each with slightly different prices and benefits.
Timing: Create ticket types based on when they’re available. Early bird tickets, for instance, are often a time-limited type under the General Admission category.
Seating Options: If your event includes reserved seating, make sure to offer different types based on seating tiers—front row, balcony, etc.
Add-ons and Upgrades: Sometimes attendees want more from their experience, such as merchandise or meal packages. Creating ticket types that include these perks (e.g. “General Admission + T-shirt”) can boost revenue.
Pricing is critical to setting up your ticket categories and types. Consider these points to make sure you’re hitting the right mark:
Dynamic Pricing: Some event organisers introduce dynamic pricing, where the ticket price increases as the event date approaches or as availability decreases. This encourages early sales.
Bundles and Packages: Offering discounted ticket bundles (e.g., 4 tickets for the price of 3) can increase your ticket sales volume.
Premium Tiers: Ensure your higher-priced tickets (like VIP or premium seating) deliver clear, visible value. Exclusive perks, such as early access or free drinks, can entice attendees to opt for these pricier options.
Once you’ve finalised your ticket categories and types, make sure to clearly communicate what each ticket offers. Use descriptions to outline the specific benefits, access levels, and perks tied to each type. For instance, if your VIP ticket includes a meet-and-greet with the artists, spell that out!
Visual tools like comparison tables can help attendees easily see what they get with each ticket type, making it simpler for them to choose the right option for their experience.
Don’t be afraid to adjust your ticket categories or types as you get closer to the event date. Pay attention to how quickly different ticket types are selling. If your early bird tickets sold out quickly, consider releasing a second round at a slightly higher price. If VIP tickets aren’t selling as expected, you may want to promote the added value more prominently.
Setting up your ticket categories and types is a crucial part of event planning that can directly impact both attendance and revenue. By carefully considering the experience you want to offer and segmenting your tickets thoughtfully, you can create a smooth, enticing ticketing process for potential attendees.
Remember, the more clear and transparent you are about the value each ticket provides, the more likely your attendees will be to invest in your event.
If you’re looking for a platform to streamline your ticketing process, 123 Tix makes it easy to set up and manage ticket categories and types with full flexibility. Get started today!