Why Ticket Design Matters

Joshua Francis

Visitors: 507

Ticket design is often overlooked. Event planners and organizers plan how many tickets they will need for a given event and how to distribute those tickets, but stop short of putting much thought into the ticket design itself. From a branding perspective this is a lost opportunity. Branding is, after all, managing all of the different touch points that an organization has with the public and your tickets are one touch point that all of your customers will come in contact with.

I have kept several tickets from events that I attended including one from the 2002 Winter Olympics and four from the 2003 Notre Dame vs. Navy football game. I, like most people, keep tickets from events that meant something to me, but there is another factor in determining whether or not I keep the ticket: what the ticket looks like.

The Salt Lake Olympic Committee (SLOC) went so far as to produce two tickets for each seat, one that would get you into the door and another that was just for souvenir purposes. While the Olympics have a budget that dwarfs most other events, it shows that they have realized that tickets themselves have value. Check out the season tickets for any professional or college sports team and you will see that someone has made a conscious effort to create value through the design of that ticket. An attractive ticket sells for more than a generic ticket because people associate value with the look and feel.

Cost is probably the biggest factor when choosing a generic ticket. Attractive tickets do cost more than generic ones. They usually run $0.03-0.08 cents more per ticket than a generic ticket does. However, if you charge 25 cents more per ticket (and you easily can), that becomes a profit of 17 cents per ticket ($170 for each thousand tickets that you sell). That profit is on top of the marketing and advertising benefits that you gain from having an attractive ticket. If people like the tickets to your event they are more likely to show that ticket to their friends (this is starting to sound like free, and viral, advertising). Most of the marketing classes that I have taken, focused on getting the most results from the smallest budget possible, if that is your goal, then making money with your tickets and getting marketing value is as good as it gets.

The bottom line is that the time, effort and money spent designing tickets generally pays for itself. It may not be cost effective to hire a full time graphic designer to create tickets for you, but it does deserve your attention as you plan your future events.

Josh Francis, Business Development, http://www.TicketPrinting.com Josh spent three years working at Brigham Young University's Ticket Office before recieving an MBA in Marketing and Technology at the University of Notre Dame's Mendoza College of Business. While at Notre Dame, Josh won the McClosley Business Plan Competition with FlashSeats, a company that is revolutionizing lifecycle management of tickets to events. Josh currently works for TicketPrinting.com located in Bozeman, Montana.


Article Source:

Rate this Article: 
Network Marketing - High Ticket Vs Low Ticket
Rated 4 / 5
based on 5 votes

Related Articles:

Size Matters in Tattoo Design

by: William Connor (August 14, 2008) 
(Arts and Entertainment)

Why Ecommerce Web Design Matters

by: Paul Smith (October 04, 2011) 
(Internet and Businesses Online/Ecommerce)

Design Matters in our Visual Culture

by: Maya Sunpongco (September 01, 2004) 
(Internet and Businesses Online/Web Design)

Why Good Web Design Matters

by: Katherine Jackman (February 04, 2015) 
(Internet and Businesses Online/Web Design)

Traffic Ticket Costs - Get Rid of Your Ticket Today So You Don't Have to Pay!

by: John Oleander (September 29, 2008) 
(Legal/Criminal Law)

Why Selling High Ticket Instead Of Low Ticket Is So Powerful - Part B

by: Sean Mize (May 27, 2008) 
(Internet and Businesses Online/Internet Marketing)

Just The Ticket - How To Make Hundreds Per Day As A Ticket Broker On eBay!

by: Tuks Engineer (March 16, 2005) 
(Internet and Businesses Online/Auctions)

Big Ticket To Wealth - Your Ticket To Financial And Time Freedom

by: Ben Parker (February 08, 2008) 
(Home Based Business/Network Marketing)

Why Selling High Ticket Instead Of Low Ticket Is So Powerful - Part A

by: Sean Mize (May 27, 2008) 
(Internet and Businesses Online/Internet Marketing)

Network Marketing - High Ticket Vs Low Ticket

by: Jason Williamson (January 24, 2008) 
(Home Based Business/Network Marketing)