You’ve sold a ticket – fantastic!
The hardest part is over. Your next steps are to ensure the quality of your
guest’s experience. The easiest way to start off on a positive note is with a confirmation
email (sometimes called a post-purchase email). This email is one of the most
positive reasons to sell your tickets ahead of time, rather than only at the
door (here are a few other reasons why we recommend selling in
advance). The perfect correspondence can be a little tricky to craft. Think of
what information you want to know before attending a performance and use this
as a base. If you are using E-tickets, it’s natural to include the ticket
attachment in this email, so all of the information is in one place (check out
the benefits of E-tickets here). Try to stay one step ahead of your guests and answer
their questions before they know what to ask.
As simple as it sounds – right after
a purchase is made, send the guest a receipt. Include the total price paid,
what items were purchased, how much each item cost, identify any additional
fees (processing fees should be noted), and how the guest paid (if they used a
card, note the last four digits). Make sure you also explain your refund
policies here. Some theatres don’t offer refunds, some only offer exchanges.
Whatever your policy may be, make sure you’re clear about it to the buyer.
Protect yourself and the guest with this information, so everyone knows exactly
what was exchanged during the transaction.
Reiterate Important Information
You probably told the guest, before
they purchased, about details like age requirements or dress code, but it never
hurts to restate this information. Assume the guest will look back on their
confirmation, closer to the date of the event. Provide gentle reminders about
important details – when and where should they check in? What exactly is
included in their ticket? Will they be turned away if they aren’t dressed
appropriately? Who should they contact to make a note about accessibility? This
helps your guest level their expectations prior to arrival.
This is the perfect place to really
lead your guest. These extra details elevate the experience from good to great.
Help your audience find parking (Validated? Valet? Free? Street? Garage?).
Providing this information ahead of time eases stress for the guest and saves
you the hassle of answering phone calls about this very topic. Another nice
thing to include is a list of dining suggestions near the venue. You have an
opportunity to assist the guest in planning their evening.
You can also form partnerships with
local businesses nearby – see if they’ll provide a discount for theatre patrons
or let you pass out coupons with the tickets. Finally, make sure to include any
additional experiences the guest can consider ahead of time. If there’s an
opportunity to stay after the show for a Q&A, make a note. If guests can
purchase merchandise before they arrive, let them know. It’s better to
over-inform than under-inform when it comes to event planning.
End your confirmation email with information on who to contact if they have further questions or concerns. This can be your house manager, audience services manager, or even box office, but make sure your guests know they can still reach you if they have other questions. Include an email and a phone number – make sure both are frequently checked.
Feel free to personalize your
confirmation – just make sure you get all of the important information across!
You’ll save yourself stress and countless phone calls, but more importantly,
you’ll gain your patrons’ trust by elevating their experience.
TicketPeak provides the ability to craft whatever type of email you wish. And check popular weekly ads:Avon Catalog, Publix Weekly Ad, Aldi Ad, Safeway AdCvs Weekly Ad, Aldi Catalogue, Coles Catalogue, Woolworths Catalogue