The success of an event primarily depends upon the sales of the tickets. It is the prime goal of every event. The better your marketing strategy is, the more tickets you sell and the higher is the number of attendees you get. On average, 2 out of every 3 event planners believe that it is the most effective strategy of all for an event’s success. It is a huge responsibility for a B2B event planner when it comes to making tickets easily available to the potential attendees. Especially when you are doing it online on an event ticketing platform. There are a lot of things you need to take care of since personal data and monetary transactions are involved in the procedure. Ticketing can be one of the most complicated procedures in an event to carry out. There can be severe data breaches, if things are not taken care of. A small negligence can lead to huge losses. So here are a few things you need to be aware of, to prevent things from going wrong:
VIOLATION OF GDPR COMPLIANCE
When you are organizing an event in the UK, the first and most important thing is GDPR (General Data Protection Regulation) compliance. Before going onboard with an event ticketing platform, you must make sure they obey all the GDPR laws and you go through all their documents. Even if you are organizing an event out of the UK, you must go through the privacy policy of the ticketing platforms. You can’t afford to put any information of your purchasers at risk.
UNRELIABLE PARTNERSHIP
Availing the tickets is a big responsibility and you cannot put your trust in any event ticketing platform without doing a thorough background check. Since there will be quite a huge number of people involved and there will be large transactions, you must make sure you are partnering with a reliable company.You must do a background check of the company you are planning to partner with. You might also talk to their previous clients to get an insight about the company and their working style. Make sure you are clear with all the terms & conditions, so that you don’t have to face any issues later regarding the commissions or percentages.
POOR TRANSACTIONAL SECURITY
One of the crucial parts of availing the tickets online is payment methods. If not done properly, there can be severe breaches in transactions. You must make sure that your platform is capable enough to carry out multiple transactions at a time. You need to ensure that your platform won’t crash at any time during the transactions - since there might be a large number of people making their payments at the same time. All the personal data and account details of the purchasers must be encrypted.
VARIATION IN TAX BURDEN
This might be a little tricky at times. When you are organizing a global event, your purchasers will be making transactions from different countries. Now this can create real chaos and confusion, since different countries have different tax regulations. You will need to keep a track of all the tax regulations of these countries and accordingly charge your attendees.
CRASHING OF THE EVENT PLATFORM
Many event ticketing platforms crash due to heavy traffic on the page, especially on the last day of the sale or the days when organizers are providing some discounts and offers on the tickets. This might just happen to you, when you are organizing a B2B event with a huge crowd. You must ensure that your ticketing platform is crash-proof and it will be able to handle the amount of traffic which will be coming in. Before going onboard you should also have a look at the size of the events your vendor has hosted in the past, to get an idea whether they will be able to handle and manage the crowd or not.
RESELLING OF TICKETS
There are chances that someone might purchase your event tickets in bulk and sell them in black at a higher price. In order to prevent this, you must have a limitation for every purchaser. Also, you should clearly mention the number of tickets each purchaser can buy on the ticketing platform. Security and privacy of the event ticketing platform has to be a primary concern for professional event planners. You cannot afford to risk the information present on your platform, as it will leave a huge negative impression on your attendees and it will also be a violation of laws.
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