Event Ticketing

Ultimate Guide: Best Ways To Sell Tickets (2024 Update)

by
The Eventcube Team
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In the ever-evolving world of events, finding the best way to sell tickets can make a world of difference. Maybe you can't attend an event and need to resell your ticket. Or perhaps you're looking for the ideal platform to streamline your ticket sales for an event business. If so, then this comprehensive guide is for you! We've provided a deep dive into both topics, putting you in the best position to boost your event's profitability, as well as master ticket reselling.

The digital domain is now the go-to for selling tickets for events, and the global industry's market size is expected to reach USD 67.99 billion by 2025. With hundreds of event ticketing providers available, the possibilities are truly endless. Yet, from the consumer's point of view, this choice can be overwhelming. Because of this, along with all the conflicting advice, many people are still unsure about 2 essential issues:

What's the best way to sell my tickets as an event organizer or manager.

And,

How do I go about reselling my tickets to existing upcoming events?

Knowing this, we wanted to provide you with a clear and straightforward guide to both. By the end of this article, you'll understand everything you need to know about the best way to sell tickets, along with how to effectively resell your tickets. This will let you sell more tickets to your events, as well as remove the stress from ticket resale.

Reselling tickets 

Life often throws us curveballs - plans change, schedules shift, and sometimes, those coveted event tickets we secured weeks or even months ago no longer fit into the picture. If you're holding onto tickets for a concert, sports game, or any event you can't attend, you're in luck!

This guide will walk you through the ins and outs of ticket resale, allowing you to potentially recoup your investment or even pocket a little profit. Dive in to explore the world of ticket reselling, and discover how those unplanned changes might just be a silver lining in disguise.

What are the best platforms for reselling tickets?

In the last two decades, ticket reselling has transformed from corner street scalpers to sophisticated online platforms. Whether you're looking to offload tickets for a sold-out concert or a local community event, choosing the right platform is crucial for a smooth and profitable transaction.

Let’s take a look at the best platforms for reselling tickets.

For larger, high-demand events

1. Ticketmaster

2. StubHub

3. SeatGeek

These 3 platforms dominate the ticket reselling market for large-scale and high-demand events. Ticketmaster, with its official "Verified Resale Ticket" feature, ensures that the tickets being sold are legitimate, giving both sellers and buyers peace of mind. StubHub, being one of the world's largest ticket marketplaces, offers vast exposure, ensuring that your tickets have a higher chance of being seen and purchased. SeatGeek, with its Deal Score system, provides a clear visual cue of ticket value, helping sellers price competitively and buyers find the best deals.

For smaller or more localized events

1. TicketNetwork

2. Vivid Seats

These two reseller platforms are more tailored to cater to smaller or localized events. TicketNetwork, although lesser-known than giants like StubHub, provides a dedicated platform for those wanting to resell tickets to niche events or less mainstream performances, making it easier to find the right audience. Vivid Seats stands out with its customer service and guarantee, ensuring that even for smaller events, both buyers and sellers have a safe and reliable experience.

What is ticket resale?

Let's start with the basics. Simply put, ticket resale refers to the act of selling a previously purchased admission ticket to an event. Such tickets are initially acquired from an authorized seller, and the holder then decides the resale price.

How to resell tickets

Today, ticket resellers have plenty of options available. The two primary methods are DIY ticket selling and using ticket resale platforms. Each has its merits, depending on your specific needs and the nature of your event. Whether you prefer selling directly to your audience or leveraging the reach of established platforms, understanding the nuances of both can set you on the right path. Let's delve into the ins and outs of these methods.

Ticket resale platforms explained

You're most likely familiar with online platforms where tickets can be sold and purchased with ease. These ticket resale platforms serve both sellers looking to offload event tickets and buyers on the hunt for specific events.

Gone are the days of physical ticket hassles. Today, a plethora of platforms can help you streamline the process. Here, fans can bookmark an event and await its resale availability. These secondary marketplaces are invaluable for connecting sellers to interested buyers.

For sellers, the primary concern is often ROI. These platforms handle payment processing, a task that can be daunting if done individually. Plus, they add a layer of security to transactions, ensuring both parties are protected.

It's essential to select a platform that aligns with your needs. Buyers often scour multiple sites in search of the best deal, and some aggregators even search multiple resale sites simultaneously. This means your tickets are likely to gain visibility.

However, always stay informed about local regulations concerning resale tickets And a word of caution: prices on resale platforms can fluctuate. Sometimes, they might exceed the ticket's face value, but other times they could be a steal. It all hinges on the specific event and market dynamics.

Ticket brokering explained

This involves buying a large number of event tickets from an authorized source and then selling them for a profit. Though much of this trade occurs online, it's essential to distinguish between ticket brokering and ticket scalping -they're not the same!

Ticket scalping

You know that guy trying to sell you concert tickets outside the event? That's an example of ticket scalping. While the practice might seem similar to brokering with its bulk ticket purchases, the resemblance stops there. Scalpers often employ underhanded tactics, like using automated bots, to snatch up tickets at a speed that regular buyers can't match. These tickets are then resold at a steep markup, leaving many enthusiastic fans ticketless. Such practices can tarnish an event's reputation and result in fewer attendees – a scenario no event organizer desires.

The legality of ticket scalping

Ticket scalping isn't currently illegal in the UK, but the government is planning to change this. Furthermore, while there's no nationwide ban on ticket scalping in the U.S., it's prohibited in 15 states. Getting caught scalping in some of these states might land you a hefty fine or even jail time for up to a year.

Understanding reseller fees & payment dynamics

Looking to recoup your investment or even make a tidy profit from ticket resale? Be sure to scrutinize the fee structures and payment methods of your chosen platform.

Payout methods – Common payment methods include bank transfers, Paypal, and checks.

Payout timing – This can vary based on the payment method, but a transparent platform should offer clear guidelines.

Fees – Reseller fees are crucial – they can range from a negligible 0% to a substantial 15%. Always factor these in when setting your ticket price.

Traditional (DIY) ways to sell tickets

Considering a more hands-on approach to ticket sales? You're not alone. The trend of DIY ticket sales, right from your home or office, is on the rise. However, it's not without its challenges.

While platforms like eBay allow for auction-style sales, it's crucial to be aware of your local ticket resale laws and the specific workings of each marketplace.

That being said, DIY methods can be effective. From tapping into your network to leveraging social media channels like Facebook and Twitter, options abound. Look out for dedicated Facebook groups for specific events or explore vast online communities like Reddit, where enthusiasts eagerly buy from fellow members.

The beauty of DIY is that it often feels more personalized and direct. But, remember, while this method might provide flexibility in pricing, it also comes with risks. Without the safeguards of an official platform, you'll have to be vigilant against potential scams. Always prioritize safety and authenticity in your transactions.

How to sell event tickets

Hosting a successful event is about more than just the logistics and planning—it's about ensuring people actually show up. Selling tickets has become a cornerstone of modern event promotion, and while every event is unique, there are universal strategies that can amplify your reach.

Let’s delve into the 3 main practices for the best way to sell tickets, so you navigate the landscape with confidence and maximize your event's turnout.

3 main ways to sell tickets for events

1. Traditional ticketing agencies

These services often cater to high-profile events, handling promotions, ticket sales, and distribution. While they might be optimal for events with celebrity appearances, due to their cost, they're not ideal for smaller gatherings.

While excellent for larger events, these ticketing giants often come with requirements. Expectations might include sales forecasts, details on venue capacity, and more. For smaller events, it might feel like overcompensation.

For those in the UK looking to dive into large-scale events, organizations like STAR (Society of Ticket Agents & Retailers) offer guidance and can help you choose the right ticketing service.

2. The DIY approach - personal website, social media channels, and forums

Taking the DIY approach is a straightforward method to connect with potential attendees. Simply craft a message detailing payment methods and ticketing information, then share this on various platforms such as forums, social media, or with your personal network.

If you're tech-inclined and creative, leverage your own online space. Whether it's through a personal website, social media, or platforms like Facebook Event pages, there are tools available, like plugins on WordPress, to facilitate ticket sales.

However, remember that with the DIY method, the onus of promoting and handling all event-related tasks rests on your shoulders. It's rewarding but can require a fair bit of effort!

3. Self-service event ticketing platforms

There are a large number of platforms online that make it super easy to register, create a landing page for your event with a ticket store, accept payments, and start selling! The whole process takes minutes, and it all be done from the comfort of your own home.

Among other things, self-service event ticketing platforms streamline the process of accepting payments, issuing tickets, and monitoring sales. They're especially valuable for small and medium-sized event organizers - helping you boost online ticket sales, integrate seamlessly with ongoing promotional efforts, and automate many repetitive tasks.

Event ticketing platforms can help you with: 

  • Building a landing page for your event where you can sell tickets directly to the public
  • Accepting payments from a wide range of providers 
  • Creating a branded ticket-selling experience 
  • Bolt-on features like virtual event tools 
  • Ticket scanning systems and security features 
  • Customer data and insights on your audience
  • Event promotion tools
  • Controlling resellers 
  • Creating different ticket types

While there's a plethora of online ticketing options, the vast choices can sometimes be overwhelming. Thus, we've curated a comprehensive guide to ease your online ticket-selling journey, covering everything from platform selection to ensuring payment. This guide aims to be the only resource you'll need on this topic.

Choosing the right online ticketing platform

So, you want to sell event tickets but are unsure where to start. First things first, you need to select the appropriate software to sell your event tickets. This is a pivotal decision in the event planning process - picking the wrong platform without properly researching can lead to issues down the road.

Ultimately, whichever one you choose should align with the unique needs and scale of your event, ensuring a smooth experience for both the organizer and the attendees. Factors like ease of use, customization options, payment gateway integrations, and data security should be at the forefront of consideration. It should also be cost-effective.

Today, Eventbrite is the leading software for event ticket selling – but that doesn’t necessarily mean it’s the best choice for you. There are many Eventbrite alternatives that may be better suited to your needs and budget. For example, Eventcube is a much more affordable option (as evidenced by this fees calculator) that does everything Eventbrite does for a fraction of the cost.

Let's explore what you should look for in an event ticketing software.

What features to look for in an event ticketing platform

So, how do you discern what's right for you from what isn't? While it's impossible to pinpoint every requirement an event planner might have, there's a foundational understanding to keep in mind.

Each event possesses its own distinct flair, sculpted by the team behind it. And with the emergence of hybrid events, the possibilities continue to expand. The ideal platform should empower you to craft an event, sell tickets easily, register participants, and gauge success.

Worried about where to start? Here's our take on the essential features to consider when selecting an online ticketing platform.

Versatility

In today's dynamic landscape, you need a ticketing platform that goes beyond a one-trick pony. Embrace a system that champions versatility, ensuring you can tackle various tasks efficiently. Whether it's selling tickets, hosting a virtual event, or managing gate control at physical gatherings, a multifaceted approach is key to tapping into potential ticket buyers. Dive into platforms that offer such flexibility, and you'll be better positioned to sell more event tickets today.

Flexible ticketing options

Promoters and organizers crave flexibility in ticket types and event offerings, and so do audiences. Offering attendees options like group purchases for discounts or installment payments can significantly boost ticket orders. Ultimately, the key to selecting an online ticketing platform is maximizing convenience for all involved.

Revenue management

In the world of event planning, ensuring efficient revenue management is pivotal - especially when you're selling many tickets. An optimal ticketing platform should not only facilitate seamless online payments but also be attuned to your specific financial needs. It shouldn't dictate when or how you can access your funds or set caps on withdrawals. This approach not only caters to the organizer's financial prerequisites but also guarantees a smooth ticket purchase journey for attendees.

Opt for platforms like Eventcube that offer online ticket sales at no cost, enabling you to connect with the right audience. It should support various payment providers and also provide comprehensive access to analytics, reports, and future projections.

Event registration tools

Event registration and ticket selling go hand in hand.  That's why you may want to select a platform that has suitable event registration software and can streamline the registration process for your attendees. It should provide user-friendly tools, ensuring quick and efficient sign-ups. Integration capabilities with other software, along with customizable registration forms, can enhance the attendee experience. The ideal platform will also offer robust data collection features, allowing you to gather insights and adjust your event strategies accordingly.

Online ticketing platforms - The Big Four

1. Eventcube

Eventcube | Virtual Event & Ticketing Technology

Eventcube opened its London office well over a decade ago and has been providing ticketing and live-streaming services to conferences, major and boutique festivals, non-profit exhibitions, and more. Having generated over £50m+ of ticket sales, and hosted 150k+ events across the globe, your event is in safe hands!

Pros

  • Cost-effective 3% transaction fee (for pro accounts)
  • Bespoke pricing for advanced services makes one-off events feasible
  • In-depth data capture and reporting
  • Full white label service to create a bespoke, branded ticket and event marketplaces
  • Built-in live streaming platform for virtual and hybrid events
  • No waiting until after the event for payment 

Cons:

  • PayPal support is still to come

2. Eventbrite

Event Trends, Best Practices, and More - Eventbrite Blog

One of the biggest in the business for good reason, Eventbrite was founded in 2006 making it a veteran in the events world. The company has bases in 12 global locations, is known for being extremely SEO-friendly, and integrates well with social media, helping get you noticed. Pros and cons:

Pros:

  • No monthly fee on basic package
  • Free use for free events
  • Email marketing
  • Embeddable checkouts to integrate with your website

Cons:

  • Payments only issued after the event
  • Due to its cost, it may not be suited to most event budgets

3. Ticketbud

Ticketbud began life in Austin, Texas, circa 2009, and within three years had impressed enough to draw an additional investment of $ 1.2 million. The secret? Keeping everything simple with one price for all, with those fees significantly lower than many competitors with comparable products. The customer service is also renowned.

Pros:

  • Daily payment structure with flat tariff
  • Free, dedicated smartphone app for scanning tickets and checking guests in at events
  • Built-in advance revenue calculator

Cons:

  • 2.0% fee per ticket and 2.9% processing charge can restrict smaller organizations

4. CVent

Widely considered to be a market leader in the cloud-based event management arena, if CVent can help you do anything it's sell tickets. But there's much more besides:

Pros:

  • Bespoke pricing system to suit individual requirements
  • Email marketing and surveys
  • In-built accounting software
  • Drag and drop event website builder

Cons:

  • Account setup takes time and favors enterprise users

How to set up a store and sell tickets on Eventcube

When it comes to the perfect balance of affordability, functionality, and ease of use, no online ticketing system is better than Eventcube.

Follow the steps below, or alternatively, check out our more detailed guide to setting up your Eventcube Store, where you can sell virtual, hybrid, and real-world tickets to your events.

  1. Head for the Eventcube homepage
  2. Sign up for an account, creating a Username and Password. Now sign in.
  3. You now have a Store, so it's time to brand and customize it.

In the back-end, hit Store Settings and Customize Store. Here you can explore a number of options to make the Store your own. If you'd like more information, read our full guide to customizing here.

Many of these options include front-end changes that will be visible to customers you can add logos, alter color schemes and upload images to be displayed.

We also recommend adding your social media accounts to take some legwork out of promotion.

Step 2 - Add tickets to your store

With Eventcube, ticket creation is rendered incredibly easy.

  1. First of all, you need to create the Event. Do this by clicking Events in the Store Dashboard.
  2. Next, go for Add A New Event.
  3. Make sure Standard is selected if your event is running IRL only, go for Broadcast if you want to live stream your event with options such as Chat Room, or Virtual Venue if you are looking at more complex digital formats.
  4. Name your event, set the location, start end date, and time.
  5. Now you need to upload an image that will act as a flyer or poster for your event. Fortunately, we have an in-depth guide to help ensure you achieve the best results .
  6. Add a Description and Tags to help people find your event more easily.
  7. Click the tab to confirm you have read and agreed to Eventcube Terms & Conditions.
  8. Click Save & add a ticket.

Setting up your ticket offerings is straightforward.

  1. Begin by determining your ticket type. Carefully select the kind of tickets, their quantities, and price points to cater to your audience and your budget. For a more thorough understanding, refer to our guide on ticket types.
  2. Decide between E-Tickets and Physical Tickets. Opting for physical tickets means incorporating postage costs, and it'll be on you to ensure delivery.
  3. Next, pinpoint when you want these tickets to become available: be it immediately, post the selling out of another ticket type, or at a predetermined future date and time.
  4. Introduce varied options to amplify flexibility and affordability. This could be letting attendees pay in installments or suggesting complementary ticket types during purchase, a tactic many festivals employ by recommending, for instance, a coach ticket when a General Admission is bought. If you're already in possession of barcode pools, they can be seamlessly integrated.
  5. Conclude by clicking 'Save'. If you're looking to introduce more ticket types, simply opt for 'Save & add another ticket'.

Step 3 - Connect a payment gateway to get paid as your tickets sell

  1. Head to the 'Store settings' section in the Eventcube dashboard and choose a payment provider. You can choose from Stripe (our official partner and recommended payment gateway), Worldpay, and Sage Pay.
  2. Next, click 'Connect with Stripe'. If you don't already have a Stripe account, you will need to create one. Following this guide on how to create a Stripe account should help.

You're now ready to start selling tickets for your event! Share the link for your store around and you're good to go. It's that simple. If you'd like to explore more what Eventcube can offer, request a free demo today.

More tips to boost event ticket sales

Perfecting your ticket sales strategy goes beyond just the event ticket itself. By integrating effective ticket pricing with strategic promotion and understanding your audience's preferences, you can optimize your approach. Here are some essential steps that can help you fine-tune your event ticket sales game.


Learn about payment systems

Determining your ticket price can be simplified by starting from your break-even point. Just divide your event's total costs by the number of tickets available for sale.

Once your pricing is set, the next step is selecting a method to handle  event payments. Many event organizers opt for Stripe due to its intuitive interface and reliability. With Stripe, you can receive payments a week after a sale, ensuring you don't have to wait until all sales conclude.

Promote, promote, promote!

No matter how fantastic your event is, if people don't know about it,  they won't turn up. So,  once you've achieved full ticket sales, you can shift focus to fine-tuning production aspects, assured of having met your break-even and profit targets. The ease of online event promotion today is unparalleled, and there are dozens of ways to promote your event for free.

Eventcube's integrated social sharing and promotion tools streamline the process. By linking your accounts through the Store Dashboard and following setup instructions, you can disseminate event and ticket information with a few clicks.

Though a comprehensive guide on using social media for event marketing would be extensive, one potent strategy is customer incentivization. Encourage sharing of your event details, given that recommendations from acquaintances increase ticket purchase likelihood by 43%.

Consider offering special discounts at checkout for those who share on platforms like Facebook, Twitter, and Instagram. Another tactic is leveraging a network of representatives who amplify your reach by promoting to their audience. They can distribute and sell your tickets via a traceable link, receiving compensation in forms like free entry, monetary payments, or other agreed-upon benefits.

Measure your events data

Monitoring your ticket sales and advertisements is essential. It helps you keep customers, identify weak sales areas, and work to target new demographics. Data really is everything, which is why you should pick a platform that has great reporting and analytics tools.

Understanding your ticket sales is easier when you visualize the data. To get a clear picture of your event's trajectory, use a mix of tools. Consider leveraging Eventcube's built-in reporting for insights specific to your ticketing platform. Additionally, utilize the free analytical tools from Google, Facebook, and other social platforms you're including in your promotional efforts.

Examples of ticket stores built with Eventcube

At Eventcube, we've crafted a robust online ticketing platform that’s both versatile and user-friendly. But, let's move beyond just our claims. Dive into some standout Eventcube Stores that showcase the true potential of our system. We think you'll be impressed!

Crack Magazine

We helped Crack Magazine, a cultural print and digital publication, carve out its own online marketplace resplendent in on-point design details and simple navigation through back issues, merchandise and more.

Middlesex Cricket

One of the most prestigious teams in cricket looks to Eventcube's platform for all membership, outground match ticket and merchandise sales, integrating our system with its own domain.

KTX

Philippine event promotion giant KTX created a huge, completely bespoke ticketing and marketing platform using Eventcube's fully customizable environment.

London Gardens Trust

Switching its annual summer fundraiser from IRL to a live virtual event for 2021, and changing the name to London Open Gardens, London Gardens Trust is using our ticketing system to manage ticket sales.

That wraps it up!

For both a ticket reseller and an event creator, the nuances of online ticketing can be intricate. This shy research is so important. Learn the functionalities of online ticketing websites, understand various event payment systems, and analyze market trends for ticket sale strategies.

Whether you're selling concert tickets, promoting a charity event, or organizing a small-scale gathering, a comprehensive approach based on research and practical insights can significantly influence outcomes.

So having made it to the end of our hefty guide, you should be equipped with the knowledge to make informed decisions. By coupling this knowledge with practical application, and continually adapting based on feedback and trends, you're positioned to maximize ticket sales and ensure your event's success.

Good luck!

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