21 May Ticketing: how to reduce the number of anonymous participants?
Solutions to reduce THE number of anonymous participants
To understand the phenomenon of anonymous participants, we offer this translation of the original article Ticketing Professionals See Opportunities for Eliminating Anonymous Attendees , written by Teddy Durgin and published in Access, the ticket to industry intelligence, dated May 7, 2019. 
Ticketing professionals find solutions to reduce the number of anonymous participants
Reducing the number of anonymous participants has become one of the priority issues for many players in the ticketing industry in 2019. Some believe that a complex system of M-ticket generation (mobile tickets) or increased regulation of the secondary market will solve the problem.
But what exactly is the problem? Who are the anonymous participants?
Tina Martin, Chief Information Officer, International Speedway Corporation (ISC), enlightened us on the subject.
"Anonymous participants are participants that we cannot specifically identify. For example, we know who the buyer of a ticket is. We have several pieces of information about that person, such as name, address, e-mail address, and dates of purchase. However, when that person buys multiple tickets, for example, for themselves and their friends, then it is impossible to collect data from the other participants. »
Several visions of anonymous participants
Michelle Paul, Executive Director of PatronManager, shares her vision with us. Generally speaking," says Michelle, " anonymous participantsare people who attend an event without their names on the tickets. Or without them being associated with their order. There are many reasons for this. Perhaps it's because they are a friend's "plus one. Because someone else gave them a ticket. Or because they bought the ticket on the secondary market, with no connection to the original seller. »
In the arts world, Michelle adds, she and her colleagues sometimes call these people "ghost subscribers. She credited her colleague Allison Klein for coining the term in a corporate blog post in 2011.
A problem of knowing the fans
"Attending an artistic performance - all live events, in fact - is a very social experience. Most ticket or subscription purchases are made in pairs , because people don't usually attend alone. They bring their friends or family. But most of the time, only the name of the buyer is attached to the ticket order. This means that for every "real" participant, you have a "ghost" following you. This is someone who has had an experience in your place, but who is then 'lost', with whom you cannot have a relationship. "These missed opportunities make it difficult for venue operators and event organizers to get a 360-degree view of their audiences.
The assets of a good fan knowledge
"The success of event marketing is essentially based on building a solid relationship with the participants. The goal is to attract your participants once, get them to come a second time, then a third time so that they become subscribers and bring their own friends the next time. Let's say your venue has 1500 seats and all tickets have been sold out. If half of the attendees come with a friend, who is not in your database, you will not be able to contact him or her, nor will you be able to accompany him or her in this experience. »
Tina Martin agrees and adds: "Identifying these participants [could] help us to provide them with offers and experiences that are relevant and interesting for them. Getting to know the participants is the only way to enhance their experience by providing them with personalised information that is relevant to them and not necessarily to the ticket buyer. »
Reduce anonymous participants through digital
Fortunately, there are now technological solutions available to reduce the number of anonymous participants, notes Tina , " Digital tickets have helped reduce the number of anonymous visitors by providing an easy and seamless ticketing experience," she says. Michelle also agrees.
The best technological advances are those that allow people to voluntarily share their information in a simple way," says Michelle. "Paying for your ticket online is automatically more valuable than paying at the ticket counter. Because online, you have the ability to collect their information right away, integrated directly into your database. »
Marketing strategies to be rethought
She's suing, "With some ticketing systems, you can also ask people to give out their friends' names or information when they buy tickets, but this is not the only option. In fact, it may be more effective to ask later, with a stronger incentive 'give us your e-mail address, and you'll get something in return'. But there are more and more attractive techniques to develop this idea, for example with interactive experiences in the place itself, the J-J. Everyone likes the photo booths in the lobby. And it can be a great way to collect contact details of other 'ghost' people. After all, how else will they have access to their photos? »
"Our audiences are constantly evolving and they dictate the speed at which technology impacts this industry. "All everyday processes are facilitated by technological advances, so it's constantly changing the way we look at our industry, our audience and their needs. »
Michelle, for her part, hopes that organizations will make better use of the information they already have. What's unfortunate," she says, "is that even when an organization has the data (name, e-mail address, etc.), untargeted mass communications are sent out and discourage people because they don't feel understood. This is a huge opportunity! "« .
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