How Snapticket’s Customers Manage Event Ticketing Independently
Learn how Snapticket's event organizer customers sell tickets with custom branding throughout the purchase flow, and maintain control over their purchase data.
“The majority of our customers are businesses that use events to grow their customer base. They’re using events as marketing, and that’s why it’s critical for them to easily design purchase flows and tickets using their own branding.” - Nicolaus Pham, Head of Ticketing
“Snapticket was built to implement Oxynade’s ticketing solution in the German market,” explains Nicolaus Pham, Head of Ticketing at Snapticket. Previously, Snapticket’s parent company was already working within the ticketing market in Germany.
When they discovered Oxynade, they saw an opportunity to better serve event organizers. Snapticket launched in April of 2018. In addition to ticketing technology, Snapticket also offers premium customer support as well as business consulting to help event organizers strategically maximize sales.
“We want our customers to focus on creating and selling their event while our technology and support team handle all of their needs for ticketing.” - Nicolaus Pham, Head of Ticketing
Challenge: High competition in the market amongst experienced event organizers
“There is somewhat of a monopoly in the German ticketing market,” says Nicolaus. “Most event organizers are using one popular solution that charges up to 15% for each ticket sold, which is quite a high fee, but large event organizers continue using them out of habit, or because they don’t know that an independent solution exists and that it can save them money.”
In the German market, there are many smaller event organizers who believe they can’t afford to use ticketing technology at all, and so they continue to rely on outdated methods to sell tickets, such as phone, email, and online registration forms. Because these event organizers were already frustrated with so much inefficiency, Snapticket decided to address smaller and medium-size event organizers as their go-to-market audience.
Through Oxynade’s technology, Snapticket was able to go-to-market with a solution that exceeded the needs of smaller and medium-sized event organizers. Not only is the technology simple-to-use and priced well, but it also has a key differentiator that competitors can’t touch: custom branding.
Snapticket customers can show off their brand wherever they want, at any stage of the purchase flow and on the ticket itself. “The majority of our customers are businesses that use events to grow their customer base. They’re using events as marketing, and that’s why it’s critical for them to easily design purchase flows and tickets using their own branding,” says Nicolaus.
The event organizers want to be able to portray their brand, not the name of a ticket site. By showcasing their own brand instead of the ticketing platform’s name, the event organizers can form a better relationship with their buyers and inspire more trust. Snapticket customers are able to achieve this while saving unprecedented amounts of time on ticketing. “We want our customers to focus on creating and selling their event while our technology and support team handle all of their needs for ticketing,” says Nicolaus.
“When using their own brand name to request marketing consent, event organizers are experiencing marketing consent levels of 60% or higher.” - Nicolaus Pham, Head of Ticketing
Result: Attaining business value through marketing consent and accurate attribution
In addition to time savings and custom branding, event organizers achieve measurable business value by Snapticket for their events. They experience increased levels in marketing consent by customers and have full control over customer data. “When an event organizer is using a platform to sell tickets without custom branding, only about 5% of ticket purchasers will give marketing consent,” says Nicolaus. “However, when using their own brand name to request consent, event organizers are experiencing marketing consent levels of 60% or higher. For one event, 90% of ticket purchasers agreed to future communication from the event organizer.”
Snapticket offers even more business value to event organizers. The platform allows event organizers to easily set up an unlimited number of sales channels, such as their website, social media channels, affiliates, and partners. Each sales channel is its own store, so attribution is 100% accurate. “We’ve had one customer create a competition among employees to see who could sell the most tickets. 20% of their total ticket sales came from the competition.” Event organizers can also more easily track commissions for partner sales using the unique channels.
“Events managers now realize that they can save a lot on ticketing platform fees by using an independent solution.” - Nicolaus Pham, Head of Ticketing
Moving Forward: A plan to bring better ticketing to top tier musicians
Small event organizers, particularly businesses that use events for marketing purposes, are already saving time and money on ticketing while improving their branding, data ownership, and attribution accuracy.
With those customer successes under their belt, the Snapticket team is ready to tackle another niche in the German ticketing market. “We’ve already spoken with the events managers of a few musicians, the type who fills all of the big stadiums, and they are excited about our offer. Event managers now realize that they can save a lot on ticketing platform fees by using an independent solution,” says Nicolaus. The musicians, like all event organizers, would also benefit by owning their customer data and gaining higher levels of marketing consent.
All German event organizers who want simple ticketing, a seamless buying experience, and custom branding can find what they’re looking for in Snapticket.