As COVID-19 continues to impact live events, many organizers face the challenge of rescheduling or canceling events. Effective communication with ticket holders is crucial to maintain trust and minimize financial strain. Studies show that transparent and empathetic messaging can lead to higher rates of ticket rollover and customer loyalty.
1. Collaborate with Your Ticketing Provider for Personalized Messaging
Avoid generic, impersonal communications from your ticketing platform. Instead, work with them to send customized emails that reflect your organization’s voice and values. Include a dedicated contact email, such as covid19@yourfestivalname.com, to handle inquiries and foster direct communication. This approach can prevent public disputes and build stronger relationships with your audience. Eventbrite
2. Create a Heartfelt Video Message from the Organizer
A personal video from the event organizer can humanize the situation and convey sincerity. Share your organization’s mission, the challenges faced, and the importance of attendee support. This transparency can increase empathy and encourage ticket holders to retain their tickets for future events. Eventbrite
3. Offer Attractive Incentives for Ticket Rollovers
Encourage ticket holders to transfer their tickets to the rescheduled event by providing valuable incentives. Options include:
- Exclusive merchandise or discounts
- VIP upgrades or early access
- Special access to online content or events
- Donations to a charity in the attendee’s name
These incentives can enhance perceived value and loyalty. An Association Management Company
4. Maintain Consistent and Transparent Communication
Regular updates across all communication channels—email, social media, and your website—are essential. Clearly outline options for ticket holders, including rollover procedures, refund policies, and deadlines. Transparency reduces uncertainty and builds trust. Eventbrite
5. Highlight the Benefits of Ticket Rollovers
Emphasize the advantages of retaining tickets, such as guaranteed entry to the rescheduled event, protection against potential price increases, and priority access to popular features like reserved seating or camping spots. This information can motivate attendees to keep their tickets. PCMA
6. Provide Clear Refund Options with a Compassionate Approach
While encouraging ticket rollovers, also offer a straightforward refund process for those who need it. Acknowledge the financial challenges many attendees face and provide options like partial refunds or credits toward future events. This flexibility demonstrates empathy and can maintain goodwill. PCMA
7. Utilize Email Templates for Effective Communication
Leverage email templates to ensure consistent and professional messaging. Templates can help convey key information clearly and empathetically, reducing the risk of misunderstandings. Eventbrite
In Summary
Navigating event rescheduling during COVID-19 requires thoughtful communication and strategic planning. By collaborating with your ticketing provider, offering personalized messages, providing valuable incentives, and maintaining transparency, you can encourage ticket rollovers and sustain your event’s success. Remember, treating your attendees with empathy and respect is key to building long-term loyalty.
Meet Ryan Kintz, the visionary CEO behind Afton Tickets, Afton LiveStream, and Afton Shows. With a rich background in event organization, concert promotion, and entrepreneurial ventures, Ryan is a prominent figure in the entertainment industry.
Afton Tickets: Elevating Event Experiences
As the co-founder and CEO of Afton Tickets, Ryan serves a diverse clientele, including fairs, festivals, beer/wine/food events, and concerts of various scales, from 500 to 100,000+ attendees. His commitment to excellence shines through, providing tailored ticketing solutions that enhance event experiences and streamline ticket sales.