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ONLINE SALES

Summary

Upon joining the HRR as Marketing Manager, I was tasked with the challenging initiative of introducing an online ticketing platform to an organisation that had traditionally only sold tickets offline. Within a narrow window of eight weeks, I spearheaded the development and launch of an integrated online ticketing system, resulting in increased ticket sales and operational efficiencies.

Objectives

(1) Platform Development: Implement a functional online sales platform integrated with existing system architecture

(2) User Experience: Ensure the platform was user-friendly and met the unique needs of all key HRR audiences

(3) Performance Tracking: Link the platform with email marketing to monitor KPIs and introduce targeted marketing

Execution

  • Collaborated with external agencies to design a platform compatible with the existing website and ticketing system

  • Rapidly acquired proficiency in new software, overseeing developers and staying within time & budget constraints

  • Recognised and catered to the specific nuances of the event, constructing ticketing options in the backend

  • Executed extensive testing phases to guarantee the platform's functionality and ease of use

  • Conducted training sessions to familiarise internal teams with the new system

  • Overcame intricate web logic challenges and adeptly addressed launch-day hiccups

  • Established member-exclusive ticketing by adding a login wall, ensuring only relevant access to certain offerings

  • Integrated the platform with email marketing, allowing for the tracking of KPIs and to segment audiences

  • Expanded the project in 2023 by introducing a digital guest voucher process to streamline the purchase experience

Outcomes

  • Achieved a 7% uptick in overall ticket sales following the platform's introduction, with a further 5% growth in 2023

  • By 2023, a considerable 74% of customers transitioned to purchasing tickets online

  • The shift to digital ticketing led to a marked reduction in temp staff required, enhancing operational efficiency

  • Benefited from an enriched data pool through marketing opt-ins during the checkout process

  • Received positive survey feedback from customers regarding the ease and convenience of online ticket purchases

  • Increased sales of guest voucher tickets by 113% and received positive survey feedback about the new functionality

© 2023 by Madeleine Portwain

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