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How do you make sure the right tickets reach the right supporters?
A ticket office may have thousands of members, but those supporters do not all have the same requirements.
Season-ticket holders, loyalty-point groups, families, VIP guests and supporters requiring accessible facilities may each need access to different tickets, sales windows or areas of the venue. The challenge for ticket-office teams is making sure the right opportunities reach the right people, without adding hours of manual administration.
One fanbase, multiple audiences
A single general sale will not always work for every fixture or event.
Some tickets may need to be offered first to supporters with a certain membership or loyalty status. Other allocations may be reserved for sponsors, VIP guests, families or supporters requiring accessible seating.
Ticket offices need to be able to identify these groups within a large database and create a journey specifically for them.
Creating targeted sales windows
Features such as Secret Shops allow ticket offices to create dedicated sales opportunities for selected groups of supporters.
Rather than making every ticket or event visible to the entire database, a Secret Shop can provide a specific audience with access to its own sales window, ticket types or allocation.
This could be used for:
- Priority access for season-ticket holders or members
- Loyalty-point sales windows
- VIP and sponsor allocations
- Family or junior offers
- Accessible seating
- Staff, player and internal allocations
- Targeted promotions for selected supporter groups
The supporter is only presented with the tickets relevant to them, making the purchasing process clearer while allowing the ticket office to retain control over each allocation.
It also reduces the need to manage private sales through spreadsheets, individual emails or manual reservations.
Continuing the journey at the venue
Targeting a supporter group should not stop once the ticket has been purchased.
Specific ticket types can also be highlighted when they are scanned at the venue. This gives entry staff an immediate, clear prompt and allows them to provide the correct experience from the moment the supporter arrives.
For example, the system could highlight:
- A VIP guest who needs directing to hospitality
- A supporter using an accessible entrance or seating area
- A junior or concession ticket that requires verification
- A guest who should be directed to a particular section
- A ticket requiring an additional check or action
Instead of simply displaying that a ticket is valid, the scanning system can provide staff with the information they need to direct and assist that supporter correctly.
Any alerts involving accessibility requirements should remain discreet and focused only on the action staff need to take, ensuring the process is both helpful and respectful.
A connected ticketing journey
The real benefit comes from connecting each stage of the process.
The ticket office identifies the audience, provides access to the correct sales window, issues the appropriate ticket type and ensures venue staff receive the right prompt when that ticket is scanned.
This creates a more relevant online experience for the supporter and a smoother arrival at the venue. For ticket-office teams, it provides greater control, reduces manual work and helps ensure that every group receives the experience intended for them.
When a club has thousands of members, successful audience targeting is not simply about selling more tickets. It is about getting the right ticket to the right supporter—and continuing that personalised journey all the way to their seat.
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