Category Archives: Sales

5 Things Your Event Needs in a Ticketing System

Your event is important to the success of your night, and that goes well beyond just selling tickets. You have a bar to run, staff to manage, expenses to cover. Selling tickets is just the preliminary step to ensuring a successful turnout. That’s why it’s important to make sure you’re ticketing system is setting your entire night up for success.

Here are the top 5 things your ticketing system should allow you to do.


1. Go Beyond Registration

Most ticketing companies are simply a registration system. They allow people to buy a ticket for your event, and then their offerings end there. They don’t help you connect the dots of what brought your customer to buy a ticket, what time they arrived, what they bought once they got into your event, and how you can retarget that customer in the future.

Instead, use a ticket system that goes beyond registration. This means following your customer’s journey before, during, and after they walk through your door, and having the tools at your disposal to also manage your event operations.



2. Keep Customers on Your Site

A customer comes to your website to buy a ticket. They click that “buy” button and are now redirected to the ticketing company’s website. You’ve now lost that customer’s browsing data, your brand is out of sight, and they’re now getting messages to register for competing events on your event page. Does this sound like the right experience to you?

Stop redirecting your customers to a different company. Use a ticketing system that functions on your own website without their branding being present. That way, your customers will always feel like they’re purchasing directly from you, and you get to fully control the experience. After all, experience is the first step to creating loyalty.



3. Connect Your Accounts

You have more to manage for your event than selling tickets. You have inventory, staff, reservations, marketing systems, the list goes on. This means you’re managing separate tools and systems for each of these functions. Not only is that a hassle, but your’e duplicating your efforts while losing out on critical insight.

We at Vēmos allow you to connect all your accounts together in one dashboard. It’s why we exist. So not only are you selling tickets to your event, but you can handle all other areas in this one system. Information flows seamlessly between your services automatically so you never have to re-enter or duplicate information in each account.



4. Collect Money Right Away

Most ticketing companies hold your money until after the event to cut you a check, which means your revenue is tied up while your expenses continue. Make sure your ticketing provider works with you and your bank account so payments go directly into your account as soon as a transaction is made. This way, you earn your revenue leading up to your event rather than making up for your expenses weeks after.



5. Own Your Data

When your guests are redirected to third-party sites, and when your event information lies in multiple accounts, you’re unable to track all your data points. In fact, you don’t actually own that data. Technically, the ticketing provider owns it and they’re going to use it to target your customers for competing events.

Put the power back in your hands. Use a ticketing provider that’s not profiting off your customers, but instead exists to serve all aspects of your night to make you as successful as possible.

Build Loyalty by Checking IDs

Checking IDs is commonly considered a necessary evil of serving alcohol. It’s not sexy. It’s not exciting. It’s just a step in the process.

Until now.

Checking IDs can actually be turned into a huge asset to your bar or nightclub, especially with the right technology. When you shift your thinking and equip yourself with the right tools, this very basic step becomes both your liability system as well as your customer loyalty program.


The Legal Aspect

The liability and security side of checking IDs is always the most top-of-mind, particularly when it comes to verifying whether a guest is of age to drink. And from that aspect alone, having your staff manually review IDs is sufficient. But your liability decreases drastically when you equip that staff member with an ID scanning system. Here’s why:

  • It reduces the chances of honest human errors. Humans make mistakes even with the best intentions, such as incorrectly calculating someone’s age based on their date of birth. Having a quick license scan double verifies the guest’s age with a simple color coded alert of whether they’re over 21 or under 21. It makes it foolproof even under high stress situations.

  • It assists with easily passing stings. When authorities are checking to make sure you’re compliant, they legally cannot do so by using a fake ID or purposefully deceiving you. That means most stings are a result of incorrect math or laziness. Having a policy with an ID scan system corrects any mental mistakes and confirms all IDs are reviewed.

  • It aids in detecting fakes. Fake IDs are getting more complex, so having an ID scan system is just one more layer in the process of detecting a fake. Plus, in a worse-case scenario when you accidentally serve a minor, having a digital system is your paper trail to prove to authorities you didn’t purposefully serve that person and did the best of your ability to be compliant.

  • It digitally tracks your 86 list. Your seasoned staff may know immediately if a guest is banned and shouldn’t be let in, but your new employees likely won’t. Rather than memorizing a photo book of those who aren’t allowed, an ID scan system will automatically alert your employee if a guest is banned from the venue. Plus, if an incident occurs during the night, your staff can easily add that guest to your ban list so you always have the most up-to-date information to maintain a safe environment.

  • It alerts you of potentially unruly patrons. Some ID scan systems, like us at Vēmos, allows you to opt into a city-wide ban list. This means you’ll be alerted if a guest is banned at a nearby location along with the reason they were banned. You then use this information to make educated decisions on whether or not you want to let that guest into your venue.


  • Maintaining a secure environment minimizes costs associated with insurance, repairs, fines, and enforcement. What’s more is it provides an enjoyable atmosphere for your guests, which translates to a more profitable establishment. Which leads to the next aspect: loyalty.


    The Loyalty Aspect

    The not-so-obvious side of an ID scanning system is that it can become your loyalty program. And it can serve you better than most standalone loyalty programs can. Why? Because every guest needs to have their ID to drink. Not every guest is going to have your loyalty card or app. In fact, few consumers today want to have a separate loyalty card for every establishment they ever visit, so you’ll only capture a small percentage of your daily patrons.


    With an ID scanning system, you’re able to collect data on all of your guests. This goes well beyond their name, age and other demographic information. We’re talking behavioral data — how often that guests comes, what time of day they check in, how many visits they’ve had this month, what types of events or promotions drive them there, the list goes on. And when you connect your ID scanning system to your point of sale system, you unlock a whole new layer of behavioral information. Not to mention you get a ton of invaluable insights on what factors drives your business and which triggers to pull to repeat that business.


    It’s with this information that you’re able to reward your guests for doing what they’re already doing — simply showing up — and begin to offer them personalized service based on their habits. Notice it’s their 5th time coming in this month? Comp their first drink. Haven’t seen them in a while? Reach out to them about a special you think they’d enjoy. It’s these types of actions that build connections between consumers and brands, and drive true loyalty to your establishment.



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    Throw a Great Party in Just 9 Steps

    A great party = an audience. And an audience = revenue generation. In just 9 steps, learn how to throw a good party for your guests while also generating profit.

    1. Know your audience

    The people you are throwing the party for should define your business model. This means you need to know your customers inside and out. It’s not enough to have a basic understanding of only demographics. You need to discover their idea of a good party, the music they like to hear, the alcohol they like to drink, and even the servers they prefer. Work with a partner who can offer these valuable insights.

    2. Plan your event

    Planning is one of the most important aspects of throwing an event. First you need to identify what you want to get out of the event, and plan accordingly to achieve it. The best questions to answer during this step are:

    • What is your goal?
    • What is your budget, and how much can you spend in each area of the event?
    • Is this going to be an event tied to a holiday or time of year?
    • How will you get the word out about this event?

    Once you answer these questions, you have a better way of moving forward. You know exactly how may promoters you need, what staff members are responsible for, how much money you can spend on talent, what type of talent you need to hire, if you can offer drink specials – the list goes on.

    3. Hire the right talent

    Talent is a big portion of what lures people into your venue. But you need to make sure you hire the right talent. Do your guests prefer a headlining DJ or a local band? What type of lighting and sound equipment do you need to enhance the experience for your guests? Stay within your budget and plan for your audience to maximize profits and achieve your goal.

    4. Price tickets accordingly

    When it comes to a good party, it’s the experience – not the deal – that attracts guests. It’s critical to understand what your customers will pay in return for a good party. Make sure you don’t sell yourself short and maximize your revenue when at all possible. People understand and have been programmed to pay top dollar for major events, within reason. Take note, not advantage, of these opportunities if you seek long-term success.

    5. Get the word out

    You can’t spread the word until you’ve defined your audience. After all, it’s much easier to market and promote your party when you know exactly whom you’re trying to reach. The best strategy is to always keep your customers informed while maintaining a clear and consistent message in all your efforts. Use a multi-channel strategy to get the word out, such as text-message marketing, printed collateral, email updates, and social media. Just using one channel – such as printing flyers – will not do. Diversify your efforts, track returns, and adjust focus based on results.

    6. Generate revenue, even before the day of the event

    Pre-sales, pre-sales, pre-sales.. Every event or venue, regardless of size, benefits from the pre-sale of tickets and inventory. The best way to sell tickets in advance is to get everyone on board with a single platform. There are platforms available that allow you to create and manage an online event page, publish the page for consumers to purchase tickets, have the page integrate with a mobile app for promoters to sell directly from their devices, and track ticket sales and results along the way. This type of platform syncs all promoters and marketing efforts together to maximize ticket sales and revenue.

    7. Avoid double-booked VIP tables

    The best way to keep track of reservations to mitigate double-booked table is through a central technology platform to which everyone has access. This means any of your employees or partners can log into the system with their personal username and password, add a guest reservation for a specific night, identify remaining tables for the night and select the most appropriate one. Tables that are already reserved won’t show up in the system, which means they’re never double-booked. Not only that, but the person who refers a guest for a reservation (ex: a promoters) is the person who makes the reservation. They don’t need to email anybody to make it happen or jot it down on a piece of paper to hand to the hostess. It’s all streamlined and centralized to maximize efficiency, accuracy, and customer satisfaction.

    8. Be a good host

    Your event efforts must continue, and perhaps even spike, during the night of the event. Treat everyone like VIPs, from the bottle buyer to the general admission guest. Focus on service levels and make them feel appreciated no matter what. Your guests will not only continually come back, but they’ll also tell everyone they know about their experience. This sets you up for success for the long run.

    9. Analyze results to better prepare for the next event

    The only way to know whether your event was a success is to analyze the data. If you got on board with the aforementioned platform, your life will be significantly easier since it will all be in one spot – not to mention the data will be broken down by individual guests and staff members to truly identify areas of strength and weakness. Once you know how well you did, you’re able to better set yourself up for success for your next event.

    At the end of the day, revenue is a byproduct of the value of your party Make sure you first and foremost throw a good party, then be constantly aware of your guests, surprise them from time to time, and treat them with the service they deserve to keep them coming back.

    Bar Crowd vs. VIP Crowd: Which is Better?

    I was recently in an online discussion with industry leaders about which business model is best for nightclubs: bottle service or bar service. It seems there’s not one simple answer to this question, and everyone has a different viewpoint. However, most resonated with the idea that it doesn’t have to be one over the other; that they’re both critical to the success of a venue.

    I believe treating the two as exclusive parts of your venue hurts you more than it helps. Both bottle service and bar service are important aspects of your club’s performance. The bar crowd controls the atmosphere and ambiance of the venue, which attracts the bottle patrons who bring in the revenue. Having a strategy to blend the two together is what makes the biggest impact as a whole.

    The most successful clubs are those that integrate both areas with a similar level of priority, and treat all customers – whether bar or bottle service customers – on a personal level. Not only do guests prefer to go to these venues, but they’re the ones that are advancing their business most rapidly. When everyone in your venue (including your bottle service staff, your security, and your bartenders) is focused on a level of personalized service based on that guest’s past habits, that’s when you truly win. That’s when you start building loyalty, organic word of mouth growth, a higher spend per person, and your next wave of bottle service customers all in one.

    While it’s true your big spenders at the VIP tables deserve the ultimate personal service, your bar crowd deserves some personal touches, too. And in the age of big data, people are used to being treated as an individual by brands more than ever before.

    So how could this work?

    With the combination of an ID scanning system that’s tied to your POS system, you get insight on every guest that walks through your door. You’ve likely had this level of insight on your bottle service guests already with your reservation management system. Now it’s possible to tie it back to the general bar crowd.

    Every guest needs to have their ID to drink, so it’s an easy thing for you to leverage. You scan their ID and notice it’s their 10th time coming in a month. Use that information to personally greet them and cover their first drink. If your ID scanner is tied to your POS, you also get insight on spending habits. Notice they spend a lot each time they come? Offer them a VIP table instead.

    It’s the small details that make a person feel like you notice them, and that’s what makes the biggest difference. This is true regardless if they’re a bar customer or a VIP, it’s just that historically there hasn’t been enough information on the bar customer to provide them with that level of service. So even though it’s natural to want to pour your energy and resources into your VIP section, don’t forget about your bar crowd. They’re an important aspect of the entire atmosphere of your venue and, with the right tools, can be persuaded to spend even more.

    Step Up Your Game in 2018

    The end of the year is coming to a close, which means you’re most likely gearing up for your New Year’s Eve party. But in the midst of all this, it’s also the time to a assess your business and set your venue up for even more success in the coming year.

    We’re at this critical juncture as an industry of keeping up with the demands of customers, the expectations of general consumers, and continuing with everyday business to keep things afloat. It’s a lot to manage, especially with the busy holiday season.

    But in 2018, we as an industry can’t afford to keep pushing out implementing new practices. There have been articles for the past few years claiming nightlife is dying. I disagree. I believe society is evolving, and we’re not evolving with it. We aren’t dying; we’re falling behind.

    Think about the experiences your customers have in every other industry. Retail, online entertainment, even coffee shops have all shifted to cater to individual needs based on timing and past habits. Retail stores send emails suggesting items you might like because of what you’ve bought in the past. Amazon reminds you of when you’re likely due to re-buy a household item. Netflix suggests a show you should watch based on what’s trending and what you’ve previously enjoyed. Starbucks knows once you get into the store what they should offer to up-sell you based on your tastes and budget. All of these industries start with tracking your behavior so they can later reach out on a very personal level to get you to spend even more. It’s personal. It’s data-driven. And that’s where we’re falling behind in the nightlife industry.

    In 2018, it’s no longer about opening your doors and assuming people will walk in. It’s about guaranteeing people will walk in, and the right people at that. But just like very other industry, it starts with tracking your customers’ behavior. And I mean every customer, not just your VIPs.

    Fortunately, tracking your guests is fairly simple with the right system. It shouldn’t add a ton of new processes to your staff, nor take up much more additional time to collect the data. The best solution is a system that has ID scanning, POS integration, and a CRM system at the core of its functionality. Solutions like Vēmos is built with these three at its core, combined with general admission, guest list, tickets, and reservation management features. The reason having the core is important is because you’re now able to track every guest who walks through your door, including their spending habits once inside.

    Take this example: It’s Friday night, and it’s Lucy’s first time at your venue.

  • You scan Lucy’s ID with the system to verify legality, but because you’re using a system backed by a CRM system, you have now created her personal guest profile in your database.
  • Lucy then goes to check in with the general admission cashier to pay cover. You now know Lucy is a general admission guest who has paid $20 to get inside, bringing her lifetime value up to $20.
  • Lucy goes to the bar and orders a vodka tonic. The next time she orders a martini. Every time she places an order, it’s added to her guest profile because your system is integrated with your POS and is backed by a CRM system. Her lifetime value in her guest profile rises every time she orders.
  • Lucy comes back with 5 friends as a guest list customer the following Friday. You scan her ID to verify legality, and are notified that this is her second time at the venue and she’s worth $x. You notice she’s brought more people with her. You thank her for coming back and bringing more guests to your venue. This provides personalization and gives her that specialized treatment.

  • Now that you have Lucy’s profile and see that it’s building over time, you’re able to amplify her experience. Does she keep coming back every week as a GA or guest list guest? Upgrade her to a reservation and start her off with a bottle of champagne to thank her for her loyalty. Is there a new concert coming up that you think she’d like? Send her an email or text message to buy a ticket before the concert is unveiled to the rest of the public. Do you think there’s a craft cocktail she’d like better that would earn you more revenue? Promote it to her.

    Because you started with collecting and tracking behavior, you’re now able to later reach out with personal messages to get your guests to come more often and spend even more once they’re there. This is what is going to get you to level up to other experiences in other industries.

    It’s no longer sufficient to make assumptions on how your venue is performing and who your guests are. It’s also no longer sufficient to just focus on the data from one area of your business. It’s about taking a comprehensive approach that provides insight into all of your guests. After all, the more you know, the more you can do. And with a new year approaching, it’s time to garner even better results and higher revenue than the previous year.

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