Selling tickets at the door of your event is your last chance to drive revenue. Not only can you often mark up prices from online, but you can also use the opportunity to attract last-minute buyers.

But there’s a downside: selling last-minute tickets can make it tough to track your attendee data. This is especially true if you take cash or neglect to properly register walk-up attendees in favour of getting them in the door quickly.

From an email address to demographic information, attendee data is how you get the insights you need to manage and grow your event. Without it, you’re hindering your future marketing potential and your ability to attract sponsors.

Even if your ticketing or registration platform collects this information online, failing to capture data for at-the-door sales can throw off the numbers you’ve worked so hard to track. After all, for data to be effective, it has to be accurate.

Here’s how to track your at-the-door sales data to power your event.

How to painlessly capture data for at-the-door sales

The most seamless way to capture at-the-door sales info is by choosing an online ticketing platform that has an app specifically designed to handle at-the-door sales.

By using a mobile check-in app (like Eventbrite Organiser) that allows for in-person ticket sales, you can automatically track those sales and sync that information with your existing data.

This functionality can also improve your overall check-in process. For instance, you can:

  • Simplify the ticket-selling operation by enabling your staff to accept credit card payments through the app
  • Enable multiple staff members to check in attendees from any number of mobile devices
  • Streamline the entry process by enabling your staff to sell new tickets and check in existing tickets from the same app
  • Track the performance of specific ticket types by setting up an event day ticket type, only available for purchase during the hours of your event

With all of this functionality within a mobile app, you don’t have to sacrifice your check-in flow to gather relevant data. And the data you collect will sync right back to your online ticketing platform’s dashboard.

The applications of accurate event data

You understand how important it is to collect event data — but what exactly are you going to use that data for? Here are just a handful of ways to use your at-the-door data:

  • Assign promo codes for at-the-door sales to help you take advantage of a last-minute marketing push, then assess how well each promotion did
  • Assess where your busiest entry moments were so you can better plan staffing and entry flow next time
  • Tap into your ticketing platform’s report on “attendees versus no-shows,” to understand how many people bought tickets in advance but didn’t show up
  • Sync your at-the-door data with your email marketing and CRM platforms to power your marketing efforts down-the-road
  • Better predict what percentage of your next event’s tickets will sell out in advance or at-the-door to avoid last-minute stress

Having the flexibility to sell tickets in advance and at the door maximises your chances to pack the house. If you can do this without losing track of your data, you’re set up for success.

Want to discover what else you can do with data? Read Beyond Registration: Using Data to Supercharge Your Event.