2023-08-07 22:23:14
Online ticket sales have been consolidating as an important tool to boost the event market in Brazil. One research done in 2022 by the Brazilian Association of Event Promoters (ABRAPE), in partnership with Sebrae, revealed that 47.1% of event companies use virtual ticket sales, which represents an annual turnover of BRL 601 million in transactions by digital platforms.
In view of the significant data, the article heard some members of the graduation market to understand whether this trend was also felt in the sector. It is worth remembering that the graduation market has an important share in the events sector, moving approximately BRL 7 billion per year and is made up of more than 1,500 companiesaccording to the Brazilian Association of Training Companies (Abeform).
Companies specialized in the field of selling digital tickets for graduations, such as Uniticket, claim that the demand for their services has increased considerably in recent years.
According to the company’s innovation analyst, Wendel Silva, this increase is mainly justified by the benefits that online sales bring to producers and trainees. One of the great advantages, according to him, is the transparency in the audit of the attendance count and the savings generated by this process.
“We have already witnessed situations where graduation companies needed to carry out a manual invitation validation procedure with stamps and signatures. At the end of the night, the count was done manually and delivered to the buffet to inform that X people attended the party and from that to make the proportional payment for the service. With digital validation this changed. At the end of the event, the graduation company has the exact number of people who validated their invitations and can assertively pass on the information to the buffet, generating cost savings in several ways”, explains Wendel Silva.
Still according to the analyst, for graduates, one of the main advantages of selling tickets online is saving time. “Graduates no longer need to travel to graduation companies. Today they can access everything online wherever they are. In addition to the time saved, effort is also saved”, highlights Wendel Silva.
In addition, the expert points out that the benefits of selling tickets online can directly reflect on the revenue of event producers. “Aspects such as convenience for graduates, ease of purchase and instantaneousness of the process, added to the various forms of payment, provide graduation companies with a substantial increase in revenue. We observed that in some cases the growth reached more than 30%. This, in line with the reduction in sales, distribution and management operating costs, is synonymous with profitability”, concludes the analyst.
post-pandemic effects
According to the managing partner of Viva Belo Horizonte – one of the largest graduation companies in the country -, Kelver Reis, before 2020 online sales in the graduation market were not so recurrent.
“This was not common before the pandemic and right following this period everything flowed in a very natural way. As people were already in the habit of going to events with ticket sales and online sales, with a QR code to access, it turned out to be very simple and the graduation public adapted very quickly. This is true even for graduations that traditionally had the habit of using physical, beautiful, printed and stamped invitations. This type of individual invitation is no longer a common demand”, points out Kelver Reis.
Regarding financial impacts, the businessman highlights the improvement with the implementation of online tickets. “Online sales started to have a positive impact on revenue. For example, for graduates who sell tickets today, the process is greatly simplified. Just send a link. There is no need to go to the graduation company to pick up the invitation and pass it on to a third party. So you don’t let the consumer’s interest cool down and that’s very important”, emphasizes the partner-director of Viva Belo Horizonte.
Asked regarding possible harm from online sales, the executive did not account for any, but revealed concern regarding the coming years. “Perhaps in the future people will start trying to hack more, or make copies of QR Codes and try to circumvent the system. But today this is not a problem”, concludes Kelver Reis.
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