Ticket sales will always sit at the heart of live events, but they are not the only way organisers, venues and brand partners can create value.
WotsOn is expanding its platform with two new features designed to open up more commercial opportunities: Deals and Memberships.
Together, these tools give organisers more flexibility in how they reach audiences, reward loyal customers, encourage repeat attendance and build additional revenue streams around their events, venues and brands.
Deals are designed to give organisers and brand partners a flexible way to create offers, promotions and added-value opportunities for potential customers.
That could include buy-one-get-one-free offers, reduced-rate bring-a-friend deals, bundled ticket opportunities, group savings, free food or drink tokens, early bird offers, limited-time promotions or exclusive discounts.
The format is deliberately flexible. A deal can be simple, tactical and short-term, or it can form part of a wider campaign designed to drive awareness, increase footfall or support a specific event, venue or partner brand.
Every deal can be set up with clear limits and controls.
Organisers and partners can limit the number of deals available, create redeemable codes, issue unique codes per user or run limited-availability promotions that can be tracked and reconciled.
This means deals can be used in a practical, measurable way. Whether the goal is to drive early sales, fill quieter periods, encourage group bookings or reward a specific audience segment, organisers can create offers that are structured around their own commercial needs.
Memberships give organisers and venues the ability to create communities around their audience.
These can range from short-term memberships to longer-term or ongoing membership models. They can be used to build loyalty, communicate with specific groups and provide members with access to exclusive opportunities.
For example, a venue could create a membership option for loyal customers and use it to share last-minute offers during quieter periods. This creates a reason for members to return, while giving the venue a way to fill availability and reward its most engaged audience.
Memberships are not just about access. They are about creating a stronger relationship between organisers, venues, brands and the people who already care about what they do.
A member audience can be used to promote exclusive offers, early access, private deals, limited availability events or targeted opportunities that are not available to the general public.
That gives organisers another way to encourage repeat attendance and gives customers another reason to stay connected.
Deals and Memberships can also work together.
Organisers can create deals that are available only to members, or they can create wider deals that are open to different audience groups, including members, WotsOn users, brand or venue audiences and guest users.
This gives organisers more choice in how they structure each opportunity. Some deals may be designed to attract new customers, while others may be designed specifically to reward existing members.
The ability to combine both features creates more room for targeted campaigns, loyalty activity and partner-led promotions.
Deals and Memberships are scheduled to launch in August, ahead of the busy student season from late August through to mid-October.
This gives organisers, venues and brand partners a timely opportunity to create new campaigns, build audiences and prepare offers around one of the most active periods of the year.
WotsOn will be sharing more guidance soon on how to create Deals and Memberships quickly and easily within the platform.
In the meantime, organisers, venues and brand partners who would like to join the early access group can get in touch at info@wotsonevents.com
Audiences are looking for real-world experiences, stronger communities and more reasons to gather. For event organisers, that creates a major opportunity to build deeper audience relationships and more sustainable revenue.
WotsOn is launching a major upgrade to the Organiser Hub and Rep Hub in August, making it easier for organisers to manage events, deals, memberships, reps and revenue activity from one clearer, more intuitive platform experience.
WotsOn has upgraded the Rep Hub, making it easier for organisers to manage reps, track performance and promote events, deals and memberships from one clearer dashboard.
