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Passbook tickets: The Main Event

Written by matteo. Posted in Digital Marketing

passbook-eventSince the launch of Apple’s Passbook app there have been many different and imaginative uses of the system. Applications like airline ticketing, loyalty cards and discount vouchers have all made creative use of the technology but perhaps Passbook event tickets are at the center of the whole Passbook ecosystem.
Electronic Passbook tickets of course are sent directly to your iPhone where they are stored in your digital wallet for use at the event. This ease of use is compelling: no more lost tickets for you and no shipping and printing for the vendor. Saving the paper, printing and postage makes it a pretty green technology too.
The true power of the Passbook system however, lies in its power to connect with people in very specific places and at very specific times.

Consider for example a nightclub in a busy city. Opening its doors late in the evening, it has limited opportunity to interact with potential customers. Advance advertising is hit and miss as the audience may or may not be interested in clubbing and those who are may make decisions about where to go on a fairly ad-hoc basis.
Now consider a group of friends out enjoying themselves in a restaurant or bar. They get an offer of tickets via the Passbook system for a special cocktail event at a city club. The club is nearby. The cocktail event starts soon and with their passbook event tickets the first drink is on the house.
That kind of marketing is laser targeted: right audience, right place, right time.

The conversion rate is going to be fantastic and the return for the vendor is just great.
What about a tourist in a strange city? It can be difficult to find out what’s on during your stay and harder find your way to lesser known venues.
That way the landmark events tend to win. But our tourist has just been offered tickets to an interesting exhibition at a nearby gallery. It’s just down the street and today only the artist is attending and answering questions about his work.

These examples show how even smaller organizations can create great, targeted messaging for their events. To truly be effective though, the technology has to be nimble, allowing the organization to quickly create Passbook event tickets and change them as events change. With easy implementation added to time and place targeting, Passbook tickets are a truly powerful communication tool.

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