As online ticket sales technologies evolve, scammers also try to evolve their digital scam techniques. Fake tickets are one example.
This criminal practice has threatened even the biggest events in Brazil. As a result, buyers have become increasingly cautious.
But not all is lost! For your event to offer security and attract attendees, you need to take a preventive approach against scams.
After all, technology can be your greatest ally and can even boost your event.
See how you can protect yourself and your attendees from fake ticket scams:
How to organize secure events
1. Build a trustworthy event website
The first virtual impression of your event will be its website! That’s why it needs an attractive look.
To start, you should create a visual identity for it.
Use consistent colors, write engaging copy, and don’t overload your site with too many images. That can make it load more slowly and hurt the experience.
There are best practices that will make your site more trustworthy and easier to find in Google searches.
Beyond the visuals, though, it’s even more important to offer a secure way to register.
That is, a purchase area that protects your attendees’ data. It should include a registration form and multiple payment methods.
This is the most basic step for showing that your tickets aren’t fake, but you need to take other precautions too.
2. Offer contact options for your attendees
One of the most common ways to earn your attendees’ trust is by offering quick and easy ways to contact you.
That’s why it’s a good idea to set up an official contact channel.
Choose an event website with contact information at the bottom of the page, like the ones built with Even3:
These steps are mandatory for any event. But you can go further and add contact buttons on the ticket purchase page too.
For example, on Even3 you can add a WhatsApp or Telegram button at checkout, letting attendees ask questions while buying their tickets.
This will make attendees feel more confident about the event’s legitimacy and the organization behind it.
It’s an essential step, especially for large-scale events!
3. Create social media profiles
Still on the topic of an event’s legitimacy, many attendees tend to check social media to verify whether it’s real.
That’s why it’s essential to have social media accounts, especially on Instagram.
This will also help you promote your event and expand your reach. You might even reach attendees from other states and countries!
4. Sell tickets through a secure platform
As I mentioned, the payment page is one of the areas that needs the most security. This tends to be the step where attendees are most cautious.
That’s why you should choose a platform that enables secure purchases. In other words, one that offers multiple payment methods and displays security seals:
Besides ensuring secure purchases for your attendees and building trust, an event platform will also protect you from fraudulent payments.
That’s why you should never sell tickets outside your chosen event platform. This protects you from common scams, such as the use of fake or stolen cards and accounts.
Purchases made on the platform also protect your attendees, who can more easily get chargebacks or refunds on online payments, as allowed by law and your event’s refund policy.
So watch out for messages offering extra perks for buying or selling tickets outside the platform. That could be a sign of a scam, and you’d be unprotected!
5. Issue certificates with an authenticity seal
Besides tickets, certificates are also targets of digital scams.
That’s why, to ensure the security of your attendees and educational institutions, your certificates should include:
- Hours completed at the event
- Logos of the organizers and event partners
- Organizers’ signature
- Authenticity code
A certificate’s authenticity code is a set of numbers that guarantees the document is unique.
On event platforms like Even3, authenticity codes can be checked in the document authenticator to confirm whether the certificate is genuine and which event it was issued for.
6. Educate your attendees: how to tell if a ticket is fake
Fake tickets also threaten your bottom line!
After all, imagine putting all that work into creating a great event and losing attendees to fraud that imitates your event?
That’s why educating your attendees is also your responsibility. You should teach them how to protect themselves from fake ticket scams.
A good idea is to use emails, in-app notifications, or even social media posts.
You can inform them about how to tell if a ticket is fake through the following steps:
- Look for the event’s or artist’s official profiles on social media. Official artist profiles usually have a blue verification badge next to their name
- Only buy tickets through the links shared on the event’s or artist’s official profiles
- Be wary of prices below market value
- Don’t buy from third-party sites selling tickets after the official site has sold out
- Pay attention to the name of the company issuing the tickets! Buy through trustworthy sales platforms
- Avoid buying digital tickets from unofficial sellers or individuals. If buying from a third party, buy from people you know and trust
- Be wary if the registration form asks for financial information that goes beyond what’s needed to buy the ticket
7. Choose a trustworthy event platform
Speaking of platforms for selling tickets online, this is an essential point for your event’s security.
After all, platforms have dedicated teams to fight scams and constantly develop anti-fraud technologies.
Even3, for example, has a secure sales area and accepts several payment methods, including international currencies.
Because of that, the platform makes it easier for attendees to buy, and it even notifies those who didn’t complete their purchase.
Plus, you’ll be able to edit an event website, create and send certificates in seconds, check in attendees securely, and much more.
These features will give your attendees more purchase options and can boost your revenue.
