Event organizers will often use a variety of different ticket types to engage with and meet the needs of their various audiences. Hidden ticket types in particular can often be beneficial to an event's success.
These hidden ticket types are typically not advertised publicly, and require providing a special code before they can be accessed. Below we'll explore the reasons why an event organizer would want to set up hidden ticket types, how to configure them with a code, and how ticket purchasers can then use the code to access and pruchase those hidden ticket types.
Why use hidden ticket types?
Event organizers could have a variety of reasons for setting up hidden ticket types. For instance, they may want to offer a limited number of tickets at a lower price point to loyal customers, previous earlybird ticket purchasers, or members of their mailing list. Alternatively, they may want to offer exclusive access to a pre-event experience, such as a meet-and-greet with performers or a backstage tour.
Another reason why event organizers may want to set up hidden ticket types is to control the distribution of tickets. This is especially useful for events that have a limited capacity, where the organizer may want to reserve a certain number of tickets for sponsors, partners, friends & family of the performers, or other VIPs. In this case hidden ticket types can be used to achieve a similar result to ticket holds.
Hidden ticket types could also be used to issue zero-priced complimentary tickets – but only for those to whom you've given the code!
Setting up hidden tickets with a code
Setting up hidden ticket types is almost as straightforward as creating regular ticket types. In your Mighty Tix administration system under Tickets, click the Add button to create a new ticket type. Set the name of the ticket type, the pricing (including booking fee) available for this ticket, and optionally write a description to be shown next to that ticket type in the checkout.
Click the radio button next to Hidden so that this ticket type won't be available to the general public, and enter a code into the text field below. Your code should be one word, all uppercase, and not too short but not so long as to be difficult to type in either.
Examples of good codes could be EARLYBIRD50, MEMBERSFREE2024, or FRIENDS25. You want it to be relatively easy to remember and type in, but not easy enough to guess for someone who hasn't been provided with it.
Save the hidden ticket type, and you'll also need to edit the session and enable your new ticket type so it's available for sale. Make sure to set a limit to the number of times the hidden ticket type can be purchased for that session if you want it to be restricted, and the date(s) it's available from and until.
You can then distribute the hidden ticket code to select individuals or groups, such as members of your mailing list, sponsors, or influencers. This code can be used to unlock the hidden ticket type in the checkout process by entering it into the text field at the top of the page.
Using the code to access hidden tickets
Once you've distributed the code, ticket purchasers can use it to access the hidden ticket type. Depending on your preferences the code may give the ticket purchaser access to the hidden ticket type ahead of the general public, at a lower price point, or both.
When the ticket purchaser enters the code in the checkout process the hidden ticket type will be revealed, and the purchaser can select the number of tickets they wish to purchase. They then continue as usual, providing their contact and payment details and completing their purchase.
Hidden ticket types can be a powerful tool for event organizers who want to offer exclusive access or control the distribution of tickets. By setting up hidden ticket types with a code, organizers can create a sense of exclusivity and loyalty amongst their customers, whilst ticket purchasers can enjoy exclusive access and lower prices. Used well, hidden ticket types can be a powerful aspect of event marketing which can ultimately contribute considerably to event success.