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Some industries are more inclined to bridge the online-offline gap and provide omnichannel experiences. Among these industries, ticketing is one of the biggest. In the recent years, with the help of innovation and lots of money pouring in, technology has changed the way events are organized and attended.
While some companies have been more effective than others at attracting investments, media attention and of course users, the field is far from leveled. New ideas and opportunities are waiting to be discovered and ambitious startups are working hard at it.
One of these startups is KweekWeek, a London-based startup that recently received a $3.25 million investment to work on its technology and improve sales. The company founders, Tina Mashaalahi and Mehdi Nayebi, hope to tackle the fast growing competition with a better understanding on how customers discover and attend events.
While most ticketing tech startups focus on organizing and managing events, KweekWeek seems to be more inclined to tackle event discovery. There are probably many missed opportunities for event organizers due to potential event attendees not being informed. KweekWeek stated it has developed an algorithm that is able to push the right events to the right customers.
I am not exactly sure how well this algorithm works, but it probably crunches data on previous ticket purchases and aims to predict behavior.
By adding a social layer (event goers can follow organizers) the predictive analytics might become even more effective and event discovery can actually be a pretty potent tool.
As small and medium event organizers have traditionally built lasting relationships with attendees, this social networking approach to event management seems to be a great idea. Even more, adding a social layer, event organizers can probably engage their followers even after the event and they can use their input to improve upcoming events.
Social networking and event discovery are not the only innovations KweekWeek brings to the table. Although the company monetized the product with a ticket processing fee so far, they've shifted to a new model. By providing a fixed subscription fee for the organizers, they are effectively building a new model, closer to software licensing. This might work best for medium to larger event organizers, if it catches on.
Though it has a difficult road ahead, I believe that KweekWeek is a great alternative to previous ticketing companies. It combines social networking, event discovery (a great tool for event sales) and mobile experience to create a multi-channel event management tool. It may just be a winning ticket.