Your Grandfather’s “White-label” is Old News

By John Walker, President & CEO, Tickets.com

Ticketing, sales and marketing professionals have been faced with making an either/or choice in the past – either selling through brand X (which leaves little room for your brand to extend through the sales flow of an online transaction) or employ a “white label” or “private label” solution that enables venues, teams or organizations to wrap their team colors or logos around a transaction engine.

One relatively new player in the space would have you believe that they are “introducing a white-label offering”, but the reality is that several companies have been offering “white-label” ticketing services for years. We’ve done it for a decade. Hell, come to think of it – EVERYBODY’s done it. And while on the surface this either/or decision (brand X vs. “white-label”) might suggest that all “white-label” offerings should be grouped together, frankly, there couldn’t be anything any further from the truth. The devil is in the details of…you guessed it, the technology.

The question you should be answering when choosing a platform for your business’s ticketing function is – what system will allow me to EXTEND MY BRAND versus just simply allowing me to affix my logo to a position on a banner? A subtle, but powerful distinction. Additionally, which of the “white-label” offerings best EXTENDS TECHNOLOGY in a way that meets or exceeds the vision I have for my organization? After all, selling tickets isn’t about how many bad email addresses you can ping – it’s about taking full advantage of CRM, dynamic pricing, wider distribution, stored value, online seat maps, mobility, social media, etc. And taking full advantage of these on your terms, I might add – not the terms dictated to you by your ticketing provider or it’s closed-system architecture.

Slapping your label on something that isn’t best of breed technology doesn’t cut it. You, and your organization, need and deserve more. Smart organizations are looking to power the EXTENSION of their brand, and their technological vision and we’re enabling our clients to do just that by opening the ProVenue platform with a series of APIs (Application Programming Interface)that allow true ticketing integrations. The first of these APIs will be available in early October and applications taking advantage of these early APIs will show up soon after.

A traditional nightly CRM data-feed and a “white-label” website used to be the best you could do. Now it’s old news.