Custom Content Blocks Turn Every Ticket into a Line to Your Audience

Turning Every Ticket into a  Direct Line to Your Audience

Most tickets are just a way to get in the door. At True Tickets, we see something more, an opportunity engage with every single person walking through your doors. That’s the power of Custom Content Blocks: turning every ticket into an engagement opportunity.

What Are Custom Content Blocks?

Custom Content Blocks let you place targeted messages right on your digital tickets, so patrons see them in the moments that matter most. Whether it’s an upsell, a pre-show tip, or a sponsor shout-out, your message lives exactly where your audience is already looking and precisely when they are primed to take action.

Think about how you could engage your audience:

• Upsell offers for parking vouchers, concessions, or upcoming events
• Sponsorship recognition that keeps partners front and center
• Loyalty engagement campaigns to nurture lasting relationships
• Pre-show tips for arrival, accessibility, or weather updates
• VIP access reminders or benefits redemption instructions

Event-Level vs. Ticket-Level Custom Content Blocks

With True Tickets, you can configure two types of custom content blocks directly in your Tessitura system that will sync to your digital tickets via our uniquely deep integration.

• Event-Level Content Blocks
  These apply to every ticket for a performance, production, or production season. They can appear above or below the ticket area, and are ideal for messages every attendee should see, such as special offers, sponsor recognition, arrival instructions, pre-show tips, or weather updates.
• Ticket-Level Content Blocks
  These apply only to a specific subset of tickets for an event. They appear directly on the ticket area, just below the dynamic QR code, and are perfect for special messages, perks or instructions such as VIP lounge invitations for major donors, benefits redemption for certain price types, notes targeting a specific section or zone, or merchandise packages.

 Both types appear on the same screen as the digital ticket where patrons are already looking, and both can be easily updated using Tessitura. Both types appear not only to your buyers, but to your revealed shadow audience members who’ve accepted shared tickets.

Real-World Impact: The Dr. Phillips Center for the Performing Arts

In January 2024, the Dr. Phillips Center for the Performing Arts hosted a sold-out run of The Lord of the Rings: The Fellowship of the Ring in Concert. Hours before the first performance, they confirmed the sequel The Lord of the Rings: The Two Towers in Concert for later that year. With less than 48 hours to act, traditional marketing wasn’t an option.

Instead, they turned to their tickets.

Using True Tickets’ Custom Content Blocks, they placed an “Exclusive Offer” link directly on every digital ticket for The Fellowship of the Ring in Concert, reaching not just buyers but also guests who had received tickets via ticket sharing. That link led directly to an online ticket pre-sale path for the sequel.

The result?

774 tickets sold and $85,000 in revenue in the first two hours after the curtain fell, with zero marketing spend.

Why Custom Content Blocks Work

• Targeted: Deliver tailored messages to specific groups, sending special offers to attendees of a particular show, inviting VIPs to the donor lounge, or reminding subscribers about included perks.
• Timely: Update content as-needed to react to last-minute opportunities, weather, or cast changes.
• High-visibility: Messages appear where patrons are already focused, on the ticket they need to enter.
• Revenue-ready: Drive immediate conversions for upsells, donations, or future events.

From Entry Pass to Engagement Hub

With Custom Content Blocks, the ticket becomes a live marketing channel, one you control entirely, without extra ad spend or crowded inboxes. Every time a guest looks at their ticket, it’s an opportunity to inform, inspire, and increase ROI.

Ready to turn your tickets into your most effective marketing tool?

Contact us at support@true-tickets.com to unlock Custom Content Blocks for your next performance.