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• It is faster: the transaction is operated in real time, without any delay or call back.
• It is cheaper: it suppresses any intermediary fee, printing or mailing expenses, and data entry costs - since patrons enter their information themselves when they buy tickets online.
• It is better: one can buy his tickets at any time of the day or night from anywhere in the world and most information necessary for a purchase is only a click away.

It is also more reliable: selling online allows for better and more detailed sales reporting and analysis, for increased information on the profitability of marketing initiatives and for tighter control.

An online distribution operation should be fully integrated and connected with the traditional, retail channels the organization might retain. That combination of online and traditional distribution if often referred as ‘click and mortar’ distribution.

Online distribution best fits cultural organizations whose mission is to host live audiences (theatres, symphonies, museums…) because tickets can be easily mailed or printed off the Web. The Internet has also proven to be a very effective means of distributing music, images and film, although fostering piracy for these products.

When it comes to selling non-digital products to consumers (for your organization this might be artwork, scripts or books, non-downloadable CDs, etc.), the big challenge of ‘last mile logistics’ arises. The last mile is the link between an online ordering process and physical product delivery. In contrast to store-based retailing, online shops have to organize product delivery to the consumers’ homes and not just to stores.

Of the importance of a good website
Having a good website is essential for developing online distribution. Yet many sites are substandard. They are not clear, and sometimes unreadable. Their navigation is counterintuitive and shows inconsistencies. They lack basic product, price and availability information. All this gets patrons frustrated and fed up, never to return. It is also a big waste of money. Developing a web site does not come cheap, and a bad one can damage the reputation of an organization. 

Here are some tips for effectively building and managing your website:

• Define goals: What is the purpose of the website?  What do we want people to do when they are there?
• Respond to inquiries within 24 hours.  Unanswered e-mail turns off a potential patron, ticket buyer, or donor.
• Use the website to build an e-mail list: Generate leads for e-mail marketing by placing a prominent link to join your newsletter list.
• Keep navigation simple and intuitive: Use labels, such as "calendar," "buy tickets," "children's concert series."  Avoid acronyms.
• Use graphics and streaming media intelligently: Keep graphics simple.  Web images should be kept to a minimum.  Remember, not everyone has high-speed Internet access.
• Measure and analyze site traffic: Use web tracking software that gives more than "hits" information.  This will help "fine tune" the website.
• Keep site updated: Outdated information will discourage the audience.  The press will check the website for current information.
• Put basic information up front: Address, directions, parking information in a prominent location on website.
• Test site with your patrons: Ask a few to "buy a ticket" or "check on next week's concert" to learn about the ease/difficulty of using the site.
• Market the site - don't just say it exists: Selling tickets online represents a strong reason to visit the site.

To Pro Bono or Not to Pro Bono your Website?

• Website should be professionally produced.
• Pro bono work is the first to be eliminated during economic downturns or when staff is reduced.
• Website should be under your control and have a user friendly content management system
• Website needs constant care and maintenance.