Explara, the Bangalore based event platform, has launched an Event Performance Marketing to offer various marketing solutions to event organizers. The service will allow organizers to carry digital marketing campaigns through Explara, in return the organizers will pay a percentage of the ticket value as commission.
The company mentions that organizers will not need to pay any upfront fees or registrations fees, and that it takes commission only on a successfully sold ticket. The marketing solution will attempt to sell tickets through Google Adwords, Facebook Ads, sponsored posts on Instagram, Twitter and Linkedin ads, newsletters, push notifications and popups etc. Note that it’s not clear what percentage of the ticket price will be charged.
Explara funding: In November last year, Explara raised an undisclosed amount of funding (with convertible debt) led by Hyderabad Angels, Ness Wadia and Singapore Angel Network and with participation from existing investors. At the time, the platform integrated its city experience marketplace with personalised recommendations based on interest topics, location and social graphs, as well as launched ‘City Experiences discovery’ apps on Android and iOS. The marketplace started offering movie ticketing as well.
IndianStage acquisition: In April, the company acquired events ticketing company IndianStage for an undisclosed cash and equity deal. Post acquisition, IndianStage founders Baskar Ethirajan and Sajesh Nair joined the Explara management team. The company said then that IndianStage would continue sales and business development for Explara going forward, as Explara would take advantage of IndianStage’s foothold in the entertainment segment.
Interest discovery: In March last year, Explara introduced a discovery solution which let users follow topics of their interest, location and their social connections. Users could personalize by following topics of their interest such as Startup, Marathon, Comedy, Professional Networking, Hiking, Software and among 100 others.
International expansion: In June 2014, Explara, which was previously known as Ayojak.com (organiser in Hindi), went international by inking local partnership deals in five countries including Philippines, Singapore, Hong Kong, UK & the US to extend its platform to these countries. It also opened up its platform for event organizers across the rest of the world. Then, it claimed to support 23 currencies and would facilitate direct payment processing in countries through local partners and Paypal. These deals put Explara in competition with international players like EventBrite and TicketMaster.
In 2014, Explara launched an Android point-of-sale app which allowed event organizers to sell tickets or raise donations from their mobile phones. Organizers could log in with their Explara credentials and select the event for which they intended to sell the tickets. This app was a part of Explara’s event marketplace solution which was launched in December 2013 and provided pre-event, event-day and post-event solutions to organizers.