How to position menta within the brand experience
The playbook your team uses to talk about official resale to fans — always official, always safe, always part of the platform they already trust.
Who this is for#
This guide is for the partner's own team — marketing, product, support — the people who decide how official resale shows up to fans inside the partner's brand. It's not copy for the fan to read; it's the framework your team uses to write that copy, so resale always lands as official, safe, and native to the platform.
The core idea: menta stays in the background#
menta works behind the scenes — it powers the infrastructure without ever becoming the brand. The partner stays in front of the fan the whole time: the brand, the experience, and the relationship are the partner's. Resale runs inside the platform, under the partner's identity, with no visible menta branding and no trip to an external site.
Resale is official#
Resale is the official way to buy and sell already-purchased tickets inside the platform. Talk about it as part of the platform's own offering: every ticket stays valid, every transaction is verified, and the platform issues the ticket and access code for each resale. The message to the fan is trust and continuity — same brand, same place, now with a safe way to resell or to find a ticket.
Words to use, words to avoid#
Keep the language official and native. Two rules above all: never call it a "marketplace", and say "resale" rather than "secondary market".
| Use this | Not this |
|---|---|
| Official resale | Marketplace |
| Resale within [Platform] | Secondary market |
| Fan-to-fan resale | External / informal resale |
| Official, verified tickets | Reselling site / ticket exchange |
| Resell your ticket officially | List it on the market |
The four pillars#
Whatever the channel, good resale copy keeps coming back to the same four ideas:
- Official & safe. Verified tickets, real fans, every transaction inside the platform.
- Inside your brand. Resale lives in the platform the fan already uses — same look, same account, same checkout.
- Fair & transparent. Clear rules and a fee the fan always sees up front.
- A service for fans. A real way to recover the value of a ticket, or to find one at the last minute.
Talking to fans#
Frame resale as an official service the platform offers its fans — not a separate community or an open market. Yes, two fans are involved (one sells, one buys), but the experience belongs to the platform. It helps to speak to each side directly:
- For the seller: a safe, official way to resell a ticket they can no longer use and get their money back.
- For the buyer: a way to find verified tickets to a sold-out show, without leaving the platform or risking a scam.
Resale protects primary sales#
Position official resale as something that helps primary sales, not something that eats into them. When resale is official and rule-governed, it protects the primary market instead of competing with it:
- Price limits (a floor and a ceiling) keep resale prices in line with the organizer's strategy and local regulation.
- Activation rules can hold resale back until a category sells out, then open it to catch demand the primary market can no longer serve.
- Audience recovery: fans who'd have drifted to uncontrolled channels stay inside the platform — and so do the data and the relationship.
Do's and don'ts#
- Keep it official and native to your own brand.
- Frame resale as protecting and extending primary sales.
- Lead with the concrete fan benefit (recover value / find a verified ticket).
- Keep menta out of sight — the partner is the brand the fan sees.
- Call it a "marketplace" or a "secondary market".
- Drown fans in the technical mechanics.
- Name external platforms or frame resale as "informal".
- Treat fans like resellers or scalpers — they're real people with a legitimate reason.
Copy you can borrow#
Use these as starting points. Swap [Platform] for the partner's brand name.
- Seller: "Can't make it? Resell your ticket officially within [Platform] — safely, in a few clicks."
- Buyer: "Looking for tickets? Buy verified resale tickets right inside [Platform]."
- Sold-out event: "Event sold out? Official resale tickets may be available within [Platform] — verified and guaranteed."
- Reassurance: "Every resale ticket is official and verified, issued by [Platform]."