1. Money

What is Your Conference Worth?

By November 5, 2012

It is easy to envision a wildly successful conference that sells out in a few short weeks, but it is much harder to actually achieve this dream. The fact is, with a down economy, education and travel expenses are being scrutinized more than ever. That has placed more pressure on conference organizers to deliver extraordinary value if they hope to attract large crowds.

But value is a perception, and one that is closely tied to price. Ultimately, prospective registrants analyze what they can get out of attending a conference, and then compare that to how much they would pay for the experience. This is why conference pricing is such a delicate topic, and with several different ways to approach the calculations, the conversation requires a lot of thought.

Somewhere within all the data you have on your target demographic is the answer. Some groups will pay thousands of dollars and travel afar simply for the enjoyment of networking. Other groups could care less if the conference was held at an elementary school, as long as the learning sessions provide a distinctive return on investment. The answers vary from industry to industry, which is why it is critical to have the right pricing model in place before promoting your event.

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