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20120715 tnoc pricing comercial policies + monetization of virtual & hybrid events
 

20120715 tnoc pricing comercial policies + monetization of virtual & hybrid events

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Pricing, Commercial Policies & monetization of Virtual and Hybrid Events ...

Pricing, Commercial Policies & monetization of Virtual and Hybrid Events
Are you uncertain how to price your virtual and hybrid events?

How should you relate price to functionality and interaction offered? Should you charge members or provide some free and some at a fee? How can you maximize the value of your intellectual assets?

Learn what policies and pricing has worked for a range of organisations for their delegates and members. Learn how they developed their policies and models, and avoid pricing mistakes that takes years to recover from.

Case study presentations from:

Pankaj Parnami, Founder & Director, Global Outsourcing Association of Lawyers
Fiona Miller, Head of Conferences and Training, Lexis Nexis
Ruud Janssen, CMM, TNOC.ch

Session chair: Elling Hamso, European Event ROI Institute

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20120715 tnoc pricing comercial policies + monetization of virtual & hybrid events 20120715 tnoc pricing comercial policies + monetization of virtual & hybrid events Presentation Transcript

  • Pricing, Commercial Policies + Monetization of Virtual and Hybrid Events©TNOC | 2012 | Ruud Janssen | www.tnoc.ch #ACIE12
  • TNOC Basel, Switzerland @ruudwjanssen www.tnoc.ch digital strategist MPI accredited trainer & facilitator past MPI int’l board of directors co-creator Event Camp Europe TEDx curator project meeting architecture researcher virtual & hybrid events slowfood enthusiast Ruud Janssen, CMM©TNOC | 2012 | Ruud Janssen | www.tnoc.ch #ACIE12
  • objectives Discover mechanism and impact of pricing your hybrid and virtual event components See 3 case studies of applications of commercial strategies & policies Consider which ingredients will help you monetize your Virtual and Hybrid Events©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • where to start?©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • where are your (potential) memberslooking for answers?©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • who uses what and how?©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • http://bit.ly/tnocbook http://www.eventcampeu.wordpress.com and when?©TNOC | 2012 | Ruud Janssen | www.tnoc.ch #ACIE12
  • pricing & profit price € margin cost©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • hypotheses $125 The average fee for a 90- minute Webinar that offers CE credit source = Association Learning + Technology: The State of the Sector report - tagoras.com - Jeff Cobb©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • calculation Average price per e-learning content hour in the association sector—based on a survey of 375 organizations—is $57.82. Per credit hour the average is $83.44. As an example, based on these figures, the average fee for a 90- minute Webinar that offers CE credit would be around $125. source = Association Learning + Technology: The State of the Sector report - tagoras.com - Jeff Cobb©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • evolution of monetizing content©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • Case study 1 #ECR12©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • Case study 1©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • 75% entertainment 25% content©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • #ECR12©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • #ECR12©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • Case study 2 #SAE12©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • #SAE Today, efficiency is the new formula for success essential to propel the next generation of automobiles. As we strive to achieve efficiency, the resulting significant and exciting challenges are once again positioning the automobile industry as the industry of choice for the world’s best and brightest engineering minds. Vast opportunities await those companies and individuals that dare to be creative and dream big. ACHIEVING Now more than ever, the entire industry must work together to collect and elevate this talent in order to realize responsible mobility and reward those within EFFICIENCY OL OG Y EV E NT the engineering community that are good stewards of our natural resources. N CH Who should attend the A year in review, SAE 2012 World Congress, TE TIVE SAE 2013 World Congress? by the numbers: M O TO Engineers L AU Engineering Management TIA America, with significant representation EN Industry Executives SS from Korea, Germany, Japan, China, United EE Academics TH Government/Military Officials Consultants SAVE THE DATES! April 16-18, 2013 Why attend the SAE 2013 World Congress? Cobo Center There are four major elements that form the foundation of SAE World Congress and benefit the attendee: Detroit, Michigan, USA Technical Knowledge: Learn from a large collection of expert engineers through a technical program that is relevant and stimulating—enhancing your skills and creativity. www.sae.org/congress Peer-to-Peer Networking: Discuss challenges and ideas during designated networking opportunities as well as between sessions and leave with invaluable improvements and solutions. Host Company Management Program: Listen to industry leaders to learn about automotive technology trends and gain insight into the big picture. Innovators Only Exhibition: Discover new companies and innovative technologies from OEM, top-tier suppliers, and other industry-related companies worldwide. Tier 1 Strategic Supplier Join the conversation: Learn more at www.sae.org/congress. P121194©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • #SAE©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • #SAE digitallibrary.sae.org Your authoritative source for mobility engineering information. The SAE Digital Library gives you instant access to more than 150,000 technical papers, standards, and related publications.©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • #SAE©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • #SAE©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • #SAE©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • #SAE©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • #SAE©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • Case study 3 #TEDlive©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • #TEDlive ©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • #TEDlive ©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • #TEDlive ©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • ©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • ©TNOC | 2012 | Ruud Janssen | www.tnoc.ch #ACIE12
  • #SAE©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • ©TNOC | 2012 | Ruud Janssen | www.tnoc.ch #ACIE12
  • ©TNOC | 2012 | Ruud Janssen | www.tnoc.ch #ACIE12
  • pricing & profit price € margin cost©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • pricing “There are only a few really vital aspects of pricing: The perceived value of your offering, the price point, the margin of profit, and the volume of sales. You can materially affect all of them unilaterally.” Alan Weiss, author of Million Dollar Consulting: The Professional’s Guide to Growing a Practice©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • what 1% does to operating profits 0% 4% 8% 12% Price Variable cost Volume Fixed cost McKinsey study cited in Todd Sattersten’s book Fixed to Flexible©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • pricing & profit “a 1% increase in price translates into an 11% increase in profits.” On the other hand, increasing volume by the same amount resulted in only a 3.3% increase. Cutting variable costs by 1% resulted in a 7.8% increase and cutting fixed costs – only a 2.3% increase. McKinsey study cited in Todd Sattersten’s book Fixed to Flexible©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • Conclusion Average price per e-learning content hour in the ? association sector—based on a survey of 375 organizations—is $57.82 Per credit hour the average is $83.44 As an example, based on these figures, the average fee for a 90- minute Webinar that offers CE credit would be around $125. source = Association Learning + Technology: The State of the Sector report - tagoras.com - Jeff Cobb©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • 4 pricing questions to ask 1) At what price do you think the content expensive? 2) At what price do you think the content is cheap? 3) At what price do you think the content is too expensive? 4) At what price do you think the content is too cheap?©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • pricing € price©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • time s up would you like more? formulate your pannel question©TNOC | 2012 | Ruud Janssen | www.tnoc.ch
  • TNOC Basel, Switzerland @ruudwjanssen www.tnoc.ch digital strategist MPI accredited trainer & facilitator past MPI int’l board of directors co-creator Event Camp Europe TEDx curator project meeting architecture researcher virtual & hybrid events slowfood enthusiast Ruud Janssen, CMM©TNOC | 2012 | Ruud Janssen | www.tnoc.ch #ACIE12