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

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


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?


where are your (potential) members
looking for answers?


who uses what and how?


http://bit.ly/tnocbook
http://www.eventcampeu.wordpress.com

and when?


pricing & proﬁt

price

€ margin

cost


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


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.



evolution of monetizing content


Case study 1

#ECR12


Case study 1


75% entertainment

25% content


#ECR12


Case study 2 #SAE12


#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


#SAE


#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.


Case study 3

#TEDlive


#TEDlive


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


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


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


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.



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?


pricing

€ price


time s up

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

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