In your to-do list for your event, one of the first things is to decide: are you going to charge attendees to view your event, or are you going to find other ways to cover the cost of hosting? When this question comes up, usually there are two options:
- Charge attendees to cover the costs
- Charge sponsors to cover the costs
If your event is well-established (you’ve been hosting it for a while either online or in-person), it’s easy to justify charging an attendance fee. Your content is consistently worth the attendees’ time, you’ve been in the game for a while so your name is known, and if you haven’t been charging yet, the attendees are likely surprised that you’re “giving away” your content.
If you’re just starting out or if your audience balks at the idea of paying for attending an online event, you may want to approach sponsors in a different way and view them as benefiting from the event just as much as you and your attendees do, turning it into sort of a ricochet effect – your attendees benefit, so your sponsors benefit, and so you benefit.
Let’s say your event is established and you’ve decided to charge for it. How much do you charge? Your first step would be looking at other events in your sphere.
- What similar events are there?
- Are they online or in-person?
- If they’re also online, how much are they charging for their content?
- How many presentations do they have lined up?
- Are the speakers going to several different events and repeating those presentations at each (are the presentations not unique to the event)?
- How well-known are their speakers?
- How well-known is the event?
- Are they competing with another event happening at the same time?
- If the event is in-person, consider the other fees that the attendee or their company will have to cover (hotel, food, travel, car, time out of the office).
If you find one very much like yours (online, similar renown, etc), that’s your best reference point. If they are a competitor, this is your chance to slightly lower your price (while making sure that your costs are covered and you will profit from the event).
If you can combine the profit from the sponsors AND the profit from the attendees, I would recommend that you lower the price for the attendees. If the price is lower, more attendees will be able to attend and you’ll actually profit more!
Have other questions about hosting an online virtual event? Not sure about the difference between virtual tradeshows, virtual conferences, webcasts, or classes? Shoot me an email at firstname.lastname@example.org and I’ll be happy to answer your question – it may even end up on this blog!