Part of trying to decide how to price your virtual event is first determining exactly what attendees will get out of joining. The value of the event plays a huge role in how much attendance is worth!
And not only that, a strong value proposition will keep your team aligned during the planning phases and encourage more attendee engagement.
But how, exactly, do you create that unique value proposition? Here are four tips:
1. Gather your key stakeholders. This should be anyone directly involved in planning the event, as well as representatives from involved departments across the organization. You’ll want everyone’s perspective to truly dig into your audience’s needs!
2. Survey your members. Look to the source, right? Even if you have a general idea of the kind of content that your virtual event will include, gaining member insight will only make that content stronger.
And besides, your members likely make up a large part of the audience your virtual event will serve, so asking them what they need is a good place to start determining what you’ll provide.
3. Zero in on the value of virtual. Really, though! There is a TON of value in a virtual experience. No travel costs, flexibility throughout the day — some attendees may even feel more comfortable engaging in a virtual environment. (Hello, fellow introverts!)
Even beyond the day of the event, a virtual event platform is something you can provide continued, on-demand access to. That means more value for attendees, sponsors, people who weren’t able to attend live...and YOU!
4. Be patient. Developing a strong value proposition takes time but it’s worth it. Consider it your virtual event’s mission statement — the one thing that all event planning decisions will come back to. Having that North Star makes decisions easier and the overall experience stronger.
To give you an example, we used the value proposition we developed for MC Thrive as part of the copy on the landing page:
“A jam-packed day of informative content and connection with peers that’ll leave attendees feeling engaged, uplifted, and prepared to lead members during and out of this health and economic crisis. Sessions will be focused on top-of-mind themes from membership retention and renewal to financial management, and how we should be thinking about these in light of current events and beyond.”
Believe it or not, that took us quite a bit of time! But at the end of the day, we know that using it as our guiding light helped us accomplish our mission.
Honing in your value proposition is just ONE important step in planning your virtual event. To learn more, and understand some key differences between virtual and in-person experiences, download our new Virtual Event Playbook: