How much should I charge for a ticket?

Isaac Watson: 00:00:13

How do you as a leader of a growing community, truly make a

Isaac Watson: 00:00:17

conference or event that has impact, a gathering with purpose and an attendee

Isaac Watson: 00:00:22

experience that knocks their socks off.

Isaac Watson: 00:00:25

An event that leaves your audience in awe and wondering where

Isaac Watson: 00:00:28

you've been their whole life.

Isaac Watson: 00:00:30

Make it Kickass is the podcast that explores these questions

Isaac Watson: 00:00:33

by uncovering the strategies.

Isaac Watson: 00:00:35

Tactics and tools that we use every day to bring our clients' conferences to life.

Isaac Watson: 00:00:40

I'm Isaac Watson, executive producer of Kickass Conferences, and we are

Isaac Watson: 00:00:44

here to help you make it kick ass.

Isaac Watson: 00:00:51

Hello everyone.

Isaac Watson: 00:00:52

Welcome to another episode of Make It Kickass.

Isaac Watson: 00:00:55

I am Isaac Watson, executive producer, and with me in our virtual studio

Isaac Watson: 00:01:01

is the one, the only, the asker of good questions, Nessa Jimenez.

Nessa Jimenez: 00:01:05

Hi everybody.

Isaac Watson: 00:01:06

Nessa is our operations manager and is one of those just

Isaac Watson: 00:01:10

fantastic people who knows how to get to the crux of things, and that's why

Isaac Watson: 00:01:15

we are doing this podcast together.

Isaac Watson: 00:01:17

If you are fresh into things, we are spending this season of the podcast

Isaac Watson: 00:01:22

focused on those core questions that we get asked a lot from people and teasing

Isaac Watson: 00:01:28

out what exactly are they asking.

Isaac Watson: 00:01:31

What are the underlying problems that are drumming these questions up?

Isaac Watson: 00:01:36

And what are things that we can offer as solutions, as

Isaac Watson: 00:01:40

alternative things to think about?

Isaac Watson: 00:01:42

Or different questions to ask to help answer those in a little

Isaac Watson: 00:01:45

bit more intelligent way from the context of conference production.

Isaac Watson: 00:01:49

Without further ado, this episode's question is how much

Isaac Watson: 00:01:54

should a conference ticket cost?

Isaac Watson: 00:01:58

And I will slightly reframe that by saying that usually, especially when working with

Isaac Watson: 00:02:02

our clients the question is phrase is, how much should we charge for tickets?

Isaac Watson: 00:02:07

But let's talk about let's talk about what people really mean

Isaac Watson: 00:02:12

when they're asking that question.

Isaac Watson: 00:02:13

Nessa, what is your laser focused evaluation of that?

Nessa Jimenez: 00:02:19

Yeah so when we start having these conversations about money,

Nessa Jimenez: 00:02:22

we start asking for clarification, right?

Nessa Jimenez: 00:02:24

What do we mean by this?

Nessa Jimenez: 00:02:25

And I think the most popular one is this conference actually worth

Nessa Jimenez: 00:02:30

what we're trying to charge?

Nessa Jimenez: 00:02:32

And worth is the keyword there, right?

Nessa Jimenez: 00:02:35

Cuz , does it?

Nessa Jimenez: 00:02:35

There's a billion ways to answer that question.

Nessa Jimenez: 00:02:37

What is worth, what does that all mean?

Nessa Jimenez: 00:02:39

That's usually the big one.

Nessa Jimenez: 00:02:41

And then eventually it'll usually come out as, can I get

Nessa Jimenez: 00:02:45

away with charging this much?

Nessa Jimenez: 00:02:47

And I.

Nessa Jimenez: 00:02:48

Get away with in quotes, because it's as if we're trying to cheat somebody

Nessa Jimenez: 00:02:52

or we're trying to, pull a fast one this feeling of I wanna charge it.

Nessa Jimenez: 00:02:56

Or I know this should be the price, but I just don't feel comfortable with it.

Nessa Jimenez: 00:03:01

Or I'm scared of this number, so , how do I get away with it?

Nessa Jimenez: 00:03:04

And finally, And this one is especially true of community leaders.

Nessa Jimenez: 00:03:10

Are people gonna be mad at me for charging this much?

Nessa Jimenez: 00:03:14

Am I gonna get attacked or canceled on the internet?

Nessa Jimenez: 00:03:16

Because of our, of how much this conference costs.

Nessa Jimenez: 00:03:19

And I mean that right there.

Nessa Jimenez: 00:03:20

Are people gonna get mad?

Nessa Jimenez: 00:03:21

People get mad about all the things, right?

Isaac Watson: 00:03:23

welcome to this 21st century.

Nessa Jimenez: 00:03:24

Yeah.

Nessa Jimenez: 00:03:24

Welcome to our lives so are you gonna get mad at me?

Nessa Jimenez: 00:03:27

That's like the backlash, right?

Nessa Jimenez: 00:03:28

Like, how is the audience gonna respond?

Nessa Jimenez: 00:03:30

To, to the ticket price when I finally announced it.

Isaac Watson: 00:03:34

And I think underlying that is this kind

Isaac Watson: 00:03:36

of, Question around reputation.

Isaac Watson: 00:03:39

, right?

Isaac Watson: 00:03:39

Am I going to be seen as, money grabbing or trying to capitalize on the

Isaac Watson: 00:03:45

community I've created, or are people going to think that I'm just trying

Isaac Watson: 00:03:51

to take them for everything I can?

Isaac Watson: 00:03:53

And that I think it adds, the.

Isaac Watson: 00:03:57

Generally the relationship that we have as I would say predominantly in

Isaac Watson: 00:04:02

the us but I, I think is also the case in modern society is, has this really

Isaac Watson: 00:04:08

complicated relationship with money.

Isaac Watson: 00:04:10

And so I think that especially as people get into the mix of

Isaac Watson: 00:04:13

business and community building and purpose it can get really murky.

Isaac Watson: 00:04:18

And we can have a lot of feelings come up and a lot of concern around.

Isaac Watson: 00:04:21

Reputation and how we're being perceived with other people.

Isaac Watson: 00:04:25

So I think that those are also some like deeper kind of psychological stuff that

Isaac Watson: 00:04:28

I don't think we'll be able to get into.

Isaac Watson: 00:04:29

But there is, I just wanted to acknowledge that there is there's a

Isaac Watson: 00:04:32

lot of weird money stuff going on in our brains for better or for worse

Nessa Jimenez: 00:04:37

Money stuff and like imposter syndrome and this

Nessa Jimenez: 00:04:40

like shy lack of confidence because our community leaders aren't used

Nessa Jimenez: 00:04:44

to being in the spotlight and presenting like these types of events.

Nessa Jimenez: 00:04:48

It might feel like they are right in, in, in putting themselves out there.

Nessa Jimenez: 00:04:53

So it can be scary, but yeah, there, there's a lot.

Nessa Jimenez: 00:04:56

And we could go on about that forever, but we won't.

Nessa Jimenez: 00:04:58

So now that we know the questions that people are actually trying to ask us and

Nessa Jimenez: 00:05:04

what they're trying to get to, Why don't you tell us a little bit about what the

Nessa Jimenez: 00:05:09

actual problem is and how we get to that?

Isaac Watson: 00:05:13

So I think if you're asking questions about cost and how

Isaac Watson: 00:05:17

much you're asking people to pay for it, and this is of course presuming you're.

Isaac Watson: 00:05:21

Charging tickets for your event, which most of our clients do.

Isaac Watson: 00:05:24

A lot of the underlying source of those questions comes from

Isaac Watson: 00:05:30

a couple different things.

Isaac Watson: 00:05:30

One is not having a clear marketing strategy and through developing a

Isaac Watson: 00:05:36

good marketing strategy that will help you develop the confidence to

Isaac Watson: 00:05:41

address what value you're offering in a way that articulates the.

Isaac Watson: 00:05:47

The desire to, to invest that much money into it and really understanding

Isaac Watson: 00:05:52

who you're targeting and what their what their perception of value is.

Isaac Watson: 00:05:56

There's another kind of underlying thing, and I am.

Isaac Watson: 00:06:01

party to this.

Isaac Watson: 00:06:02

So I can completely relate.

Isaac Watson: 00:06:03

Is this hatred for selling, being seen as a salesperson, as a

Isaac Watson: 00:06:08

marketer, as a, as somebody who's trying to pitch you on something.

Isaac Watson: 00:06:13

And I think that's true for a lot of people, especially if

Isaac Watson: 00:06:16

you're in the community space.

Isaac Watson: 00:06:18

Developing a community and an audience around a shared experience

Isaac Watson: 00:06:23

around a shared purpose it can feel icky to then, feel like you need

Isaac Watson: 00:06:29

to capitalize on it in some way.

Isaac Watson: 00:06:31

And it and then the third piece is just not having a very high confidence in the

Isaac Watson: 00:06:37

attendee experience that you've crafted.

Isaac Watson: 00:06:39

Because normally before you start selling tickets for an event or a conference,

Isaac Watson: 00:06:44

you've done some work on your program.

Nessa Jimenez: 00:06:46

Yeah,

Isaac Watson: 00:06:47

what you're crafting what you're creating.

Isaac Watson: 00:06:49

And if you don't have high confidence in the experience that

Isaac Watson: 00:06:53

you're putting together for your attendees, it's gonna make it really

Isaac Watson: 00:06:56

uncomfortable to try and sell that.

Isaac Watson: 00:06:57

Because you just don't have the, there's no there.

Isaac Watson: 00:07:01

So these are some of the kind of underlying problems and some of them

Isaac Watson: 00:07:04

are a little , like I said, they can get into a psychological thing

Isaac Watson: 00:07:08

where it's, imposter syndrome and crisis of confidence and self-esteem

Isaac Watson: 00:07:13

and reputation and things like that.

Isaac Watson: 00:07:15

But these issues of having a solid marketing strategy or not having a solid

Isaac Watson: 00:07:19

marketing strategy can really affect your ability to to deliver on selling tickets.

Nessa Jimenez: 00:07:24

And it's a framing issue.

Nessa Jimenez: 00:07:26

Like instead of saying marketing strategy, let's look at from

Nessa Jimenez: 00:07:30

the perspective of framing.

Nessa Jimenez: 00:07:32

Cause once you say marketing strategy, once you say selling- Jesus.

Nessa Jimenez: 00:07:37

We know the internet is just inundated with all of these marketing people and

Nessa Jimenez: 00:07:42

spammers and they've always got something.

Nessa Jimenez: 00:07:45

And there's the tricks and the tips and the blend, right?

Nessa Jimenez: 00:07:48

And I, Isaac, you know this I cannot I just cannot I'm not really

Nessa Jimenez: 00:07:52

on social media at all, cuz I'm just like, I can't with this.

Nessa Jimenez: 00:07:56

But I think at the end of the day, with an event for a community, right?

Nessa Jimenez: 00:08:00

The organizer is the community leader.

Nessa Jimenez: 00:08:02

That's who our clients typically tend to be, right?

Nessa Jimenez: 00:08:05

, it can be a framing issue in their mind because that they're thinking

Nessa Jimenez: 00:08:10

about it from that sleazy marketing perspective, and they forget that what

Nessa Jimenez: 00:08:15

they're doing, what we're doing is that we're building an experience for

Nessa Jimenez: 00:08:18

the their community, people that they already interact with, like every day.

Nessa Jimenez: 00:08:23

It's not, and we're not taking from them.

Nessa Jimenez: 00:08:27

We're giving from them.

Nessa Jimenez: 00:08:28

Because I know, and I wish we could do conferences for free for

Nessa Jimenez: 00:08:32

everybody all day, every day, but the reality is that there are hard

Nessa Jimenez: 00:08:35

costs and it has to be paid for.

Nessa Jimenez: 00:08:37

But our community leaders are creating something that the attendees invest

Nessa Jimenez: 00:08:42

in, but that we hope, and we build it that way, that they get way more

Nessa Jimenez: 00:08:47

out of it than what they put in.

Nessa Jimenez: 00:08:48

That's always our goal.

. Isaac Watson: 00:08:49

Yeah, exactly.

. Isaac Watson: 00:08:51

So some of the things we walk through with our clients to solve for these

. Isaac Watson: 00:08:54

underlying issues is first thinking about the outcomes for your event.

. Isaac Watson: 00:09:01

What are your attendees gonna take away?

. Isaac Watson: 00:09:03

When all is said and done, what do they remember?

. Isaac Watson: 00:09:05

What have they learned?

. Isaac Watson: 00:09:07

What aha moments are you giving space to, to have happen?

. Isaac Watson: 00:09:11

What experiences are you helping them share with other people?

. Isaac Watson: 00:09:15

Because that right there, even if it's qualitative instead of

. Isaac Watson: 00:09:19

quantitative, that is value.

. Isaac Watson: 00:09:22

And those kind of lasting moments and that vibe and that experience

. Isaac Watson: 00:09:27

that they come away with is one of the like, highest rates of or highest

. Isaac Watson: 00:09:34

contributors to perceive value that you can have on the audience.

. Isaac Watson: 00:09:38

I think another Another thing is just understanding how it is that

. Isaac Watson: 00:09:42

your audience perceives value.

. Isaac Watson: 00:09:44

What do they value?

. Isaac Watson: 00:09:46

Where do, where does it matter?

. Isaac Watson: 00:09:48

We've spent another episode talking about event tech and if you have an

. Isaac Watson: 00:09:53

audience that doesn't care or isn't accustomed to high tech solutions,

. Isaac Watson: 00:09:59

then why would you invest in.

. Isaac Watson: 00:10:02

Fancy event tech.

. Isaac Watson: 00:10:03

That's right.

. Isaac Watson: 00:10:04

Because that's not gonna, that's gonna, I'm not gonna make a

. Isaac Watson: 00:10:06

difference to them in the end.

Nessa Jimenez: 00:10:08

Yeah.

Nessa Jimenez: 00:10:08

And that comes back to the question we started with right.

Nessa Jimenez: 00:10:12

Where What they're actually asking is the conference actually

Nessa Jimenez: 00:10:15

worth what we're charging?

Nessa Jimenez: 00:10:16

The worth it's, it comes from what you're offering, right?

Nessa Jimenez: 00:10:19

And who wants it?

Nessa Jimenez: 00:10:21

Because something that's valuable to me does not matter to somebody else.

Nessa Jimenez: 00:10:25

So who is your audience?

Nessa Jimenez: 00:10:26

Is it the people that really care or they don't care?

Nessa Jimenez: 00:10:29

And I think event platforms and event tech is an easy area to talk about that.

Nessa Jimenez: 00:10:34

Yeah, there, there's so much event tech that the attendees don't even notice.

Nessa Jimenez: 00:10:39

You spent like 10,000, $20,000 on a thing.

Nessa Jimenez: 00:10:42

They didn't even notice it, didn't even look at it.

Nessa Jimenez: 00:10:45

And it's because you bought a thing or you rented a thing or whatever service

Nessa Jimenez: 00:10:50

that your audience does not care about.

Isaac Watson: 00:10:52

And to me, like the big solution is just

Isaac Watson: 00:10:55

knowing who your audience.

Isaac Watson: 00:10:57

Knowing what their values are when you're thinking about pricing,

Isaac Watson: 00:11:01

it's not just about recouping production costs and finding a price

Isaac Watson: 00:11:05

that allows you to achieve that.

Isaac Watson: 00:11:07

It's about knowing what your audience can afford.

Isaac Watson: 00:11:11

You really need to know who your demographics are.

Isaac Watson: 00:11:14

Demographics, psychographics, sociographics, all of the different

Isaac Watson: 00:11:18

components that, that make up your audience are gonna influence their

Isaac Watson: 00:11:23

decision to attend or not to invest or not in this if you're doing something in

Isaac Watson: 00:11:27

person, how willing are they to travel?

Isaac Watson: 00:11:29

We've seen this through the last year or so of dealing with covid where.

Isaac Watson: 00:11:36

Certain groups of people are itching to God again and have a higher tolerance

Isaac Watson: 00:11:41

for risk and other groups are not.

Isaac Watson: 00:11:43

And so how do you, how does your particular audience feel

Isaac Watson: 00:11:46

about that kind of stuff?

Isaac Watson: 00:11:47

If you're doing work within a particular professional industry

Isaac Watson: 00:11:51

who's actually paying for the ticket?

Isaac Watson: 00:11:53

Is it coming out of pocket from each individual audience member, or is it

Isaac Watson: 00:11:58

more likely that an employer's gonna support that through an education fund?

Isaac Watson: 00:12:03

What do you know about the current state of education funds

Isaac Watson: 00:12:06

within that particular sector?

Isaac Watson: 00:12:08

Is it a balance between the two?

Isaac Watson: 00:12:10

All of this stuff affects how you adjust your pricing.

Isaac Watson: 00:12:13

What geographical area are they coming?

Isaac Watson: 00:12:15

We've had a lot of discussions in the last year or so with other conference

Isaac Watson: 00:12:19

producers and organizers about regional pricing, especially as the

Isaac Watson: 00:12:23

pandemic has allowed these geographical expansions in audience, right?

Isaac Watson: 00:12:27

It's the geographical accessibility to attend a virtual event is, Massive

Isaac Watson: 00:12:31

once you navigate the time zone shifts.

Isaac Watson: 00:12:33

And, but the economic index between different regions can be so sparse

Isaac Watson: 00:12:38

sometimes that, you know what a North American attendee sees value in paying.

Isaac Watson: 00:12:44

Vastly outpaces somebody in another country where, average

Isaac Watson: 00:12:48

salary is a heck of a lot lower.

Isaac Watson: 00:12:50

And there's less discretionary income.

Isaac Watson: 00:12:52

So all of these things, this is great context to know and that's

Isaac Watson: 00:12:55

one of the reasons why we love digging into this during the

Isaac Watson: 00:12:58

strategy process is because you.

Isaac Watson: 00:13:01

We are massive believers in context informing what we do and having that

Isaac Watson: 00:13:07

kind of context around who the audience is what they're willing to do, what they

Isaac Watson: 00:13:11

need, what they what they're missing in their lives or in their professional

Isaac Watson: 00:13:16

journeys is going to inform what we can then intelligently price a conference.

Nessa Jimenez: 00:13:22

Yeah.

Nessa Jimenez: 00:13:22

And when you say, Can I get away with charging this much?

Nessa Jimenez: 00:13:26

That just tells me you don't know the audience.

Nessa Jimenez: 00:13:28

You don't know what who they are and what they need.

Isaac Watson: 00:13:31

Exactly.

Nessa Jimenez: 00:13:32

And exactly in the realm of pricing.

Nessa Jimenez: 00:13:34

And I see this, I Isaac, you've seen this as well, whereas these events that

Nessa Jimenez: 00:13:39

are supposed to be uplifting community events and ' Oh we're gonna, we're gonna

Nessa Jimenez: 00:13:46

learn and achieve in the community'.

Nessa Jimenez: 00:13:48

And all of these I don't know what it's called, self-help or like these

Nessa Jimenez: 00:13:51

lifestyle types of events and they're, 'Oh for the community', whatever.

Nessa Jimenez: 00:13:54

And then, They're marketing an event to an audience that cannot afford to attend,

Nessa Jimenez: 00:14:01

and then they're wondering why Yeah.

Nessa Jimenez: 00:14:03

They can't sell the tickets.

Nessa Jimenez: 00:14:04

It's yeah, cuz your audience is struggling to pay their own bills and

Nessa Jimenez: 00:14:10

now you're asking them to drop like $3,000 on, you're your experience

Nessa Jimenez: 00:14:15

or your retreat or whatever.

Nessa Jimenez: 00:14:17

You should have done your homework.

Nessa Jimenez: 00:14:19

, and it's embarrassing to see, I see this a lot,

Isaac Watson: 00:14:21

yeah.

Nessa Jimenez: 00:14:22

Where these ridiculous, the price does not match the audience

Nessa Jimenez: 00:14:25

that they're trying to reach, and then they wonder , why it's not working.

Isaac Watson: 00:14:29

Yeah.

Isaac Watson: 00:14:30

On the flip side I can offer a more concrete example.

Isaac Watson: 00:14:32

We just recently wrapped up a project with a client who wanted to do a

Isaac Watson: 00:14:37

first time conference, a virtual conference for a community that she had.

Isaac Watson: 00:14:42

Leading for some time, and it's a community that has

Isaac Watson: 00:14:46

been, it's free to join.

Isaac Watson: 00:14:48

It's very much focused on the people coming together to improve their

Isaac Watson: 00:14:51

work experience and in their sector.

Isaac Watson: 00:14:54

And she's been essentially subsidizing the costs of running this community

Isaac Watson: 00:14:59

out of pocket because it's something she believes in and has cultivated

Isaac Watson: 00:15:03

this amazing group of people.

Isaac Watson: 00:15:04

It was clear from the get go that one of the core reasons for hosting this

Isaac Watson: 00:15:09

online event was to be able to introduce a first time ever paid event for the

Isaac Watson: 00:15:16

community to attend, but with the express purpose of raising operational

Isaac Watson: 00:15:22

funds to continue sustaining the growth of the community because there's a

Isaac Watson: 00:15:27

certain extent to which this client.

Isaac Watson: 00:15:30

Put in time and money and effort into doing it.

Isaac Watson: 00:15:33

So knowing that going into it, we were able to be very sensitive to

Isaac Watson: 00:15:39

what the production costs were.

Isaac Watson: 00:15:41

Of course, a virtual event with the scope we were looking at was much cheaper

Isaac Watson: 00:15:45

to produce than anything in person.

Isaac Watson: 00:15:47

And we were able to.

Isaac Watson: 00:15:48

The ticket prices that were sensitive to the sector, the industry, the

Isaac Watson: 00:15:54

the, average income across this group of people and make it in a

Isaac Watson: 00:16:00

way that was fairly affordable.

Isaac Watson: 00:16:01

And in the cases where it weren't, we developed a very robust scholarship

Isaac Watson: 00:16:05

program where we had sponsors subsidizing a large number of tickets.

Isaac Watson: 00:16:10

It was inclusive and accessible to those who wouldn't, for some

Isaac Watson: 00:16:13

reason couldn't afford that.

Isaac Watson: 00:16:15

And through that we were able to sell with confidence and say, This

Isaac Watson: 00:16:21

is what we're putting together.

Isaac Watson: 00:16:22

We were transparent about the financial goals of the event.

Isaac Watson: 00:16:26

We are, we the, these proceeds will continue to help this community operate.

Isaac Watson: 00:16:32

And that allowed us to market successfully.

Isaac Watson: 00:16:36

And it was.

Isaac Watson: 00:16:38

In the end, like we hit our budget goals and we have now operational income for

Isaac Watson: 00:16:43

this community to keep working throughout the year, and there's a trajectory set

Isaac Watson: 00:16:47

for future events and that right there is like a little encapsulation of yes.

Isaac Watson: 00:16:52

This is how you decide who your people are, what you're creating,

Isaac Watson: 00:16:56

why you need revenue, and how that's going to carry forward.

Nessa Jimenez: 00:17:01

So why don't we wrap this one up then, Isaac?

Isaac Watson: 00:17:03

Alright, so the core question that we're asking or that

Isaac Watson: 00:17:07

people ask us is how much should a conference ticket cost, or how much

Isaac Watson: 00:17:09

should we charge for my conference?

What they're really asking: 00:17:13

is what we're creating actually worth, what

What they're really asking: 00:17:16

we're wanting to charge for it?

What they're really asking: 00:17:18

Can I get away with charging this much feeling like.

What they're really asking: 00:17:23

Maybe this is a little hyper capitalist, maybe like I'm trying

What they're really asking: 00:17:27

to profit here off of things.

What they're really asking: 00:17:29

Or are people gonna be mad at me?

What they're really asking: 00:17:30

Am I gonna get any backlash over charging X amount for a ticket?

What they're really asking: 00:17:34

. And some of the solutions that can help avoid that in the first

What they're really asking: 00:17:37

place are really understanding what outcomes you're offering.

What they're really asking: 00:17:41

What value are you delivering to your attendees?

What they're really asking: 00:17:44

How do your attendees perceive that value?

What they're really asking: 00:17:46

Because how they perceive it may differ from, the work you're putting

What they're really asking: 00:17:49

into to deliver that value and really understanding who your audience is.

What they're really asking: 00:17:54

All of those demographics, where they are, what they can afford.

What they're really asking: 00:17:58

Are they willing to travel to do something in person?

What they're really asking: 00:18:01

Is geographic accessibility important?

What they're really asking: 00:18:04

Who is actually SU paying for the tickets?

What they're really asking: 00:18:06

Is it their employer?

What they're really asking: 00:18:07

Is it them?

What they're really asking: 00:18:08

All of those questions will inform your marketing strategy, understanding

What they're really asking: 00:18:14

how best to communicate the value.

What they're really asking: 00:18:16

Which is essentially what selling is communicating value and delivering on

What they're really asking: 00:18:21

an exceptional attendee experience.

Nessa Jimenez: 00:18:27

Thanks for joining us for this week's episode.

Nessa Jimenez: 00:18:30

The Eternal Question, How much should I charge?

Nessa Jimenez: 00:18:32

While you can actually figure that out by using a tool that we use with our

Nessa Jimenez: 00:18:37

clients regularly and you can get a free copy of that tool at geteventlab.com