Should my event be free?

Isaac Watson: 00:00:13

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

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

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experience that knocks their socks off.

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An event that leaves your audience in awe and wondering where you've been

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their whole life, Make It Kick Ass is the podcast that explores these questions

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by uncovering the strategies, tactics and tools that we use every day to

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bring our clients' conferences to life.

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

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here to help you Make it Kickass.

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Welcome back to another episode of Make it Kickass.

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I am your co-host Isaac Watson, executive producer of Kickass

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Conferences, and joining me as always, the inimitable Nessa Jimenez.

Isaac Watson: 00:01:05

Hi Nessa

Nessa Jimenez: 00:01:06

Hi, Isaac..

Nessa Jimenez: 00:01:07

Hi everybody.

Isaac Watson: 00:01:09

you're just, I just keep trying to come up with new ways

Isaac Watson: 00:01:11

to introduce you and I'm starting to run out, unfortunately, I'm gonna

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have to start brainstorming new.

Nessa Jimenez: 00:01:16

Yeah, you're starting to get too fancy now.

Isaac Watson: 00:01:18

I know.

Isaac Watson: 00:01:19

Using big words, this is a problem.

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Nessa is our operations manager, in case you've forgotten.

Isaac Watson: 00:01:24

I hope you have not.

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We are here to dive in with an episode focused on one of the most

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common questions that we get asked.

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That's what this season is all about, and kind of teasing apart what do people

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really mean when they ask these questions?

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What are the underlying problems that are making these questions

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bubble up to the surface?

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And what are some of the ways that we can solve them and some of the ways

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that we do solve them in the work that we do, because we are professionals

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we think we are professionals.

Isaac Watson: 00:01:56

This episode today we're gonna talk about a question.

Isaac Watson: 00:02:00

It's fairly straightforward, but the question that we get asked

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often is, Should my event be free?

Nessa Jimenez: 00:02:07

And this is a pandemic question, let's be honest.

Nessa Jimenez: 00:02:10

Yes.

Nessa Jimenez: 00:02:10

Before the pandemic, this wasn't really such an FAQ, a frequently asked question.

Isaac Watson: 00:02:15

Yes.

Isaac Watson: 00:02:15

And I think one of, one of the we'll dig into that, but I

Isaac Watson: 00:02:20

don't wanna get ahead of myself here.

Isaac Watson: 00:02:22

Should, may I event be free?

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Is our core question, Nessa, Let's first dive into what people

Isaac Watson: 00:02:27

really mean by this and see if we can pull it apart a little bit.

Nessa Jimenez: 00:02:33

So yeah, the big question is this conference

Nessa Jimenez: 00:02:36

actually worth what we're charging?

Nessa Jimenez: 00:02:38

And we talked a little bit about that earlier this season.

Nessa Jimenez: 00:02:41

The word worth.

Nessa Jimenez: 00:02:43

There, That's a big one that we've gotta explore and do some diving in there.

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They, what they're also asking is, Can I get away with charging this much?

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Again as a, as we've talked about before this feeling of they're cheating

Nessa Jimenez: 00:02:57

or they're doing something naughty.

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So they have to phrase it that way.

Nessa Jimenez: 00:03:02

And lastly, how do I get the biggest audience ever?

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I want as many people as possible to come.

Nessa Jimenez: 00:03:07

So does making this thing free automatically mean that's,

Nessa Jimenez: 00:03:13

I'm gonna achieve that goal?

Isaac Watson: 00:03:15

Yes.

Isaac Watson: 00:03:16

And I would add to this because this is a pandemic induced question

Isaac Watson: 00:03:23

what we started hearing, especially from other conference organizers

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that had been doing in person stuff for years, was this questioning

Isaac Watson: 00:03:33

of whether an online event, which.

Isaac Watson: 00:03:36

In a lot of respects is much cheaper to produce than something in person.

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If they could get away with.

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Doing it for free or for very low cost.

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As a way to counterbalance both their decreased expenses and to increase

Isaac Watson: 00:03:54

their audience, to convince people to attend online when they were

Isaac Watson: 00:03:57

used to attending in person before.

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And I think that's, to me, what's really interesting is

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like how do we balance that?

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So let's dive into some of the actual problems.

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That caused these questions to come to the surface.

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W I think the big one is like not having a well defined value to your

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event or having a little bit of low confidence in having created

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a weak attendee experience, right?

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If you feel like you haven't put in the effort or you're not sure if this

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especially if this online event is gonna deliver the same things that it used to

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deliver in person, for example that.

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Raise these questions, these confidence questions around is

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this even worth charging for?

Isaac Watson: 00:04:43

Are people gonna pay for this kind of thing?

Nessa Jimenez: 00:04:45

And going back to the word worth from the question, right?

Nessa Jimenez: 00:04:49

Worth implies value.

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So what they're actually telling us, what is the value of this thing?

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That's what they're actually asking us to do, to tell them

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what is the value of the event.

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Cuz if you don't know the value of your product, you're gonna have a

Nessa Jimenez: 00:05:03

hell of a time trying to sell it.

Isaac Watson: 00:05:06

Another problem I think that, that stems from this is being

Isaac Watson: 00:05:10

a little too worried about quantity over quality of your attendees.

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Some people.

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Get wrapped up in chasing this numbers game.

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It's Oh if it's free, I could get thousands of registrations

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instead of getting a couple hundred or something like that.

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And this, it's just a disingenuous metric to, to think that somehow big

Isaac Watson: 00:05:34

numbers equal a more successful event without really realizing that when you

Isaac Watson: 00:05:40

have a free event, especially a free online event, attrition is insane.

Isaac Watson: 00:05:46

Like it, the attrition of people actually attending is just off the charts.

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And you end up with 20%, 25% who are actually showing up if they haven't paid

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anything cuz there's no skin in the game.

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And what's the first thing we're gonna do when we're not feeling

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like staring at our computers when attending a free online event?

Isaac Watson: 00:06:06

We're just gonna not do it.

Isaac Watson: 00:06:07

Right, Right,

Nessa Jimenez: 00:06:08

yeah.

Nessa Jimenez: 00:06:08

And as humans, like we, we get really impressed with numbers.

Nessa Jimenez: 00:06:12

We love seeing numbers, right?

Nessa Jimenez: 00:06:14

Oh, a thousand people signed up.

Nessa Jimenez: 00:06:16

That's great.

Nessa Jimenez: 00:06:17

Most of those people are not gonna attend cause it was free.

Nessa Jimenez: 00:06:20

And so being free, like you said, no skin in the game, no investment, they

Nessa Jimenez: 00:06:25

lose nothing cuz they put in nothing.

Nessa Jimenez: 00:06:27

Especially for an online thing.

Nessa Jimenez: 00:06:30

So yeah.

Nessa Jimenez: 00:06:31

the worry about if I have more people signed up or more

Nessa Jimenez: 00:06:36

people even live, it's better.

Nessa Jimenez: 00:06:38

It's not necessarily if your only goal is to having a lot of people

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sign up, then yeah, sure you made it.

Nessa Jimenez: 00:06:44

But if we're doing a conference, that's just the beginning.

Nessa Jimenez: 00:06:49

Like selling the tickets, now you have to do the thing.

Isaac Watson: 00:06:52

And think about your engagement too.

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If you're doing a free event, sure.

Isaac Watson: 00:06:57

You get 5,000 people signed.

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But if only 500 show up and you were planning on 5,000 and you'd

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created activities or ways for that audience to engage with each other,

Isaac Watson: 00:07:07

that's gonna dramatically change the environment and the experience that

Isaac Watson: 00:07:11

those attendees have if what you had created was for this larger group

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and only a fraction of that showed.

Nessa Jimenez: 00:07:17

And then if the 500 people are lurkers who just wanna watch the

Nessa Jimenez: 00:07:22

live stream, but don't wanna click on anything or interact in any way, it can

Nessa Jimenez: 00:07:27

feel like there's nobody at your event.

Nessa Jimenez: 00:07:29

And that's.

Nessa Jimenez: 00:07:30

The worst feeling.

Isaac Watson: 00:07:33

Yes.

Isaac Watson: 00:07:34

I think all of this comes down to me to not having a marketing strategy.

Isaac Watson: 00:07:39

When we're talking about worth, when we're talking about event value, when

Isaac Watson: 00:07:42

we're talking about quality of attendees.

Isaac Watson: 00:07:46

If you have a solid marketing strategy.

Isaac Watson: 00:07:50

That can address underlying issues and can help solve them.

Isaac Watson: 00:07:56

But if you don't have a marketing strategy, which most people don't

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have when they come into organizing a conference, that's one of the things

Isaac Watson: 00:08:01

that we do is develop that for them.

Isaac Watson: 00:08:04

It's it's really hard to have that confidence and to have that that I,

Isaac Watson: 00:08:09

it's a lot of it's self-esteem, right?

Isaac Watson: 00:08:12

To actually go out there and sell the tickets and

Isaac Watson: 00:08:16

communicate that value to those.

Isaac Watson: 00:08:19

All right.

Isaac Watson: 00:08:20

So we've talked about some of the problems feeding into these questions.

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Let's talk about some of the ways that we can help solve those.

Isaac Watson: 00:08:28

So going back to value and worth it's really about understanding your

Isaac Watson: 00:08:34

audience's perception of value and the value of the content, which comes

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down to understanding your audience.

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And maybe we're just a broken record on this Nessa, but understanding

Isaac Watson: 00:08:42

your audience is everything.

Isaac Watson: 00:08:43

And again, we start with early on in the process with our clients,

Isaac Watson: 00:08:47

through our event labs through all of the production work that we do.

Isaac Watson: 00:08:52

Because ultimately your Audi-, if you don't have an audience

Isaac Watson: 00:08:56

there, you don't have a conference.

Isaac Watson: 00:08:57

And if you don't understand your audience, you can't create a

Isaac Watson: 00:08:59

conference that they're gonna love.

Nessa Jimenez: 00:09:01

And.

Nessa Jimenez: 00:09:02

We're not saying that the answer is no, you should never have a free event.

Nessa Jimenez: 00:09:05

That's not what we're trying to say.

Nessa Jimenez: 00:09:07

But there are hard costs, so somebody has to pay for it, first of all.

Nessa Jimenez: 00:09:11

Yeah.

Nessa Jimenez: 00:09:12

And second of all, this assumption.

Nessa Jimenez: 00:09:15

because you're, cuz you're walking in already with the assumption that people

Nessa Jimenez: 00:09:18

are not gonna wanna pay for this, right?

Nessa Jimenez: 00:09:19

So you have to explore like, why, what what's wrong with it?

Nessa Jimenez: 00:09:24

Because that's not true.

Nessa Jimenez: 00:09:26

If you're giving people value and something that adds value

Nessa Jimenez: 00:09:29

to their lives or be it entertainment, education, access.

Nessa Jimenez: 00:09:34

Like people will pay for that.

Nessa Jimenez: 00:09:35

It's just understanding what is valuable to that audience.

Nessa Jimenez: 00:09:40

Some people care about certain things and then other people don't

Nessa Jimenez: 00:09:44

give a crap about that same thing.

Nessa Jimenez: 00:09:46

So if you're not exploring that you're never gonna find.

Nessa Jimenez: 00:09:50

A confident answer.

Nessa Jimenez: 00:09:51

You'll never be confident with whatever number, even with free you'll never

Nessa Jimenez: 00:09:55

truly be confident in that if you're not doing your homework, of understanding

Nessa Jimenez: 00:10:00

the audience and then understanding the value that you're giving to that audience.

Isaac Watson: 00:10:05

Yeah.

Isaac Watson: 00:10:06

And one of the ways that we do that is by helping you understand

Isaac Watson: 00:10:09

what outcomes you're delivering.

Isaac Watson: 00:10:11

For that audience.

Isaac Watson: 00:10:14

Many times we work with speakers on developing their topics if they need help.

Isaac Watson: 00:10:19

And one of the questions that That we get asked a lot from speakers is like

Isaac Watson: 00:10:25

how I feel like this is a little rambly, or I'm trying to cover too much here.

Isaac Watson: 00:10:30

And we always counter that with saying what do you want

Isaac Watson: 00:10:32

people to take away from this?

Isaac Watson: 00:10:34

What is the outcome?

Isaac Watson: 00:10:35

What do you want them to do?

Isaac Watson: 00:10:36

With what you're telling them.

Isaac Watson: 00:10:38

And if you can focus on the outcomes, whether that's in a talk you're

Isaac Watson: 00:10:43

preparing, or when we're talking about the conference more broadly

Isaac Watson: 00:10:47

as a whole, then you can use those outcomes to then build into that.

Isaac Watson: 00:10:52

And that helps define your value.

Isaac Watson: 00:10:54

If you can say in your marketing, we will help you do X, Y, Z or

Isaac Watson: 00:11:00

you're gonna come out of this having learned, fill in the blank.

Isaac Watson: 00:11:05

That's gonna come across much stronger in delivering that value

Isaac Watson: 00:11:08

and communicating that to them.

Isaac Watson: 00:11:10

And under all of that is understanding why you're doing this in the first place.

Isaac Watson: 00:11:13

What are your motivations?

Isaac Watson: 00:11:14

Why are you even hosting a conference?

Isaac Watson: 00:11:17

That's another thing that comes out of our event lab, is we ask

Isaac Watson: 00:11:20

these questions like, why now?

Isaac Watson: 00:11:21

Why like really questioning.

Isaac Watson: 00:11:26

The relevancy of your intentions in a way that we hope will help

Isaac Watson: 00:11:31

solidify those and help you feel more confident about them.

Nessa Jimenez: 00:11:35

At some point down the line, you decided that.

Nessa Jimenez: 00:11:40

Whatever this thing you're doing had to be a conference, had to be an event, right?

Nessa Jimenez: 00:11:44

That, that's a decision that's made.

Nessa Jimenez: 00:11:47

So we ha we explore why does this have to be an event?

Nessa Jimenez: 00:11:52

Why can't this just be a video that you stick on YouTube

Nessa Jimenez: 00:11:56

or why does it have to be this?

Nessa Jimenez: 00:11:59

And from there we help people build on top of that through event lab, right?

Nessa Jimenez: 00:12:04

Through the strategy of, okay, if this is your why, What are the

Nessa Jimenez: 00:12:10

outcomes that you're tying to that?

Nessa Jimenez: 00:12:12

Because if it has to be a conference, it has to be a conference for the central

Nessa Jimenez: 00:12:16

reason, which is, the outcomes can only be achieved by this format, right?

Nessa Jimenez: 00:12:23

Yes.

Nessa Jimenez: 00:12:24

Yeah.

Nessa Jimenez: 00:12:24

That's me cheating.

Nessa Jimenez: 00:12:25

That's me spoiling giving the answers, but yeah.

Nessa Jimenez: 00:12:29

At the core of it, you decided that it had to be a conference, it had

Nessa Jimenez: 00:12:33

to be an event because you could only achieve your goals through that.

Nessa Jimenez: 00:12:36

Okay, But what are those?

Nessa Jimenez: 00:12:38

And how does that tie to the audience that you're presenting this to?

Nessa Jimenez: 00:12:41

And from there, from these conversations, it that, that's

Nessa Jimenez: 00:12:45

where we can build towards pricing.

Nessa Jimenez: 00:12:47

Pricing is not a number that you just decide on day one.

Nessa Jimenez: 00:12:51

You go from there.

Nessa Jimenez: 00:12:53

So when people ask this, should my event be free, like with most

Nessa Jimenez: 00:12:57

of the questions people ask?

Nessa Jimenez: 00:12:59

It depends.

Isaac Watson: 00:13:00

Yeah.

Isaac Watson: 00:13:01

And I'm gonna harp on it just because that's what we do.

Isaac Watson: 00:13:05

But it re it all comes back to understanding your audience whether

Isaac Watson: 00:13:10

that's their socioeconomic status what can they afford to pay for the

Isaac Watson: 00:13:14

outcome that you're gonna deliver.

Isaac Watson: 00:13:16

What are they willing to pay?

Isaac Watson: 00:13:18

What resources do they have?

Isaac Watson: 00:13:19

What resources do you have as an organizer?

Isaac Watson: 00:13:23

How we will question Why are you even doing this?

Isaac Watson: 00:13:29

Is there anybody else out there that does, Are there any other

Isaac Watson: 00:13:32

ways that we can possibly do this?

Isaac Watson: 00:13:34

Not because we don't want to produce conferences, cuz that's what, of

Isaac Watson: 00:13:37

course we want to do that, but we wanna do them the right way.

Isaac Watson: 00:13:39

We wanna do them intelligently and intentionally, and

Isaac Watson: 00:13:43

we wanna make sure that.

Isaac Watson: 00:13:45

Whatever we're creating with our clients is something that is going to meet both

Isaac Watson: 00:13:50

their goals and their audience goals.

Isaac Watson: 00:13:52

So that's partially why we keep coming down to this question or this notion

Isaac Watson: 00:13:59

of understanding your audience because that is core to everything that we do.

Nessa Jimenez: 00:14:05

And even if the ticket is free, you still have to do all this

Nessa Jimenez: 00:14:10

homework because you need to be confident.

Nessa Jimenez: 00:14:13

Because even if it's free, you still gotta sell the ticket.

Nessa Jimenez: 00:14:16

They're not trading money, but you gotta get them to the website.

Nessa Jimenez: 00:14:20

You gotta get them to register and then you gotta get 'em to show up

Isaac Watson: 00:14:23

Exactly.

Isaac Watson: 00:14:23

Yeah.

Isaac Watson: 00:14:24

Honestly, that's harder if it's free.

Nessa Jimenez: 00:14:26

Yes.

Isaac Watson: 00:14:26

Because there's, there is no skin in the game, there's no commitment

Isaac Watson: 00:14:29

from them to do that, other than giving you some registration information.

Isaac Watson: 00:14:33

And related to all of this, and another question that comes

Isaac Watson: 00:14:36

up in our event lab process.

Isaac Watson: 00:14:38

Is who isn't this for?

Isaac Watson: 00:14:42

It's really easy for people to say, Oh I want everybody and

Isaac Watson: 00:14:46

their moms to show up, yeah.

Isaac Watson: 00:14:48

Yeah.

Isaac Watson: 00:14:49

Cool.

Isaac Watson: 00:14:50

But Moms don't care about Yeah.

Isaac Watson: 00:14:52

X or Y.

Isaac Watson: 00:14:54

Yeah.

Isaac Watson: 00:14:55

And so by identifying who is not invited, who doesn't belong here who

Isaac Watson: 00:15:01

are you intentionally excluding, which is another thing that, that comes

Isaac Watson: 00:15:06

from Prya Parker when talking about setting your gathering's purpose.

Isaac Watson: 00:15:10

That, that is a really key question to answer because that helps you identify.

Isaac Watson: 00:15:16

Who your audience actually is, what their needs are, what their goals are, and then

Isaac Watson: 00:15:22

how you can craft something specifically for them instead of trying to be a super

Isaac Watson: 00:15:27

generalist and hit everybody right.

Nessa Jimenez: 00:15:31

And it'll actually bring them in because again, even

Nessa Jimenez: 00:15:33

if it's free, you still gotta convince them to cut to come in.

Nessa Jimenez: 00:15:37

You still gotta convince them to attend.

Nessa Jimenez: 00:15:39

Doing all of that homework that we do with people at the beginning, it.

Nessa Jimenez: 00:15:44

The decision easier, whether free or not free, right?

Nessa Jimenez: 00:15:48

Yeah.

Nessa Jimenez: 00:15:48

Like it just helps.

Nessa Jimenez: 00:15:50

And then move into the marketing with a lot of confidence cuz there's

Nessa Jimenez: 00:15:54

always gonna be marketing . Yes.

Nessa Jimenez: 00:15:56

Even if it's free.

Nessa Jimenez: 00:15:57

Even if it's, So don't think that just cuz you're doing it for free, that you

Nessa Jimenez: 00:16:01

get to escape the marketing work.

Nessa Jimenez: 00:16:04

That's not how this works.

Nessa Jimenez: 00:16:06

. Isaac Watson: Yeah.

Nessa Jimenez: 00:16:07

I would also add that I think that post pandemic or in this.

Nessa Jimenez: 00:16:12

Limbo that we're in right now with it.

Nessa Jimenez: 00:16:14

A lot of people have become really wary and cynical about free events and have

Nessa Jimenez: 00:16:22

been much less likely to just sign up.

Nessa Jimenez: 00:16:24

I think early on it was a lot easier to be like, Oh yeah, I wanna go to that.

Nessa Jimenez: 00:16:27

Oh, I wanna go there.

Nessa Jimenez: 00:16:28

I'm starved for social connection.

Nessa Jimenez: 00:16:30

Cause we have all been so isolated.

Nessa Jimenez: 00:16:32

But now as things are equalizing, people are much more critical

Nessa Jimenez: 00:16:40

about what they're committing to, even if it's going to be a free event.

Nessa Jimenez: 00:16:44

So the answer to the question is, it depends, of course,

Nessa Jimenez: 00:16:47

because it always does.

Nessa Jimenez: 00:16:48

Because at the core of thing, of everything that we do, it's about

Nessa Jimenez: 00:16:53

understanding what your audience is and how you can deliver

Nessa Jimenez: 00:16:57

something specifically for them.

Nessa Jimenez: 00:16:59

And then determining if that's through a free event or a paid event.

Nessa Jimenez: 00:17:03

So let's do a little recap.

Nessa Jimenez: 00:17:04

The core question is, should my event be free?

Nessa Jimenez: 00:17:07

What people are usually asking is this actually worth what we're charging for it?

Nessa Jimenez: 00:17:13

A little crisis of confidence there.

Nessa Jimenez: 00:17:15

Can we get away with charging this much?

Nessa Jimenez: 00:17:18

I feel like I'm pulling the wool over my audience's eyes a little bit.

Nessa Jimenez: 00:17:22

Or on the flip side, how can I get the biggest audience ever and, we will help

Nessa Jimenez: 00:17:28

you work through those things by looking at what outcomes you're delivering,

Nessa Jimenez: 00:17:33

what value you're creating for your audience through your conference.

Nessa Jimenez: 00:17:36

Understanding their demographics, socioeconomic status, what resources they

Nessa Jimenez: 00:17:42

have, what they're looking for, and all the different ways that you can do that.

Nessa Jimenez: 00:17:46

And through that you can then, A calculated and informed decision

Nessa Jimenez: 00:17:51

on what, if anything, you should be charging for your event.

Nessa Jimenez: 00:17:59

Thanks for listening to Make it Kickass.

Nessa Jimenez: 00:18:00

We know that setting ticket prices can feel difficult and overwhelming at

Nessa Jimenez: 00:18:04

times, but we hope that you walk away from today's conversation and thinking

Nessa Jimenez: 00:18:08

about the value that you're providing your audience first and foremost.

Nessa Jimenez: 00:18:11

And if you wanna dig deeper into this topic, you can grab a free copy of

Nessa Jimenez: 00:18:15

the tool that we use with our clients to help them set ticket prices.

Nessa Jimenez: 00:18:19

And you can find that@geteventlab.com and I will see you all next time.