Brightelm Column
DEAR ROB...
18
Brightelm’s
Rob
Eveleigh
provides
advice
Dear Rob, as with many associations
we are moving our events online this
year, but we don’t know what to charge
for them. Some people say that online
events should be free, and others say you
should charge. What should we do? Lisa,
Glasgow
Dear Lisa, this is a very good question,
the answer to which is often dominated
by feelings and opinions over cold hard
facts and research.
Some people hold the perception
that all online events should be free.
However, I and many others are of
the belief that content is still of value
regardless of whether it is delivered live
or online the question I would ask is if
you have already been charging for your
live events why wouldn’t you charge for
your online ones?
The rule of thumb appears to be
that if events are free then they are
for the purpose of marketing, and the
events that are charged for the purpose
of education or the dissemination of
content. Many associations that I see
moving to online events are successfully
following a charging model, albeit they
are generally charging less than the
“live” equivalent.
My advice would be to do your own
research. Look at what your competitors
in your own market are doing, as value
perception and affordability changes
from market to market. If you already
charge for attendance at live events,
then you already have proof that your
members and wider industry will pay for
content.
Dear Rob, my Association is planning
to run a conference in the last
quarter of this year. We have the venue
confirmed and contracted. Our board
have instructed us to move to the event
to the first quarter of next year but the
venue is unwilling to be flexible. Can you
give us any advice? Abby, Manchester
Dear Abby, thanks for sharing your
problem and I know that this is a
problem shared between many other
organisations such as yours.
I’d like to break this down into the
two perspectives. Firstly, let’s look at
your role as an association. Undoubtedly
within your industry specialism your
organisation needs to be seen as a
leading light; a force for good and vessel
for bringing people together. The best
way to do that in normal circumstances is
by running live events.
The current crisis does not allow us
to run live events. The amount of time
it takes us specialist organisers to put
together our events is longer than most
venues realise. Not only do you have to
consider your delegates’ availability but
there are also your speakers, sponsors
and other supplies to consider too.
Secondly, let’s consider this from the
venue’s perspective. Currently venues
are under incredible financial pressure.
Profit for this year has gone out the
window so the main priority for them is
staff, then to pay rent and overheads but
above all survival.
Delaying your event by three months,
while beneficial to you, could be
catastrophic to them. As it stands at the
moment there is no legal reason for you
not to run your events in the last quarter
and the venue has every right to enforce
its cancellation terms. I know of many
venues that have been able to move
events for clients without further charge
however equally as many are not in the
position to be able to do this.
I’ve heard a lot over the last couple of
months about the importance of working
together and collaboration in order to
get through this crisis. It’s true, and good
collaboration is an incredibly important
attribute of our industry. However,
working together with venues shouldn’t
automatically mean that the venue loses
out. I would suggest that you approach
your negotiation with your supplier
with palms open explaining what you
need to achieve and see how the venue
respond. However, please don’t enter
this negotiation imagining that moving
your event will be free from cancellation
charge. You should absolutely expect to
have to pay something to move it.
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