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We helped a leading conference organizer to adjust its pricing model and to transform its financial performance.
Client and project overview
- A conference for professionals was struggling. It had declining sponsorship sales and had kept delegate fees flat for 10 years due to competition
- It now needed a pricing structure that would allow it to maximize delegate revenues
Key question
- How can overall revenue decline be stalled, whilst maintaining delegate attendance levels?
Our methodology
- We carried out an analysis of historic attendance patterns, delegate data and competitor events
- Combining this analysis with in depth delegate interviews and an online delegate survey, AMR developed a delegate segmentation to inform potential pricing scenarios
Results
- We developed a series of pricing scenarios detailing revenue uplift opportunities together with the likely impact on attendance
- We also designed an implementation plan to mitigate delegate loss by phasing price increases and improving both marketing and the event itself
- The impact on delegate revenues from the new pricing strategy was c.30% per annum
“AMR did an extremely good job getting to an audience that is very difficult to reach. With our new pricing strategy we went on to achieve an eight x RoI. That’s when you know that a piece of work was worth it.”
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