Revenue / 08.12.20
The Disparate State of Virtual Event Ticketing
Digiday (08/07/2020) Southern, Lucinda
On June 18, Nate Nichols, founder of creative agency Palette Group, and producer and business partner Stefanie Behringer hosted Allyship and Action. This free summit was designed to challenge the advertising industry’s systemic racial prejudice. The event featured seven workshops run by licensed therapists and professionals, and more than 2,000 people were in attendance during the event’s busiest time. As free-to-access virtual events grow, few companies will be able to switch from free to paid content, and publishers are at risk of undervaluing their content. Right now, virtual event pricing is all over the place. When producing Allyship in Action, Behringer put a lot of thought into how it would look, and prioritized the element of choice in its design. “For payable value, you’re looking for that matchmaker experience,” Ben Hindman, CEO of event marketing software Splash, says. “The challenge for B2B is there is no boondoggle, there are zero boondoggles. There are no meetings, no carrot, you cannot take the top-funnel activity to drive lower-funnel. The question is how to make that connection meaningful.”
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