I've written before here about the inform-perform distinction as a way to differentiate Webinars for which you don't charge from those for which you do. Here's another, much simpler approach to Webinar strategy: if you want to charge for it, don't call it a Webinar. … [Read more...]
3 Axioms of Pricing Education Products
We've started informally flipping some of the content for our popular Webinar on pricing education products. That is, we make some of the foundational information available ahead of time to help make sure everyone is on the same page when they get to the Webinar. So, here is a brief (@ 15 minutes) video I did covering some of the key higher level principles of pricing. I've … [Read more...]
Four Keys to Profitable Learning Products for Your Association
It’s a fear that’s probably familiar—what if you build it, and they don’t use it? The ugly truth is you’ll never know for sure until you try. But there are four keys that will dramatically improve your chances of building a strategic learning product with strong revenue potential. Know your market. Understand how learning happens. Adopt value-based pricing. Know the … [Read more...]
Pricing Your Education Products: Two Essential Factors, Part II
In my previous post in this series I discussed differentiation as a key factor in pricing educational products. The basic idea was that it is difficult to set and get the prices you want if your product is not perceived as substantially different from the other options available to your customers. In this post, I'll take a look at price variation, the practice of varying the … [Read more...]
Pricing Your Education Products: Two Essential Factors, Part I
It's easy to feel a lack of control around pricing for your educational products. Competitor prices, demands from customers, and the presence of free products in the market are among the many factors that can make you feel you need to lower price. At the same time, pricing is the most powerful lever available for managing net revenue. As I've noted before, a one percent … [Read more...]
What Can You Learn from Scalpers? Dynamic Pricing and Association Learning
The following post, written by Celisa, was the main article in the August issue of our monthly Association Learning/Technology Digest. Each digest also includes a wealth of links to news and resources. We put a new issue out today. It's free, and if you aren't already subscribed, you can get the latest issue sent to you automatically by filling out the short form on our … [Read more...]
Marketing in Full – Considering the Other Ps
I’ve noticed over years of working with clients and conducting research that there is a widespread tendency to confuse marketing with just one of its components: promotion. I have a theory that this seemingly small bit of confusion is the key reason most marketing initiatives fall short. The other three parts of the classic “marketing mix” – product, pricing, and placement – … [Read more...]
The Amazing 1% Price Increase
When I was speaking earlier this year at Great Ideas I made a comment about pricing that obviously caught the attention of the attendees. It had been my intention to post it here, but I forgot about that intention until this morning when I was reviewing an article I wrote a while back on pricing online education. (You can find this, along with a lot of other free resources, in … [Read more...]