So much is happening right now that those of us in the meeting industry may appear as if we’re ‘making it up as we go along’. Well, news flash. We are!

But when it comes to charging for virtual events, I have some strong opinions. And the main one is that we have to make a decision and be unified with our presentation to the world. And most importantly, we must hold fast to the value we bring.

I’ll start by acknowledging how wonderful it has been to see so many incredibly talented professionals quickly come together and create virtual events with useful content and an uplifting message that many truly need during this difficult time. I’ve chosen my favorites and been thrilled to participate as a speaker, and also as an attendee. I believe this generosity of spirit is and always has been a hallmark of our industry.

But at times it has gotten us into trouble, which is why I'm moved to write this article.

Let me give you an example. Speakers often become speakers because they LOVE to speak. They have a message that they are passionate about sharing. Over the years many have become so excited to present, they are willing to do it for a very low fee or even for free. “You’re feeding me? I’m IN!” 

It has become so common place for speakers to not only contribute their time and expertise but even to pay their own travel and conference fees. I believe this devalues all that it takes to be a speaker. When one rotation of presenters goes out of business another crops up. And it’s not the planner’s fault for expecting free speakers, it’s ours. (yes, I can tease speakers- I am one!)

This happens in several segments of our industry. I know many an AV consultant who must continually educate clients on the massive benefit of their service. And there’s a great disparity in the fees for musicians and other entertainment.

While I appreciate the giving spirit of our industry, we need to bravely discuss options for moving forward that include a sustainable model for the long haul. When the world needed it, we offered tons of free content. But in order to maintain and renew our industry as a whole we have to go back to the heart of the value we bring. And open the conversation about fair payment for what we offer.

This applies:

• To charging for events. If free events continue much longer it will become the expectation. Varying fee scales are acceptable depending on what you're offering.
• To getting creative regarding our fundraising, including new and exciting ways to increase ROI for our sponsors.
• To asking for the sale and listening closely to what additional services are needed.

The good news is there’s proof this is the right path. I read in a recent Forbes article that Forrester bucked the system and switched their usual in person summit to a fully paid digital event this year. Results are in and their attendees agreed that the content and experience was worthy of the investment. Other companies are hesitant but starting to follow this path.

It won’t be cut and dry-there will be many variables. Jaime Theresa Smith CMP, National Business Development Director at Bartha joins the discussion offering a few things to think about, â€œâ€¦what’s the agenda, how many attendees, and max count if there are several concurrent sessions? Is it a webinar, a virtual meeting, or a true virtual event? If a planner takes the av/production side of it into account, it should cost more. They can often offset the costs with sponsors. It’s about the value. Free isn’t always seen as valuable.”

Speaking with many event industry sales pros lately, the biggest issue is wrapped around timing. They are concerned that people aren't ready to be sold. They want to be compassionate to that. And in the traditional sense, that's accurate. But opening dialogue, asking about their well being as humans, and being present with what clients need is the basis of any good sales conversation.

I believe that there are many versions of what we’ll need to think about as we move forward. We’ll want:

• To continue providing valuable free content to serve those who need it. But it should look different than our paid content.
• To open the lines of honest conversation that is based on transparency and collaboration.
• To know our numbers. Know what you can and can’t give in order to be a viable business.
• To know the worth of what you offer.

When I was growing up, I had an uncle that used the idiom, "You don't want to give away the farm now, do ya?" From time to time, when I'm asked to do it 'for the exposure' I hear his voice and see his lopsided smirk.

“When planning a virtual meeting - the change is in the location - from in person to online.” Caroline Browning, CMP, CMM, HMCC, Owner, MEETing Needs, LLC, continues, “As a planner, you still need to work with the client to understand the meeting objectives and deliverables, work with speakers, sponsors, registration and participant engagement. Finding the venue and coordinating F&B and transportation is now replaced with sourcing online partners. A professional planner's services are no less valuable in an online environment, and in my opinion should still be priced the same. Clients are paying for our experience, expertise and network of resources - that has not changed.”

The goal here is to create space for a discussion. Add your thoughts and let's come up with a solution together. Respectful dissent is always welcome!

Speaking of conversation, I'm opening a community of meeting professionals and influencers to help lift individuals and produce ideas and solutions our industry will need moving forward. If you want to join in early, please reach out to me at Heather@HeatherHansenONeill.com.