February 11, 2014
When Planning an Event Make Sure to List the Price
Whether you operate a for profit business or a charity, this article is for you. But, the content here is even more vital for a non profit organization. Your entire success paradigm is based (almost) entirely on the goodwill of your supporters. If you make the mistake of forgetting to list the price of your event, you can potentially severely damage your reputation.
But, Ronn Torossian points out, someone makes this mistake almost every day. When planning an event, make sure to list the price. For reasons unbeknownst to those of us in the PR business, some people just seem to think they need to be afraid of announcing prices. They hide from the cost, and try to bury it … or they just don’t announce it at all.
This is a terrible decision. Period. Nothing good comes of it. Here are the plain facts: if your event is worthy of the cost, or you can present it in a way that helps people understand the value, THEY WILL PAY.
However, if you hide from the price, people will assume that you are either afraid of the price or you are hiding something. Either assumption will do drastic damage to your priceless reputation.
Who, you might ask, would make this mistake? Lots of folks, unfortunately. They may not mean any harm. It might just be nervousness. They are new to the PR game, and afraid to ask for money.
What they don’t realize is that people appreciate value. They enjoy paying if you give them something worthwhile. In fact, placing a price on something allows the consumer to determine its relative value. And, since people love to get a deal but hate to feel they are getting something “cheap” (as opposed to inexpensive), most newbie event planners find they can get a higher price for tickets or admission than they may have originally thought.
Don’t shortchange yourself … and your reputation.