There’s both an art and a science to effectively pricing an event. Any strategy for maximizing your event’s attendance and revenue is built on a business school staple: the price-demand curve.

In this e-book, we explore multiple tactics employed by the typical event marketer when determining proper pricing for an event, as well as the thinking behind the decision-making.

Pat McClellan, EVP of Marketing and Strategy at Opus, has spent more than 30 years building his strategic marketing skill set, drawing on a passion for technology and analytics. In this e-book, Pat illustrates the full pricing process for a hypothetical event marketer, analyzing the effectiveness of multiple revenue- and attendance-driving pricing tactics.

Read more to learn how to meet your event’s attendance and revenue goals for the future.

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