Why We Don’t Use Early Bird Pricing (And Neither Should You): A call for fair pricing and unique experiences in the online event space
When it comes to online events, early bird pricing has become a widely accepted norm. As the organizers of 24 Hours of UX, we’ve given this topic a lot of thought, and have come to the conclusion that early bird pricing might not be the best strategy for our events or yours. In this article, I’ll explain our reasoning and offer an alternative approach to pricing that we believe is more transparent, fair, and ultimately, more effective.
The Origins of Early Bird Pricing
Before diving into the reasons why we don’t use early bird pricing, let’s look at why it became popular in the first place. Early bird pricing originated as a tactic to manage attendance and ensure that venues were filled up for in-person events. By offering discounted tickets to those who committed early, organizers could gauge interest, allocate resources, and plan communication efforts more effectively.
Additionally, when early bird pricing was a novel concept, it created buzz and excitement, generating additional interest in events. But times have changed, and so has the effectiveness of early bird pricing.
The Downside of Early Bird Pricing
- Oversaturation and diminishing returns
As more and more events have adopted early bird pricing, it has become expected rather than a special perk. This widespread usage has led to diminishing returns, with less excitement and less impact on attendee numbers. - FOMO and stress
Early bird pricing capitalizes on the fear of missing out (FOMO). This tactic may be effective in driving sales, but it contributes to stress in our lives where there need be none. By creating a sense of urgency and pressuring people to make decisions quickly, we may be inadvertently causing anxiety for potential attendees. - Punishing latecomers
Many people discover events later in the promotion cycle. By offering early bird pricing, we’re essentially punishing these individuals for not finding out about the event sooner. In the online space, it’s not a participant’s fault if they hear about an event late, so why penalize them for it? - Inconsistency with last day offers
Some events combine early bird pricing with last-minute offers to manage attendance. This approach can be confusing and frustrating for attendees who register at “normal” times and end up paying more for no apparent reason.
Why Early Bird Pricing Doesn’t Make Sense for Online Events
Unlike in-person events or airlines, online event organizers don’t have the same constraints regarding venue capacity or limited resources. In this context, early bird pricing loses its original purpose as a load management tool. As online event organizers, we don’t gain anything substantial by getting people to commit early.
A Better Approach: Unique Experiences, Fair Pricing, and Transparency
Rather than relying on pricing gimmicks, we believe event organizers should focus on delivering a unique offering, great experience, and attractive program, all with fair and transparent pricing. By doing so, we can create lasting connections with our attendees and build a loyal following.
At 24 Hours of UX, we’ve implemented a pricing strategy that aligns with these values:
- Fair pricing: We offer a single ticket price for all attendees, regardless of when they register. This ensures that everyone pays the same amount and avoids penalizing latecomers.
- Community support: For those who can afford to pay more, we offer a “superhero” ticket that allows them to sponsor students to attend the event for free. This transparent approach fosters a sense of community and goodwill, while providing opportunities for those who might otherwise be unable to attend.
Conclusion
In conclusion, we believe that early bird pricing has outlived its usefulness, particularly for online events. By focusing on creating unique experiences, offering fair pricing, and promoting transparency, we can foster a more positive and inclusive environment for our attendees.
We urge other online event organizers to consider abandoning early bird pricing and adopting a similar approach. By doing so, we can collectively shift the focus away from gimmicks and towards delivering truly exceptional experiences that benefit both attendees and organizers alike.
As you plan your next online event, consider the following steps:
- Develop a unique offering, memorable experience, and attractive program that will draw attendees and keep them engaged.
- Establish fair and transparent pricing, without resorting to early bird discounts or last-minute offers.
- Consider sponsorship opportunities, like our “superhero” ticket, that enable more attendees to participate and foster a sense of community.
By implementing these strategies, we believe that you will not only create a more positive experience for your attendees, but also set your event apart in an increasingly competitive landscape. Together, let’s work towards a future where early bird pricing is a thing of the past, and exceptional online events become the norm.
Ready to join us in rethinking early bird pricing? Share this article with fellow event organizers and let’s start a conversation about creating more inclusive and transparent pricing models for events of all kinds. And if you’re interested in experiencing a thoughtfully designed event, join us for 24 Hours of UX. Register now and be part of an inclusive, engaging, and inspiring event that puts attendee experience first.
Visit https://24hoursofux.com to learn more and register today.
Johannes Lehner is a Lead UX Engineer, Initiator of the UX Graz community, board member at the 24 Hours of UX, chairman at barcamp Graz, Regional Representative at the UXPA Austria, and a true UX Unicorn 🦄.
