A Practical Approach to Pricing: Van Westendorp and Beyond
Tagoras research suggests that few organizations have strong strategy or process in place when it comes to setting the prices for educational products. As a result, pricing is often a shot in the dark, and the result can be lower than expected sales, net revenues, or both.
In this session, we will look at techniques—including willingness to pay questions and the Van Westendorp price sensitivity meter—that any organization can apply to improve its pricing practices. We’ll also discuss how these techniques were used (and how well they worked, or didn’t!) in setting pricing for the Learning • Technology • Design™ (LTD) virtual conference. Attendees will leave the session with an enhanced understanding of pricing as a key part of the marketing mix and techniques they can use in pricing their next course or event.
This session will be led by Jeff Cobb, who advises organizations on pricing their educational offerings. Read Jeff’s full bio.