Early-bird tickets are often treated by marketing teams as a simple pricing promotion: offer tickets at 20 percent less for a few weeks, get revenue moving early and wake up the mailing list. That is part of the story, but it misses the bigger value. An early-bird period is one of the few phases of […]
At most B2B conferences, a ticket costs exactly the same on the day of the event as it did eight weeks earlier—sometimes even less if a discount code starts circulating shortly before the event. For airlines or hotels, this kind of pricing model would be unthinkable. In the event industry, however, it has been the […]
