Live Workshop $1000, DVDs of the Live Workshop $197...What is the logic and strategy behind this?

7 replies
I'm sure there is a logical business model behind this but I wanted to start this thread so we all can see the strategy behind it.

How come people organize a live workshop for $1000 per attendee but then sell the DVDs of that same Workshop for only $197 online?

I see that offering the DVDs online is a lot more cost effective(from the organizer point of view), but then how can those organizers attract people to their live Workshops/Seminars? especially when the same content will be offered online to the public as DVDs for a fraction of the live workshop price?

As a customer, why would I want to pay $1000(plus traveling,accommodation,etc.) when I know the same content will be offered online as DVDs(even as digital videos) only after a couple weeks?

I see that there are some advantages of being physically there and networking with people on live workshops/seminars, but do people really feel comfortable paying at least 5 times more just for that?

As the person who organizes the workshop, what is my strategy behind this? and how do I expect people to attend my future workshops when they know it'll be offered online as digital content for a lot cheaper?

Offering a workshop for free to attract attendees, then turning the recordings of that live workshop to DVDs which I can sell online makes great sense. But I honestly don't see how almost the opposite scenario actually works.

Any ideas?

Thanks
#$197what #dvds #live #logic #strategy #workshop
  • Profile picture of the author WeavingThoughts
    Does a live concert cost the same as a vinyl disc?
    {{ DiscussionBoard.errors[7336897].message }}
  • Profile picture of the author Hani D
    "I see that there are some advantages of being physically there and networking with people on live workshops/seminars, but do people really feel comfortable paying at least 5 times more just for that?"

    You did answer yourself.

    Originally Posted by chaos33 View Post

    I'm sure there is a logical business model behind this but I wanted to start this thread so we all can see the strategy behind it.

    How come people organize a live workshop for $1000 per attendee but then sell the DVDs of that same Workshop for only $197 online?

    I see that offering the DVDs online is a lot more cost effective(from the organizer point of view), but then how can those organizers attract people to their live Workshops/Seminars? especially when the same content will be offered online to the public as DVDs for a fraction of the live workshop price?

    As a customer, why would I want to pay $1000(plus traveling,accommodation,etc.) when I know the same content will be offered online as DVDs(even as digital videos) only after a couple weeks?

    I see that there are some advantages of being physically there and networking with people on live workshops/seminars, but do people really feel comfortable paying at least 5 times more just for that?

    As the person who organizes the workshop, what is my strategy behind this? and how do I expect people to attend my future workshops when they know it'll be offered online as digital content for a lot cheaper?

    Offering a workshop for free to attract attendees, then turning the recordings of that live workshop to DVDs which I can sell online makes great sense. But I honestly don't see how almost the opposite scenario actually works.

    Any ideas?

    Thanks
    {{ DiscussionBoard.errors[7337356].message }}
  • Profile picture of the author mjw
    I recently went to a workshop which will eventually become a product. The best thing about it was that I was learning cutting edge ideas and systems that are not available to a large majority of this person's clients. So essentially, I am ahead of the curve compared to his clients that didn't attend.

    In his case, he gets great reviews from the people that attended, to be able to use for his downloadable product when it becomes available to the masses in addition to being able to tout other benefits of his seminar and the results we are seeing.

    Essentially, we were his 'test' group. Now all he needs to do is fine tune and tweak it for release.

    Hope this helps.
    {{ DiscussionBoard.errors[7338598].message }}
  • Profile picture of the author Jonathan Mizel
    If you have ever been to a live seminar, you probably know that the value of the networking is between 10 and 100 times the cost. Content presented at an event is largely the same as content available in a course or ebook (with a few exceptions) but the mingling, JV potential, and stuff learned in the bar after everyone's drunk is priceless. Seminars are about fellowship and connection, which you simply don't get from a DVD.
    Signature

    Your First Paid Traffic Campaign
    www.MarketingMonopoly.com

    {{ DiscussionBoard.errors[7338919].message }}
  • Profile picture of the author eric w
    The answer is included in your question.

    To elaborate....This is another income stream. Many people want to learn from the event, however, they can't afford it, they can't get the time off from work, they can't leave their kids, etc. So, I offer them the next best thing..a recording of the event....for less than it cost to attend (plane ticket(s), hotel room(s), event cost).

    As long as there are people willing to pay for this.....i.e. there's a market for it.....you should, instead be asking,..."How do I get my share?"


    Originally Posted by chaos33 View Post

    I'm sure there is a logical business model behind this

    I see that offering the DVDs online is a lot more cost effective(from the organizer point of view),


    I see that there are some advantages of being physically there and networking with people on live workshops/seminars


    Thanks
    {{ DiscussionBoard.errors[7339003].message }}
  • Profile picture of the author Bill Jeffels
    You have to show the customer what kind of value
    they are going to get. All the benefits they are
    going to get for attending a high ticket workshop.

    Attending a workshop is a lot more than just learning.
    All the people that you meet are valuable. Some
    seminars also have personal critiques.


    Bill



    .
    {{ DiscussionBoard.errors[7339571].message }}
  • Profile picture of the author Stuart Walker
    Attending live means networking opportunities, being ahead of the masses, getting a feel for the product / service / product owner you just can't get from a DVD, live events can be fun, a chance to talk business with like minded people.
    {{ DiscussionBoard.errors[7339764].message }}

Trending Topics