Our industry is one big learning lab these days… great point Kevin!

We all learn together and from each other. I will really be curious to find out (if they are willing to share the information) how MPI does with the VAP for non-members as that is the true test of monetization… how much response do you get?

Thanks for contributing Kevin, as always!

@michaelmccurry

Thanks so much for your contribution to this discussion and as I said on your blog site, I appreciate MPI’s approach to having the blog forum and the open discussion regarding this topic.

It definitely is a big step in the right direction offering the VAP to members on a complimentary basis. Kudos to MPI for doing that.

As Dave says below, the real challenge is how to create exposure opportunities for potential members and Meeting attendees, by enticing them with a taste of the conferences through virtual content.

It will be interesting to see how the industry responds to this over the coming months, and thanks for contributing to this ongoing discussion.

Mike

@michaelmccurry

The big opportunity out there for associations is how to leverage exceptional content from their live events to help get non-members to join or attend. It will be interesting to see how MPI and others attack that opportunity in the years to come. Introductory price points will need to be more affordable. Good luck in Cancun!

I admire MPI for providing an example to the events community of how to monetize there events. For an outsider to see a non-profit charging a lot of money for a face to face event or a remote event, it leaves a perception that something less than altruistic is going on. What MPI has to do a better job of is to share the stories of the MPI foundation and how it is helping people everyday. The MPI foundation has helped me and several of my personal colleagues over the last year and this non-profit (http://www.MPIweb.org) would not be able to do that without dollars in the savings accounts.

I help run a non-profit (http://www.SoundBusiness.org) that helps educate students and due to corporate donations drying up we have been forced to ask our students to pay for select programs that we offer. It is not an easy process and the communication has to be very clear. I have been lucky to have MPI as an example to look to and learn from.

Thanks MPI and thank you Theresa!
@CameronToth

Points of Clarification:

MPI heard many of the concerns from the VAP experience at WEC. As such we’ve created this VAP for MeetDifferent so that it is available at a variety of customizable price points, starting with sessions as low as US$27. Customers can select audio, video or both types of sessions depending on their needs. And choose as many or as few based on their budgets and interests. We listened to the concerns and we believe we’ve responded by creating the best options for non-members to still experience the elements they want
Detailed information is available here. http://www.mpiweb.org/Events/MD2010/Overview/VAP.aspx

Additionally, MPI *regularly* hosts free webinars open to all members of the event industry around critical issues as well as thought provoking issues. In fact we’ve hosted a number recently and they are still available. Many of the MeetDifferent sessions can be found here: http://www.mpiweb.org/Events/MD2010/MDSchedule/webinars.aspx

We promote these efforts through our social media channels (twitter, LinkedIn, Facebook, Blog) as well as in our newsletters, magazines and to our local chapters around the globe.

It is vitally important to MPI to reach out not only to our dynamic membership, but also the industry at large. We are charged, as are many associations, with balancing providing significant value to our membership with giving away content to the industry at large for free.

Some really terrific comments here Kevin. You hit the nail on the head.

I too believe the concept of giving away the VAP would stimulate membership interest as well as more interest in their conferences.

Thanks for contributing!

@michaelmccurry

Great post. This is one that routinely causes me pause. On the one hand MPI is offering a VAP. Bravo for stepping into that space MPI. On the other there is a perception that MPI isn’t the most forward thinking of groups so (1) why would I join and (2) why would I attend in person or virtually.

When I see that a group facing this perception has created a VAP for their education event I want to applaud for their courage. However I halt prior to that first clap when I see that they’re charging for me to attend the event. I am already suspect on the event’s value and the way to squelch my suspicions is to charge me to prove me wrong? Seems backwards to me.

Why not open the virtual event to any and all who want to attend? What not sponsor the virtual community to offset the cost and educate virtual and onsite attendees of the solution providers in the virtual space? Why not go transparent with the community with your concerns about a free to all VAP hurting paid attendance?

In my opinion, the goodwill deposit giving away the VAP creates far outweighs the cost. And, if the event is truly beneficial I’d think the free virtual access would have a positive impact on membership in the long term.

What an opportunity to build community.

I agree with you Robert, that at least MPI is offering the viewership to their members free of charge.

Your remaining comments are right on… I think you are on the right track. MPI really needs to embrace this philosophy or they are going to be left behind by other more forward thinking organizations.

Thanks for contributing!

@michaelmccurry

From my perspective, the issue is twofold..

1. The price-point for the VAP is in my opinion ridiculously high. The material being presented by MPI does not appear to be so compelling that they could justify the high price tag. With the availability of online education at very low or no cost, why would I buy a $325 virtual pass for this event?

2. Your second point I agree with… if MPI were to at least offer a few sessions on a free basis at least then I could sample the quality of their content, and make buying decisions based upon that.

I am pleased they at least offered this virtual content to their members free of charge… that is an improvement over the July WEC where they tried to charge exorbitant prices to their members as well.

Thanks for your contributions to this discussion.

@michaelmccurry