How to Increase Event Revenue Without Raising Prices

November 15, 2023

Sarah Rewasiewicz

Sarah Rewasiewicz is a marketing and management professional with 10 years of experience in events. She manages data and growth marketing for Informa Markets in the Infrastructure & Construction group, covering nine event brands. Her background also includes marketing strategy for CONEXPO-CON/AGG and World of Asphalt.

As event professionals, we are always looking for ways to maximize value for our audience while finding new ways to generate revenue. The challenge: How do you accomplish growth without continuously raising prices for your customers? 

One answer: Consider a discount pricing model for show admission. 

Exhibitions and events historically use an early-bird, advance and standard pricing model for admission. The prices are set for a time and automatically applied when an attendee registers for the event. The traditional model doesn’t provide the marketing team with true discounts, which hinders their ability to motivate subscriptions and loyalty from customers and prospects. It also leaves money on the table.

What is a discount pricing model? 

We see it daily in our consumer lives. The price for an item is set, and we act when we receive a discount through an email, direct mail piece or when our favorite social media influencer shares their code. Sometimes, when we really want something or don’t want to search for the code we received online or in print, we buy it without a discount. Companies make added revenue off the latter.

My experience with the discounted pricing model resulted in a 14% increase in revenue for show admission. Collaborating with a team, we created a discount pricing strategy to mimic B2C marketing for the event. The price was set at the standard price, but discounts were built for different tactics and customer segments.  

For example, the website included a smaller discount available for customers who didn’t have a code handy. Larger discounts or loyalty offers were sent through direct marketing efforts. There was also a callout on the event website for visitors to sign up for show email alerts to receive exclusive discounts. It’s a gentle way to give potential customers a reason to subscribe to your emails and grow your email list.

Before launching your pricing strategy, ensure research and analysis are done to determine your customer’s willingness to pay. That may lead to a price increase in some cases to match the value, or it may help you establish the percentages needed to entice certain customer segments. The discounts shouldn’t devalue your product. Instead, they could supply price points that mimic your traditional early bird and advance tiers. Like the traditional tiers, discounts create a sense of urgency that drives pre-show revenue.

Test and track the performance

Another perk to the adjusted pricing strategy is enhanced marketing reporting. Digital changed the game for tracking marketing performance, but it has its flaws. Attribution doesn’t always give the full picture, and digital tactics tend to get more attributed to them due to the nature of online purchasing. 

For example, a popular industry expert promotes they are speaking at your event on a podcast, and a customer who listens decides to attend because the expert will be there. So that customer goes to Google, types in the brand name, clicks on the paid search ad and then registers for the event. Attribution goes toward paid digital instead of the true driver for their action. 

If you have unique codes for each marketing tactic (web, email, paid digital, social, influencers, direct mail, etc.), you now have offer-driven performance. Attribution tracking will never be perfect, which is why it’s important to view from multiple angles. With the discount pricing model, you can layer on a level of confidence in your reporting. 

Conversely, pricing is a delicate business decision, and it must be met with research and nimbleness. Testing a discount model with a small campaign can determine what success may look like for your industry or event. 

Try an exclusive discount with an industry influencer or a Black Friday deal to monitor the response. Small tests along the way will formulate the next steps for your specific needs.

Bottom line: It’s worth exploring to see if revenue growth and reporting confidence is right around the corner.


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MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.    Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.    Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.   The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.    MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.     MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.