Mary Reynolds Kane, PCMA’s director of online marketing, offered some of the many business models possible for monetizing event content:
- Align sponsors and partners with the hybrid event and sell advertising that leads off a session (much like Hulu and other online distributors of on-demand TV content); and via recognition, involving sponsors in interviews and other activation opportunities.
- Charge for the live hybrid event, which is usually best accomplished when the content is something that people must have to earn credits toward certification or re-certification, or if the content is something that people can’t access elsewhere.
- Offer a free live hybrid event, but charge for a rebroadcast of top content from the event that is published in a simulive environment (sessions start and end at specific times so that the audience can come together collectively to learn and network).
- Use the combination of sponsorship dollars and registration fees.
- Offer the live or rebroadcast for free, but charge for on-demand captured content.
- Offer live or rebroadcast content for free, but count on your production and post-event efforts to ensure attendees purchase other resources, attend future events (for fee), become members, etc.
