Friday, July 08, 2011

Southwest Fox 2011 Pricing

We tried something new for pricing Southwest Fox this year. Instead of using calendar deadlines, we divided the number of attendees we expect into a set of "buckets," with an increased price for each bucket. We even put the number of seats left in each bucket on the conference home page.

The reason for the change was to get people to register sooner, which helps us in many different areas of planning. We put 20 seats in the first bucket and they all sold in the first few days after we opened registration. We were thrilled.

After that, we blew it. We put 60 seats into the second bucket, which failed to create any kind of urgency; as we write this, only 21 of those seats have sold. Even the July 1 deadline for getting a pre-conference session for free didn't light a fire under many people. The result is that registrations are running considerably behind last year's; we're pretty sure it's the pricing mechanism causing the slow registrations, not a lack of interest.

Since we really do need to know how many people are coming, we're going to adjust the bucket sizes. But before we do, we want to give everyone a chance to get in on the current price of $645 (a discount of $125 off the regular price).

After Monday, July 25, we're going to reduce the size of the second bucket to a total of 30 seats (or the number of people who've already received the Super Saver price by that date, if that's more than 30), and add a new bucket called just "Saver," with a price of $690, which is still $80 less than full price, for the other 30. However, anyone who registers on or before July 25 will get the Super Saver price, even if that means we have more than 60 Super Savers.

So, if you've been waiting for the Super Saver bucket to get close to empty before registering, that time is now. (If company bureaucracy or other factors make this deadline a problem for you, please contact us at

Thanks for understanding our need to tweak this new approach. We look forward to seeing you in Gilbert in October.

1 comment:

Anonymous said...

Interesting. Perhaps the mistake was putting the size of the buckets. You should have just said something like... "The more people that register ahead of you the greater your cost will be." or something like that.