In today’s age of shrinking marketing and events budgets, event planners are expected to do more with less. Yet while working with increasingly limited resources is a challenge, it also inspires creativity and ingenuity, as event planners ask themselves, “How can we make the most of what we have?”
The first step is to recognize when quality counts. Certain corners can be cut, this means it is even more important to focus on doing other things extremely well. Investing in one or two standout features can make the event supremely memorable—thus generating repeat attendees as well as attracting new attendees via word-of-mouth and social media buzz. Think of it this way: if you do something remarkable at your event, people will remember . . . and they’ll almost certainly tell their friends.
The next step is to recognize what you have, and what you don’t. If you cannot afford to hire event staff, for instance, you may have to pull members of your own staff out of the office to work on-site. Another solution to the same problem is to offer admission to the event in exchange for free labor. This way, people who might not otherwise be able to afford to attend the event can still come, and you get the manpower you need.
Finally, as cliché as it sounds, try to think outside the box. Maybe your event always took place in a hotel . . . but does it need to? Maybe there is a less traditional venue that costs half the price. Maybe there is a venue you can book for cheap in the off-season. Plus, what can you save from one event to be used at the next? Would it be cheaper in the long run to buy and reuse expensive equipment rather than rent it? Ask staff, friends, and family for ideas. You never know where the next flash of inspiration might come from!