As budgets shrink, clients tighten the purse strings. But that doesn’t mean you have to plan a bare-bones event. Carlson Marketing’s Meeting + Event Planner, Ami Cervin, reveals plenty of ways to let your creativity shine through, even when you’re working within a tight budget.
Q. Briefly tell me what you do for Carlson Marketing.
A. I’m a meeting + event planner, which means I manage the logistics, vendor negotiations and on-site delivery for our corporate clients, who turn to us to plan such things as their events, meetings and incentive programs.
Q. As budgets shrink, where do you notice clients cutting back on their events?
A. Unfortunately, clients tend to want to cut back on their food budget, but they really shouldn’t, because that’s one of the first things attendees will notice. It’s easy to point out and remember. Instead, planners should strategize more effectively and save in other areas. For example, a planner can create an atmosphere with effective lighting, rather than spending extravagantly on linens. Lighting can set a mood. Also, think interactive materials. For example, utilize iPads and flip cams for a tech conference, rather than focusing on intricate centerpieces. Attendees appreciate something they can touch, feel, and experience more than the décor. Every meeting or event is an experience so the more interactive it is, the more likely guests will be to retain the information.
Q. If you have a really small budget, what tips/tricks do you use to maximize every penny?
A. It really starts before you get into the elements. Set up a brainstorming session and at first, don’t let budget be a boundary. Instead, throw all your ideas out there. Let one another’s suggestions inspire more; build on each other’s thoughts; be open to spontaneous ideas.
Take whatever comes out of that session and then decide what top elements will help you achieve your objectives and goals within your budget. And remember, you don’t have to go overboard. Make sure there are enough elements for every attendee to be engaged in the event, and understand which elements will really resonate with the attendees. To that end, it’s important to really know the demographics of your audience. For example, young professionals are more apt to be attracted to events with the newest technology and innovative seating options.
Q. Is there a way to cut back on the cost of supplies without it looking like you did?
A. Once you’ve determined your top elements, begin looking for suppliers. Ask yourself if there are ways to make some of the elements less costly? For example, can you use Plexiglas instead of glass? Can you make elements of the décor yourself? Can you purchase flowers at a farmers’ market instead of a florist? Will foam core walls create the same effect as wood? Can you bring in color that isn’t necessarily floral? For example, create a seasonal display more cost-effectively with items from a farmers’ market?
When it comes to entertainment, intermix celebrity and local acts. The celebrity will create the draw to get attendees to your event. The local group will make the connection for each attendee, reinforcing why they came and offering support for the organization, while really helping you maintain your budget.
Design doesn’t need to be over the top either -- just colors, textures and materials that draw your attendees’ eyes and make them want to experience each piece instead of simply seeing it.
When you are picking and choosing what’s going to get you the most bang for your buck, remember to make your event standout from your competition as innovative and memorable.
