Planning events in a recession

At an event industry get-together in December, an experienced panel, when asked how the then impending recession would affect the industry, broadly concluded that they were confident of a busy and successful year in 2009?!

I am not sure what these guys were on at the time, but we all know that this is rubbish. We have to face facts that with redundancies rife and marketing budgets being cut, the events industry will be hit at least as hard as other sectors.

Reassuringly though, in recent years most companies have used events in increasing numbers to boost client relationships, sales and to motivate and reward their people and this need is arguably greater in the current climate. But, as we well know, needs will not always create budgets.

In short, if we assume that many companies will need to cut event spend by around 15%, it is in everyone's interest in our industry, whether working in an agency, venue or client event team, to maintain the number of events.

So the solution is simple. We need to deliver events for less rather than deliver less events!

This, in my view, is far from difficult to achieve. Many events that I have seen have "easy fat" to remove, without damaging its core value and objectives.

Here are a few of my tips to help achieve this:

Buy better - Lower demand for events means lower supplier prices. You should get better deals from venues, caterers and production companies. If you are using an event management company, check it has a sound financial base and demand to see a full breakdown of costs and a justification of fees.

Also remember to plan early and shop around making sure that all suppliers know that there are at least two other venues or suppliers bidding for the contract. You will be amazed at how this will sharpen their pencils!

Reduce the glitz - In better times, we have added great and often expensive extras to boost the event. This could be champagne, state-of-the-art projection or an upgraded hotel. But these are rarely essential in to the delivery of key objectives and may be viewed internally and externally as profligate in current climes.

Work harder on attendance - Make sure you work hard on getting attendance levels up. This will reduce the all-important cost per guest/attendee. Also make sure you have a real fix on the final numbers in time to reduce costs on catering and accommodation etc.

Cut the booze back - Whether at a conference or Christmas Party, limit the free alcohol. This will be expected and generally improve the event. Unlimited spirits bars are never a good idea and verge on the irresponsible in my view and closing the tab in the bar at 11pm will improve message assimilation at the 9am presentation the next day.

Make your own way home - A hidden cost of evening events is the credit card and cash claims on taxis home, which can often add over 30% to the overall event cost. Make them pay their own way or provide coaches to key drop off points.

And finally, given the terrible exchange rates and green agenda, don't take events abroad. We are blessed with the finest venues and creative agencies on our doorstep, so why waste time, money and carbon on travel overseas.

Please feel free to e-mail me if you would like to discuss my views and suggestions and I wish you all an eventful 2009!


Sam Gill