Beth Surmont：活动营销中“少即是多”的实践路径

A smaller budget doesn’t have to mean a smaller experience, and it might even teach you something new. Photo: Unsplash

We’re all being asked to do more with less. That’s been the refrain for the past few years. But what does that really mean? It’s not about just working harder or simply cutting expenses; it means getting clear about what creates value for your audience and organization and having the courage to rethink everything else.

Here are three places to start.

Beth Surmont, CMP-Fellow, FASAE, CAE

1. Respect your audience’s time.
Time is one of the biggest costs of attending an event, and yet we still have a lot of fluff in our programs. Opening remarks that don’t really say anything and sponsored content that doesn’t make anyone think differently. Take a critical look at your run of show. Are there sessions that repeat information? Is there content that doesn’t deliver meaningful value?

If you can shorten your event without sacrificing its purpose, you could save participants hundreds of dollars in hotel and meal expenses, plus valuable time away from work and home. Every minute in the program should earn its place.

2. Protect your revenue.
For many association events, the exhibit floor is a financial lifeline. Now is the time to talk with exhibitors and sponsors about what they need to justify their investment and continue their participation.

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Instead of sending another menu of items, schedule a phone call. Ask what outcomes matter most and how they are being asked to justify costs. Could turnkey options reduce their costs and planning burden? Could a customized sponsorship deliver better results?

Making sure your exhibitors can defend the value of your event is one of the smartest ways to protect the finances.

3. Let constraints spark creativity.
Years ago, I was part of a team that planned a popular party at a major event. It was expensive but successful. Then our budget was unexpectedly cut in half while expectations for results stayed exactly the same.

We had to rethink everything. We replaced the open bar with a single signature drink, invited students to showcase fun projects instead of hiring entertainment, and let guests choose the music through a playlist app. Most importantly, we put staff throughout the event to personally welcome guests and make them feel genuinely hosted.

The party was still a success and I learned something important: What made the experience special wasn’t the expensive production; it was having the right people in the room and making them feel like they belonged.
I also learned how constraints can fuel creativity. When we are forced to make different choices, it opens up new thinking that is sometimes stronger.
Doing more with less isn’t about cutting your way to the end; it’s about making more thoughtful choices that protect the audience’s experience and the most important outcomes. A smaller budget doesn’t have to mean a smaller experience, and it might even teach you something new.

Beth Surmont, CMP-Fellow, FASAE, CAE, is head of strategy and design for event strategy, marketing, and experience agency 360 Live Media, a Smithbucklin company.

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