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Nearly half of meeting planners <a target="_blank" href="https://globaldmcpartners.com/sites/default/files/media/files/GDPPulseSurvey2022Q4/2022_GDP%20Q4%20Pulse%20Survey%20Summary%20Report.pdf">surveyed by Global DMC Partners</a> say that their budgets have recently increased, but 70% list higher costs as one of their top challenges. While inflation and rising costs are on everyone's mind these days, getting imaginative to meet a tight budget is where meeting planners shine.
With a little creativity, you can deploy one of your superskills to trim the fat from your budget: scheduling. Here are three ways that smart scheduling can help you meet your budgetary goals.

<h3>Go for a Monday Start</h3>
You probably know that midweek meetings can add value to your budget compared with meetings that overlap a weekend. But there’s one exception: By starting your meeting on a Monday, necessitating Sunday travel for attendees, you can get the best rates of all. (Sundays are usually the lowest-booked day for hotels, resulting in lower rates.)
Historically, Monday meetings haven’t been popular among planners for the very reason that they’re low-cost—people don’t like to travel for business on a weekend. But that attitude might be outdated. Organizations across the board are struggling with budgets, so delegates may be more willing to travel on a weekend to meet their own event spend. Plus, with 89% of business travelers saying they want to add leisure time onto business trips <a target="_blank" href="https://www.ahla.com/sites/default/files/AHLA%20SOTI%20Report%202022%201.24.22.pdf">according to the American Hotel &amp; Lodging Association</a>, Sundays might even be desirable.
 
<h3>Rotate Locations Wisely</h3>
Going to destinations off-season can save you money, but delegates of annual conventions might wise up to this tactic. Consider booking destinations for your less significant events off-season (Colorado in summer, Boston in winter), with milestone meetings held in peak season—or, as a close alternative, shoulder season. Splashing out flagship meetings such as organizational or event anniversaries (“Tenth Annual Convention”) can be as simple as hosting it in a prime destination; it doesn’t necessarily mean you have to spend big in other areas. Simply by being at a desirable destination at the most desirable time of year, the event becomes more memorable.
 
<h3>Consider Multiyear Meeting Agreements</h3>
Why schedule four meetings four times when you can schedule all four at once? When you work with a venue on a <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/361/three-big-reasons-to-consider-a-multiyear-agreement">multiyear meeting agreement</a>, not only do you get the peace of mind of having secured venue space, you’re also likelier to get a better deal by having locked in a desirable rate. Plus, as your relationship with the venue matures year over year, the venue will better understand your needs, which can lead to better value overall.

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Cost-Cutting Isn’t Just About What You Buy. It’s About When You Buy.

Smart Scheduling Can Rescue Your Budget

Flagship events—annual meetings, biannual expos, major conferences—have their place. But a new trend is emerging that amplifies the power of host organizations, and the power of community.
Meet “everyday events”: smaller, more frequent touchpoint meetings. These everyday events—which can be as short as a half-day in duration—are on a smaller scale than what many planners might be used to, and not just in attendance. They have smaller budgets, more focused goals, and more limited time for promotion. But just because they’re smaller doesn’t mean they carry less weight.

<h2>It’s Time for “Everyday Events” to Shine</h2>
Research from the sales event platform Splash shows that people need to interact with a brand nearly 30 times before actually making a purchase—a number that’s increased more than 60% in just two years.
Regardless of whether your event is sales-focused, this emerging phenomenon has a place in your meeting strategy. There’s more information available than ever before, so to drive loyalty—whether in sales, membership, or attention—purpose-driven frequency is key.
Touchpoint events also have the potential to address one of meeting planners’ 2023 pain points: availability. Finding availability for events was planners’ No. 2 challenge in <a target="_blank" href="https://globaldmcpartners.com/sites/default/files/media/files/GDPPulseSurvey2022Q4/2022_GDP%20Q4%20Pulse%20Survey%20Summary%20Report.pdf">a recent survey</a> by Global DMC Partners. It might seem counterintuitive that more events can help relieve this pressure, but because everyday events are shorter in duration, planners can take advantage of one-day slots at venues and in supplier schedules, which are easier to come by.
Finally, there’s the human factor. The tumult of the past few years has attendees reevaluating the big picture—and yearning for connection. Hosting smaller, more frequent events allows people to nurture that instinct. And if that instinct turns into a loyal attendee for flagship events? All the better.

<h2>Four Principles for Creating Successful Touchpoint Events</h2>
1. Lean into what makes an everyday event special. If you approach a touchpoint meeting as a miniature version of an annual conference, you’ll be overwhelmed and attendees won’t get what they need. Instead, remember your mission for these events.
Intimacy-building. Creating a pipeline of communication. Fostering connections that go beyond networking and into collaboration. Large meetings can achieve these goals, but everyday events are crafted specifically for them. Let that guide your attention and your resources.
2. Frequent meetings require frequent communication. Potential delegates can easily be overwhelmed with emails and text blasts about events, and overdoing it risks drowning out communications about larger, revenue-building events. That said, the nature of everyday events means that attendees who might be interested but can’t make the first few iterations might be able to attend later ones.
Social media can hit the right tone and frequency about touchpoint events without overwhelming attendees. <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/422/perfect-the-art-of-the-hashtag">Strategic hashtags</a> can help you subtly avoid confusion among followers about the difference between flagship events and these smaller ones. Also consider a unique branding for these events—an “unplugged” version (softer colors, less flashy typefaces) of your larger event communications can help get the point across.
3. Get experimental. Everyday events aren’t incubators for larger events. That said, their smaller scale allows you to try out new formats and new suppliers with less risk. You can even use everyday events as a pressure test for themes and topics for upcoming conferences and panels, inviting attendees at the smaller events to share their experiences with the “trial-size” version on your social channels to generate excitement for larger meetings. (Who doesn’t love feeling like an insider?)
The smaller format also lets you better connect with attendees to hear their feedback. Post-event surveys are always useful, but these smaller events are also a space for casual feedback, because you’ll have less going on during the event itself. Let attendees tell you what they want to see, what worked, and what didn’t—not just for potential use in upcoming larger events, but to inform your strategy for your next intimate gathering.
4. Choose your team wisely. Touchpoint events are a lighter lift for you and your team, but they still require a good deal of communication. This shows in what marketers report as the No. 1 problem with repeatable events, <a target="_blank" href="https://go.splashthat.com/rs/985-MUN-268/images/2023-events-outlook.pdf">according to Splash</a>: coordinating across departments.
Think of your team as a task force, with each member selected for a specialized skill. When assembling your task force, look for people who are adept at creating systems that can pseudo-automate the logistical planning that goes into these events, people who don’t need a lot of hand-holding, and people who might thrive on having a pet project. Everyday events are an opportunity for early-to-mid-career meeting planners who have enough experience to know what success looks like and how to get there, so keep an eye out for eager employees who are at that point in their careers.

Are More Frequent Meetings the Answer to Planners’ 2023 Woes? Surprisingly, Yes.

Small Meetings, Big Impact: The Power of “Everyday Events”

Educate

You want your event to linger in your attendees’ minds long after they’ve gone home. Here’s a way to do that: Have less content.
That might seem like a paradox. But taking the foot off the gas pedal can help make meetings more memorable—the less jam-packed a schedule is, the better that attendees are able to absorb what they’re learning. Here’s why and how to ensure your attendee experience is richer, not busier.

<h2>Why Less Content Makes a Meeting More Memorable</h2>
Meetings, especially multiday gatherings, require a lot of focus from attendees. They’re in sessions, they’re learning, they’re networking. That’s why they’re there, but their cognitive resources often become overwhelmed anyway, leading them to not retain as much information as they would at a slower pace.
This in turn diminishes the value they derive from attending, rendering your meeting less productive than it could be—and potentially making attendees less likely to sign up for your next event. It can also drive burnout, something that 39% of attendees say is still a top challenge for them, <a target="_blank" href="https://www.freeman.com/resources/freeman-trends-report-q1-2023/">according to research from global events firm Freeman</a>.
This is particularly true of Generation Z and young millennial attendees. Freeman’s 2023 report states, “holding them captive at an event center for four days, feeding them every meal and keeping entertainment on-site, flies directly in the face of their well-researched preferences. Their time is their most valuable asset, and they want to spend it wisely.”
Easing up on a meeting’s agenda also supports <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/518/the-form-of-inclusion-your-events-might-be-missing">neurodiversity initiatives</a>. Delegates—both those with specific neurodiversity needs and those who do not require accommodation—may begin the day full of energy and eager to take in a full day of programming. But between being out of their normal cadence, not having control over their diet and environment, enjoying serendipitous encounters with long-lost colleagues, and being “on” for long periods, they may need time to recharge. People with neurodiverse needs have long been accustomed to modulating their energy to accomplish their goals; when you adjust your programming to account for people who explicitly need support in managing their time and energy, you give everyone a boost.
Not yet convinced? Pruning your schedule can translate to spending less, supporting your budget needs—which <a target="_blank" href="https://globaldmcpartners.com/global-dmc-partners-releases-results-and-key-findings-q2q3-2023-meetings-events-survey">75% of planners</a> say is their top challenge right now.

<h2>How to Pare Down Your Agenda</h2>
Given that costs are still a top challenge, lengthening the duration of an event may not be on the table. Instead, find ways to do less in the amount of time you have.
There are two primary ways to do that: Have fewer sessions and activities, and have the sessions themselves be less jam-packed.
If you opt to have fewer sessions overall, consider facilitating transportation to your destination’s attractions—but without planning a full off-site activity. This helps your attendees make the most of your destination without adding another must-do that might make overburdened attendees groan.
As for giving the sessions more air, work with session leaders to ensure they’re not overloading their presentations with information. If speakers are concerned that their presentations won’t deliver unless they’re crammed with information, remind them that details can be circulated after the presentation via a handout or electronic means. That can free up the talk to give their overall message—and their audience—room to breathe.
Consider incorporating Q&amp;A sessions with no set agenda. At October 2023’s CDW Solution Forum on Cybersecurity at the <a target="_blank" href="https://www.marriott.com/en-us/hotels/satjw-jw-marriott-san-antonio-hill-country-resort-and-spa/overview/">JW Marriott San Antonio Hill Country Resort &amp; Spa</a>, one session was a completely freestyle Q&amp;A among panelists from various sessions. Another, dubbed “Hot Topics,” saw two panelists eating progressively hotter salsas while answering audience questions collected throughout the two-day event. The result: a playful, low-cognitive-load session that allowed attendees a chance to relax without worrying about taking notes.
Whether you host fewer sessions or just clean up the ones you have on tap, follow the advice of meetings efficiency expert Philippe Beaudry, who <a target="_blank" href="https://www.meetingcatalyst.co/limit-overload-enhancing-meeting-effectiveness-by-managing-cognitive-load/">recommends</a> scheduling breaks in addition to other tactics that help prevent cognitive overload.
If you find yourself reluctant to pare down on content in order to preserve your event’s value, just remember: When attendees are too drained to enjoy your programming, they’re also too drained to be invigorated by your message. The biggest value-add of all might not be an addition, but a subtraction.

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