Events in the Time of Downturn

Recently in the news: AIG canceling their big incentive trip due to pressure to show a buttoned-down, cost-conscious face.

Now, annual events like sales meetings and marketing get-togethers aren't exactly of the same ilk as an incentive trip, but in light of the economy, many companies are facing pressure to cut costs. This means, often, that the budget for events is slashed dramatically.

Days may be cut out of a trip, the attendee list may be shortened, and event planners are faced with having to make do with less.

Fortunately, making do with less doesn't mean doing less for your attendees. Because what your event comes down to isn't the pricey items like the staging design and teambuilding golf outings. You can engage your audience without the big set, and you can have an engaging networking activity without the 18 holes.

Meetings, in times of budgetary crunches, can be more critical than ever. It's an opportunity to rally the troops, focus on the coming directives, get everyone on board and boost morale.


Remember, there is one universal truth in meetings; expensive or low-budget: the audience wants to be engaged. With unlimited budgets, there's the temptation to engage them with high-tech.

So how *do* you still hold those crucial events with LESS budget and have them be MORE effective than ever?

Your audience wants to play...
To get people to interact, you don’t need a golf outing or an expensive cocktail hour—you just need to set up an environment where they can *play* in a meaningful way.

  • Organize team activities, game shows and competitions that go throughout the event.
  • Have frequent “brain breaks” in the meeting; allowing the audience to absorb information.
  • Get the audience to interact with the speakers with a variety of activities; stories, roleplays, etc.

Your audience wants to be persuaded…
Let your audience know what the game plan is moving forward, why it’s going to work, and what’s expected of them to implement the company plan. Address their objections up front so you can move forward in the event.

  • Play to all four styles of persuasion (for more on this, stay tuned).
  • Have the audience set their own goals and objectives for the event.
  • Outline a clear game plan and have every presentation fit in as a puzzle piece to the larger picture.


Remember, message is key. The more effective you are at getting your message across in clear, concise, relevant manner, the more effective your event is going to be for your audience.

Your audience is not going to remember some of the more expensive things; lighting grids, custom opening videos, etc. They SHOULD remember your message.

  • Make sure your message is clear and concise.
  • Stick to a minimal number of key message points
  • Add in stories, examples, interaction—and lay off the PowerPoint in presentations.

Sure, all these things seem basic, but they’re still the most important elements in producing an extremely effective event—and one that need not break the bank.
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Welcome to Live Sparks!

Welcome to Live Sparks, the strategic event design blog.

What does that even mean? Strategic event design?

I'll tell you what it *doesn't* mean. It doesn't mean lighting grids and staging--although that can contribute to strategic event design.

What it is, is creating your entire event--be it a national sales meeting, a training module, or a product roll out--with learning in mind.

The goal of strategic event design is to make sure that the audience retains MORE of the most crucial information at the event. It means that the audience is on board--persuaded and aligned with the message. It means that the audience is engaged in the event instead of holding covert Blackberry text sessions under the tables.

This blog will:
  • Give you tips and tricks for creating a highly engaging event.
  • Outline strategic event design principles and theories.
  • Show case studies of successful events using unique engagement strategies.
  • And much more!
Just wait. We've got a lot to show you.

Oh yeah. Who's "we"?

Dan Yaman is the founder and CEO of Live Spark, a company dedicated to producing the most effective, engaging events *ever*.

Missy Covington works with Dan at Live Spark in creative strategy and writing.
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