More for Your Money: The 3-Rs Test

The_3-Rs_TestI don’t know any company that isn’t looking for ways to either cut costs or maximize their return from the dollars, euros, pounds sterling and/or yen they spend on their annual meeting.

For those of us who plan, produce or pay for annual events, these squeezed budgets are adding even greater difficulty to an already complex process.

For example…

  • Do we really need that theatrical opening extravaganza?
  • Should we spend big bucks for a theme party?
  • What’s the value of bringing in a well-known sports figure as a guest speaker?

Deciding how to allocate pinched resources has become harder than ever. There are traditions that have become part of the organization’s culture. There’s the vision of sr. leadership. And there are the expectations your attendees.

Many of the components of a business meeting or convention are essential. Others are nice to have but not absolutely necessary. And others can be frivolous or even distracting.

Next time you’re facing a decision on cost allocation at your annual event, try this test:

  1. Relevance: Does the proposed expenditure support the core focus of the meeting?
  2. Resources: Does the cost associated with developing and executing the idea (both in money and in time) take resources away from more mission-critical activities?
  3. Requirement: If you do not do the proposed idea, what will be the negative effect on your organization—or on the effectiveness of the meeting?

Your responses to The 3-Rs Test will help you align your spending with your organization’s goals… which helps create meetings that truly matter.


Rick Cornish creates communications that inform, influence and inspire… helping organizations increase sales, promote unity and persuade their people to embrace change. Working in video, corporate meetings, event marketing and more; Rick delivers purposeful creative that drives business results and builds stronger brands.

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