You Can’t Buy Emotions in Excel
An event is not a budget.
It’s not a box of cables, nor a minute-by-minute script. It’s an experience. An outcome. A responsibility. Brand Trust.
And yet – despite the times we live in – it’s still often bought as if it were printer toner.
I’m writing this because too often, great ideas die before they even enter event production. Not due to a lack of competence. Not due to a lack of budget. But because the procurement department often doesn’t understand what they’re buying – or rather: they want to buy something different than what marketing is trying to create.
An event production is not a budget. It’s not a box of cables, not a minute-by-minute script. It’s an experience. An outcome. A responsibility. Brand Trust.
And yet – despite the times we live in – it’s still often bought as if it were printer toner.
I’m writing this because too often, great ideas die before they even enter production. Not due to a lack of competence. Not due to a lack of budget. But because the procurement department often doesn’t understand what they’re buying – or rather: they want to buy something different than what marketing is trying to create.
“This costs more than in 2022. That’s too much. You know the budget. My task is to keep it within those limits. I can ask, but it will take time. You understand, right? I have no interest in spending more than planned. But OK – you’re making a formal request, so I have to respond. This requires consultation – the meeting is next week. We’ll get back with feedback.”
When event planning clashes with procurement routines
In the meantime, the venue sells the date to another company – the location falls through. The artist cancels their reservation. Subcontractors sign other contracts. Booth prices at the trade fair rise by 10%. The technical crew no longer guarantees the availability of people and equipment.
And so begins a shortcut event production. With compromises. With delays. With pressure. And – paradoxically – just to make it happen at all, it often ends up costing more. But that’s after negotiations. So now the decisions and responsibility fall on… marketing. Or the project manager. Procurement “checked the box.”
Why event management needs true partnership
In many companies that purchase dozens or hundreds of services that agencies rely on, the role of procurement seems to have gotten stuck somewhere and was never redefined in the context of event management, event marketing services or business partnerships that support the success of events their company invests in. They often blindly optimize costs because they don’t know that they can (and should) also influence the outcome.
They could become true allies in event planning, supporting not only execution, but also long-term value. They could be real partners – not just comma reviewers in a budget.
This isn’t a battle. It’s a lack of bridges. So let’s try build them.
Let’s educate. Explain. Invite.
Behind the spreadsheet: understanding event production and visual effects
How often is procurement invited backstage? Have they seen that there are four trucks behind the stage – the same ones reduced to a single row E37 in the spreadsheet? Are they aware that the value of that line item at this event is 10× its budget?
Do they understand that the branding wall isn’t a 2018 printout, but a transparent visual effects like LED screen – because we want to communicate in a modern way, just like our products, clients, and market standards that sets event effects.
Do they realize that stage decoration today means immersive experiences, built with precision and creativity, not just banners and chairs?
Let’s help procurement understand the creative vision and event goals. Let’s give them insight into the process – not just a table of line items. Let’s show them that their decisions carry real risk: stage-related, financial, reputational – or can lead to success and meaningful contribution to the branded space in which their company wants to communicate.
Because engagement and understanding aren’t costs.
In the long run, and with a smart approach – they’re pure savings.
For everyone.
❓ And you?
Have you managed to build a healthy cooperation model with procurement – one that’s a true partner in event creation and event planning?
Do you have ways to bring them into the process – before the Excel file lands in your inbox – and do you see it as a benefit or a hurdle?
Or maybe you have a different perspective?
I’d love to hear your experiences – because I know we’ve all lived this story.
Hope you will enjoy. See you in the next one.
Grzegorz Nowakowski
Head of Global Partnerships @ ARAM
Author of the Front & Back series
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