As the 2025 fiscal year nears its end for many businesses, marketing teams may find themselves in a rare but welcome position: they have a surplus. Whether that’s from cost-saving efforts, campaign pivots, or unspent ad funds, a leftover budget shouldn’t be wasted. It’s a golden opportunity to get ahead—especially with experiential marketing.
Here are our suggestions for how to put those extra 2025 funds to work in a way that pays off for next year and beyond.
1. Pilot an Experiential Campaign Before Q1
Use that surplus to test a small-scale experiential activation. Think one-off pop-up shops or interactive brand experiences. These can act as a pilot, offering initial insights into new markets and allowing you to generate real-time feedback before you commit to larger-scale campaigns in 2026.
2. Invest in Tech That Enhances Engagement
Has your brand been eyeing AR/VR tools or new digital platforms to aid your programs? Now is the time to invest. These technologies can supercharge your future events, making them immersive, measurable, and memorable. They can also take time to learn and integrate properly, which is why now is the time to act and learn. Surplus dollars can help you level up your infrastructure without dipping into next year’s budget.
3. Prepay for 2026 Event Partnerships
Venues, sponsors, and partners may offer discounts for early commitments. Lock in prime placements at major events before your competitors have the chance to. It’s a proactive way to secure a larger footprint and boost visibility.
4. Create Evergreen Content from Live Experiences
Use your surplus to create new content that will last. High-quality video, interviews, or behind-the-scenes footage from previous or upcoming events can feed your channels for months. The ROI on repurposed experiential content shouldn’t be underestimated.
5. Train Your Team for 2026
Experiential marketing requires agility, creativity, and operational finesse. A surplus can be useful for team workshops, new certifications, or general prep for 2026 events and tours. Set your team up for success going into 2026.
How Will You Handle Your Surplus?
A marketing budget surplus isn’t just an end-of-year bonus, it’s a strategic asset. Reinvest those funds appropriately with forward-thinking initiatives like experiential marketing, and you’ll not only avoid the “use it or lose it” trap but also maintain momentum into the new year.The experience economy is thriving. Let Pro Motion help you make the most of that surplus. Contact us today to get started.
