With the holiday season nearly upon us, entrepreneurs everywhere are in the process of planning their holiday events. Many CEOs, especially those running startups, are trying to get the very biggest bang for the smallest amount of money.

As you ponder possible venues, you should be thinking of events as another key component in your overall marketing mix. Events should align with the company’s brand, positioning, and culture. And events should be measured just like any other marketing tactic.

So, how does one plan and execute a champagne event on a beer budget? I turned to Maggie O’Neill for advice. Maggie runs my company’s event practice, and has planned hundreds of happenings over the years. Here are her tips.

1. Timing is everything

The most popular venues book early and often, cost more, and require higher minimums. If you want the very best venue available, book it ASAP and ask for a day early in the week you’ve chosen. Venues charge far less and are more flexible with their minimum deposits when events are booked earlier in the week.

2. Drinks for free

Many wineries and craft beer companies are open to sponsoring your company’s event if they find your business model appealing. Sponsoring typically means they will donate the wine or beer for the night, provided you showcase their name a bit to your attendees. It has to be seen as a benefit for the drink provider, but entrepreneurs can save a lot of loot in the long run. Years ago, we were hosting an event at the New York Stock Exchange and discovered that one of our client’s clients was none other than Julio Gallo. Armed with this invaluable information, we negotiated free wine for the night with a very big thank you to the Brothers Gallo in the various programs we provided in the gift bags.