• Jenelyn Bacani

Pitch your event ideas to executives like a pro


People say that the first step is the hardest. True enough with events planning: pitching your event ideas to your clients is pretty daunting. If you hate rejections and criticisms, this game isn’t for you.

Business executives are often intimidating in nature. It’s because they need to. They will scrutinize your event idea and see if it can be of great value to their organization.

Business executives have a busy schedule and they can only offer you a limited time, so when they do, grab that chance and make use of it wisely.

If it’s your first time to pitch an event idea, be sure to hold your head high. The last thing these businessmen want to see is someone who’s not even convinced on his or her own pitch.

Be bold and confident. Believe in your own craft. Plan ahead. Learn from the experts by reviewing some of the best sales and event pitch online or seek help from your colleagues and support from your boss.

You can easily nail your first event pitch with the right amount of creativity, cleverness and confidence.

Here are 9 easy steps to pitch your ideas like a pro:

#1 Focus on company goals

Every organization has its own goals. Research on your client’s company vision and align it with your pitch.

They need to see your event’s relevance to their goals, whether it is customer acquisition or retention, better customer support and efficiency, brand recognition or increase awareness.

#2 Align your pitch with the type of executive you’re dealing with

Your pitch needs to be drafted according to the executive you are pitching your ideas to. Make sure that the fine points of your pitch is directly proportion to the executive’s immediate priorities:

  • CEOs are often focused on innovation, new trends and new business opportunities

  • COOs are often focused on operational strategies and daily tasks

  • CTOs are often focused on IT related issues, trends and resources

  • CFOs are often focused on ROI and funding

  • CMOs are often focused on marketing and brand awareness (most of the event profs are after the CMOs because they often make the decision for event pitches.)

Don’t talk about ROI so much if you are dealing with the CTO. Your ideas should be directed on how your event can generate more resources for his tech team. His vision is most probably geared towards implementing new systems and infrastructure for the company.

#3 Prepare a flawless 15 minute pitch

Although you want so much to get a “sit down” with your prospected client, most of them would be prioritizing some other important meeting than yours.

Be in touch with their administrative secretary because they can most probably get you a 10 – 15 minute window to pitch for your event.

Don’t spoil the opportunity given by being unprepared.

Plan it ahead and draft a flawless and impeccable 15-minute pitch which you can deliver even over the phone.

Write a short and clever piece and make it work!

#4 Create a powerful value proposition

A powerful value proposition can easily draw your client’s attention.

Line up your selling points clearly so your client can better understand what they will get, out of it.

Three questions you need to answer in creating a value proposition:

  • Who is your target audience?

  • How will they benefit from the event?

  • How can the event deliver value to the organization?

#5 Provide them with solid numbers

At the end of the day, everything is about business.

Don’t waste your client’s time by giving out vague numbers.

They expect a straightforward cost for the event. Only then they can gauge if this is something they want to look into and if its worth their time.

Quit providing imaginative numbers and ambitious forecast. Be realistic and on point.

Give them a reasonable data on revenue, market cost and attendee count.

#6 Formulate a thought-provoking concept

Create a striking concept for your event. This way, the business executives in the panel can easily imagine how the event will go.

Perhaps they have doubts on the cost laid on the table, but if they delight into your brand new idea, they will most likely to consider.

Think out of the box. Be clever enough to find new routes out there. Be bold with your ideas. You never know who might be interested in it.

#7 Create a perfect pitch

A perfect pitch is concise, accurate and clever.

Don’t bore your clients with so much data.

Deliver your value proposition, event rationale, target audience, event concept, forecasted numbers and the relevance of the event to your client’s mission and vision.

#8 Prepare for rebuttal

Make sure to equip yourself with confident answers after your pitch because they will surely shoot some sharp and unexpected questions later.

Rebuttals are the best way to combat razor-sharp questions that may break your solid pitch. Don’t be discouraged and just move along.

If you fuel your rebuttals with strong arguments, there’s no contradiction that you can’t handle.

#9 Don’t forget a striking hand-out

We’re all visual people. Immerse your clients with your event pitch by providing a striking hand out which they can look into.

Clients don’t make on the spot decisions. It will take them some time to review and discuss it with the board or the management.

A striking handout can work well to your advantage, if you lay out the plan well on paper.

About Stride Plus Events

Stride Plus is an events organizing and management company based in the UAE, focused on business, networking and community events.

Learn more about our services here.

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