Now how do you convince the boss?
Those in sales and marketing know well the returns of creating and hosting the perfect event. Brand awareness grows and everything improves — customer relations, retention, conversions. If only those who control budgets could be persuaded easily to see your point.
If you’re keen on getting an event on the calendar but facing resistance from above, it all revolves around making a great case.
Build a good foundation on business objectives.
Make it clear that the event isn’t about the event. It’s about a desired business result. Whether it’s employee retention (reward a milestone, the landing of an important piece of business, completing key certification, etc.), customer appreciation or closing a sale, frame the rationalization for the event around a business purpose.
Know the audience and their triggers.
You have a clear picture of the event, who will be there and what it will mean to your team. Have you put yourself in the shoes of the person to whom you’re pitching? Think about his or her daily frustrations, objectives and pressures. Can you frame the benefits in a way that touches on their work? At the very least convey that you understand their position and that you have done your homework to remove risk and assure ROI.
Which means budgets should be first and foremost in your thinking.
We work in an era when money talks, and every strata of an organization is listening. Have a clear sense of the exposure associated with the event (don’t worry, 54 can help), as well as a demonstrable value in the business objective. What is it worth to retain (or hire) a key employee and his book of business? What’s the long-term potential of a favored customer? Have your numbers in order — what’s the outlay, and what’s the expected return.
Lean on expertise.
No need to shoulder the entire burden. Your event partner (that would be us, your friends at 54) can be indispensable in this process. We not only button up the numbers ahead of the event, but our 360° Approach lays out the event strategy, location, guest list, event execution and follow-up within the context of your business objectives. We can even tailor our post-event follow-up to track and measure the impact. So you, and the decision makers you answer to, know the real value of your event.
We’re here to help, counsel and guide you at any stage of your pitch.