When a client asks you to pitch an event, the experience can be exhilarating and nerve-wracking. You’re proud of your ideas, but you’ll only have one chance to impress your client.
Pitching your event to clients is easier than you may think. In fact, with some preparation, you can convince the client that you’re the best choice for the job. Follow these ten tips to discover how to write an event pitch that will stand out.
Event pitch tip #1: Focus on your client and their objectives
Your client should be at the center of your pitch. After all, you need their buy-in.
Before making your first move, take time to research your client and their event. After you understand the client’s challenges and target audience, incorporate them into your pitch.
Some examples of what to look for when researching your client’s objectives include:
1. Who is the target audience?
2. What is the client’s message or event goal?
3. What is the client’s budget?
4. Does the client have experience with events?
Event pitch tip #2: Lead with a strong value proposition
With the right amount of research, your event pitch can speak directly to a client’s needs. But too many talking points can lead you astray. Your pitch should center around a solid value proposition to keep your client’s attention.
A strong value proposition provides the client with the most important information to make a decision – and make it fast. It’s a clear statement that, should they accept your proposal, they’ll achieve their goals and objectives.
Examples of client challenges are:
- Generating event interest
- Giving individuals a reason to attend an annual event every year
Event pitch tip #3: Keep it short
Your client likely has to sit through numerous meetings every day. So when crafting your event proposal, the more concise, the better. In addition to helping you stay on message, your brevity demonstrates respect for your client’s valuable time.
A few tips to keep your event pitch on point include:
- Not watering down the proposal
- Sticking to the key points
- Eliminating any information that’s not about the event proposal
Event pitch tip #4: Tell a story
Don’t rely on your client’s imagination to translate your vision accurately. Instead, paint a vivid picture of the live experience with storytelling.
Humans are hardwired to understand stories. And a well-crafted story can help you build a narrative throughout your pitch and hook listeners. It doesn’t have to be complex. But like every good story, it should have a beginning, middle, and end.
1. Tell the story from the attendees’ point of view
2. Describe significant moments in their experience when they decide to attend the event
3. Include details about the day of the event and what attendees may experience
Event pitch tip #5: Make it visual
Visual aids such as Google Slides and PowerPoint presentations are a great way to pitch an event idea. But avoid using text in the slides; it makes it difficult for your client to follow your presentation. To keep your presentation engaging, use graphics, charts, and graphs to convey complex ideas.
You don’t need to pay a graphic designer to create a presentation-perfect deck either; you can use tools like Powerpoint, Infogram, or Canva.
Event pitch tip #6: Invest in photography
If your pitch deck will include images, leverage a photographer or quality stock photography site – such as Twenty20 or iStock – to appeal to clients. High-quality photos can add a human element to your pitch deck and ensure clients see the potential of your event idea.
Check out The Ultimate Guide to Event Photography to discover how images help drive ticket sales.
Event pitch tip #7: Use a keynote speaker
Using a keynote speaker is an excellent addition to your event pitch plan. It works best when your keynote speaker is recognisable, such as a local or national celebrity. Choose a celebrity with familiarity or an association with your type of event. For example, invite an athlete for a sporting event.
Some benefits you get by using a keynote celebrity are:
- It’s good PR for the event. It generates interest in the event with the client and potential attendees.
- Increasing event interest often translates into a rise in revenue. The greater the number of attendees, the higher the revenue stream.
- Celebrities add credibility to the event. Most celebs are careful about their associations. Their participation indicates you’re planning a credible event.
- Working with a celebrity is fun. Your team will enjoy meeting and working with the star, increasing their productivity before, during, and after the event.
Event pitch tip #8: Include costs proposals
Clients want to know the costs associated with your event proposal. They have budgets and need to know how the event will affect their bottom line. While discussing budgets can be awkward, it’s necessary for event planning. Don’t forget to include the benefits the client will receive by supporting your event.
Take advantage of our helpful guide to event planning. During your event pitch, be transparent and include specific details to avoid unexpected costs at a later date. Remember to mention a discount for early bird bookings!
Event pitch tip #9: Be receptive to feedback
Getting buy-in from your client is great. But getting critical notes on your pitch will do more for you and your career.
After your pitch, don’t shy away from feedback. Ask your client what worked and didn’t work – then listen. Let them know if you can identify extra opportunities to create more value for the client. Maybe it’s a unique relationship with a relevant sponsor or a vendor you know who can cut you a great deal.
Once you get this feedback, incorporate it. This will show the client you take their opinions seriously and set the foundation for a successful long-term partnership.
Event pitch tip #10: Follow up with a thank you email
The most overlooked part of a great pitch? Saying thank you.
The end of your pitch leaves a strong impression, so it’s important to finish strong. Follow up with a thank you email to everyone involved in the decision-making process.
Deliver on your promises
Once you’ve won your pitch, it’s time to get your event live and drive the sales you promised.
Event management software is an essential part of the event planning process. In addition to selling tickets and registrations online, consider using technology that lets you spend more time crafting the ultimate live experience.
Eventbrite has everything you need for event marketing and promotion. Let us help you get started on your next event.
