How to Tackle Executive-Level Hesitations About Events

If you’re an internal marketing or events manager pitching an event to your Executive team but are worried about the response or questions you’ll get, ere are the C-suite considerations we manage the most, and how to respond to them.

Executives weigh every decision carefully and it's understandable that they may have some hesitations to implementing an event; a unique marketing tool and culture building tactic.

Let's dive into turning hesitations into opportunities for impactful corporate engagement. Here's how...

Hesitation: Cost versus ROI

Response:  Educate business leaders on the longer term value of events. Highlight specific examples of ROI for their company from past events, emphasizing long-term benefits like brand visibility, loyalty, employee performance boosts, and direct customer engagement.

Hesitation: Disruption to Business

Response: Showcase efficient planning and execution strategies that minimize disruption to everyday work, and highlight events designed to energize and align teams, contributing to business goals. Remember to emphasize that events allow managers to learn critical skillsets like prioritization.

Hesitation: Logistical Complexities

Response: Provide high-level detail on the proven expertise of who's handling the logistics, how you are leveraging technology and planning tools, and your professional partner networks to ensure seamless execution.

Hesitation: Doubts About Strategic Alignment

Response: Know the company's strategic path in-and-out, and speak to at least one goal in detail. Provide examples of how events have been strategically used to meet business objectives for the corporation in the past, and how they have enhanced the company's brand reputation and often position the company as a thought leader.

Hesitation: Uncertainty About Format 

(Virtual vs. In-Person vs. Dinner vs. Reception)

Response: Discuss quick hits on the advantages of each format, measuring pros and cons simultaneously in conversation. Often, format denotes budget so speak to this, too. Perhaps highlight how hybrid events can offer the best of both worlds, ensuring wider reach and inclusivity while maintaining personal connections.

Hint: When working with executives, always favour brevity. Get to your point of view within 20 seconds on any given detail.

Well-planned events can not only meet but exceed executive expectations, driving value and fostering growth.