You know Live Engagement Marketing technologies can help create a more memorable event and better prove your event’s ROI. So why is it still so hard to get executive buy-in on event technologies?
It probably comes down to numbers. Your boss wants to talk revenue and, despite your progress, you’re still not speaking quite the same language. You have to be able to prove in clear dollars and cents that event technology will earn much more than it costs. But how?
Here are a few event technology objections you might hear, and how talking about the bottom line can overcome them:
It’s Not in the Budget
If we had to pick the most common resistance to adding or upgrading event technology, it would be—perhaps not surprisingly—the cost. With a lot of firms monitoring their event budgets closely, new technology may seem like an unnecessary expense. The irony is that event technologies will ultimately improve the ROI of events. Why? Because Live Engagement Marketing mobile apps and other technologies finally bring event analytics out of the vague “feelings” category and into hard numbers. Technologies like event apps capture all kinds of data never before available to the event marketer, including attendee activity, social media mentions, and instant survey results.
These survey results can help you gauge more intangible things, like what parts of your event were the most memorable (the doughnuts or the dialogue?) and what specifically attendees would like improved.
Don’t limit yourself to data alone when selling your team on event technology, but focus on what Live Event Marketing technology can do for your attendee satisfaction level. Figure out what you want each attendee to take from your event, and use digital engagement to best facilitate those goals before, during, and after the event has concluded. By carefully mapping your event data against desired outcomes, and optimizing along the way, you can increase engagement, satisfaction, and sales, leading to an increased ROI.
What About Privacy?
Some companies worry that adding event technologies will compromise their data security and attendee privacy. It’s certainly a valid concern and one that any cloud-based event technology company should take seriously. A data breach could tarnish your brand and your bottom line, which would be bad news from the C-Suite down.
At DoubleDutch, we have integrated a number of tough security protections into our platform. These protections cover information security, data privacy, and availability. Before you pitch an event technology upgrade, make sure the technology would be compliant with your company’s security regulations. Reach out early to your regulators and make them part of the conversation so that the upgrade is a collaboration rather than a confrontation.
Lack of Buy-In
This one can turn out to be the toughest to get around. You’ve done your research and are convinced that your event technology is reliable and will solve key business problems. Problem is, the important players don’t really get it. Luckily, there are plenty of ways to warm them up.
First, start using your Live Engagement Marketing tech internally. Try out a demo so key players—particularly event managers and channel marketers—can see how it looks and operates. Spend time on ROI—show them the real benefits of the technology with forecasts and models. Focus on the decision-makers, but also don’t forget to include your entire marketing team in your outreach, since they need to see how central event tech can be to the overall marketing strategy. Also, consider tempering your expectations. If you have a group that’s onboard for only a small trial run, go for it. Once they use the technology and see what it can do for your ROI and attendee satisfaction rate, they’ll most likely approve a bigger test.
These are just a few strategies to move your company closer to committing to an event technology that you believe in.
Remember that effective communication is often about speaking the same language—if your decision maker’s language is bottom-line focused, give her what she wants. Show her that an event technology that makes your job easier and more productive could also boost participation and revenue. Trace sales leads throughout the year back to your event and prove to her that the event continues to contribute real revenue weeks and months later. Prove that these technologies are important to proper event budgeting and planning so that you can ensure your events make more than they spend.
Use the numbers, in other words, to your advantage.