Pitch Perfect – No, Not the Movie…Your Event Pitch Deck

Have you ever needed to present your event ideas to a larger audience for approval? A few years ago, I wouldn’t have considered taking this step so early in the event planning process as the events I was planning weren’t overly complex and didn’t require many approvals. But here’s the thing, fast forward to today and I wouldn’t consider not doing one for large scale events I’m involved in. Not only does it serve as a roadmap for the event team as the planning progresses, but it also helps build a case to get leadership buy-in/approval for the event vision.

The best part? Depending on your event, it doesn’t have to be an overly complex or lengthy document.

Start with a Messaging Matrix

If you read my article last week, you know that depending on the scale of your event, a messaging matrix is helpful in building the foundation of your event strategy.?

Use the messaging matrix you create as a starting point for your pitch deck.

Now Onto the Pitch

Start with the basics:

• The event’s name and tagline
• A high-level description of your event goals and the why, why are you having the event.
• Who the event is for and why it matters to them

Start Telling The Event Story

Branding creates the identity of your event. Here are a few things I typically include:

• Inspiration: What themes, trends, or past events influenced the proposed branding?
• Fonts & Colors: Explain your choices and how they support the event’s tone.
• Logo Options: Show variations and potential applications.
• Merchandising Strategy: In the promotional products world where I spend my time, branded merchandise is always part of the event. Include examples of how promo items will be decorated—swag bags, speaker gifts, event signage, and exclusive attendee giveaways.

Event Pillars: The Backbone of Your Experiences

Revisit your messaging matrix and make sure to include your event pillars in your pitch deck. For each pillar, showcase how specific sessions, experiences, and activations align with the pillars. This demonstrates that your agenda is intentional and delivers value at every touchpoint.

The Final Slide

The final slide of your pitch deck should spell out the next steps for leadership and the event team. This could include:

• Leadership approval timelines
• Budget considerations
• Team assignments and planning milestones
• Calls to action for sponsors, speakers, and partners

Determine if you need to invest time in creating a pitch deck for your next event.

• Do you need leadership buy-in?
• Are there lots of stakeholders?in the event planning process?
• Do you need a guiding for event execution?

By creating a pitch deck for your next event, you’ll be setting your event up to succeed from the start.?

P.S. Not sure where to start? Canva has a lot of great templates to get you started!