All too often, great video ideas never get off the ground. The idea was innovative, the proposed footage beautiful, but unfortunately, the senior executive team was not convinced that video was the right strategy at that point in time.
In order to get executive buy-in, it’s more than demonstrating a return on investment, it’s about putting forward a robust business case and rallying support across the whole organisation.
Here is an overview of some the key areas to cover when preparing to pitch the concept to the senior leadership team:
Executive buy-in goes beyond approving the budget, they have to be fully committed to the overall success of the campaign. This includes making themselves available to help make important decisions, corralling the right people to work on the project as well as obtaining internal buy-in by driving enthusiasm and engagement across the organisation. It is also critical that they understand producing the video(s) is just the beginning. They need to commit to harnessing resources and investing in the videos beyond the production. Videos don’t market themselves, so senior executives need to have clarity around the ongoing marketing investment to ensure the video meets the proposed targets and objectives.
Beyond building financials and a robust campaign strategy, here are some other more subtle considerations to help with getting your proposal approved.
The carefully chosen executive will help champion the idea and help build momentum/enthusiasm across the organisation. Their powers of persuasion, as well as their direct influence on resource allocation, will help you drive the project through the organisation.
When it comes to pitching to the executives, it is important that you know what makes them tick. What is the primary focus of their role and have you addressed their needs? Invest the time in anticipating their questions and be ready with answers.
Even with all the best intentions in the world, there are going to be things that you have not considered so expect to be challenged. Remember that this is not personal, it’s their job to mitigate any risks. Perhaps consider running a pilot or staged implementation to help get it across the line
Make sure you present your proposal at the right time. The larger the investment you are seeking, the more cautious they will be, particularly in leaner times.
The more people in support of the project, the higher the engagement and commitment levels. Without buy-in across all levels of the organisation, it may be a struggle to get the project off the ground.
Pitching a video marketing campaign for executive buy-in can involve a great deal of due diligence, but it will be worth it. Once your video marketing campaign is live and driving awareness and sales through the roof you’ll know the next time you seek to obtain executive buy-in, it will be a whole lot easier because you’ve established their trust, and respect.
Need a little help putting a case forward? Give us a call!