Engaging Speakers
Author: Carolyn Koenig
May 2008
Smart Planner
Professional speakers can make or break your meeting—and their success impacts yours.
Often, you don’t even need a feedback form from attendees; if you were there, you know the audience’s response.Finding a good speaker who’s right for your event isn’t a simple task. Whether you’re looking for someone to motivate, educate or strictly entertain your group, they’ve got to have that elusive talent that enables them to capture an audience. They need to be good presenters, good storytellers and know the perfect combination of humor and content, says Marc Reede, president of Nationwide Speakers and Entertainment, Inc., headquartered in Beverly Hills.
But no speaker is a good speaker unless they achieve the desired results, reflected in the goal of your meeting. So it’s up to you to do your due diligence in the selection process, in addition to handling all the other meeting elements you’re responsible for, such as logistics, accommodations and F&B. “Speakers are just one piece of the meeting that planners are working on, but such an important part of it,” says Diane Goodman, president of The Goodman Speakers Bureau in Windsor, Conn.
With that thought in mind, we asked both experts for some tips to share with our Smart Meetings’ readers. We think you’ll find them illuminating—whether you’re a pro or a novice.
Square One: The Basics
The more information you have about your meeting, the more successful you’ll be in finding the right speaker. As a starting point, know the goal of your meeting. You may have to ask some tough questions of your CEO or executive committee, but don’t be afraid to say “What are your expectations? What are the challenges you’re facing? What do you want the speaker to accomplish?” Planners need to be strategic here, but it’s an opportunity to showcase your abilities, your knowledge and what you bring to the table, Goodman says.
Know who your audience is: the size of the group, ages, gender, position in the organization (sales, executives, etc.). What are their needs (information, inspiration)? Keep in mind that audiences are younger and more sophisticated today.
Have a good knowledge of the budget you have to work with. Speakers' fees vary greatly, determined by their celebrity status, their expert knowledge in a particular field, their reputation (news travels fast on this circuit) and their location (close to their home may cost less). “Just having a best-selling book doesn’t make a standing ovation automatic,” Reede cautions. Fees can range anywhere from $5,000 to $150,000 and up.
Have a good idea of the date, time and location of the event. This allows booking early, and the earlier you book, the better the chances are that the speaker you want will be available. A six-to-12-month lead time is ideal, but that’s not always a realistic time frame to work with.
Know what your internal approval process is. Who needs to sign off on the cost, the speaker and the content?
A good way to get started is to download Goodman’s free, 12-page guide, Survive The Search: How To Target & Choose The Best Professional Speaker—a tool to get your internal clients focused and to identify what they really want.
Choosing the Right Speaker
Once you’ve decided on the type of speaker you need, you’ve got that dandy research tool, the Web, at your fingertips, and it’s easy to research speakers online. But if you’d like to save time and aggravation, consider using a speakers bureau. They offer value to planners—not only in assisting and streamlining the selection process, but also in contractual and logistical areas. And, contrary to a popular misconception, there’s usually no fee for the bureau’s work. “Speakers pay us a commission to book them; we’re an extension of their marketing team,” Goodman says.
Whether you’ve done all the research, or your bureau has, you need to narrow down the candidates to present to your decision-makers—three or four choices are best. “It doesn’t make sense for me to give [planners]a laundry list,” Reede says. “People rely on us; we’re not going to give them a bum steer.”
Obtain a DVD of each person in action, which is more informative than the two-minute video clip you'll find on the Internet. If it’s possible, preview the speakers at someone else’s event.
When you’ve zeroed in on your top candidates, arrange (or have the bureau arrange) a conference call to discuss the presentation. A 10–15 minute call with the planner, the execs and potential speakers is an excellent way to see if there’s good synergy. It’s also the right time to discuss the goal of the meeting, what results you expect and what you don't want the speaker to mention.
The Care and Feeding of Your Speaker
Speakers have their expectations as well. Obviously, their honorarium is the main cost for you to budget, but you’re also generally responsible for their expenses—such as first-class hotel accommodations, airfare, meals and ground transportation. This is another good reason to book early—and, if you’re on a tight budget, to consider booking local talent.
But don’t forget that you are the speaker’s client, Goodman says. They have a vested interest in making your meeting or general session a success. Word-of-mouth is a powerful marketing tool, and you’re in a position to boost or reduce their reputation.
Resources
The Goodman Speakers Bureau, Inc.
goodmanspeakersbureau.com
Nationwide Speakers and Entertainment, Inc.
nationwidespeakers.com
