Many times when we think about speakers or conference presenters, we think about content and industry. If they are well known in their field then we consider them as possible keynotes. We negotiate a podium/honoraria, get their commitment to participate, communicate event updates, and gather their photo, bio, presentation summary, and slides. Then what? Maybe they get a thank you note or gift. Sound about right? That’s the black and white version and the basic steps we all know and follow. But what are we leaving on the table? In the gray area is an opportunity you might be missing out on.
In the world of influencers we live in, not considering your speakers as just that might be the most common missed opportunity that planners make.
Curious about how to position yourself to maximize your ticket sales and sponsorship support through speaker management?
Step #1: Be Prepared
While your event committee is sifting through their top candidates that they would like to present at your event, get your assets ready. Any good planner should have:
- Speaker Agreement
- Event Info Sheet
- Speaker Deadlines Outlined
- and…… An Event Media Kit
That last bullet point is really important to the success of this strategy.
This Media kit should include at a minimum:
- A variety of approved event logos
- A link to the event website
- Links to all event social media pages
- An approved event summary for them to share
- Info on how to support or sponsor with links or helpful documents and contacts provided
- Approved photos intended to be used for the marketing of this event
Hopefully, prepping this is not a lot of extra work on your plate because you likely have this prepped in some variation to provide to sponsors once they commit. Looking to create one for the first time and curious about templates or examples? Click HERE for resources.
Step #2: Market your Speakers to your Target Audience
Guest speakers are a large value to an event and most people will not register for an event until they see names and topics that they are excited about. Don’t make the mistake of thinking that your tickets will sell at stellar heights without having your speakers or program published. Below are some of the necessities to prepping your ticket sales:
- Announce your speakers on your website as soon as possible with bios & headshots
- Send out an email to your target audience with speaker keynote information to encourage people to register for the event or at least “Save the Date”
- Roll out announcements of keynotes and speakers on social media and tag presenters to build-up event hype
Step #3: Engage your Speakers in your Marketing Plan
Have your speakers included as a part of your event marketing plan by:
- Having them share specific event social posts to their page
- Asking them to post at least once about why they are excited about the event and tag the event in it
- Encouraging them to forward a customized pre-created marketing email to their database
- Recording speaker presentations and share on your event website following the conference
Step #4: Elevate your Sponsor Experience by Utilizing your Speakers
Your speakers are valuable and using some of that value to enhance your sponsor experience by making your package more enticing is always a smart play. Not to mention a great way to tie your sponsors into the event community you are building. This can be done in a variety of ways but the two that we always recommend considering are:
- Offer the sponsor the benefit of introducing the keynote speakers at the event
- Host a speaker networking event (or pre-conference dinner) with sponsors
Most of all as you consider taking these steps for your next event remember your speakers are your ALL-STARS and treating them as such will go a long way on their willingness to support you in these endeavors.
Interested in doing more but don’t have the capacity to take things to the next level without a little support? As always, we are here to help, CONTACT US TODAY!
