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GETTING
THE MOST OUT OF YOUR SPEAKER
by Diane
Goodman
So,
you've hired a professional speaker to deliver a presentation at your
company meeting. You've worked diligently with your speakers bureau to
find an appropriate keynoter, you've gotten on the speaker's schedule
early enough, and now you're waiting for the big day to come.
You've
certainly accomplished the basics of your job, but you could be
overlooking some key ways of using your speaker to make for an even more
successful event. A tip: Consider increasing the role of the speaker
you've already paid for to add a greater level of value to your meeting or
event.
Here are some suggestions based on our experience that have helped meeting
planners add value through their keynote speakers:
- Planning
the meeting. Speakers know the pitfalls and they know the little
things that could have been done to make a good meeting great. Since
it's in the best interest of speakers to participate in successful
events, they often are willing to spend time advising meeting planners
on the actual agenda. They may suggest changing the agenda order, or
may recommend a different room layout to facilitate interactive
activities or other elements of their speech. They may even suggest a
different meal based on the speech's content.
- Pre-event
marketing. There are some corporate events that are voluntary for
attendees, and many professional associations charge a fee to attend
an event. In such cases, the keynote speaker really can be the main
reason they would invest time and money to come. Speakers who take
part in these types of events understand the importance of attracting
the largest possible audience, and many are happy to help market the
event. They may talk to the press or provide their own marketing
materials for distribution prior to an event.
They certainly will have photos and other materials that can be used
in advertising and direct mail. Brian Holloway, former captain of the
New England Patriots professional football team, has sent out
autographed footballs to the press and attendees to generate
enthusiasm for his speeches. This sets an upbeat tone, and builds
excitement early for the whole meeting.
- Attend
a VIP event. Many companies and associations coordinate special
activities for the VIP crowd. Why not include the speaker? This might
be a breakfast, lunch or dinner where a smaller group of executives
can have one-on-one time with the speaker to ask specific questions,
talk about industry issues, have back-and-forth input, and so forth.
This also can help the speaker get more specific information on the
company before his speech, which will make it more relevant and have a
greater impact on the audience.
- Act
as master of ceremonies. Professional speakers are skilled in creating
excitement, enthusiasm and energy among crowds of all sizes. This
ability can be used throughout the entire event when speakers become
emcees. They can introduce executives, hand out awards, entertain
briefly during a banquet and more, in addition to delivering the
keynote speech.
- Give
the keynote and lead a breakout session. Consider asking a speaker to
participate in a breakout session either before or after the keynote
speech. This can be for high-level executives, the top-performing
salespeople, or other targeted segments of the audience. The session
can be an expansion of the keynote, or it can be on something entirely
different. Since the speaker is already physically at your meeting, he
often doesn't mind leading small sessions along with the main speech.
- Consider
a longer keynote speech. A common complaint among meeting attendees is
they didn't get enough input or information from the speaker. This can
be alleviated, for example, by extending the keynote presentation time
from 60 minutes to 90 minutes. Or speakers could include more time for
the Q&A period so specific issues can be addressed. Again, the
speaker has already committed to the event and wants it to be as
successful and meaningful as possible. Asking for a few more minutes
of his time can sometimes be the difference between a good and a great
meeting.
- Bring
more to the meeting. Besides bringing themselves, speakers can bring
handouts and other materials to an event, if appropriate. This gives
attendees something to review after the event and increases the value
of what they have invested time in (or, in the case of association
members, actually paid for). Many speakers are also authors and will
be happy to sign books, videos or audiotapes before or after a speech.
Sometimes companies will purchase these materials for the attendees in
advance of the autograph session; at other times the speaker will
arrange to sell materials.
- Participate
in meeting activities. Some meetings can span a weekend or even a
week, and can include recreational activities for attendees or their
families. Ask the speaker to attend some of these activities, from
playing a round of golf with the company president, to taking a swing
dance lesson with guests. Attendees often appreciate the extra
attention, and speakers enjoy it.
- Book
in bulk. Again, for the meeting that can span several days, there may
be concurrent sessions that are appropriate for the speaker. Having
one person stay on for three or four days can, in the long run, be
more economical than flying in two or three speakers for each
different event. Steve Rizzo, a motivational speaker, also wears the
hat of humorist and hosts a customized game show. This adds a fun and
memorable element to the event, which complements the sometimes
serious tone of other aspects of the meeting.
- After-event
follow-up. Depending on the nature of the meeting, follow-up activity
may be appropriate and helpful. This could be a conference call with
the speaker and key executives or meeting attendees. Many times,
speakers will add attendees to their mailing lists to receive
newsletters and other ongoing communication from them.
Speakers
always want to give their all at each event. However, some speakers may
not be available or comfortable with these suggestions, while others may
come to the table with ideas not mentioned here. Knowing which speaker
falls in which category is where your speakers bureau comes in.
You
should always ask your bureau representative to help you identify speakers
who may go above and beyond the call of duty, to help maximize their roles
in your event. Some speakers will negotiate their role within their
existing fee, and others may have a slightly different fee structure based
on what they are asked to do. In either case, the investment your company
or association makes in a professional speaker could, and should, be
maximized for the ultimate return.
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