Posts Tagged ‘speakers’
Tuesday, January 3rd, 2012
Whew! The holidays were a blast and it’s time to get back to work. Predictions for this year are still coming in fast and furious. Here are a few of mine:
- The new “A” list speakers: traditional “I’ve been on the circuit for years” speakers are in for a wake-up call. Speakers with less experience are getting the big fees. Who are they? CEOs of cool companies. Public speaking is now the favorite way to get your ideas out there. As more CEOs write books, speaking is sure to follow. Their experience changing the world trumps delivery style. It’s gonna be a bumpy ride for many speakers.
- Those with the most followers win: want to be famous? Start on social media and rack up those followers. It used to popular authors who got the attention. Look for popular bloggers with big followings to be courted by publishers and media. And, yes, they’ll get on the speaking circuit, too.
- Meetings are not going away. Some say that virtual communities will replace conventions and conferences. Not so fast. As long as business is being conducted face-to-face, meetings are here for a while. My prediction: the movers and shakers will show up. The less interested or low-price folks will stay in the bleachers. Remember, meetings are not just about the information. Folks go to meet people.
That’s what I see out there. What are your predictions?
Tags: 2012, experts, speakers, Speaking, strategy, trends, Vickie Sullivan
Posted in Speaking, strategy | 1 Comment »
Tuesday, December 20th, 2011
The newest crop of speakers hitting the circuit come from the executive suite in Silicon Valley, according to this recent article in The Wall Street Journal. Speaker Bureaus are jumping into the fray quickly, including the celebrity agent powerhouse, Creative Artists Agency.
These folks are not only hitting the association conferences, but also sharing ideas in the corporate sector. Their fees are not cheap — easily running into the five figures. Combined with what I’m hearing out there, here’s what I took away from the article:
- Bad news: if you’ve done nothing but speak in the last ten years…be very afraid. The cool entrepreneur with a big success has become your biggest competitor for big-fee speaking. They are more visible with a more compelling story. And they are willing to speak for free in certain venues.
- Worse news: buyers are giving these folks a pass on compelling content. Call it the halo effect for speakers. If you are cool, you can read from the phone book and be inspiring. But don’t call them boring. Some of these execs are passionate and eloquent, too. Sigh…
- The best news: death of the $10,000 plus speaking engagements has been exaggerated. Buyers will pay good fees for speakers — but only for those they think are worth it.
Click here to read the article for yourself. Many thanks to Al McCree and SpeakerNet News for passing this along.
Tags: experts, positioning, speakers, Speaking, strategy, Vickie Sullivan
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Thursday, November 10th, 2011
Want to know what the most influential folks in healthcare are pondering? Check out Mayo Clinic’s Center for Innovation’s annual Transform Conference. Given the slate of speakers, I see this event as the health care version of TED. A great combo of innovators on the front lines, academia and those not even in the healthcare industry. My favorite part: they save five 5-minute slots (called iSpot) on the main stage for the public. (That’s us folks.)
Another similarity to TED: every speaker is doing “cool projects”, things that don’t involve a stage of audience. They were invited to speak or share their views on what’s next. My guess: they were chosen not only because of their backgrounds, but also because of their current work.
Why do you care? Two reasons: if you’re going to speak for free, these are the venues to do it. Anyone can apply for the iSpot slots. And second, this is how the marketplace defines thought leaders. Brand yourself accordingly.
Tags: branding, consultants, experts, Health, speakers, Speaking, strategy, Vickie Sullivan
Posted in Health, Speaking, branding, strategy | No Comments »
Thursday, September 22nd, 2011
Another train leaving the station: apps for specific meetings. Conference planners are getting deluged with requests for these, so watch apps explode on the scene. Why do you care? This will be a game-changer for speakers on the convention circuit. Here’s what apps mean to us:
- Instant attendee feedback on your presentation. Planners hope for higher response rates and specificity in attendee comments.
- Instant buzz for your presentation. Apps will aggregate social networking tools, spreading the word fast on your presentation. This is a double-edged sword. Bring your “A” game and be prepared for quick responses.
- Longer lead times. Approval from Apple can take up to three weeks; current thinking is to create and launch the app at least three months in advance. Prediction: this will force speaker selection decisions to be made far in advance, as planners will use programming to promote the event. This is good news for those of us who customize our talks.
Our next best step: start strategizing now about how you are going to participate with apps — what info can you contribute and how you will immediately respond to the inquiries and buzz. Build a timeline and tactics to promote your presentation and add value via apps. Experts predict apps will be standard within a year or so. Don’t wait on this one…
Tags: branding, experts, Marketing, positioning, speakers, Speaking, strategy, technology, Vickie Sullivan
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Tuesday, September 20th, 2011
There’s a debate going on via LinkedIn about how your “stories” differentiate us as speakers. Two schools of thought: (1) just be authentic and keep the story strong; and, (2) great stories create great experiences but you need something more. You can guess which camp I’m in.
Last month’s article in Association Conventions and Facilities about trends in speaker selections has a cautionary tale for many speakers still arguing about the branding value of their stories. The call out quote on page one from Susan Farrell, senior director of Education and Learning Services at SmithBucklin: ”People are no longer willing to travel halfway across the country just to hear stories. But they will travel to hear visionaries or economists, or people who can speak about the impact of legislation or reform on their businesses.”
Yes, I know this is one person’s opinion. Keep in mind that SmithBucklin is the largest association management firm in the world. Here’s the link to the article on page 16. Great reinforcement for what many of us see going on out there.
Tags: branding, experts, Marketing, positioning, speakers, Speaking, strategy, Vickie Sullivan
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Tuesday, September 13th, 2011
I get a lot of questions about how to implement the game plans I create. What’s the next best step to implement your speaking plan when you already have too much to do? My favorite resource: virtual assistants. You can hire these folks for as few or as many hours as you want. Yet you call the shots on what they do (and don’t do) for you. I love the blend of flexibility and control.
The problem: working (and marketing) speakers is very different than helping out with the consulting or coaching part of the business. Many VAs say they work with speakers but have only learned from limited experience. How can you get your favorite VA up to speed on the speaking end without training them yourself?
I joined forces with Jan King (the brains behind www.AuthorsAssistantTraining.com) to help experts get better help for the speaking part of their business. You can use this program not only for the administration end but also for the marketing function. Don’t have a VA yet? Then check out those who have been certified (and yes, they have to pass a real test to get the certification).
Now is not the time to reinvent the training wheel. Cut your implementation curve with this program for VAs who want to work with speakers. Click here for more information.
Tags: education, speakers, Speaking, strategy, Vickie Sullivan
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Thursday, September 1st, 2011
Between online association directories, lead generators like SpeakerMatch, and convention calendars, finding folks who hire speakers is relatively easy. The hard part: what to say that puts you in front of a very long line of speakers also pitching that buyer.
Having the right brand and a great website is a great first step. What’s next: conversations with buyers who think you’ll say anything to get booked. Not only do you have to convince them to choose you but also that you are worthy of the fee you charge. The worst thing you can do: start the conversation with, “Let me tell you about my background…” Or worse, “Well, let me tell you a little bit about my story…”
Instead, try this: apply your approach to their hot topic. Example from my days of being an agent: instead of promoting a humorist in health care, I introduced my client as someone who can change the audience’s perspective on upcoming regulations. And that this perspective could change how they implement the ideas from the concurrent sessions. Result: bookings skyrocketed.
My point: buyers have to know what your expertise will do for them BEFORE they will consider your programs. Lead with that idea and see what happens…
Tags: branding, experts, positioning, speakers, Speaking, strategy, Vickie Sullivan
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Thursday, August 18th, 2011
Do you think virtual attendees — those who attend conferences from the comfort of their cubicle — multi-task more than the audience you speak to right in front of you? Nope — everyone (over 80%) is checking their email during your presentation, according to this fascinating study about meeting attendees both virtually and face-to-face.
Conducted in May by PCMA (Professional Conference Management Association), so this data is pretty fresh. Most interesting finding: the different motivations between virtual and physical attendees. The former signs on for the value of the content (97%) and ease of use (90%). The latter gets on a plane to meet with the speakers and colleagues (68%) and to meet more customers and prospects (56%). And everyone (over 80%) seems very comfortable networking with strangers both online and off. (Thank you, social media!)
Pay attention to this finding: content marketing and distribution needs are not being met. Distribution on all devices — yes, that means smart phones — is now expected. Getting information before, during, and after the event is important to both types of attendees. Content is still king; the demands for searchability and availability are a given. And we’re not just talking white papers either. Videos and other interactive formats make a difference.
As experts who speak, we always want to know more about our audiences. This report is a treasure trove of cool information. Click here to get the report (sign in is required).
Tags: events, experts, Marketing, meetings, positioning, seminars, social media, speakers, Speaking, strategy, technology, trends, Vickie Sullivan
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Tuesday, August 9th, 2011
Last week I reported on meeting spend trends from a recent study by The Aberdeen Group. Here’s another finding we need to pay attention to: the direct link between business events and organizational success is clearly established. Corporate America believes that meetings help them retain customers, promote their brand, and market their organization. C-suite execs understand the strategic use of meetings; and because the bar is raised, so has the risk in selecting speakers.
The takeaway here is two-fold:
- The decision-making process has changed. The gatekeepers vet the short list and the execs make the final cut.
- It’s not about who has the best story, the best speaking skills, or who is the most authentic. The business case is king here. Buyers compare your message to the outcomes they want. If your message helps get them there, great — you’re on the fast track. If not…you don’t get past the gatekeepers.
This trend isn’t going away anytime soon. Select your topics, your content, and your positioning accordingly.
Tags: experts, positioning, speakers, Speaking, strategy, trends, Vickie Sullivan
Posted in Marketing, Speaking, strategy | 1 Comment »
Thursday, August 4th, 2011
Just got back from an industry event. Had a good visit with old friends and made some new ones. The best highlight happened before the opening session.
I gathered seven people at random, spent three hours applying the latest buying trends to their business and then…stepped back and watched them help each other. Everyone left with something specific–something they could implement immediately. One person said on the last day, “Your session was by far the most valuable.” Another remarked, “The most fun I’ve had in a long time.” Seeing an idea start in one place and move into the brilliance zone blew my mind. Observing these folks share with each other melted my heart.
My theory: the gap between a great idea and a brilliant one is closed when you bring a variety of perspectives together. Try it; facilitating generosity in action will make your day.
Tags: associations, branding, consultants, conversations, experts, Marketing, meetings, speakers, Speaking, strategy, Vickie Sullivan
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