Posts Tagged ‘Speaking’
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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Tuesday, August 2nd, 2011
Good news: Corporate America spent nearly 22% more on meetings last year than they did in 2009. The bad news: they are not happy about it. According to a recent study by The Aberdeen Group, reducing costs/increasing savings of both face-to-face and virtual meetings (now considered 30% of total meetings) is the top pressure faced by 66% of respondents. Two plans for reducing costs:
- Change the structure to include more virtual meetings (59%), reduce the number of attendees (44%), and reduce the length (36%). Also on the radar: cutting meetings that provide to be unnecessary.
- Narrow the field of suppliers (such as hotels and airlines), resulting in fewer resources with bigger deals. More layers of agreements and policies make sure these suppliers (and not anyone else) are used.
Why do you care about this? Processes for measuring ROI on all expenses — such as speaker fees — are on the upswing. We can no longer dodge this bullet.
My crystal ball prediction: watch for these buyers to go to several speaker bureaus and say something like, “We need XXX speakers and can only spend $xxx. We want XXX for the keynote. We need someone like XXX for the entertainment. Here are our specs on the rest of the sessions. Let the bidding begin.” And then the bureaus go back to speakers and negotiate fees. They will give the biggest fees to the keynote and the entertainment; and then sing the “budget blues” to everyone else.
Bottom line: your brand must compete for the biggest share of that budget.
Tags: budgets, experts, meetings, positioning, speakers, Speaking, strategy, Vickie Sullivan
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Thursday, July 28th, 2011
For those of us who speak, are you getting a lot of last-minute calls? The average booking window is now a short 36 days according to a recent study by hospitality start up Zentila. Here’s another shocker: a “short-term” meeting is now just 13 days from inquiry to hotel contract.
What does that mean for us? Most buyers won’t look at speakers until the hotel is booked, so fasten your seatbelt for a volatile, last-minute calendar. Bottom line: this is the new normal for now. And yes, these folks still want you to customize your content. Sigh…
Tags: experts, meetings, speakers, Speaking, strategy, trends, Vickie Sullivan
Posted in Speaking, strategy | 1 Comment »
Tuesday, July 5th, 2011
Many thanks for all the birthday wishes last Tuesday. This time I celebrated quietly (as compared with last year’s four-day blow out at a Scottsdale resort) and reflected on what is precious to me now. One word: grateful. There is so much good in my life. For my second stage, I’m focused on helping others and letting the chips fall where they may. I have enough. I am enough.
Which explains why I’m celebrating being 39 (again) by cutting my product prices by — you guessed it — 39%. It’s time to see what good they can do in the world. And if making less helps more people, then let’s go for it. Click here for details and promo code. And thanks for letting me in your life for another year. With your passion and my systems, we can make the world a better place.
Tags: education, experts, Marketing, opportunity, positioning, Speaking, strategy, Vickie Sullivan
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Thursday, June 23rd, 2011
Many experts who speak are looking for sponsors to pay their heft speaking fee. And sponsors are still doing that but asking host organizations “how can you provide more value?” first. Here are a couple of ideas inspired by veteran sports professionals in their sponsorship deals:
- Community outreach. Every sponsor wants more exposure than the event. How about finding out who their target market is and participating in that? For example, if your banking sponsor wants to reach out to business owners, why can’t you do an extra session for that audience?
- Product placement. TV shows and movies have taken this to a whole new level with more subtle references. Can speakers do the same with examples and stories that feature the sponsor? Let’s go one step further: in the name of interactive learning, is there any way to demonstrate the sponsor’s product or service? Use them as a case study perhaps?
- Business-building opportunities. These sponsors are partnering to expand their reach. Does your community have value to them too? How could you facilitate introductions between the sponsors and your business contacts? A reception maybe?
Suggestions that go above and beyond might be refused by the host organization but your offer will not be forgotten. Great way to position yourself as a partner rather than just a speaker for the convention.
Tags: branding, experts, Marketing, Speaking, Sponsorship, strategy, Vickie Sullivan
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