Marketing Tricks for Conference Keynote Speakers
James Malinchak
Keynote speakers are often hired to speak in order to raise interest in particular events, such as conferences or large meetings sponsored by a corporation or association. These specialized public speakers are also used to draw attendees to that event. A keynote speaker who is well known in particular field or who has wide name recognition due to his or her achievements and accomplishments will elicit more enthusiasm among prospective attendees for a meeting or conference. These professional speakers are well-paid and highly regarded. They have a very lucrative career in the speaking industry. Their extensive knowledge in the field and exceptional skills in delivering inspiring and moving speeches make them a valuable commodity especially among corporations. Normally, keynote speakers speak for about an hour at events and for larger or corporate sponsored events, an honorarium or 'Speaker's Fee' is generally paid. Keep in mind that fees are usually in five digits or even higher. Keynote speaking in conferences is indeed a profitable business. Speaking at events is actually publicity in itself. Therefore, it is important to have a great speaking performance as part of your marketing arsenal. The more you speak in different events such as conferences, corporate meetings, and other events the more buzz and exposure you generate. Follow up bookings and referrals are a great way to find new business. But before you get the privilege of this situation, you must land those crucial initial speaking engagements; the first bookings that will eventually elevate your speaking career to the summit of profitability. It is very important to market yourself properly and you must give considerable thought to this process. As a speaker, you must position yourself in the market to make yourself desirable to potential customers. To do this, you must recognize your target audience first. Pick a niche; specialize and devote your expertise and materials on that selected crowd. Understand that they are the ones who will fill your pockets. Cater to their needs and desires; they will happily pay you if you can deliver to them a message or product that can help them. Marketing materials should be implemented in your promotional campaign. These materials should be carefully planned and designed. Materials such as bios, leaflets, brochures, demo tapes, and posters should be used productively. Highlight your professionalism and expertise in the chosen field. You should always present yourself as an authority. Keep in mind, speakers that are perceived as absolute experts are always first in line. When positioning yourself in the niche, you should have a clear statement about the topics you cover; the clearer, the better. Don't generalize your topics or you will be selling your self short. Package your services or speeches. Make catchy titles which appeal to your immediate buyers. Packaging your topics can get you booked in same venues repeatedly. They may choose the smaller 'package 1' for now but they may re-sign you with subsequent packages. Have testimonials and endorsements. Always ask for testimonials form satisfied customers and never make things up. Relevant testimonials and endorsements from celebrities and reputable individuals give more credibility to your services; thus, more sales. Last but not least, make a list of companies and organizations you have previously spoken for. This is a feather on your cap; flaunt your success to attract more.
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