October 13, 2023

Event organizers are among the most dynamic and bustling professionals we encounter. Managing the intricate facets of corporate, association, or university event planning is just one facet of their roles, demanding exceptional organization and adaptability.

In this informative blog series, we will share insights from seasoned experts with over a decade of experience booking speakers and event talent. We will guide you through every stage of the speaker booking process, empowering you to create events that meet and exceed your objectives and aspirations.

We start our journey by navigating the initial steps when you realize the need to secure a speaker. We’ll provide valuable guidance on selecting the right speakers, offer tips for effective contract negotiations, prepare you to host your speaker, and close the feedback loop after your event.

Let’s start where all great stories do – at the beginning!

In the beginning, there are three crucial steps you should consider. Let’s break it down.

Step 1: Do Your Research

First things first, picture the finish line. Yep, that’s right. Starting from where you want to end up can be a game-changer for event planning. And trust us, picking the perfect speaker for your event is like solving a puzzle – you need all the pieces.

So, start by defining your event’s goals and objectives. Why? Because it’s like setting the stage for a Broadway show; you want to set yourself up for a standing ovation later on. Knowing what you want to achieve is key.

Next up, who’s going to be in the audience? Sometimes this is a no-brainer. Universities speak to their students and alumni, and companies often gather employees or customers. But don’t stop there; channel your inner marketer. Think about your audience like they’re your favorite characters in a novel. What makes them tick? What do they love? What keeps them up at night?

Marketers have this cool trick called “personas” or “avatars.” These detailed character profiles are fantastic for figuring out what messages will hit home with your audience. So, get creative and define those target customer profiles – it’ll make speaker selection a breeze.

Step 2: Explore Your Options

Our expert here is Seth Detchman, the President of The Keynote Curators. He shares an insightful idea about speaker selection.

As an expert in the field, Seth believes it’s vital to understand your client’s audience when recommending speakers. Who’s in the crowd, and what’s their demographic? Plus, check out who’s rocked the mic for this audience before. It’s like picking the perfect outfit for a party – you want to match the vibe.

Remember, there are experts and charismatic speakers in every field. Often, it’s wise to go for someone who knows the ins and outs of your industry. They’ll speak the language your audience understands best. Keep in mind that speaking fees can vary based on experience and location.

Now, if you’re feeling fancy and considering a celebrity speaker, think of name recognition, career achievements, and maybe a dash of philanthropy. Celebs can be a magnet for registrations and attendance, but be ready to splurge on their honorarium – they don’t come cheap.

Ultimately, your budget should be in tune with your event’s goals. So, whether you’re going for a topic-specific pro or a Hollywood A-lister, ensure your budget aligns with your objectives.

Step 3: Narrowing Down Your Speaker Choices

You’ve got your list of potential speakers for your event, but now it’s time to get down to the nitty-gritty and figure out which one is the perfect fit. Here’s how to do it:

Style and Personality Compatibility

Start by diving into past event videos featuring your potential speakers. As you watch, ask yourself: Does the speaker’s style and personality align with your desired vibe for your event? For instance, if you’re planning a Sales Kickoff event, you probably want someone high-energy and motivational. But if it’s a charity fundraiser, you’ll be looking for someone who can evoke empathy and connect with the community values of your attendees.

Customization Flexibility

Next, consider whether the speaker is open to customizing their presentation. According to the 2023 Speaking Industry Benchmark Report, most speakers will tailor their talk to avoid controversial topics if requested. If this flexibility is crucial to you, knowing that a speaker is adaptable can be a game-changer when deciding.

Reviews and Recommendations

Don’t forget to check out reviews and recommendations. You can find plenty of these online, but it’s also wise to collaborate with a trusted speakers bureau. They often have insider knowledge about a speaker’s past experiences with clients, which can be invaluable when faced with a tough choice.

Budget Considerations

Always keep an eye on the bottom line. Will the speaker’s honorarium and travel expenses fit within your budget? Speaking of travel expenses, it’s worth noting that around 90% of speakers don’t include these costs in their speaking fees. So, be sure to factor in these additional expenses when planning your speaker budget.

Logistics Requirements

Get the logistical details straight. Does the speaker come with their equipment, or do you need to provide it? Are they planning to incorporate video, audio, or interactive elements into their presentation? Knowing these specifics in advance will help you determine if a speaker is the right fit for your corporate event.

Trust Your Instincts

In the end, most of the decision-making process comes down to instinct. Whether deciding on your own or collaborating with an event team, the leading candidate often becomes evident as you work through the above-mentioned steps. And remember, even if your top choice isn’t available, plenty of highly-qualified alternatives are out there once you’ve nailed down your criteria.

And that’s the starter pack in this series. In the next post in this series, we’ll delve into the best practices for extending an offer to your chosen keynote speaker for your corporate or university event. It’s all about making that final connection!

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