October 16, 2023

? Once you’ve pinpointed the speaker you want to book, think of the task of making the offer as a part of your event’s marketing strategy. Now let’s dive into it.

Our previous post discussed finding the ideal keynote speaker for your event. Now, let’s dive into the nuts and bolts of the speaker booking process, starting with the art of crafting the perfect offer.

Once you’ve pinpointed the speaker you want to book, think of the task of making the offer as a part of your event’s marketing strategy. Just as you meticulously draft messaging for any other event communication, consider this offer an extension of that approach. Your goal here is to help the speaker genuinely grasp your event’s value to its audience.

If your event is an annual affair, showcase the highlights and successes of previous years. This will illustrate the profound impact your event has had on attendees and your organization. It’s like presenting a compelling case for why they should be part of your event.

Before you hit that send button on your offer, it’s time to do some homework. Think about why you’ve chosen this particular speaker for your event. Odds are, it’s because their expertise and presentation style align perfectly with your audience’s preferences. If you’ve watched any of their past presentations, share what impressed you about their approach.

In essence, your offer should be more than just a formal invitation; it should be a heartfelt pitch that showcases the alignment between the speaker’s strengths and your event’s goals. After all, making a persuasive case can make all the difference in securing the keynote speaker you’ve set your sights on. Stay tuned for more insights on navigating the speaker booking process in our next post!

Additionally, it’s crucial to provide your prospective speaker with a comprehensive understanding of your event’s audience. Start by outlining the composition of your audience, including key demographics and any distinguishing characteristics. Mention the overall size of the audience to give the speaker a sense of the reach and impact their presentation can have.

If you have VIPs attending your event, highlight their presence. This information can be a game-changer for speakers as it opens up the potential for future opportunities, networking, and collaborations. Knowing that influential individuals will attend can make your offer even more attractive, especially if the speaker has multiple offers.

What to Include in Your Speaker Offer and Contract

As you get ready to extend your invitation to a speaker, there are several critical components to consider in your offer and subsequent contract. Let’s break down what you should include:

In Your Offer:

Presentation Format: Specify the format you envision for the speaker’s contribution, whether it’s a keynote address, panel interview, fireside chat, or another format. Also, clarify if you prefer the speaker to join in person, virtually, or participate in a live event that will be streamed to a virtual audience.

Travel Expenses: Determine which travel expenses you’re willing to cover. These typically include transportation, accommodation, and any incidental costs related to the speaker’s attendance. Notably, only 12% of speakers surveyed in the 2023 Speaking Industry Benchmark Report include travel expenses in their speaking fees, so budget accordingly. Additionally, address whether arrangements for a travel companion are included in your offer.

Promotional Requests: Specify any additional promotional activities you expect from the speaker, such as meet-and-greets, book signings, press interviews, advance promotional content creation, or social media promotion. If you plan to promote the speaker’s appearance at your event to the public, even if it isn’t open to the public, ensure this is documented clearly in the offer.

Previous Speakers: It’s helpful to share the names of previous speakers at your event. This information gives the potential speaker insights into your event’s theme, tone, and audience.

In Your Contract

Once the offer is accepted, it’s essential to formalize the arrangement with a contract. Here are key elements to include:

Scope of Services: Detail the date, time, and duration of the presentation, along with any additional services like workshops or Q&A sessions.

Compensation: Clearly outline the agreed-upon speaking fee, as well as any additional expenses the event organizer will cover (e.g., travel, accommodation, meals), and specify the payment schedule.

Intellectual Property: Clarify ownership and usage rights of any materials the speaker presents or provides. If there are plans to record or distribute the presentation, include provisions regarding copyright and usage permissions, including the duration of these rights.

Cancellation and Termination: Define the procedures and penalties for cancellation or termination by either party. These should include notification processes and any fees or penalties associated with cancellations.

Force Majeure: Address unforeseen circumstances, such as natural disasters or emergencies, that may prevent either party from fulfilling their obligations. Outline what happens in such cases.

Indemnification: Specify that each party will indemnify and hold the other harmless from any claims, damages, or liabilities arising from their negligence or breach of the agreement.

By covering these essential elements in your offer and contract, you’ll establish a clear understanding and protect the interests of the event organizer and the speaker. It’s all about ensuring a smooth and successful collaboration.

What Next?

At this stage of the process, I cannot emphasize enough the importance of involving legal counsel or representation. Just as speakers and talent often have their own representation, you should also have professional legal advice as the other party in the transaction. If your organization doesn’t have in-house legal resources, consider partnering with a speakers bureau or agency with expertise in this area, which can help you navigate potential legal complexities and prevent costly mistakes.

Another crucial point is the gravity with which speaking offers are regarded in the industry. When you extend an invitation to a speaker, and they accept, you are generally expected to proceed promptly to formalize the agreement with a contract. Extending multiple formal offers simultaneously is not advisable if you only intend to book one speaker or entertainer from those you’ve approached.

Once both parties are in agreement on the contract terms, it’s essential for everyone involved to sign and receive a copy. The speaking agreement becomes legally binding at this stage, and any financial arrangements, such as deposits, should be fulfilled.

Takeaway

Setting the right tone at the outset is crucial. This initial interaction with the chosen speaker sets the stage for your working relationship. Demonstrate your organizational skills, responsiveness, and enthusiasm to collaborate with them. Treat the speaker’s time with respect.

By approaching this process thoughtfully and professionally, you enhance the appeal of your event and showcase the value the speaker will gain from participating. This approach will significantly increase the chances of speakers seriously considering and accepting your speaking offer. It’s all about building a positive and productive partnership from the get-go

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