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In a perfect world,
you would have an unlimited budget to hire top speakers for your next meeting or
convention. Since it's not, here are some tips on getting the most for your
meeting dollar. Let me tell you about a project I worked on with the American
Payroll Association that could be a model for you -- or at least expand your
thinking about ways to use speakers. APA's Executive Director/CEO, Dan Maddux had
a week of speaking and seminar slots to fill. Instead of assigning each slot to
a different speaker, Dan chose to maximize the contribution of a few top people,
using three of them in three different ways. That's how Dan made 1 + 1 + 1 = 9.
Three speakers used three ways equals nine slots filled. Here's how such a move
can save your organization money and let you "trade up" to speakers
you otherwise couldn't afford. Save on Hotels and Airfare Cutting the number of speakers might or
might not reduce the total nights lodging needed, depending on your schedule.
However, you'll definitely save on transportation -- for instance, three
round-trips versus nine. Speakers May Reduce Fee I can't promise you that all speakers will
do extra presentations for the same rates -- they won't. But the speaker you
hired last year might have been more flexible if you had only thought to ask,
"After your keynote, could you do a breakout session?" Or," Could
you emcee?" "Could you moderate a panel?" Even, "Our
chairman is a bit nervous. Could you coach him on speaking?" Speakers may give you a better price for three consecutive days at one hotel, rather than three separate dates months apart. For example, for the Florida Realtors
Association, I asked, "After my luncheon speech, would you like me to do a
seminar on speaking skills?" They said, "Well, the agenda is already
slotted in, but we'd love it if you would emcee our Top Producers' panel, the
first breakout session after lunch." For the California Interment Association, I
was scheduled to present a two-hour seminar after lunch. I said, "What else
is going on? Would you like to me to do a spouse program?" They said,
"We've never had one, but we've invited spouses for a breakfast
get-together." I added a 45-minute program that same morning. The only
difference to me was that I had to go to the hotel a few hours earlier. Like
most speakers, I want my clients to know I am there to serve them, not to pick
up my speaking fee and run. It's Easier to Get Sponsors Trading up to big-name (or bigger-name) speakers makes it easier for you to get sponsors. Whenever people say, "We can't afford you," I always ask, "Do you have sponsors to help pay for your event?" Who would sponsor your event? Consider
approaching the exhibitors at your conventions, or whoever sells to your members
or who wants good PR with the people in the audience. List these
"angels" prominently in the program. I always make a point of giving
sponsors a good plug in my presentations. For example, after my opening story
for the American Cemetery Association, I quoted the founder of my corporate
sponsor, Service Corporation International. Then I gave examples to reinforce my
points by reading from their newsletters, and my walk away line incorporated
their name. I always let sponsor know, "Don't worry, they won't have any
doubt who paid for me," and make a joke about it in my speech. Three Invaluable Bonuses Having speakers on hand throughout your
event gives you far greater flexibility in scheduling. Continuity can establish
a powerful connection between audience and speaker, getting your message across
in a way that a wide variety of speakers couldn't. Dan Maddux says, "We
found that when we triple-booked those speakers, they become even more popular,
really getting to know our people who always want them to stay around
longer." Continuity, during an event or from year to
year, means your speakers are able to notice and volunteer to help your
organization in special ways you may not have thought of. How It Works In April of 1998, 1,674 members of the American Payroll Association attended its Sixteenth Annual Congress in Nashville. Dan chose as keynote speakers Art Linkletter, Susan RoAne, Willy Jolly, Al Walker, and me, Patricia Fripp. He had little trouble getting sponsorship to help pay for these keynoters because of the success of his past conferences. The Congress was scheduled to start on a Monday. Dan came up with the idea of offering an extra pre-Congress program on Sunday, "For Women Only." This isn't as sexist as it may sound because seventy-five percent of APA's membership is women. Dan figured that many could take advantage of cheaper Saturday night airline tickets, saving their company's money, so they might be open to an extra day of education and fun. He called this extra program "Women on
the Ladder to Success: Career Strategies for the Millennium," and used six
presenters. Three were from within the Association and industry, including the
current president. Three were professional speakers who were also scheduled to
speak during the main Congress. Each of the professionals gave two talks at this
separate Sunday session. I did "Women in the Workplace, the Evolution of
Career women" and "Are You a Wonder Woman or Superman in
Payroll?" (In a custom-made Wonder Woman costume I had made 20 years ago.
The fact I can still wear it deserves applause!) Susan RoAne spoke on
"Taking Charge of Your Accomplishments" and "Women Who Make
Things Happen: Traits of the Savvy and Successful." Diane Parente's
programs were "Your Passport to Image Credibility" and "Looking
Your Professional Best Without Spending a Fortune." Then, at the kick-off Monday session for the
full membership, Susan was the keynote speaker with "Schmooze or Loose: How
to Gain the Verbal Edge." She also presented a program for the vendors,
"How to Make the Most of the Trade Show." Diane Parente delivered a
breakout session on "Image, a Powerful Tool," and gave Dan's Board of
Directors One-on-One consultation as a bonus. (17 in all.) I delivered the
Congress's keynote speech, "Insights into Excellence," presented a
marketing seminar for the vendors, "How to Nurture Relationships Once You
Leave the Trade Show," and, as a break-out, conducted a workshop on
"How to Sell Yourself and Your Ideas." Having booked the Sunday before the
conference, Maddux thought of a way to use his talent pool for a Speakers'
School on Saturday. Last year this program had been a success, but with a
smaller audience of their speakers who talk on tax law changes, it had not
justified hiring a keynote caliber presenter to teach it. As I was already going to be there for
several days I was excited at the prospect. I suggested we invite his
association members scheduled to give programs during the congress. He also
invited the APA leadership from the State chapters who have to speak at their
meetings and get no formal public speaking training. As far as I was concerned,
the more the merrier. I charged the same whether my audience is five or 5,000.
After the session I helped the President and Woman of the Year totally rewrite
their talks. They have now requested I train them at least 3 months before next
year's convention. Synergy Makes Good Sense Dan says "Using proven professionals in
several slots so they develop a rapport with the audience is a better investment
than bringing in a different speaker for each slot. In our case, two of the
speakers, Diane and Patricia, had been so successful as keynoters the previous
year that the audience was looking forward to seeing them again. This gave us
the advantage of repeat role models, because our presidents turn over every
year. The added fact that Patricia, Diane, and Susan had worked together before,
and are best friends, gave us even more bang for our buck. We could never have
put a dollar value on that kind of synergy. "I need my speakers to deliver a
message and be powerful role models. Patricia, Diane, and Susan are all
self-made women over fifty, looking good, feeling good, and they've built their
careers themselves. This is an important message for our Association
audience." More Bang for Your Buck Dan Maddux was able to negotiate with his
speakers for a lot of extras. Many professionals figure that, as long as they
are there anyway and being well paid, their time belongs to the client.
Therefore, they are happy to take on extra tasks. The next time you are planning to hire a speaker, contact the Frog Pond Group, and consider using the speaker in multiple ways. It doesn't hurt to ask if the speaker would be willing to:
Like most of my comrades in The National Speakers Association, I want to be memorable and to give full value for your meeting dollars. For the Hamilton Bank in Philadelphia, I even leaped out of a spaceship, wearing a Wonder Woman costume. (Getting into the spaceship was a little more complicated, but that's another story.) |
