About the author:

Lynn Wolff is the former Marketing Division Director for Institute for International Research, a conference company based in New York City. During her four years at IIR, Lynn produced dozens of successful events for marketing executives, including well-known programs such as Brand Masters, Package Design & Brand Identity, and Pricex. Her earlier experience includes marketing and sales positions for mass-market children's book publisher, McClanahan Book Company and college textbook publisher Allyn & Bacon. Lynn is currently a freelance publicist, writer, and marketer in New York City. You can contact her at lynnwolff@yahoo.com or 212-737-8813.

THE PATH TO THE PODIUM

An Insider Shares Her Secrets for Scoring Prime Speaking Slots on the Competitive Conference Circuit

By Lynn Wolff

Conference agendas are similar to highly sought after plots of real estate. In order to become the proud owner of a speaking slot, you must have an edge. Throughout my four years in the conference industry, I received countless speaking submissions, of which I was able to accommodate a very limited number. So, here's some advice from my side of the desk to help you market yourself or your speakers to event organizers.

Why Should You Speak at Conferences?

The benefits are clear. Conferences provide targeted, cost-effective marketing and public relations opportunities. Your company name and competencies receive valuable exposure on event marketing pieces. As a speaker you have the opportunity to tell your story to select, paying members of your target market. You attend event networking functions to gain one-on-one face time with potential clients. In addition, the trade press may include you in their articles. Conference participation, if it is not already, should be part of your marketing and PR plan.

How Do You Do It?

Target the types of events that meet your marketing goals. Determine what strengths and features you want to project into this marketplace. Then, convert your goals, strengths and features into a benefit-driven strategy. When you approach event producers, lead with how your participation will benefit the conference. Present yourself not only as a speaker, but as a guide or reference for your topic area. Become a permanent resource to the event organizer--you will be perceived as an expert in the field who will be looked to for direction on the current event and on future conferences.

What Are the Producer's Goals?

Understand the needs of the decision-maker to effectively market yourself. Start with what drives conference producer speaker selections. Just like you, conference producers strive for a quality, profitable product that delights their customers. The top two reasons people attend conferences are to network and to learn. Hence, the primary goals of conference producers are:

• Build Attendance
• Provide Quality Content

Marketability

Approach conference producers with a solid answer to the following question and you are likely to find yourself in front of your target audience: "How will my participation on this agenda increase the marketability of the event?"

All stakeholders in an event want to draw as many attendees as possible. As a producer, to increase the sales potential of my product, I look for corporate brand-name companies offering case studies. I also look for recognized and respected consulting and vendor company names, industry gurus, and recent book authors who are likely to pique the interest of my market.

It's true that big-name companies and gurus attract the most attention. But they are just one element of producing a great event. Smaller firms provide invaluable additions to conference agendas. Here are some ways to stand out from the pack:

• Come bearing clients: Conducting a joint presentation with a corporate or client co-speaker is an excellent way to add credibility to your proposal. The corporate name will be a draw for the conference and at the event your client can act as a testimonial for your work.
   
• Be a herald: Outline specific marketing actions you will take for the event, including the numbers and types of people you will reach. For example, do brochure and email mailings, include event information in a well-timed trade press ad, post the event on your web site, or use your public relations firm to get additional free press for the event.
   
• Propose unique content: Conduct a session that includes active group-work or exercises. This is more marketable than another Powerpoint presentation. Or, propose to develop a panel discussion or debate, including you and other relevant contacts. Make sure the session topic will interest the market rather than end up as a sales presentation for your products or ideas.
   
• Provide added-value: Tell the producer you can provide a complimentary book authored by you or a company author to all registered attendees. If your firm conducts research studies related to the conference topic, offer an exclusive first-look at research study results or offer access to research results to all attendees.

Content

When you submit a speaker proposal include one or two presentation abstracts on relevant topics. Make sure the copy is well-written with a punchy title and include at least three benefit points for the audience. By submitting abstracts you show that you are serious about your commitment to speaking and that you have given thought and organization to your topics. If you feel comfortable presenting on a number of topics, submit two abstracts and then list other topics you are able to cover. Never dilute the quality of your abstract copy with sales information about your company.

Sometimes a general session speaking slot will not be attainable, but you may be able to get on the agenda for a half or full-day workshop session. Most conferences feature optional add-on workshops that are more interactive and in-depth than the general session speeches. If you have an applicable topic that requires more time and you have the content for it, I suggest you offer this option to event producers. Workshops do require more preparation and attendance numbers are usually smaller. But, since delegates must specifically sign up for your workshop, you are actually getting the quality leads. These are the people at the event you would most want to talk to anyway. And, since it will be a smaller group and a longer session, you will have more time to interact with them in a personal way.

You also can ask the producer about the chairperson role. This entails attending the full event to introduce other speakers, manage announcements, timing and other organizational tasks. However, it is an honorable position that allows you to deliver opening and closing remarks at the event. Producers will be happy to know if you are able and willing to conduct a workshop or to be event chairperson, so let them know up front, particularly on competitive events where getting a regular speaking slot is a long-shot.

Speaking Experience

In your proposal include information about your company history, clients and accomplishments and those of your speaker. Add positive reviews from people who have heard presentations by the speaker. It is okay if your speaker is comfortable presenting in front of a group but does not have extensive conference speaking experience. In this case, focus on the speaker's extensive knowledge of the topic and considerable familiarity with the industry--make this clear in his or her biographical information. However, make sure you understand the presentation ability of your speaker and convey the speaker's level appropriately to conference producers. If you set high expectations about speaking skills that you cannot deliver, you will lose the trust of event producers.

Keep it fresh! Producers do look for past speaking experience, but they do not want someone who has delivered the same presentation at every industry conference for the past year. If prospective delegates feel they can get this speaker or presentation anywhere, it reduces the likelihood they will register for the event. So, if you are on the speaking circuit, vary your content for each occasion and try not to spread yourself too thin. Of course, if your sessions are a great success then producers will come back to you for more and your participation will continue to be welcome.

Build Relationships and Be a Resource

Your booking rate will greatly increase by building relationships with event producers. Submitting one proposal and waiting for a response is not enough. Plus, producers very often receive speaking inquiries about programs that are already developed and being marketed. Producers cannot respond to all inquiries they receive, so persistence does pay off. Call producers and talk to them about what they are working on. Submit proposals by email or mail. Then, call and email to follow up. Ask them to refer you to other producers in their company who may be responsible for events in your target area. A brief face-to-face meeting, if possible, can go a long way in developing a relationship with one or more event producers from a specific company or association.

In addition, be a resource for producers. Provide them with valuable information on the topic they are researching. Give them names and references of others to whom they should speak and articles and web sites they should review. If you present yourself as a respected and informed industry resource, then producers will come to you for help at the beginning of an event production cycle. This way, you will be privy to upcoming event information before other potential speakers. You will know what is being developed when it still matters rather than after the event is produced and finally posted on the company web site--by then, it is often too late to be part of the marketed program.

Offer to be a back-up speaker on programs already produced. When you are just beginning to book engagements, you do not yet have the inside track on events currently being produced and you do not have a relationship with the producers. What you probably have to start with is information from the company web site about completed events that are already being marketed. So, contact the producers for those events that interest you and let them know you are ready and willing to fill in at the last minute if a scheduled speaker has to cancel.

Sometimes, you can strike a deal to obtain a free pass to the event if you come to the conference with a prepared presentation which you can deliver at a moment's notice. Otherwise, just let the producer know they can call you at any point to fill in. This is a good way to be a resource and a first step toward building a valuable relationship. Then, if your services as a back-up speaker are needed, you will have a chance to prove yourself as a quality presenter. Take advantage of the opportunity at the event to meet and have a conversation with the event producer--begin to build that relationship.

Be a Good Speaker

Once you are accepted onto an agenda, there are still many ways to ensure a future as a speaker.

• Submit your biography and presentation documentation to the conference staff on deadline. Conference delegates do not like viewing a presentation without the printed speaker's slides to follow along with and take notes on. When they do not have them, they blame the event staff. Follow through on your full commitment to present, which includes submitting documentation.
   
• Be gracious about your time slot. Fair or not--someone has to go last. If you are with a small firm who has not spoken for the producer before, chances are you will not get the prime time slot. If this occurs, let the producer know that if any scheduling conflicts arise with other presenters, you are willing to switch. Otherwise, no matter where you land on the agenda, you still receive the benefits of the event marketing. Maximize your session whenever it is, even if it's at the end and there is audience attrition. If you impress the people who attend and receive good reviews, then you are in a better position to request a better time slot next time. If you are an experienced speaker from a big-name firm and you expect to have a prime time slot, then make sure that is part of your upfront proposal and discussions with the producer during development.
   
• Attend as much of the event as possible. Everyone is busy and it is understandable that you cannot always devote two full days. However, producers generally frown upon speakers who arrive five minutes before they take the podium and rush out immediately after their sessions. Delegates enjoy networking with speakers during breaks, lunches and cocktail receptions. Plus, if you attend other sessions, you get a flavor for what prior speakers are covering before you deliver your talk--this minimizes redundancy and allows you to build on previously delivered lessons.
   
• Never give a sales pitch. And, do not spend fifteen minutes of a 45-minute presentation talking about the history and products of your company. A conference is not the place for a commercial. Delegates hate the idea of paying to hear a sales presentation, so this is a cardinal rule of participating as a presenter if you want to do it more than once.
   
• Do not cancel or back out of your speaking commitment. If a personal or business emergency arises that is critical and beyond your control, contact the producer immediately and be extremely apologetic. Call with a solution or potential solution. Either have someone who is willing to fill in or offer suggestions of people the producer should call to replace you. I suggest you also contact the speaker after the event to apologize again and to find out how the delegates reacted to your absence. See if there is anything else you can help the producer with to make up for the difficulties.
   
• Follow up with the producer after the conference. Discuss your impressions of the event and offer suggestions to the producer for next time. Most producers will send you audience evaluation information. But a phone call, initiated by a speaker, shows your continued interest in the event as a whole and your continued participation and dedication to that event. If you did not score well with the audience or if they had constructive criticism, thank the producer for sharing it. Express the reasons why there may have been problems and what you¹ll do to improve for future sessions.

These suggestions and guidelines should get you on the path to the podium. Offer value, deliver constructive content, and build relationships to become a respected and sought-after speaker. And always remember that a benefit-driven strategy will bring you benefits in return.

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We'll be adding new articles on an ongoing basis. Read past articles in our archive:

• Top 10 Tips for Growing Your Graphic Design Studio with Direct Mail Postcards
• Do You Have What it Takes to Survive the Dot-Com Bomb?
• Don't Knock Opportunity: Go Grasp It! A Good Press Success Story
• Warming Up to Cold Calls
• Know Your Rights: Intellectual Property Basics

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