Choosing a speaker for an event takes a mix of research and intuition. The right fit will leave attendees inspired and informed. The wrong fit will have everyone talking for the rest of the meeting.
Event planners offer some suggestions based on their experience:
1. Start With Demographics
An audience primarily composed of attendees under 30 will prefer a more interactive experience that incorporates discussion or teamwork. Including tech or social media, such as the ability to answer questions via tweets, works well with this group.
Conversely, the Silent Generation (the predecessors of the Baby Boomers) is accustomed to a speaker imparting their wisdom and knowledge in a one-way fashion. Classroom discussion is neither required nor expected.
2. Be Realistic About Your Budget
Be realistic about who you can afford to invite as a speaker at your conference. Celebrity speaker fees can range from $10,000 to $150,000. Some speakers might be willing to present in front of your audience for less, as it could lead to other business opportunities. If the speaker is based locally and available on your dates, you can eliminate transportation and hotel costs, saving money in the process.
3. Define Your Goals
Your goals will dictate the budget or portion of the budget that you’ll allocate for speakers. For instance, if your goal is to build attendance and visibility, bringing in a top keynote is the way to go. If your goal is to impart industry knowledge, it would be better to choose a thought leader. If you’re looking for someone to increase your attendance, consider choosing a well-known name in your niche who will bring their own fan base with them.
4. Look Beyond Your Industry
Cross-industry speakers can be very effective because even though they don’t work full-time in your field, their familiarity with it makes their talk more relevant. For example, the American Society of Association Executives (ASAE) looks for a keynote speaker with strong name recognition who can bring their thought leadership in other areas and apply it to their audience. They have used Chef Jeff Henderson, a New York Times bestselling author and Food Network star who has also worked as an award-winning chef for brands like Caesars and Bellagio, and understands the association market.
5. Make Diversity a Priority
One of the biggest complaints about speakers and panels is a lack of diversity. To combat this, some organizations actively seek ways to diversify their speaking rosters, such as advertising their call for speakers to women’s associations and online groups.
6. Stay on Top of What Other Meetings Are Doing
There can be a tendency within industries to choose the same big names on the speaker circuit. To avoid this, ensure you check the websites for other events and actively seek out unknown presenters to add to the mix, keeping things fresh.
