Get a Speaking Gig: How Event Producers Decide Who Gets Onstage
Getting speaking gigs can be a mysterious and frustrating process, particularly if you don't have much experience. You know the drill: Send pithy email offering yourself up (or copiously fill out online proposal form). Hit Send. Wait.
To find out what happens during "wait," I interviewed a few content directors and program advisers, as well as some Web-seminar and teleseminar producers responsible for booking speakers.
Here is what they said, along with some sage advice on how to increase your chances of getting that breakout gig.
Be Patient
Long lead times for live conferences and events are the rule rather than the exception. Planning typically begins at least six months ahead of time but, depending on the size of the event or industry, can begin up to a year in advance.
Heather Lloyd-Martin, owner of SuccessWorks Search Marketing and program adviser for PubCon, SEMpdx, and major Direct Marketing Association conferences, explains: "There's a lot that goes on behind the scenes.... [W]hen we're considering a speaker, there might be additional planning and logistics, and several layers of approval needed before we can confirm the slot."
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Helena,
Thanks for writing this piece. I have been a conference producer in Silicon Valley for over 15 years and co-founded the famed Under the Radar Conference series, which many say the landscape of the start-up showcase with it's 6-minute pitch. Over the last two years, my team and I built a speaking directorate called Speakers & Listeners at a communications firm called Comunicano. Our job is to get speaking spots for our clients - many of whom are private companies that have been around for less than 5 years. Last year we secured almost 400 speaking slots - basically two per month per client. We weren't able to achieve those metrics by being "obnoxious PR" people.:) What wasn't really said here was that anyone who wants to get a speaking spot - whether it's the speaker themselves or a PR rep - MUST take time to understand the mission of the conference, the content of the agenda, and the business model of the event. How does the speaker add value to the content? Are they a rising star evident by some recent press coverage? What can they add to the conversation? Oh, how willing are you to buy your way in? More than ever today, it's pay to play. But if your clients key business targets are going to be there, well, it might be worth it!
What I learned being on the other side of the table is that conference directors don't understand the volume of pitches that speaker reps have to make. And speaker reps need to realize that getting a speaking spot is like sales: prospecting, qualifying, building relationships, delivering on a promise, or cutting your losses when it's clear you won't win.
The six additional tips I would add to your list:
1. Don't make the event producer find the fit. When you suggest a speaker, tell them how and where they should go in the program. It will also show you cared enough to understand their program.
2. Try pitching again when the agenda is posted. It gives you a better sense if you should cut your losses and move to a better opportunity or persist.
3. The art of the short pitch - don't send bios, abstracts from the get-go etc. Find out in a short email if there is a possible spot and even if you are speaking to the real program person - and not the sponsor sales guy or gal.
4. Respect the process (as you have said above) - complete the form and abide by the speaking deadline. See #2, however, don't give up if you don't get an invite the first time.
5. Pick up the phone. The key to building a relationship is becoming human to the producer - not a deletable email.
6. Be helpful. Be consultative. As a conference producer, there were a few well-informed speaker reps that would take the time not only to explain where their clients fit in, but other speakers that might be a fit that were NOT their clients. Their kindness was rewarded!
Hope some of your readers will find value in these suggestions!
Alison Murdock
Next Round Communications
Great points by Helen and yours too Alison. As my expertise lies in the visual aspect of presentation, I'd have to underscore that a recent picture is a must. So many speakers have old photos that it creates instant dis-trust when you meet your event planner. That first 7 seconds can make or break your attempts. So line up a good makeup/hair artist and snap away. When your picture honestly reflects you in the best light you increase your trust factor and self confidence.
Sharon Danley, Master Artist
Presentation-Management.com
Alison, Those are all great additions, particularly the point about not making the event producer find the fit! Very important, thank you.
Sharon, yes, a pro photo does make all the difference, but can be expensive. Marketers take note: Photographers always need help promoting their services, see if you can barter.
Glad you enjoyed the article!
Excellent article, Helena! The peek into the inner workings of the event planning process related to finding appropriate speakers has enormous value for those of us interested in expanding our speaking horizons beyond our existing realms. A number of very useful tips were offered....and noted by this speaker.
Thanks Terri! I'm so glad you found the information of value.
Thanks for this fantastic article Helen and the additional great points Alison! Very valuable information indeed!
Yours in Opportunity, Abundance and JOY!!!
James Erdt
Founder / President
Joyzone Inc. (http://Joyzone.com)
Fitness STAR International (http://FitnessSTARNetwork.com)
Fitness STAR Magazine (http://FitnessSTARMagazine.com)
Excellent tips, Helena and Alison.
Great points Helena and Alison. It is great to see your perspective on the other side as event planners. I will definitely follow your tips! Thanks for sharing.