Many speakers get hired because someone saw them speak at a previous event. Leverage this fact when negotiating with speakers. National trade association planners understand this thinking best, but many corporate planners host CEO and user conferences where individual attendees could potentially use the same speaker they see at that event at their company's next meeting as well. That makes these programs perfect platforms for a speaker looking to get increased exposure and referral bookings.
One such event took place recently at the Hyatt Century Plaza in Los Angeles. Hyatt's Masters event was the setting for Hyatt Hotels' top sales producers to take part in a glitzy Hollywood-themed seminar where attendees went behind the scenes to actually produce their own 60-second commercials. The event was called "Lights, Camera, Interaction!" and it featured real-life directors, cameramen, and production staffers to teach the attendees the filmmaking process.
Since the "Lights, Camera, Interaction!" crew didn't have to travel far for this seminar, and since Hyatt offered a ballroom full of hotel sales and marketing executives (representing potential satisfied customer praise to the ultimate target audiencemeeting planners), Hyatt was able to get this memorable program for well below current market value. So meeting and event planners, take note: Evaluate your audience from the perspective of the speaker. If there is value sitting out there, take advantage.
Marc Reede is president of Beverly Hills, CA-based Nationwide Speakers and Entertainment Inc. Since 1986, Nationwide has confirmed high-profile speakers and top entertainment at over 6,000 corporate events.Originally published November 01, 2007For more ideas, tips, and tools for better meetings and events,
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