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Event entertainment companies do not only handle musicians.
They can also provide you with other entertainment resources
such as speakers and variety acts. Selecting the right speaker
for your meeting can be a daunting task, as speakers are available
in every fee range and specialty topic. Your speaker selection
is one of the most important elements in a successful meeting
so you should ensure that the speaker's expertise, background,
and abilities fit your audience's demographics and expectations.
The National Speaker's Association (NSA) suggests these ten
tips when selecting a speaker:
1. Determine the needs of your audience
Thorough knowledge of the needs of your group is essential
in selecting the right speaker. Does your meeting require
that the audience leave with specific or technical information?
Do you need someone to motivate the group to sell? Are you
looking for after-dinner entertainment with a message?
2. Establish your date, time, and budget
· Start looking for a speaker as soon as the date for
your meeting is set. Many speakers book engagements up to
a year in advance and you will want to get on their calendar
as soon as possible.
· Consider how much time you have to fill and where
that time falls in your overall program. If your time slot
is flexible, a professional speaker can often tell you the
right amount of time for the job. A professional can also
make recommendations about the order of topics/speakers if
one presentation will follow another. You may not want to
follow a humorist with a detailed educational presentation.
· Factor in the fee you are willing or able to pay
for a speaker. Your search for a speaker can be narrowed or
broadened based upon your budget.
3. Identify the type of speaker who will best match the needs
of your audience
A speaker's expertise in a given field may be the big draw,
but a well-known name does not guarantee a professional presentation.
High prices do not always mean high quality. Will your audience
and the overall program benefit most from a celebrity; an
expert in the field; a popular sports personality; a best-selling
author; or a professional speaker who has a thorough knowledge
of the appropriate topic?
4. Locate your resources
· Personal referrals are a great way to narrow your
search. Ask colleagues for recommendations.
· Speakers bureaus locate and book speakers according
to your specifications and needs. A bureau can locate speakers
and quote fees. Many bureaus specialize in particular speakers
such as celebrities, authors, or athletes.
5. Review your options and interview your speaker candidates
· A professional speaker will be a real partner in
this process. Often they will ask questions about the needs
of your audience and what they can accomplish for you. Ask
your candidates for references and, if they are speaking in
your area, ask if you can attend the program and observe them
in action.
· Assure that a potential speaker has addressed groups
similar to yours. Talk with them about their experience. Ask
for a biography, testimonials, and videos of their presentations,
preferably before a live audience.
· Find a speaker who will tailor his or her presentation
to your group.
· Ask the speaker if they belong to professional associations.
Also ask what awards or certifications they have earned. The
National Speakers Association's designation is the Certified
Speaking Professional (CSP). The CSP is earned for extended
speaking experience and client satisfaction.
6. Select your speaker
· Hire a professional and you will hire an ally. Professional
speakers understand that your reputation is riding on their
performance. Their experience with hundreds of audiences can
add to your peace of mind and to the success of the event.
· When selecting your speaker, consider that you are
not only paying for the time the speaker is on the platform
but also for the hours spent researching, preparing, and customizing
the presentation. Some speakers may negotiate their fees when
they are doing more than one program for you or when they
are allowed to sell their products. Ask about your options.
7. Get it in writing
You should have a letter of agreement or contract that clearly
outlines the expectations of both you and your speaker. Consider:
· travel arrangements and transportation;
· accommodations and meals;
· fees, reimbursements, and payment terms;
· whether you want the speaker to attend social events;
· if the speaker may sell products and if so, how this
will be handled;
· an agreement on any audio or videotaping of the presentation;
· cancellation policies;
· audio/visual requirements;
· legal implications, if any, your contract may contain.
8. Work with your speaker
Share information about your group or company. This will help
the speaker become familiar with your organization, while
facilitating a customized presentation.
· Send the speaker your newsletters or anything which
would include the names of key people, buzz words, or insider
news and views.
· Give the speaker a clear outline of what you expect.
· Be specific about the size and demographics of your
audience.
· Let the speaker know in advance about other speakers
on the program. This gives the speaker the opportunity to
build on (and not duplicate) what the other speakers say.
9. Set the stage
· Make sure the room is set up for optimum impact.
Consider the number of chairs and how they are arranged. Also
consider room temperature and lighting.
· Stay on schedule. Although a professional will be
able to "make up" time or slow things down if needed,
keeping your program on schedule will allow your audience
to get the full impact of the program you have created for
them.
· Your speaker should be able to provide you with a
good introduction of themselves and their topic. The introduction
should be short, energizing, and create positive expectations.
10. Evaluate the results
Have your audience complete evaluations on the speaker and
his/her presentation. This will allow you to gauge your results
and plan for future programs. Send copies of the evaluations
to your speaker (reprinted with the permission of the National
Speakers Association, 2002).
See Industry News: Entertainment
Trends for Meetings, Conventions and Events: The Customer
Experience, Part 1
This issue's featured
artist: George Benson
 Mark
Sonder, CSEP is the Chief Entertainment Officer of Mark Sonder
Productions, a leading national entertainment agency providing
headline talent and production services for large venues,
corporations and associations. In addition, Sonder sits on
the faculty of The George Washington University, Stratford
University, Northern Virginia Community College, University
of Nevada at Las Vegas (UNLV) and The University of the West
Indies. Event
Entertainment and Production is the book published by
Wiley authored by Sonder.
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