Home' micenet eMag : micenet June 2018 Contents EVENT CONTENT | PETA MOORE
ou’ve spent time researching,
negotiating and securing the
involvement of your keynote
speakers. Having designed and
delivered numerous programs over years, here
are some tips I’ve learnt on how to make the
most of your speakers’ involvement:
During contract negotiation, discuss with the
speaker what they are willing to do to promote
your event and ensure they are committed to
activity in the lead up to, during and after the
event. There are a number of clever speakers
who are doing this proactively these days,
which makes this much easier for the event
planner (and we love that!).
For those who don’t offer, be clear about
what you want. You could ask them to be
available for interviews, create exclusive
content such as blog posts or videos, and
share information promoting the event via their
own social channels, websites and blogs. We
provide all speakers with a ‘speakers’ toolkit’
containing artwork for social sharing and email
signatures, URLs and event positioning
information. Ask for a speakers’ bio that will
be relevant to your audience and to the topic
that they are going to present. Make sure it
includes links to their social media to enable
delegates to connect and interact with them
prior to the event.
Provide a clear brief
Let your speakers know who your target
audience is and what they’d be interested in
You pay them enough, which is why Peta Moore says your
speakers should be working for you before the event even starts.
ARE YOUR SPEAKERS
hearing about, and why. Include your conference’s key messages and theme and it often helps to
confirm who is presenting what before and after them on the program. Also be very clear about the
presentation details - day, time, duration, room set up, AV provided and what room they’ll be in.
The more detail a speaker has, the better prepared they can be and the better the event outcome.
Engagement at the event
Again, during contract negotiations, find out how you can work together to maximise their time at
the event. Perhaps they’d attend a VIP function, participate in media interviews, add value to a panel
discussion, judge a competition or make some ‘live content’ for social media channels. Do they have
a book that could be a value add for delegates? Many speakers are willing to negotiate a discounted
rate on books as a delegate gift or even stay behind after their presentation and do a book signing
for delegates who want to purchase the book themselves. This is a great opportunity for delegates
to get some one-on-one time with the speaker which can be an event highlight for them!
Let them shine
Don’t try and control the content. Remember you chose them for a reason! You should have
done your research and asked for examples or videos of their previous presentations, so be
confident in your decision. I always offer to collaborate if they want feedback but they are the
subject matter expert. Trust them to deliver on brief - that’s their job! If you are concerned about
the onscreen content then provide a PPT template that will provide consistency.
Be supportive and responsive
Throughout the pre-event planning, stay in touch and update them with the event’s progress. If
you’re making travel arrangements, do so in advance and try to accommodate your speakers
as close to your venue as possible. Confirm all the technical aspects of their presentation, ask
for video files in advance for testing. Arrange for adequate onsite technical support from your AV
team. Essentially alleviate any ‘stress points’ so that they can focus on delivering the best
presentation for your delegates they have ever done!
After the event
Does your speaker have any follow up content they can share with delegates? Something to
reinforce the key messages and remind them of actions they committed to at the event. Have a
platform where you can share the event presentations and ask for feedback - make the most
out of the content they create for your event. m
Learn more about Peta Moore and Nectar Creative Communications at www.nectarcc.com.au.
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