Building a presence as a speaker at industry events is a proven method for creating valuable exposure for companies looking to reach prospective customers and demonstrate their areas of expertise, and executives can boost their personal brands to boot.
Speaking opportunities for executive thought leaders strengthen marketing, public relations and business development efforts, because they enable attendees to learn about a company’s expertise first-hand and interact directly with the speaker. As an added bonus, companies can gain exposure by having their names and executive spokespeople published in promotional content created for and distributed around the event.
For effective speakers, participating in trade shows as faculty is one of the most altruistic ways to give back to the industry and create some meaningful connections with partners, customers, prospects and other luminaries, but knowing where and how to start can be daunting for the would-be speaker or the marketer they ask to help make it happen.
The following tips can help an organization work to increase its presence at industry events by building a solid speaking program.
Be timely in identifying and managing relevant conferences
Many conferences have long lead times for speaker proposal deadlines; so it's important to begin the process of identifying relevant events in advance. Many media outlets host conferences, so it's worthwhile to check the websites of the top trade publications in your industry to identify opportunities. As you find relevant events, log and sort them chronologically by action date (a couple weeks before the proposals are due, a time when you should go and check for a deadline, etc.); the action date should serve as a reminder that it could be time to start thinking about an event again.
Finding speaker submission guidelines and deadlines often requires some thorough searching and sifting, as the location and availability of this information varies between different conference websites. Additionally, some conferences change dates from year to year, so schedules from years past can be unreliable. Sometimes conference dates are listed before any speaking submission information is made available; that's why it's also crucial to check the conference website often.
Determine the best speakers in your organization
Not every executive is cut out to be a speaker. That's why it's important to identify the most appropriate executives in your organization as speaking candidates. For instance, the Chief Technology Officer may not be the ideal person to speak at a conference focused on online marketing or social media, even if he/she happens to be the most charismatic speaker available. Make sure you’ve got a high quality bio ready for the speaker, including a brief speaker resume; it’s helpful to call out the most timely topics which the expert can address to make this easy to read at a glance for conference organizers.
Craft customized speaker submissions
Some conferences want a very detailed speaker submission while others simply require a brief abstract with key take-aways of the proposed presentation. Some conferences require a case study or a customer to support insights shared by an organization in order to be considered for a speaking slot. Whatever the case may be, it's crucial to read submission guidelines carefully and customize the proposal to best meet requirements.
Speaking engagements remain one of the cornerstones of a comprehensive public relations program. They not only allow spokespeople to demonstrate their expertise and unique insights. A regular presence at influential industry events provides a promotional vehicle that, if well executed, can translate into increased sales, potential partnership opportunities and greater media exposure.
Still not sure where to start? Contact PReturn at info@preturn.com, and we can help put the wheels in motion.