Here are some tips from the National Speakers Association (NSA) on how to promote your keynote speaker:
- Tantalizing Titles
Get off to a strong start by assuring the session has a catchy title, advises Certified Speaking Professional (CSP) Chris Clarke-Epstein. "Start with a short, spiffy and clever title followed by a subtitle that explains the benefit of the session."
Successful brochures contain titles that capture attention but also immediately answer the question, "so what?" The subtitle should contain phrases such as "how to," "10 tips," "master five steps," etc.
Most importantly, make sure the session matches the description. "Hold speakers responsible for delivering what they promise," says Clarke-Epstein. - Work Your Web Site and Create a Buzz with E-Mail
Familiarity breeds attendance, and your association's Web site is a great tool to introduce your professional speaker to your potential audience. NSA member Jeff Blackman, JD, CSP, offers the following tips to help you make the most your association's technologies.
Post a detailed description of the session and the professional speaker on your site. Photos of the speaker in action are a good addition. You can also ask your keynote speaker to provide you with audio or video excerpts from a previous presentation to promote the program before the event. Be sure to provide your members with a link from your site to the keynote speaker's Web site. "Members can learn more about the speaker or obtain additional content before and after the program."
When your event is over, Blackman also suggests posting audio or video excerpts from the session to reinforce the program's key points and educate members who were unable to attend.
If your association has an online book or tape store, feature your keynote speaker's materials prior to the presentation. If you have a chat room or bulletin board, consider slating some time for your members to chat with your presenter. A professional speaker will use this opportunity to get to know your member's concerns and questions and will customize his or her speech accordingly. Your members will appreciate the opportunity to learn and participate.
E-mail is another easy and inexpensive way to promote your event and your keynote speaker. Use it to remind your members to register. Send them links to information and online registration forms. Generate a pre-program buzz by sending an e-mail questionnaire to your members. The responses should go to the keynote speaker, who can reveal the findings during the presentation. Add a personal touch by having the presenter send a "welcome" message to each of your attendees. - Word of Mouth
One of the best ways to promote your keynote speaker is to get other members talking about them, according to professional speaker and former Olympian Vincent Poscente. Find out where your keynote speaker is going to be presenting between the time when you hire them and when they will be presenting for your group. Invite members of your board of directors or event committee to see the presentation when your speaker is in their city.
Consider having the keynote speaker address your chapters. Often, a professional speaker will negotiate fees when you book them for a number of presentations. Chapter newsletter editors often need additional material for their newsletters, so look into submitting an article on or from your presenter. Send them flyers to distribute at local meetings. Chapters are often the heart of an association, so don't overlook their potential to spread the word about your presenter. - The Write Stuff
Chances are your presenter has written many articles on the subject at hand. You can also ask the keynote speaker to craft a customized article for your group or have a member of your staff conduct an interview. Not only do these articles make a great addition to your association's publication; they might also be a good fit for the publications of other industry-related associations you are building relationships with. Provide links to the articles on your Web site as well. This builds the keynote speaker's credibility and offers value-added information for your members.
If your keynote speaker is published, use the professional speaker's book to build excitement for the presentation. You can give attendees the book when they register. For added panache, have a book waiting to greet members in their hotel room along with a welcome letter from your president. "Books can even be personalized
