Planning an Extraordinary Event
Promote Your Event and speaker the right way
You've Found the Right Speaker, Now Fill the Room!
Chances are, the reason most of our members renew their dues each year is because they can't afford not to. Associations provide the networking and educational tools people need to be successful, and much of this dynamic takes place at the meetings.
The importance of finding the right speaker to facilitate the learning process can't be overestimated, but promoting your speaker once you've found them is just as critical.
Inciting titles and subjects
Get off to a strong start by assuring the session has a catchy title and benefit to those who attend the session
The subtitle should contain phrases such as "how to," "10 tips," "master five steps," etc.
Work Your Web Site and Create a Buzz with E-Mail
Post a detailed description of the session and the speaker on your site. Photos of the speaker in action are a good addition. You can also ask your 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 speaker's Web site.
When your event is over, purchase books or audio from the speaker to reinforce the program's key points and educate members who were unable to attend from the associations library.
If your association has an online book or tape store, offer your speaker's materials prior to the presentation (see about discounts for advance sales or day of). E-mail and constant contact solutions are another easy and inexpensive way to promote your event and your speaker. Use it to remind your members to register. Send them links to information and online registration forms.
Word of Mouth
One of the best ways to promote your speaker is to get other members talking about them.
If your speaker is going to be presenting somewhere else between the time when you hire them and when they will be presenting for your group try and invite members of your board of directors or event committee to see the presentation.
Chances are your presenter has written many articles or has a press kit from other events on the subject at hand. Ask us for it and reproduce it to the membership to help build the buzz. This builds the speaker's credibility and offers value-added information for your members before the event. If your speaker is published, use the speaker's book to build excitement before the presentation.
Gather everything you need to promote your speaker to the media. The speaker should also provide you with a short biography and a brief write-up on the program including key points, what the attendees will learn and why the he or she is qualified to speak on the topic. Prior to the event, send a short news release to the calendar editors at local daily newspapers and industry-related publications. Invite key editors to attend the event and make sure they get a copy of the program and other promotional materials. Contact local print and broadcast media to arrange interviews for your speaker and your key association leaders. Make follow-up calls to make sure the journalists have the information you sent them. You want to get exposure for your association as well as the event, so give your speaker some short key messages to prepare them to discuss your group. On the day of the event, messenger packages to key media. Write a media alert telling them who, what, when, where and, most importantly, why their audience needs to know about your event and your speaker. Add some goodies such as the speaker's book, a video, a program and your association's press kit and stuff it all in an attractive portfolio, preferably one with your association's logo. Finally, be prepared for the media when they arrive on site. Have one of your staff or a trusted volunteer free to squire them around. Have a good place in mind to conduct the interviews and take photos--try to get your association's name or logo in the background.
