How to Get More Results from
Trade Show Speaker Sponsorship

Sponsoring a trade show speaker represents just one of many ways you can leverage the benefits of aligning with a nationally recognized presenter to promote your company and products.

A longer-term contract will allow you to strategically plan and partner with the well-known speaker and further your sales results through multi-faceted marketing initiatives.

Examples of an integrated marketing approach would include over the course of a year:

The challenge is to first find the right speaker who has the right message that complements your company culture and furthers your product’s image.

There are a plethora of speakers’ bureaus across the country with expertise to help identify a nationally recognized presenter who meets your requirements.

In addition to working with bureaus, many speakers have their own web sites and can be found with a simple web search or by contacting professional organizations, convention services companies, colleagues, trade associations, etc.

Whether you work directly with the individual or use the services of a credible speakers’ bureau, it is important to begin your selection process by capturing on paper what you are looking for in a speaker.

Think about preferred presentation topics (for serving as a trade show speaker and at other venues), credentials, published articles and books, presentation format and flexibility, speaking style, education, and overall experience with groups of all sizes.

Then, consider the different ways you can use the expertise of your speaker over the course of a year or for the term of the contract. Above all, you need to find a trade show speaker who:

For example, Linda J. Ferguson, Ph.D., an accomplished speaker, and author, specializes in helping organizations and their employees find more purpose and fulfillment in their work and personal lives. Her talks are designed to help people stay motivated and enthused about coming to work each day.

Yet, Dr. Ferguson customizes each keynote, workshop and seminar to the specific needs of her sponsor. She doesn’t use “canned” presentations. Rather, she works in partnership with her sponsor to develop a targeted message based on desired outcomes for each group with whom she speaks. And she is as comfortable meeting one-on-one with clients or employees as she is giving a keynote address to 1,000 conference attendees.

This type of flexibility, personalization and rapport is essential for you to maximize your sales and marketing effectiveness by working with a trade show speaker.

To learn more information about Dr. Ferguson, please click here.

Finally you need to examine your budget and identify what you can afford to pay the speaker.

Often, with a longer term contract, you can negotiate a more cost-effective fee structure that is mutually acceptable.

As with any marketing investment, you need to evaluate your speaker expense relative to projected incremental revenue gain.

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