Associations spend months, sometimes years, finding the right speakers for their big annual events. Many manage to land well-known names that have the perfect tie-in to the association. So how do they do it?
1) Start Planning Early
The International Literacy Association pursued Shaquille O’Neal two years before actually getting him to speak at its annual conference last month, says ILA associate executive director Stephen Sye (above). The famed basketball player wanted to time his appearance to the release of his children’s books series, which made sense for a literacy-focused event. The National Beer Wholesalers Association also starts brainstorming speakers for its annual convention nearly a year out but has been able to book speakers just a few months in advance by working with a speakers bureau.
2) Make a Wish List
Find a balance between someone's fame and their tie to the association’s mission, says Stephen. Shaq’s recent books and involvement with education worked for ILA. Members can also weigh in on speakers. NBWA works with its beer distributor committee members, who tend to lean toward political experts, says membership and meetings VP Patti Rouzie (above). This year, former CNN chief political correspondent Candy Crowley will be among NBWA’s speakers. The committee also looks at people with interesting and entertaining stories to share and who fit into the convention theme. This year, NBWA also booked "Miracle on the Hudson" pilot Capt. Sully Sullenberger, to speak on handling disruptions in business and life.
3) Lean on Board and Staff for Intros
Stephen says if someone in the association or on the board personally knows the speaker, it helps get the organization past the gatekeepers. In the case of getting Shaq (above), the association had a relationship with his publisher.
4) Sell the Heck Out of Your Organization and Event
The pitch needs to sell the association as being large and influential and its event as being well-attended. It should also highlight why the speaker's attendance or platform matters to the association's mission, and how his participation might benefit the speaker's personal goals. It also helps if the event is in a desirable spot like Las Vegas, adds Patti.
5) Set up a Meet and Greet For Attendees
A famous speaker doesn’t always guarantee more attendees, but getting to meet that famous person will create lasting memories for them. ILA helped some attendees meet Shaq by placing 100 random wrist bands under their chairs. They came on stage, met Shaq and received one of his signed, pre-released books. Stephen says the association didn’t want to be perceived as only giving privileges to a select few, so the random selection worked well.
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