Speakers’ Promotion Plays Large Role in Event Promotion
October 4, 2017
A strong roster of expert speakers leading sessions is critical in an event’s appeal to attendees. In addition to events promoting their speaker lineup, speakers promoting the events they participate in can help push attendance growth.
While not all show organizers are utilizing this grassroots effort, many have found it to be a critical tool and likewise, many speakers are eager to contribute to an event’s success.
“Because of the ease of use in posting to social media and even creating videos (after all, how hard is it to stick your face in front of your computer’s webcam, hit ‘record’ and send the finished product to the planner?), event planners should tell speakers to help promote their events rather than simply ask them,” said Greg Schwem, professional speaker with Comedy with a Byte.
However, according to Davis Ridley, marketing and public relations manager at Encore Live, his company tends to refrain from asking speakers to promote their sessions at events.
“We want to respect their time and commitments,” Ridley said. “However, oftentimes speakers will promote their sessions on their own, particularly on social media. This helps generate buzz and word of mouth about the event.”
Speakers’ promotion can be essential in the success of new events, as was the case for the launch of the Midwest Weddings Summit.
“We brought in national speakers…in an attempt to attract more attendees, have worthwhile content and use their networks to promote the event, seeing as that we came out of nowhere,” explained J. Belmont, director of marketing and communications for Midwest Wedding Summit.
Many speakers and show organizers advocate for creating short, personal videos that promote the speaker’s appearances.
“I speak at the SEME convention with more than 50,000 attendees,” said Patti Wood, a professional speaker at Communications Dynamics.
She continued, “I write an article for them on my topics, I send a press kit and I do two videotaped interviews onsite at their YouTube station during and after the event. They give me the copies as well so I can post the videos on my YouTube station.”
According to Schwem, the purpose of his pre-event video is twofold: to get people excited about his appearance and encourage attendees to register for the event.
But whether speakers are using video or other preferred means of communication such as email or social media, helping them craft the message is important to ensure consistency and convey the event’s value. It also makes it easier for speakers to act.
“Create a media kit for speakers that includes social media graphics and copy designed to convert,” suggested Natalie Franke, head of community and co-founder of the Rising Tide Society, which organizes the Rise Summit, an annual event that draws more than 8,000 attendees.
She continued, “If you can remove as much friction as possible, speakers are more likely to share information about your event with their audience. Set yourself up for a retweet by tagging speakers in the image when promoting your event. Image tags stand out when they are reviewing their notifications and are more likely to be re-posted.”
The organizers of the Midwest Wedding Summit also helped its speakers craft messages to their personal audiences.
“All of our speakers had their own followings and encouraging them to use their channels was not hard at all,” Belmont explained. “All we had to do was provide the necessary information and the angle.”
Speakers and show organizers who have used this type of grassroots promotion see it as an essential part of their marketing promotion and believe social media makes it an easy tactic to execute.
“I think it is absolutely required to ask your speakers to help promote your event in some way, especially in a social media context,” Belmont added. “This was one of the critical factors in making our event a success.”
Franke also advised show organizers to ensure that expectations around promotion are clear from the beginning.
“Any requirements for promotion should be outlined in the signed speaker agreement,” said Franke.
Bottom line, speakers can help advance an event’s attendance promotion and most of the time they’re not shy about doing it.
“I often wonder why event planners don't utilize their speaker's promotional services more,” Schwem said. “After all, we are great promoters. It's probably how we got the gig in the first place!”
Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors.
TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders.
Lisa Messina, Chief Sales Officer, LVCVA
With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role?
Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”
These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.
Allegiant Stadium
As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward?
Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees.
What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events?
We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.
Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city.
Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.
What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization?
We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.
What are your favorite ways to recharge?
My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.
Valley of Fire
What advice would you give to women following leadership paths in destination marketing?
I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.
This interview has been edited and condensed.
This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.
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