SPEAKER SERVICES http://speakerservices.com Newsletter, March 2001 #29 Get Listed in the Directory: http://speakerservices.com/adv_pkt.html Content: 1. New & Renewing Speakers 2. Promotions/Advertising 3. From the Publisher 4. State of the Industry Report, Vickie Sullivan 5. Sponsorship Speaking, Vickie Sullivan __________________________ New & Renewing Speakers for Free & FEE http://speakerservices.com Jackie Black: Stalking victim offers other crime victims, friends and loved ones new information and powerful resources to fight back Clean Comedians: Clean Comedians" give your group the gift of laughter! Victoria Loveland-Coen: Author-mother inspires parents to help children-and themselves--reach their full potential Robert Forster: Academy Award Nominee Robert Forster will speak to your group for free or to benefit your charities Mike Lattimore: Technologist reveals fight-back strategies for stopping computer hackers, crackers and criminals Tarnie Fulloon-Pancino: Movement specialist offers five easy moves for mind-body fitness. Christopher Rugh: Expert in toll-free marketing shows how to ring up business success Robert Stewart: Homeopath reveals secrets of perfect health through alternative and holistic medicine ____________________ A NOTE FROM SUSAN LEVIN, PUBLISHER We've just completed a Video Demo Showcase in Los Angeles with twenty speakers. Are you a speaker who needs a demo so you can booked by meeting planners? You can be part of our next showcase on June 10. The total fee is $850 which includes a coaching session with our speech coach Heidi Parr, 7-8 minute fully edited piece, 3 camera shoot and live audience. I encourage you to sign up early as we sold out for the February shoot in early December. I'm taking a break from the teleclasses however, we do have 13 teleclass audio tapes available for purchase now. Check it out at http://speakerservices.com/products/index.html. We've added a new section for Promotion/Advertising in the newsletter. These ads are great resources for services that you might just be looking for. If you have something that you'd like to let our readership know about then take a look at the rates below. In this issue I bring you Vickie Sullivans' overview of the State of the Industry Report which I'm sure you'll find enlightening. As well as an informative article on Sponsorship by Vickie. Best wishes, Susan Levin Speaker Services _______________________________________ PROMOTIONS/ADVERTISING My NSA customer John Alston, CSP, gets REQUESTS from bureaus and clients for MORE copies of his newsletters. My NSA customer Kevin Davis got a MAJOR BOOKING from his newsletter. Need help with your newsletter? Turnkey services -- writing, editing, design, printing, mailing. Great sample packet. Jeff Rubin 877/588-1212; jeff@put-it-in-writing.com http://www.put-it-in-writing.com ___________________ Speakers - it's more than just your words! Your body language can help or hinder the delivery of your message. Learn about your body language and that of your audience with consultations from Lee Kuntz, Director, Westside Body Harmony(r), at 310-839-4378 or Lskassociates@compuserve.com. Also healing and stress reduction sessions - www.bodyharmony.org. ___________________ You talk. I'll type. Specializing in Transcription for Speakers. Contact Adele (Ask for NSA references.) "Adele is fast, efficient, reliable and affordable. Who could ask for more!" Dan Janal, author of "Dan Janal's Guide to Marketing on the Internet." Toll-free: 877-Type-4-You (877/897-3496).http://www.type4you.com ___________________ Got an idea for a book or magazine article? You can get published when you know the secrets and shortcuts professional writers use. Learn how to pitch your idea the right way to agents and editors so you look like a pro. Create a step-by-step game-plan that will make you a published writer. Taped message: 310-285-3009. ___________________ Need new clients? Want to increase your business? Get support on utilizing speaking as a marketing tool for your business, presentation skills, sales training, speech development and communication skills. Heidi Parr, internationally recognized seminar leader and executive coach offers individual and customized packages in person in Los Angeles or telephone consulting. Call 310-915-0094 or e-mail heidiparr@aol.com for more information. ___________________ Graphic Designer with 20 years experience and great references. Website design, Flyers, Catalogs, Brochures, Newsletters, Stationery, CD, Audio, J-Card Packaging, Book Cover and Text Design, Corporate Identification and Logos. Free 30-minute consultation: Dotti Albertine, 310-450-0018, http://www.dotdesign.net, dotdesign@earthlink.net ___________________ Inspire others to excellence! AvidLearn is seeking experts to present live, online seminars. Enjoy tremendous exposure and unparalleled convenience. To find out more, register for our free "How To" course at www.avidlearn.com. For further information, contact an Account Executive at (888) 493-2100 or experts@avidlearn.com. ___________________________ STATE OF THE INDUSTRY REPORT 2000 By Vickie Sullivan Successful Meetings1 State of the Industry Report (http://www.successmtgs.com) is interesting in what it didn1t report on. Even though 58% of the respondents say that educational programming is part of their responsibility, NOTHING was in this study about how content or speakers are selected or their views about speaker fees, hot topics etc. The survey questions were all geared towards logistics Swonder why? More interesting stats from the above study: * Responsibility for educational programming has increased for 50% of the respondents in the past year. * Top ways to measure ROI include written surveys, track lead-to-close ratios and pre/post meeting testing. (OK, who said those smile sheets don1t count?) * Successful Meetings has calculated that corporations held 1,684,061 meetings in 2000. Hold that perk! Employees need salaries, skills training and a "sense of spirit and pride" to stay loyal to their organizations, according to the fourth annual United States @ Work 2000 study, conducted by Aon Consulting1s Loyalty Institute. Great news for experts of the feel-good topicsSCheck out http://www.aon.com for more direct information. Attention strategic planning speakers: ever thought about non-profits? According to one industry consultant, 90% of non-profit boards focus on micromanaging vs key strategic issues. Given that boards consist of industry movers and shakers, working with non-profits can be leveraged into more corporate work. And the reverse is true too, as corporate advocates who sit on boards can offer an introduction. Good news/Bad news on this slowing economy: it1s great that we1re going back to basics, with marketing and management taking center stage. Organizations will need that more than ever, and they know it. The challenge will be getting paidSbudgets are being cut and speaker fees aren1t immune. My prediction: some groups won1t go for the big celebrity and will settle on the nationally known but not immediately recognizable. Vickie prediction #1: I also see sponsorship continuing but not immune to budget cuts. Look for that market to tighten up a little but not enough to shut down the trend. The criteria for speaker selection here will still be visibility and presence (see prediction #2). The change will be less openness to new projects. Vickie prediction #2: As everyone and their brother is getting media coverage, that bar will also be raised to the point that only major mainstream media will "count." The next big thing: presence and presentation skills - those who are entertaining as well as recognizable will get the dates. Isn1t it amazing how we come full circle? Since 1987, Vickie K. Sullivan, President of Sullivan Speaker Services, has generated six-figure revenue streams for hundreds of experts and industry leaders who use public speaking as a marketing tool. Sign up for her free newsletter at http://www.SullivanSpeaker.com. ____________________________ SPONSORSHIP SPEAKING Vickie Sullivan Speakers have been sponsored for years. What are different now are the mindset and the process, which has opened up more opportunities for speakers, especially for the keynote. These changes also bring new challenges. What's Different Two things have changed the sponsorship game: First, the nature of the relationship. Sponsors no longer just write the checks, but also call the shots by choosing the speakers themselves. Result: Speakers can easily leverage their goodwill with corporate clients to penetrate the association market. Second, sponsorship is spreading and is seen as effective as media buys. Education as a marketing tool is white hot, especially in ad-resistant markets such as pre-teens. Because of changes in association audiences, private conferences are everywhere, so the marketing environment can be controlled. Result: You have more opportunities than the association market to be sponsored in. Key Factors Sponsors are not looking for speakers -- they are looking for a vehicle that will position them with the audience. (For example, a "cutting edge" company wants a "cutting edge" speaker.) That's why visibility, positioning and draw are three major influences in their decision. Sponsors want speakers whose stature in the media and industry make them look good. Speakers with broad appeal topics won't be considered unless they are an author, columnist or top exec with a visible company. Mainstream media exposure for the national market is a given. For specialists, visibility within an industry or community is the deciding factor. Remember, as a sponsored speaker you are more than just a presenter -- you are a representative. Anything you say while tired or stressed can be used against you. (One "confidential" conversation destroyed a sponsorship relationship within days.) Getting In The issue here is leverage with exposure. Leverage comes from two sources: your relationships with an association or with the sponsoring organization. Sponsors also need to experience the "buzz" you create, which makes showcasing a great tool. To introduce your work to potential sponsors, be sure to invite folks from the trade show floor to every association program you give. Decisions come from Marketing, Sales or Executive. Tie your programs to current marketing activities, so that the budget isn't an issue. Sample opening questions: "Can my media exposure help you get more visibility in your target markets?" Or "Can my message help you cement your relationships with your customers?" Speakers no longer have to train or consult in order to forge long-term relationships with corporate America. By leveraging current client relationships and visibility, speakers can continue their keynoting without reinventing the marketing wheel. Education as a marketing tool, part 1: IBM has launched the University of Pervasive Computing. It is designed to help small- and mid-size companies train employees in e-business issues. This is an evolution from 3M's efforts to create for-profit centers from their training programs. Expect others to follow suit, turning their training expenses into for-profit centers and building relationships with future customers to boot. Education as a marketing tool, part 2: http://www.powered.com/ is using on-line training as a sales tool by developing on-line courses (complete with "opportunities to buy") that customers get for free. Client companies pay for development and percentage of sales. Founders are calling this "educommerce" and big players, such as Motorola, are starting to roll in. What has happened to speaking is now about to happen to online training .. Future opportunities? According to the World Future Society, consulting in image, shyness, relocation and retirement are future hot careers. Sounds like broad appeal topics will be a future trend too. Topic of the year: Intel's workshop on how to tell a supervisor to stop calling staff at home at night. Sponsorship Case Study Tom Antion has turned his Internet marketing ideas into a never-ending ATM machine. Below is the skinny on his sponsorship deal with CBS. How did you find them (or they find you)? They found me because of my media marketing strategy. I want my name popping up everywhere on radio, TV, in print, on the web etc. It gives me the maximum chance someone with the ability to hire me will hear about me from a third party source. What do you think drew them to you? 1. Credibility. I'm not up there giving a book report. I actually do what I'm talking about. 2. Ability to speak. I was up against many authors who would have been iffy at best in front of live audiences. What are you doing for them? Their PR firm sets up live seminars for small business people. I developed a 1.25 hour talk and did the same one over and over again. It was the easiest speaking I ever did. Any tips on negotiating fees? If it's a big firm with name recognition and clout, watch out for lowballing. I can't blame CBS switchboard.com, but the PR firm that handled the negotiations offered me 1/3 of what I was asking. I actually laughed at them and sent them a note that said, "I didn't know it was April Fool's Day." Then I avoided them for awhile. They came back and gave me what I wanted. After I got to know them a little better, we were teasing around and they admitted "They just wanted to see if I would take it (the lowball fee)." I have had this happen to me many times in the past. It is quite possible if I had accepted the lowball offer that 1. they would have withdrawn the offer thinking something must be wrong if I accepted such a low offer or 2. they would have gone forward and I would have lost 2/3 of the money. Any other advice would you give? Don't allow your compensation to be tied to the results of a PR program unless it's in the form of a bonus. Some of the events I did had low attendance and I would have lost money because of no fault of my own had I tied my compensation to the attendance they were able to generate. Any Questions I've to a prospect that wants to sponsor me. How much should I charge them? Fees are all over the place, so it's tempting to just guess. Everyone has their own opinions; actually it's more art than science. If it's a single engagement, your normal price prevails but do some value added (like spend time in their booth signing books, or attend a reception). Here's my structure for multiple date arrangements. First determine a walk away price (WAP) per engagement. This figure determines when the project turns unprofitable. Then figure in the number of speaking engagements, possible product/service presales and relationship issues; this new figure is your low end and should be at least 100% over WAP. Then create three options; Option #1 is low end; Option #2 is low end times two; Option 3 is the over-the-top Cadillac, low end times four. Expect to negotiate; keep in mind your WAP. _______________________________ PROMOTIONS/ADVERTISING RATES: Get your message out to speakers 2,500 plus and meeting planners in this fast growing newsletter. $50 a month, 25-50 words of text and a link to your website, or 6 months for $275 paid in advance. Terms: Deadline is one week before the end of each month Payment must be received in advance To get started: 1- Email your advertising copy to susan@speakerservices.com 2- Provide payment by credit card-specify length of time ************************ Previous issues are available at http://www.speakerservices.com/nl/index.html To contribute information to this newsletter send via e-mail to: susan@speakerservices.com. Letters and comments are happily accepted. To remove yourself from this newsletter send an e-mail message to susan@speakerservices.com with remove in subject. ************************ Meeting planners looking for speakers for free and fee or entertainers for your programs check out Speaker Services: http://speakerservices.com. Get Listed in the Directory: http://speakerservices.com/adv_pkt.html Presentation skills and marketing workshops offered in the Los Angeles area. http://speakerservices.com/services/la.html Speaker Audio Tapes/Books http://speakerservices.com/products/index.html ************************ Speaker Services Susan Levin 4023 Meier Street LA, CA 90066 310-822-4922 FAX: 310-822-9025 Toll free- 877-773-2800 e-mail: susan@speakerservices.com website: http://speakerservices.com