Your speakers and panelists are arguably the most important part of your conference.
If carefully chosen, they can increase the value of your event and boost registrations. Poorly vetted speakers, however, can damage your event brand and force attendees to think twice about attending again.
To find speakers who draw crowds and retain loyal attendees, start with a documented strategy outlining their ideal characteristics and possible archetypes.
3 characteristics of great conference keynote and session speakers
The speakers you choose are brand ambassadors. They lend their credibility and reputation to your event. But how do you find them?
You might already have a few leads on great speakers. But as you vet potential speaking candidates, keep these important characteristics in mind.
- Relevance: A big name speaker who draws a crowd is nice. But if they don’t align with your conference topics and theme, attendees will be confused or disappointed. What thoughts and ideas do you want attendees to leave your conference with? Find speakers and panelists who’ll meet conference-goer’s needs and expectations.
- Purpose: A speaker’s role is defined by their place in the agenda. Your keynote speaker, for instance, sets the tone and builds anticipation for the day. Someone speaking after lunch, on the other hand, needs to reignite the energy in the room and motivate attendees. As you search for potential candidates, look for people who can entertain or inspire your audience.
- Influence: In addition to excellent speaking skills and dramatic timing, a great speaker has the power to build trust with your existing attendees and persuade new ones to register. Seek people who have a healthy presence on social media and a solid reputation.
3 common conference speaker archetypes
A potential speaker’s relevance, purpose, and influence will manifest in different ways. In fact, many of the people you’ll consider hiring will fall into four common archetypes.
- Subject matter experts: Subject matter experts are great for niche conferences. They know their stuff and often bring fresh insight that differentiates your conference from the competition.
- Influencers: From established authors to YouTube stars and news journalists, these people will have a considerable following, be actively engaged with their fans, and bring their loyal audience to your event.
- Celebrity speakers: Publicly recognized and well-known by people even outside of your industry, celebrities are great for keynotes and can increase your awareness of your event. These are probably the hardest to land for an event, since they cost more than others and are difficult to approach.
- Performers: Sometimes an unexpected guest — such as a music artist, comedian, or poet — can create valuable buzz. Thinking outside of the box (while always relating it back to your theme) can be a great way to wow attendees.
As you document and socialize your speaker strategy, be sure to note your must-haves and what you’re willing to be flexible on. This will help you create your speaker line up.
Balance your conference speaker lineup
Once you identify the ideal speakers for your conference, you can create a speaker lineup that gives you a competitive advantage. Learn how in Strategies for Identifying, Finding, and Securing Conference Speakers.
