Whether it’s about getting a serious corporate message across or having delegates rolling in the aisles at the annual company dinner, booking a professional speaker can add much-needed kudos to any event. Colette Doyle finds out more.
“There are many different reasons for hiring a speaker – for a keynote it’s motivational, but speakers can also be used to get a business message across and to boost company morale,” explains Matthew Fisher, Director of the Performing Artistes agency. Entertainment, he notes, is key as “it can be used to lighten the mood in today’s difficult economic climate”.
High-profile comedians and TV newsreaders are always in demand and a good agency will offer the client some carefully weighed advice, which is essential because “not every personality does what you’d expect them to do”, cautions Fisher. For instance, a comedian’s material might need to be toned down for a particular audience if it’s too ‘blue’.
Asked to name comedians who generally go down well at most events (if money is no object, that is) and Fisher comes up with Jo Brand, Ed Byrne and Dara O’Briain. Even if your procurementdepartment is breathing down your neck, Fisher says you can still find an engaging speaker to make your event memorable for all the right reasons if you’re willing to consider someone less well known.
Motivational speakers, for instance, are usually those who have triumphed over adversity in some way, and while we’re all familiar with the story of Falklands veteran Simon Weston, other personalities, such as Chris Moon, who lost a leg in a landmine blast, can also make a big impact.Then there’s Jim Lawless, who transformed himself from a non-riding, unfit consultant to a jockey in just 12 months in response to an audience challenge. He now earns a living as an inspirational speaker with his talk on “Taming Tigers”, which focuses on how company employees can reach their goals.
Similarly, if you’re looking for a witty raconteur for an after-dinner speech, you might consider former air traffic controller David Gunson; he may not be a household name, but he is very much indemand and can definitely “put bums on seats”, according to Fisher.
In fact, even with a fairly modest budget of around £1,000/£1,500 you can find a speaker to enliven your corporate conference; sourcing someone local will keep travel costs down and you do need to be open-minded, urges Fisher. Although he acknowledges that if you want to attract the really big, top-of-the-bill names such as Lord Coe or Bob Geldof, then you seriously need to up the ante.
How to book a speaker
Ask yourself what you want your event to achieve
Is it a keynote business speech, an after-dinner talk or someone to chair a conference? What key messages are there? Know your audience: age, background, gender split. Do you need someone recognisable to boost attendance, or a safe pair of hands who you can trust to get the job done?
Think about your budget
Speakers’ fees vary a good deal, so it’s useful to have an idea of your budget. Even if you only have a vague idea, ask yourself if you’re looking to spend a couple of thousand or tens of thousands.
Find the right speaker for you
A speaker bureau is a helpful one-stop shop with contacts across a range of speakers and celebrities. Do shop around, but don’t ask different bureaux about the same speaker. They’ll be contacted by umpteen different agencies, which may drive up the price.
Don’t be afraid to ask
An agency works for you, not the speaker. Bureaux should provide speaker testimonials and videos and help you negotiate a good rate. They may have booked that speaker many times before, so you’ll benefit from their buying power.
Insist on a proper contract and brief
When you confirm your speaker, get a contract (the bureau will provide this) and study any get-out clauses, as well as the type of the support offered. Insist on a briefing call with the speaker before your event, so they’re comfortable with what’s expected of them, and you can iron out any potential issues.
Courtesy of Performing Artistes; for more information about the speakers they handle, visit performingartistes.co.uk.
