Big name speakers aren’t enough to inspire

High-profile keynote speakers aren’t enough to inspire meeting attendees, according to studies. Imago Venues examined how much is being done by the meetings industry to inspire future generations and business leaders as part of research in conjunction with Loughborough University and The Right Solution.

The studies revealed that above big names and recognisability, 98% of organisers and delegates value passion and enthusiasm in order to stay captivated by a speaker. Other important factors included how they developed their relationship with the audience through interactivity, as well as being encouraged to think and engage through new ideas and interesting storytelling techniques. With Imago Venues accepting that choosing a speaker can be a daunting task, weighing up different factors such as audience retention and the pulling power of a big name, they are urging organisers to carefully consider if a higher profile figure can follow their reputation.

“The required standards from a speaker are succinct delivery, simple, clear language and an opportunity to connect,” said Emma Boynton, head of sales and marketing at Imago Venues. “Too many times meetings and events have used the services of a renowned speaker but in reality, they didn’t meet the high expectations of the audience.”

Imago Venues has managed Loughborough’s event venues for 14 years, bringing the University’s conference, training and exhibition resources together with their other accommodation and catering facilities in the Midlands. Through their research, they hope to encourage more organisers to think long-term and invest in speakers that can bring repeat business to an event.

“It highlights the importance of researching the speaker so delegates leave feeling invigorated by what they have heard,” continued Boynton. “We are lucky that through our links to Loughborough University we can support event organisers in their quest to motivate the audience and achieve their objectives.”

You can read the full report by clicking here