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If content is king then ROI is its indispensable consort

Thursday, January 14, 2016 - 12:30

In the latest article in the Unique Insight London series, Speakers Corner's Nick Gold focuses on why getting content right is so important to ensure ROI.

There can be no doubt that great content is the cornerstone of any event, it’s that hook that gets your delegates/guests to attend and, as such it has to live up to expectations. Success relies as much on the delivery as on the interpretation of subject matter, and clients need to feel they are getting a suitably engaging personality when they put their money down for someone to speak at their event.

We’re continually faced with the question, ‘Why should I pay for a speaker?’, which would imply that it’s essential for us to demonstrate to a potential client what the return on their investment will be. In the simplest terms, we highlight the speaker’s expertise in their field or how they will provide unique content which will help drive the success of the event; the ‘amount’ this is worth is comparable to the outcome or ROI of the event itself. 

In addition to the content itself, actual delivery by the speaker in terms of style, tempo and energy is an intrinsic element to the whole day, and a skill in its own right which is, bizarrely, often overlooked. Trust me, my own attempts at public speaking remind me why it is better for the audience that I am the one listening and advising clients, rather than the one speaking!

When speakers get involved in a conference or event at the earliest possible opportunity, they can help structure the day, offering increased value and making the client feel they are paying for more than someone simply reading a speech off an autocue. Furthermore, speaker bureaus should foster an understanding of how the client can best achieve their aims. By receiving advice regarding what worked well for previous clients and events, it is better ensured that the speaker augments other content on the day, rather than being a standalone section.

Adding value is also vital, as we actively avoid discounting on our service it’s important to focus the client on how they can extract maximum value from the speakers they pay for. This could be extra activities, such as having lunch with senior managers or running a longer workshop later in the day.

Returning to the trigger for this article, my expressed hope is not just to demonstrate why it is worth paying for a speaker, but also to address the more prudent question of how a client can extract the best possible outcome, ROI and value from a speaker.

How do your measure and ensure ROI? Join the discussion on the Unique Venues of London Events Professionals Forum or tweet @InsideUVL using the hashtag #UniqueInsight2016