Maximizing the ROI of Your Conference Participation: Speaker Edition

Picture this: You’ve just been confirmed to speak on behalf of your firm at an upcoming conference that will be ripe with opportunities to showcase your firm’s value and network with clients and prospects.

As a next step, you may be wondering: How can I make sure that my speaking engagement is a success?

In this part two of our “maximizing the ROI of your conference participation” series, we’ve outlined a timeline to help you feel prepared and excited for your big moment. Check out part one for delegates here, and read on to learn how to make your speaking engagement a smash hit.

As soon as your speaking engagement is confirmed

• Logistics:
  • If you’re traveling to the event, book your accommodations as early as possible using any conference rates or blocks. Conference hotels can book up quickly.
  • Notify your marketing team of your speaking engagement.
• Content:
  • Evaluate whether you’ll need to develop slides to accompany your presentation.
  • Consider engaging Prosek for presentation training services.
• Research:
  • Work with your PR team to identify key messaging points you’ll want to cover during the presentation.
  • If you’re speaking on a panel, do your homework to learn about your co-panelists and moderator. And if you’re the moderator, do your homework to learn about the panelists.

~3-4 weeks before

• Meetings:
  • Make sure you have a prep call on the calendar with the moderator and any co-panelists.
  • Ask your PR team about setting up potential media interviews to maximize your on-the-ground efforts.
  • Mine the attendee list for 1:1 networking meetings.
  • Consider accepting invites for exclusive, speaker-only events.
• Promotion:
  • Ask your marketing team about potentially promoting your firm’s attendance from the corporate social channels.
  • Pass along any marketing collateral or social media guidelines that you receive from the conference organizers to your marketing team.
  • Consider posting from your personal LinkedIn notifying your network of your participation at the event.

During the prep call

• Content:
  • Show up to the meeting with a list of topics you’d like to cover. Communicate which discussion themes you’re most passionate about and any topics that are off limits.
  • If you’re speaking on a panel, take notes on your fellow panelists’ style and key messaging points.
  • Confirm any helpful details on the conference room setup, type of microphone provided (lapel or handheld mic) and chair types (armchair vs. director’s chair), etc. These details can help determine how you present ideas (are your hands free or will you be holding a mic?) and what you wear (consider chair type when choosing your outfit).
  • Ask if there will be an opportunity for a Q&A with the audience and whether a recording of the session will be available after the event.
  • Revise your talking points based on what was discussed during the prep call.
• Relationship Building:
  • Build rapport with the moderator and observe their style to ensure a dynamic conversation on stage. And if you’re the moderator, take time to build rapport with your fellow panelist(s)!
• Ground Rules:
  • Confirm with the organizers if the session is taking place under Chatham House Rules (meaning information from the discussion may be shared publicly but cannot be attributed to a specific person), or if you may be quoted in media publications and on social media.

During the conference

• Delivery:
  • Consider bringing notes to ensure you hit your priority messaging points.
  • When you take the stage, bring the energy and stay focused on your messaging.
• Capturing Content:
  • Ask a colleague to take photos during your panel.
  • Take photos throughout the event, both candid photos and posed shots with colleagues and peers.
• Networking:
  • Take contact information of anyone who approaches you.

In the week following

• Digital/Social Media:
  • Follow up with your marketing team for the professional photos and videos from the event.
  • Publish a few photos to your personal LinkedIn, recapping the conversation, expressing gratitude for the opportunity and tagging the moderator and any co-panelists.
  • Consider promoting any earned media coverage from your social media profiles.
  • Share your key takeaways from the session with your marketing team to consider including in an event recap post on social media.
• Relationship Building:
  • Follow up with anyone you met throughout the conference.
• Feedback:
  • Share the video recording of your session with colleagues to solicit feedback.
• Evaluate & Plan for Next Year:
  • Evaluate the ROI of the time and resources spent on this engagement.
  • If you’d like to speak at the event again, it’s never too early to express your interest with the organizers.

While this list is by no means fully comprehensive, we hope it serves as a helpful starting point. We know it can be overwhelming to figure out which questions to ask when you’re juggling the preparation alongside your full-time, day job – that’s why we’re here to help! Prosek’s Conference Concierge team offers customized support for conference strategies and engagements at Marquee events.  Contact Pro-ConferenceConcierge@prosek.com for more information.

Stay tuned for upcoming editions on how to make the most of conference sponsorships!