Let’s face it: events really are a name game. Headliners are the first thing many attendees look at when deciding whether to click “buy.” Who’s on the lineup? Do they sound interesting and fun? More importantly, are these people really worth abandoning a whole weekend of TV, sweatpants and gelato?
Perhaps no single other programmatic decision at your event carries as much weight as your final headline roster. So, hey, no pressure. Really. All you’ve got to do is find the right people, with the right availability and the right price to command your stage.
You do know where to find them . . . right?
It’s okay if you don’t. That’s what we’re here for. At LSAV POWERHOUSE, we regularly source corporate entertainment, keynote speakers and celebrity books for our clients. If contacting a speaker’s bureau or talent agency is your first step on your search, it’s time to get much more strategic. Here’s how:
Those who don’t learn from history are doomed to repeat it. (Unless of course, it worked well, and you want the same results!) When planning for talent or speakers, start by assessing what worked in past years. Re-read old event evaluations and reviews. Or research events of similar type and style. Which talent or speakers really connected with attendees? How important were big names to ticket sales? What topics are attendees eager to discuss? The key to next year’s success lies in last year’s feedback.
You’re not just hiring talent for any event. You’re hiring talent for your particular people at your particular venue. Not all presenters lend themselves to all groups or locations. Are you hosting leading-edge thinkers in an art museum? Then you will likely want a very different sort of talent than those you might select for an industry gathering in a large trade show hall. The better you know your attendees and venue, the more accurately you can assess your talent options.
The event world may be in constant flux, but one thing never changes: talent acquisition is still one of the largest budget line items. Sure, you may want the glitz and glamor of hosting a New York Times bestselling author or a Grammy-winning musician. But are their fees really realistic for you based on your budget? Sometimes lesser-known talent can deliver a sweet surprise while going easy on your pocketbook. (Bonus: This approach allows you to re-invest those savings in another aspect of the attendee experience.)
The early bird gets the worm. And the early meeting planner is more likely to get the talent s/he wants. The more popular the speaker or performer you wish to book, the earlier you will need to secure a spot on their schedule. At least a year in advance is standard for most professional talent. More, if they’re a star. If you’re crunched for time, of course, don’t despair. It’s always worth checking to see if they can fit you in. But as a general rule, consider booking next year (and even the year after) while simultaneously launching this year’s event.
Talent works on an “A List,” “B List” and “C List” model, with A List being the most desirable. A-List talent such as an actor or New York Times-bestselling author could cost you upwards of $40K for a keynote address that’s been given multiple times before. A B- or C-List professional speaker who’s known only regionally might command $10K- $25K but deliver far more value and a personal touch. The choice is yours. Just remember, if A-List is beyond your budget, don’t assume you have to settle for “less.” There’s likely a hidden gem in your price range.
Just because you know someone’s name doesn’t mean s/he will deliver the performance of the decade. Many meeting planners and marketers hire a famous presenter on name recognition—only to face bad reviews when the in-person experience doesn’t deliver. View clips of sample performances or routines by any talent you’re considering. And make sure you review sample talks from recent events like yours, not just a presenter’s once-in-a-lifetime TED Talk. Name recognition may sell tickets this year, but the on-site experience will determine if attendees return.
Sure, speakers’ bureaus or talent agencies might be your first stop to search out talent. But what if your best options are flying under the radar? Resist the urge to narrow your search too soon or rely on the bureaus. For fresh voices and fresh sounds, break out. Peruse Eventbrite listings, Instagram hashtags and Facebook events to find local, regional or up-and-coming national talent that get high reviews. Regional or even local talent just might be the one who steals the show—and attendees’ hearts.
Feeling overwhelmed at the number of factors involved in talent selection? It’s time to bring in qualified help. When designing your event, a skilled and passionate event planning partner is your best asset—for everything from audiovisual technology to your meeting theme event to talent acquisition. By working with one comprehensive partner, you can ensure your meeting feels truly unified from the biggest act to the smallest door prize.
At LSAV POWERHOUSE, we not only handle complex event technology and digital activations, but we also help our clients identify and book the perfect speaker or talent. We can help you find exactly the personality, content and style you’re looking for, including:
When you partner strategically with us, we start with a 30,000-foot view of what you’re trying to accomplish, then help you tailor every aspect of the event (including your roster) to meet your goals. Check out our portfolio here. Then let’s talk about your vision for your headliners.
Events may be a name game, but we can help you make the winning play.