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What's in a Name?: Choosing a Speaker for Your Event

By Carolyn Parks, president, Outstanding Women Speakers Inc.

You've got a big meeting coming up, and you've been appointed the enjoyable yet stressful task of finding a speaker that will kick some serious posterior region of the anatomy.

So, you immediately begin to seek out a high-profile speaker – someone who is a household name and whose name is sure to create a stir and potentially triple, quadruple or even septuple (yes, that's a word!) your speaking budget.

Are we suggesting that you drop the idea of name dropping? Absolutely not. What I am suggesting is that you first examine your event goals and then decide what you need in a speaker. You might be surprised to learn that a lesser-known person can achieve your objectives. Here's how to decide.

When is a "big" or recognized name important? If your event has floundered in recent years or otherwise demands vigorous resuscitation, a known speaker will be one reliable way to reach this goal. The investment will be worth the return of revenue, reputation and goodwill. If your event is one where ticket sales are a central determinant of the function's success, then a known name could very well be a must. But remember to do your math: Will the extra ticket sales exceed the speaker's fee?

When is a less familiar name acceptable as a core speaker for your event? The key is in understanding your audience. Are they attending your event for some real takeaway or content? If so, your attendees will be very interested in what your chosen speaker brings to the table. Maybe the speaker's name isn't as top-of-mind, but there are some incredibly talented presenters out there with jaw-dropping credentials. You would then focus on promoting the stuff that comes after the name. Your speaker may be a leading-edge thinker in her field (and a big name within her industry), which will be attractive to your audience. If she has specific experience and career experience in the particular topic your conference is addressing, she might be more effective (and a bigger draw) than someone with a recognizable name but little to no experience to make her credible on your topic.

Bottom line: Before you opt for that $20,000 speaker, consider why you need the well-known name. Look at the speakers' deliverables and you will find stars everywhere.

Carolyn Parks is president of Outstanding Women Speakers Inc. outstandingwomenspeak.com