Maximizing Event Success: The PERFECT SPEAKER LINEUP

Have you ever attended a conference where tickets were sold to both attendees and speakers? How did that feel?

?Have you participated in a conference where you felt the full value for your ticket?

?And as an event organizer, have you grappled with the dilemma of whom to invite: a strong speaker or someone who will pay you instead?

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The SPEAKER STRUCTURE must be thought out, as each speaker plays a functional role:

1.???? LEAD-GENERATING SPEAKER. 1, 2, or 3 speakers the conference is anchored on. Their names on the poster/landing page guarantee a stream of people wanting to listen/attend/take a photo. It doesn't matter if it's a famous guru, actor, athlete, or controversially famous sensation like Arnold Schwarzenegger, Mike Tyson, 50 Cent, Radislav Gandapas , Professor Allan Pease , John Tschohl , Yevgeny Chernyak , Elon Mask, or Lionel Messi...

If there is no such speaker, the conference will not be large-scale.

?Such a speaker primarily drives ticket revenue, but it's best if they are funded through sponsorship – there might be a sponsor-fan willing to shake hands on stage or present flowers for half of the star's fee.

?If there are multiple such speakers, the conference can be more massive, tickets can be pricier. But the cost associated with these speakers is very high, and the event can become unprofitable if fundraising isn't maximally efficient.

?Also, these speakers are valuable for the number of social media posts by attendees, which helps with repeat ticket sales to NEW participants.

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2.???? ADDITIONAL PROFIT GENERATOR. Today, organizers like to rent out the stage for 20-30-50-100K dollars to those who want to speak and take photos against the backdrop of large halls, or want to sell something to this crowd of attendees.

If there are no such speakers – it's okay; they can be replaced with sponsors. But organizers often don't want to refuse an extra ten-hundredss of thousands of dollars. Sometimes the amount from these "commercial speakers" exceeds all other revenue streams for the conference or turns it from a loss into a profit. BUT WOE TO THAT GREEDY ORGANIZER who invites more than 1-2 of such speakers. A discerning audience will tolerate one, but they'll try not to attend events with more than two such "happiness salesmen from the stage". I know organizers who fill the entire program only with paying participants, then look pale, failing to provide the promised large and full hall. And subsequent events for such greedy organizers become increasingly difficult and costly...

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3.???? WOW-SPEAKERS. Speakers with very emotional, vivid, motivating performances and shows. If there are none in the program, it won't impact ticket sales much. But repeat sales depend on such speakers. Such speaches and performances are widely posted on social media, no less than photos with "lead-generating" ones.

If there are no such speakers, organizing subsequent events becomes harder and more expensive.

If there are many, the participants might get tired. But they'll happily come again – emotions are in high demand these days.

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4.???? VALUE CONTENT SPEAKERS. This is about valuable content that will be remembered and shared with colleagues. Ideally, it should be ready-to-implement tools. If implemented and found useful, participants will surely attend the organizer's next events. They will also actively recommend them.

If there is no such speaker – organizers will have very few repeat visits. And few coming through recommendations. The cost and complexity of promotion will increase.

?If there are many, the conference might become heavy to digest. It's best if speakers combine categories 3 and 4, "two in one", then organizers get the maximum effect. But there aren't many such professional speakers... And they usually cost several times more than just third or just fourth category ones...

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5.???? DARK HORSE or LOST HEDGEHOG. These are speakers whose impact is unpredictable, or you, as an organizer, don't know the speaker's level, or the speakers that "didn't resonate". There should be as few of these speakers as possible. However, for budget-saving purposes, they can be invited. They can also be used to test out a new speaker, hoping they might emerge as a rising star in categories 3 or 4. After all, such speakers make decent fillers in the program. After STARS, WOW, and CONTENT sessions, attendees need a break – it's a time for networking or even just stepping out of the hall to make a call or grab a coffee.

If there are too many of them, it devalues the conference. Just like with a "SOLD STAGE", during such presentations, organizers run the risk of losing attendees who might not stay for the WOW or CONTENT sessions and end up dissatisfied with the event.

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So, how's your speaker lineup for your upcoming conference? Is the speaker function well-thought-out? Please share your thoughts :)