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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  October 02, 2012

New Study on Keynote Speakers

News Flash:  Keynote speakers are selected the old fashioned way; by word of mouth.  But drill down on this Meetings and Conventions study about how buyers choose their speakers and you’ll see other conventional wisdom bite the dust.  My favorites:

  • Have you hard that folks don’t want to pay for speakers anymore?  If so, think again.  Only 13% of responses report no fee for the keynote.
  • Are the high-end speaking opportunities gone with the economic meltdown?  Kinda, but not really.  Yes, 38% do pay $5,000 or less.  Combine that with the freebie stat above and you’ve got a majority.  And…a significant percentage of respondents (42%) pay between $5,000 and $20,000.
  • Think you have to have that bestselling book or big media to get the fees?  Being known or a celebrity is not the top priority, garnering only 30%.  The biggest factor:  relevance to the audience, coming in at 90%.  And creating relevance is a market strategy and branding issue, not a “just get out there and do it” strategy.

Here’s an idea:  Perhaps we need to pay more attention to what buyers say and less attention to what our colleagues say during industry conventions.  Just sayin’…


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.