Written by: Vickie Sullivan | July 29, 2021
In-Person Events Slowly Return. Here’s What to Expect
In-person events are ready to roll, a recent Northstar Meetings survey finds. And meetings are expected to return to pre-pandemic levels within a year. Don’t break out the champagne yet, though.
For one reason, event speaker selection will not return to what we are accustomed to. There won’t be anything traditional about how event organizers select speakers. Here are two big dynamics to pay attention to:
• Association events will be a buyer’s market. Yes, these meetings are driving the surge. What kind of speakers get the typical paid slot, the keynote, or general session? Another factor: Authors have been busy publishing books and want to increase sales. So, they are willing to waive speaker fees in exchange for the opportunity to sell books. This will lower speaker fees for everyone.
Listen: How to Compete as a Paid Speaker in Free Markets
• Corporate meetings slow to start back up. While 8 in 10 planners will hold in-person events this year, risk-averse corporate events are hanging back at only 25%. Events this year are mostly in the healthcare and pharmaceutical industries. Attendees remain interested in virtual events, so that format isn’t going anywhere. This is another reason why speaking fees will be harder to obtain.
In the good ol’ days, association and corporate markets rose and fell together. Not this time. Until more of corporate America joins the in-person event party, opportunities to earn speaking fees will be limited. Proceed accordingly.
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