As we’re about to go into heavy event season and I’m seeing a lot of the agendas already rolling out, I’m struck (again) by a trend I think is hurting the events industry.
Unfortunately, this faux pas trend was committed all the time since covid, and let me say, it isn’t helping anyone—organizers or the attendees. Yet I see it time and time again at most conferences actually. It just so happens to save the organizers money, but it doesn’t deliver on the promised value for the attendees.
The issue? Only letting sponsors speak instead of hiring professional, top-industry experts as speakers.
“Each keynote speaker at the last event I attended was a sponsor, making each 90-minute session completely an advertisement rather than a value-add for the audience. In simpler terms, the audience wasn’t impressed. ”
I’m not saying that sponsors aren’t great speakers. Many are, and some really aren’t. Or they can’t find it in themselves not to “pitch” their product or service
Here’s the issue with that.
Each keynote speaker at the last event I attended was a sponsor, making each 90-minute session completely an advertisement rather than a value-add for the audience. In simpler terms, the audience wasn’t impressed. They came to the conference excited to learn from the industry’s best only to be “sold” to during some of the most important talks of the conference. Next time the attendees are considering joining this event, their answer will most likely be “no thanks”.
Not only that, but if the speakers are sponsors that means their “day job” is probably running marketing or sales and isn’t focused on staying on top of trends or reading the most recent research. They’re not honing their talk for the audience, they’re probably just regurgitating the same old keynote they’ve done time and time again.
The major takeaway?
Paying for speakers is not a waste. It elevates the conference and ensures the audience gets the value in which they paid big wads of cash to get. In other terms, paying for speakers delivers on the value of the conference.
Do you agree or disagree? I would love to hear your take.
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