APSS Speakers Academy - Speaker Marketing
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APSS Speakers Academy - Speaker Marketing APSS Speakers Academy - Speaker Marketing Presentation Transcript

  • Speaker Marketing =Personal Branding
  • What is Personal Branding Personal branding is the Process of how we Market Ourselves to others.
  • It’s not about Achieving Excellence.It’s about Communicating Excellence
  • Personal Branding Road Map Who are you? What do you do? Why are you so unique?
  • Personal Branding Journey Person (Profile) Prize Portal (award) (networking) People’ Personal Partners (Charity) Branding Publicity Public (Media) Speaking Publication (Book)
  • Reward• I seldom have to sell.• My credibility is almost never questioned.• People look forward to working with me or my company• Others do the marketing for me. (word of mouth)
  • Fundamentals• Commit to doing it consistently.• Focus on what makes you special.• Demonstrate Thought Leadership (think of yourself as a publisher for your customers/people you want to emulate).• Get on platforms which makes it viral.
  • How can Social Media help my Personal Branding?
  • #1 - Create your Profiles indifferent Social Media platforms
  • www.andrewchow.sg
  • What do I blog about?
  • Over 95 presentationsOver 1900 downloadOver 95000 views
  • Over 85000 views
  • Desktop Mobile
  • Web 2.0 More accessible More user friendly More viral More relevant
  • #2 – Network any time, any where!
  • Mastering Business Networking Skills Do it the P.M.E.T Way! P - Prepare before Your VentureM - Mind Your Manners in Networking E – Experience Sowing and ReapingT – Take the Social Networking Plunge
  • #3 – Work with the right partners
  • Role of B2B training partners• Hire you for a flat fee• Market your flagship program• Explore other business opportunities like coaching and consultancy
  • Some of the prominent B2B training partners• Singapore Institute of Management• Management Development Institute of Singapore• Singapore National Employers Federation• Singapore Chinese Chambers Institute of Business• Institute of Adult Leaning• Singapore Training and Development Association• Marketing Institute of Singapore• Productivity Service Board• Speakers’ Bureau• Association Website – www.asiaspeakers.org
  • #4 – Speak ….. for free!
  • “He who never speaks for free will NEVER make enough money.” - CSP Fredrik Haran
  • Select talk based on• Profile of audience – Business Owners – Entrepreneurs – Students – Professionals – PMETs – Public – Others: ________________________________
  • Select talk based on• Size of the audience – Min 20 – > 50 – > 100 – > 500 – > 1000
  • Others considerations• Which other speakers have spoken before you?• Networking and follow up opportunities• Focus on local engagements for the first year
  • #5 – Write a E-book!
  • Http://ideasandrew.podomatic.com600 min of podcast • Radio Interviews • Webcast Interview45 episodes1000 downloads
  • 10 things to note when you write an e-book• Do plenty of research and quote the sources.• Create interesting title for every chapter with a byline to follow up.• Provide a Personal Reflection section with questions to ponder.• Summarise the key learning points of your chapter into bullets at the end of a chapter.• Explain how to read your book in your preface.• Connect readers through your social media contacts.• Enable readers to get further learning tools and templates from your book’s microsite.• Organise all technical details to a Resource Section.• Build credibility by providing a Further Reading List or Glossary.• Add value by providing skills, knowledge or instill attitude change, not the number of words written.
  • #6 – Make friends with the Media!
  • Magazines
  • Newspaper
  • Radio
  • Local and Foreign TV Channels
  • News Wire Agencies
  • Making a Connection with the Media (Singapore & Malaysia)
  • Do your research on media/press related to your field
  • Write your press release the way you want it to be Read
  • Start Communicating with them even before you have a story
  • Organise a joint-event with the media
  • How to Propose a series of Talk Shows/Interviews
  • Start with a general overview
  • Prepare all the Questions for your Host
  • Prepare 2 versions of answers: Short & Long
  • Leverage on current hot topics (link to your forte)
  • Which programs on Singapore Radio are suitable for you?
  • Expert Views
  • Daily Motivational
  • Group Interactive
  • Conversational
  • Business Nuggets
  • Malaysia(BFM 89.9, the Business Radio)• Open For Business – (10am weekdays) publicises interesting start-ups• Raise Your Game – (11am weekdays) offers personal development opportunities,• Techtalk – (weekday noons) helps to demystify technology and harness it for business owners• The Resource Centre – (1pm weekdays)
  • Becoming a Regular GuestHow to get invited back on radio over and over again
  • Mention other topics of interest in the conversation
  • Remember the host’sProfessional Interest • Recommended other great guests to their shows
  • Remember the host’s Professional Interest Michael PodolinskyRefer other speakers to radio host
  • Make your pitch only at the very end
  • After the interview, fulfill all promises made on air quickly
  • Build Rapport with Host on air Enjoy the Conversation• Arrive early to have a casual chat with the host• Alert the host for any potential question you wish to avoid during the show• Never ask the host for an endorsement• Continue chatting even when you are off air, taking a break• Be Personable (mention the host name often)• Prepare give-away to listeners
  • How to leverage on media features for marketing?
  • Share on Social Media• Slideshare : Powerpoint• Podcast : Radio• Youtube : TV• Blog : transcript of interview
  • Spin it on other Mass Media• Send info to other media for new pitches• Follow the format and record your own version
  • #7 – Serve those in Need (Charity)!
  • Sponsorship or Volunteerism
  • #7 – Serve Others (Charity)
  • • Mendaki Sense• Lutheran Community Care Services• Teen Challenge• Asia Women Welfare Association• Young Women Christian• Association Restroom Association of Singapore• SOS• Singapore Planned Parenthood• Renci Hospital• Student Care Services• Parkway Healthcare• Centre for Senior National• Volunteer Philantrophic Centre (NVPC)• B Well Methodist Group of Churches• National Kidney Foundation (NKF)• Percept Ministry• Singapore Association for Mental Health• Singapore After Care Association• St Andrew Community Hospital• Touch Young Arrows• WINGS• METTA• Buddha Tiger Relic Tooth• ISCOS
  • Key Questions• Sponsorship: ___________________________________• Volunteerism: __________________________________• Which organisation? _____________________________• What is their mission? ____________________________• Duration: ______________________________________• Frequency: ____________________________________
  • #8 – Claim Your Prize (award)!
  • Getting Recognition
  • Personal Branding Journey Person (Profile) Prize Portal (award) (networking) People’ Personal Partners (Charity) Branding Publicity Public (Media) Speaking Publication (Book)
  • Search “you” on Google now, Compare it with 6 months down the road.
  • Develop a Consistent Brand Identity
  • Online
  • Facebook Cover Photo 1
  • Facebook Cover Photo 2
  • Twitter Cover Photo
  • Print
  • Personal Logo
  • Postcard
  • DVD Cover
  • Name card (front)
  • Name card (back)
  • Roll Up Banner
  • Speaker One-sheet
  • How to design your One-Sheet• Your Headshot• Your tagline• Your value preposition• Your Top 3 client’s endorsement : One line / Highlight key words / Name/Designation• Your Contact Details : Name / Email / Work mobile• Your Main program : Title / 3 main points of outline / Learning Objectives• Your Client List : Regional / Local• Media Appearance – • TV – • Radio – • Press – • Online – • Magazine – • Others• Brand Ambassadorship
  • Co Branding with otherspeakers/organisations
  • You do not have to speak all the time,Singing is great too
  • Aim for the biggest stage!
  • Just for laugh