APSS Speakers Academy - Speaker Marketing

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APSS Speakers Academy - Speaker Marketing

  1. 1. Speaker Marketing =Personal Branding
  2. 2. What is Personal Branding Personal branding is the Process of how we Market Ourselves to others.
  3. 3. It’s not about Achieving Excellence.It’s about Communicating Excellence
  4. 4. Personal Branding Road Map Who are you? What do you do? Why are you so unique?
  5. 5. Personal Branding Journey Person (Profile) Prize Portal (award) (networking) People’ Personal Partners (Charity) Branding Publicity Public (Media) Speaking Publication (Book)
  6. 6. 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)
  7. 7. 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.
  8. 8. How can Social Media help my Personal Branding?
  9. 9. #1 - Create your Profiles indifferent Social Media platforms
  10. 10. www.andrewchow.sg
  11. 11. What do I blog about?
  12. 12. Over 95 presentationsOver 1900 downloadOver 95000 views
  13. 13. Over 85000 views
  14. 14. Desktop Mobile
  15. 15. Web 2.0 More accessible More user friendly More viral More relevant
  16. 16. #2 – Network any time, any where!
  17. 17. 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
  18. 18. #3 – Work with the right partners
  19. 19. Role of B2B training partners• Hire you for a flat fee• Market your flagship program• Explore other business opportunities like coaching and consultancy
  20. 20. 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
  21. 21. #4 – Speak ….. for free!
  22. 22. “He who never speaks for free will NEVER make enough money.” - CSP Fredrik Haran
  23. 23. Select talk based on• Profile of audience – Business Owners – Entrepreneurs – Students – Professionals – PMETs – Public – Others: ________________________________
  24. 24. Select talk based on• Size of the audience – Min 20 – > 50 – > 100 – > 500 – > 1000
  25. 25. Others considerations• Which other speakers have spoken before you?• Networking and follow up opportunities• Focus on local engagements for the first year
  26. 26. #5 – Write a E-book!
  27. 27. Http://ideasandrew.podomatic.com600 min of podcast • Radio Interviews • Webcast Interview45 episodes1000 downloads
  28. 28. 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.
  29. 29. #6 – Make friends with the Media!
  30. 30. Magazines
  31. 31. Newspaper
  32. 32. Radio
  33. 33. Local and Foreign TV Channels
  34. 34. News Wire Agencies
  35. 35. Making a Connection with the Media (Singapore & Malaysia)
  36. 36. Do your research on media/press related to your field
  37. 37. Write your press release the way you want it to be Read
  38. 38. Start Communicating with them even before you have a story
  39. 39. Organise a joint-event with the media
  40. 40. How to Propose a series of Talk Shows/Interviews
  41. 41. Start with a general overview
  42. 42. Prepare all the Questions for your Host
  43. 43. Prepare 2 versions of answers: Short & Long
  44. 44. Leverage on current hot topics (link to your forte)
  45. 45. Which programs on Singapore Radio are suitable for you?
  46. 46. Expert Views
  47. 47. Daily Motivational
  48. 48. Group Interactive
  49. 49. Conversational
  50. 50. Business Nuggets
  51. 51. 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)
  52. 52. Becoming a Regular GuestHow to get invited back on radio over and over again
  53. 53. Mention other topics of interest in the conversation
  54. 54. Remember the host’sProfessional Interest • Recommended other great guests to their shows
  55. 55. Remember the host’s Professional Interest Michael PodolinskyRefer other speakers to radio host
  56. 56. Make your pitch only at the very end
  57. 57. After the interview, fulfill all promises made on air quickly
  58. 58. 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
  59. 59. How to leverage on media features for marketing?
  60. 60. Share on Social Media• Slideshare : Powerpoint• Podcast : Radio• Youtube : TV• Blog : transcript of interview
  61. 61. Spin it on other Mass Media• Send info to other media for new pitches• Follow the format and record your own version
  62. 62. #7 – Serve those in Need (Charity)!
  63. 63. Sponsorship or Volunteerism
  64. 64. #7 – Serve Others (Charity)
  65. 65. • 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
  66. 66. Key Questions• Sponsorship: ___________________________________• Volunteerism: __________________________________• Which organisation? _____________________________• What is their mission? ____________________________• Duration: ______________________________________• Frequency: ____________________________________
  67. 67. #8 – Claim Your Prize (award)!
  68. 68. Getting Recognition
  69. 69. Personal Branding Journey Person (Profile) Prize Portal (award) (networking) People’ Personal Partners (Charity) Branding Publicity Public (Media) Speaking Publication (Book)
  70. 70. Search “you” on Google now, Compare it with 6 months down the road.
  71. 71. Develop a Consistent Brand Identity
  72. 72. Online
  73. 73. Facebook Cover Photo 1
  74. 74. Facebook Cover Photo 2
  75. 75. Twitter Cover Photo
  76. 76. Print
  77. 77. Personal Logo
  78. 78. Postcard
  79. 79. DVD Cover
  80. 80. Name card (front)
  81. 81. Name card (back)
  82. 82. Roll Up Banner
  83. 83. Speaker One-sheet
  84. 84. 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
  85. 85. Co Branding with otherspeakers/organisations
  86. 86. You do not have to speak all the time,Singing is great too
  87. 87. Aim for the biggest stage!
  88. 88. Just for laugh

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