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Looking Behind the Curtain: Marketing at A Speaker’s Bureau

Posted by WWSG Staff on Nov 14, 2017 5:22:55 PM

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The heart of a company’s success lies in its marketing. Without successful marketing campaigns, the business may offer the best products or services in the industry, but potential customers would not know. Needless to say, one of marketing’s most integral roles is getting the word out.

In terms of a Speaker Bureau like Worldwide Speakers Group, there is a lot of marketing fluidity. Due to the dual faces of the business, the marketing team must be well equipped and informed in order to be successful. In this cottage industry, our products are the speakers and the services provided include: access to our library of knowledgeable thought leaders and our first-class event management teams. It is the marketing team’s priority to sell the business and ultimately perform as a middleman at all times, proving to both sides a true understanding of WWSG partnership.

Rahna Faddoul, Manager of Marketing at WWSG, answers some questions about the unique role of marketing at a speaker’s bureau and the main roles her and her team play.

What Really is Marketing at a Speaker’s Bureau?

Marketing at a Speaker’s Bureau requires a lot of duality. You are constantly marketing two things, the product and the overall services we provide. At WWSG, we have an extensive library of speakers that we can tap into and help facilitate a partnership between the speaker and client. We are marketing our selling credibility and our ability to perform at the highest level for both the speaker and the client.

We understand that the success of a company often rests on a solid reputation. Marketing builds brand name recognition or product recall with a company. When a company reaches the high expectations of the public and client, its reputation stands on firmer ground. As our reputation grows, the business expands and sales increase. The reputation of our company is built through effective communication and active marketing strategies, and quality products or services, which are created or supported by marketing efforts.

What Are the Main Responsibilities of the Marketing Team at WWSG?

The marketing team at WWSG knows that for our business to be successful, the product and/or services it provides must be known to all of our potential clients and customers. We must use marketing strategies to create product or service awareness, which in turn will give our company the opportunity to progress and succeed. With that, the marketing team’s main responsibilities include: WWSG’s website content, overall branding, handling our speaker onboarding and recruitment, maintaining WWSG’s visibility online through social media and Google platform, organizing the annual marketing performance budget, implementing email strategies, participating in networking events, and creating new and innovative blog content.

What Have You and the Marketing Team Done in terms of branding?

As a speaker’s bureau in a competitive space, branding allows us to create a presence that everyone can recognize and identify. WWSG’s trademark is a globe, which signifies our international presence. Our trademark and orange-based color scheme that are included in everything are consistent and easily distinguished by both speakers and our clients. Audiences can visually recognize our company’s presence and distinguish it from any other group in our industry.

Having this visual identification allows branding online to be easy and productive.

For those not familiar with the Speaking industry, what is Speaker Onboarding?

Speaker Onboarding is one of the most vital parts of our business. It is the process of recruiting speakers and finding the right way to capture their personal brand and speaker personas. When onboarding a speaker to our company and into the speaker circuit, it is super important to find the best alignment of the speaker’s personal brand with their own goals and objectives, while having them appeal most audiences and clients as possible.

When onboarding WWSG Exclusive Speaker, Sean Spicer, it was very important to preserve his personal brand that has become both nationally and internationally-known, but also tie it in with his speaking persona. The last thing you want to do when onboarding a speaker, is lose touch of their messages to the audience.

Another speaker that was delicate to onboard was Nancy Frates, the “Mother Behind the ALS Ice Bucket Challenge”. Having such a world-renowned title was extremely important when marketing her to the speaking circuit. Keeping her message alive about helping the cause needed to be the main drive behind her speaking career. Her overall goals included teaching leadership and inspiring others through her son’s story.

It was our job at WWSG to make sure our audiences knew the true product. Onboarding speakers takes time, organization, brainstorming, and a true connection between our team and the speaker.   

Final Word

Marketing is a never-ending job for any company and having a team of professionals onboard is key. At WWSG, our main goal is to help build a long-lasting and trusting relationship with every speaker and customer.

For more information on WWSG, feel free to contact us at any time!

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