apss speakers academy - speaker marketing
Post on 17-Oct-2014
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www.asiaspeakers.orgTRANSCRIPT
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
Personal
Branding
Person
(Profile)
Portal
(networking)
Partners
Public Speaking
Publication
(Book)
Publicity
(Media)
People’ (Charity)
Prize
(award)
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 in different Social Media platforms
www.andrewchow.sg
What do I blog about?
Over 95 presentations Over 1900 download Over 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 Venture M - Mind Your Manners in Networking
E – Experience Sowing and Reaping T – 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.com 600 min of podcast
• Radio Interviews • Webcast Interview
45 episodes 1000 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 Guest How to get invited back on radio over
and over again
Mention other topics of interest in the conversation
Remember the host’s Professional Interest
• Recommended other great guests to their shows
Remember the host’s Professional Interest
Refer other speakers to radio host
Michael Podolinsky
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
Personal
Branding
Person
(Profile)
Portal
(networking)
Partners
Public Speaking
Publication
(Book)
Publicity
(Media)
People’ (Charity)
Prize
(award)
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
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 other speakers/organisations
You do not have to speak all the time,
Singing is great too
Aim for the biggest stage!
Just for laugh