Speakers Corner has produced ‘Speakernomics’, a series of insights on trends for speakers at events which mirror the economic landscape and underline the onus being placed on business events in society today.
One of the world’s leading speaker bureaus extracted each enquiry logged with the agency between 2011-2015. Speakers Corner then analysed the individual sectors which adopt the services of a speaker, along with their motive behind using such a resource.
In line with the wider UK economy, the research highlights a reduction in spend between 2011 – 2012, which then rallied by the end of 2013; a returning confidence saw strong trading in 2014 and a dramatic spike in enquiries. As such, this leads to a positive but realistic projection for 2015 (see fig. 1)
Despite austerity measures being put in place during the recession the key sectors utilising the services of outsourced speakers are (see fig. 2):
The facts also highlighted a move away from celebrity speakers in favour of commercially-focused presenters capable of delivering business messages which reflect an individual corporate business strategy. Speakers Corner analysed the demand of over 425,000 key skills, or topic areas, and underline the key motivators for engaging the services of a speaker to:
Innovate: Using the experience of a business presenter from another industry to demonstrate expertise, adversity and entrepreneurialism
Involve: Maximising engagement with delegates by facilitating conversations, debate and panel sessions.
Endorsement: Leveraging the profile of awards and rewards with popular figurehead
Inspire: Using motivational speaker to talk on broad subjects that encourage better work/life/balance.
Undeniably, the research points to the fact that content has become the key criterion of choice for business events. While the celebrity status of a speaker may help media coverage around the event, in today's knowledge economy imparting messages and ensuring an engaged audience are essential for a good return on investment.
Nick Gold, managing director at Speakers Corner said, "We have crunched nearly half a million pieces of data to come up with a true picture of who, how and why business speakers are used. The days of punting out a big name are gone as event planner's need to coordinate for their delegates’ needs and the inevitable questioning by their internal governance processes. These figures stack up like a 'Speakeronomy' that marries our economic climate with the subjects that are discussed in the conferences and events across the UK and Europe".
Industry specific 'Speakernomics' will be released over the next three months to highlight the varying demands of the UK's SIC-coded businesses.