Promoting From Podiums: How To Market Your Products When You're A Speaker

Promoting From Podiums: How To Market Your Products When You're A Speaker

There are many different reasons why an individual might be invited to speak at an event, but pure promotion of their own product isn't usually one of them. The organizers are expecting speakers to share knowledge, so engaging in clear self-promotion isn't going to get you invited back. In fact, it's quite likely to have a negative impact on your company in the future, and will damage your reputation within the industry. Outside of a few very specific circumstances, you should never mention your own current sales projects in the actual speech that you prepare. Whenever you stand behind event podiums, you need to be speaking educationally, inspiring the others around you to improve themselves, not inspiring them to buy your products. Instead, you need to focus your marketing efforts on the area beyond the podiums: your own booth.

Podiums Are A Significant Natural Advantage

When you are a featured speaker, people will know who you are. You may even have a nametag or I.D. badge that specifically notes your role. Either way, when they see you onstage, they'll be more likely to recognize you on the convention floor afterward. Although you can never promote from the podiums during your speech, you can absolutely leverage this advantage after the fact. Always ensure that you or your company has a presence at the event. If it's a trade show, go for a full booth.

As you draft the speech you'll give from behind the podiums, be careful to include something that will grab people and make them want to talk with you afterward. The beauty of this hook is that it need not be promotional -- in fact, it doesn't have to be related to your current project at all. It should simply be something interesting, something that will stick out in the minds of everyone listening to you, and something that could provide minor discussion if people were to approach you about it.

Don't Underestimate Book Signings And Other Events

Presenting at conventions and events often comes with its own perks for your own promotion. If you've recently published a work of any kind, you might be able to translate that into a book signing. This would usually be held directly after your talk, but might be scheduled differently depending on the needs of each individual convention. You should always offer copies of your work at a book signing.

In addition, there will usually be room to offer some other information, or possibly small trinkets on display racks. The best way to utilize display racks will vary depending on the exact situation, but they are often a good way to promote your items without being too overt. Display racks are tall but thin, allowing them to blend into the background fairly easily.

Know How To Promote Yourself Without Appearing Promotional

Display racks and podiums are physical, tangible items that you can modify and adapt. It's much harder to learn the tricks that make for truly great marketing as a speaker. These include subtle things like knowing how to help people find you, and working in relevant examples from your business as part of your overall presentation. This knowledge will come in time, and when it does, it will be the perfect companion to the subtle display racks, trade show booths, and book signings that you can already set up.

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