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For further information regarding marketing, please visit: www.speakerscanada.com/roster/brand/
Marketing Strategy & Positioning
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Purpose & Outcomes
- Purpose: Turn expertise, activity, relationships into demand
- Authority: Establish credible expertise, perspective, market value
- Visibility: Increase discovery across relevant buyers, audiences
- Relevance: Connect expertise to current client priorities
- Relationships: Strengthen clients, organizers, media, partners
- Demand: Build interest before immediate booking needs
- Opportunities: Generate inquiries, referrals, shortlists, proposals
- Bookings: Convert marketing activity into qualified engagements
- Momentum: Compound visibility, relationships, proof over time
- Value: Strengthen speaker, bureau, client outcomes
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Positioning & Appeal
- Positioning: Match expertise, credibility, market relevance
- Appeal: Tailor relevance, differentiation, audience value
- Messaging: Align topics, themes, priorities, outcomes
- Specificity: Lead with defined expertise over general claims
- Proof: Support positioning with experience, results, recognition
- Trends: Connect expertise to business, societal developments
- Consistency: Align speaker, SBC, website, public messaging
- Evolution: Adjust positioning as demand, expertise change
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Target Audience & Market Fit
- Organizations: Corporations, associations, nonprofits, institutions
- Government: Municipal, provincial, federal, agencies
- Sectors: Education, healthcare, finance, technology, public service
- Decision-Makers: Executives, planners, leaders, HR, procurement
- Audiences: Employees, members, customers, leaders, stakeholders
- Events: Conferences, meetings, retreats, training, programs
- Needs: Target priorities, challenges, timing, budget, fit
- Markets: Prioritize industries, regions, communities, demand
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Planning, Frequency & Responsibility
- Goals: Set visibility, authority, relationship, booking outcomes
- Strategy: Align channels with audience, timing, opportunity
- Calendar: Plan campaigns, events, launches, booking seasons
- Frequency: Maintain sustainable activity without reducing quality
- Capacity: Match publishing, outreach to available resources
- Ownership: Assign speaker, team, SBC responsibilities
- Approvals: Establish review, permissions, publishing authority
- Timing: Align activity with trends, events, buyer cycles
- Coordination: Connect speaker, bureau, client initiatives
- Review: Reassess priorities from performance, opportunity
Content & Thought Leadership
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Content Strategy
- Hooks: Lead with problems, insights, contrasts, outcomes
- Expertise: Teach frameworks, methods, research, guidance
- Stories: Use experiences, challenges, lessons, transformations
- Perspective: Interpret trends, issues, assumptions, change
- Evidence: Apply research, examples, results, credible proof
- Relevance: Connect content to buyer, audience priorities
- Personalization: Adapt messaging to sector, role, need
- Value: Deliver useful insight before promotion
- Searchability: Apply topics, keywords, names, audience language
- Conversion: Connect content to meaningful next actions
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Authority & Proof
- Thought Leadership: Demonstrate original expertise, useful perspective
- Stage Proof: Show relevant speaking, audience interaction, delivery
- Clients: Use approved organizations, sectors, relationships
- Testimonials: Capture credible organizer, audience feedback
- Results: Demonstrate event, audience, organizational outcomes
- Media: Leverage interviews, podcasts, articles, features
- Recognition: Apply books, awards, credentials, achievements
- Repetition: Reinforce proven expertise across multiple contexts
- Validation: Apply client feedback, demand, market response
- Confidence: Reduce buyer uncertainty through visible evidence
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Content Formats
- Short-Form: Stage clips, insights, stories, event moments
- Long-Form: Talks, interviews, podcasts, articles, training
- Written: Articles, commentary, newsletters, event insights
- Visual: Images, graphics, testimonials, quote cards
- Interactive: Polls, questions, discussions, audience responses
- Media: Interviews, podcasts, commentary, guest appearances
- Resources: Guides, tools, checklists, learning assets
- Live: Events, webinars, Q&A, broadcasts, conversations
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Repurposing & Distribution
- Source: Start with keynotes, interviews, events, research
- Extraction: Identify stories, insights, frameworks, proof
- Adaptation: Reformat content for channel, audience, context
- Distribution: Extend content across audiences, platforms
- Sequencing: Release related assets across planned intervals
- Cross-Promotion: Share through speaker, SBC, partner channels
- Evergreen: Retain useful assets beyond immediate campaigns
- Library: Preserve approved assets, rights, results, reuse
Bureau Promotion & Collaboration
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SBC Promotion of Speakers
- Advancement: Maintain visibility in qualified speaker proposals
- Profiles: Strengthen bureau profile, discovery, positioning
- Promotion: Feature speakers through appropriate SBC channels
- Campaigns: Create individual, group, collaborative initiatives
- Content: Feature expertise, media, events, resources
- Email: Include speakers in qualified client outreach
- Media: Support interviews, podcasts, features, commentary
- Events: Promote appearances, showcases, collaborative programs
- Partners: Extend reach through bureaus, organizations, networks
- Support: Connect promotion directly with booking strategy
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Speaker Promotion of SBC
- Association: Recognize SBC relationship where appropriate
- Tagging: Include SBC in approved event, social activity
- Sharing: Amplify SBC campaigns, features, announcements
- Events: Support SBC visibility before, during, after engagements
- Profiles: Connect audiences to relevant SBC resources
- Referrals: Direct appropriate organizers, speakers to SBC
- Advocacy: Reinforce bureau credibility through shared success
- Continuity: Promote partnership beyond individual engagements
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Shared Marketing
- Contribution: Combine bureau capabilities, speaker expertise
- Knowledge: Combine market intelligence, speaker perspective
- Assets: Share approved content, media, resources
- Relationships: Activate bureau, speaker, client connections
- Access: Combine audiences, channels, networks, opportunities
- Credibility: Reinforce authority through shared reputation
- Resources: Apply teams, technology, tools, services
- Value: Increase capability beyond either party independently
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Cross-Promotion & Campaigns
- Campaigns: Coordinate individual, group, shared initiatives
- Collaboration: Create bureau-speaker posts, content, funnels
- Clients: Include approved organizers in shared promotion
- Speakers: Cross-promote aligned expertise, events, audiences
- Partners: Collaborate with bureaus, media, organizations
- Media: Coordinate interviews, podcasts, editorial opportunities
- Launches: Support books, programs, resources, initiatives
- Events: Connect appearances to collaborative marketing
- Funnels: Link shared content to appropriate pathways
- Outcomes: Build visibility, demand, inquiries, conversions
Marketing Channels & Outreach
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Marketing Channels
- Proposals: Maintain visibility in qualified speaker selections
- Websites: Use bureau, speaker, partner digital properties
- Social: Apply platform-fit content, collaboration, funnels
- Email: Target sectors, relationships, timing, campaigns
- Events: Leverage appearances, proof, post-event assets
- Media: Use interviews, podcasts, features, commentary
- Industry: Engage associations, academies, professional groups
- Speakers: Use cross-referrals, collaboration, shared audiences
- Outreach: Combine calls, email, follow-up, social contact
- Word-of-Mouth: Build trust, recommendations, direct influence
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Website, Search & Profiles
- Profile: Maintain booking-focused speaker positioning
- Bureau: Maximize SBC profile, search, proposal visibility
- Website: Align speaker website with strongest positioning
- Search: Target expertise, topic, industry, speaker terms
- Proof: Feature clients, testimonials, media, stage footage
- Resources: Provide useful articles, video, tools, insights
- Paths: Connect visitors to profile, contact, inquiry
- Consistency: Align biographies, topics, credentials, messaging
- Freshness: Update events, media, topics, evidence
- Conversion: Reduce friction between discovery, inquiry
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Email & Direct Outreach
- Targeting: Select qualified organizations, people, relationships
- Context: Personalize around history, role, need, timing
- Value: Lead with relevance, insight, useful reason
- Email: Use targeted campaigns, updates, follow-up
- Calls: Prioritize qualified, relationship-based conversations
- Social: Support outreach through relevant professional interaction
- Follow-Up: Maintain useful contact without excessive pressure
- Records: Track contacts, responses, opportunities, next actions
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Funnels & Lead Capture
- Pathways: Connect content, channels, profiles, inquiry points
- Landing: Match topic, audience, campaign, intended action
- Actions: Follow, watch, read, download, connect, inquire
- Capture: Use forms, messages, registrations, subscriptions
- Resources: Offer guides, clips, articles, useful tools
- Nurture: Continue value after initial engagement
- Tracking: Record channel, campaign, asset, relationship source
- Conversion: Move qualified attention toward booking conversations
Social Media & Community
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Platform Strategy
- Fit: Match platforms to audience, booking value
- Flagship: Prioritize strongest primary professional channel
- Secondary: Select supporting distribution, community channels
- Audience: Follow planners, clients, media, relevant peers
- Purpose: Assign discovery, authority, proof, relationship roles
- Native: Adapt content to each platform environment
- Search: Use topic, industry, role language naturally
- Integration: Connect social activity with broader marketing
- Capacity: Prioritize quality over excessive platform coverage
- Review: Retain platforms producing relevant business value
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Social Publishing
- Opening: Capture attention with immediate relevance
- Value: Teach, demonstrate, challenge, explain, inspire
- Formats: Balance video, written, visual, interactive content
- Timing: Use audience activity, event relevance, analytics
- Cadence: Publish consistently without reducing quality
- Adaptation: Rewrite, resize, reframe for each platform
- Proof: Include events, outcomes, testimonials, expertise
- Action: Connect engagement to useful next steps
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Community & Engagement
- Listening: Track clients, topics, events, needs
- Contribution: Add expertise without immediate sales pressure
- Comments: Treat meaningful responses as original content
- Questions: Use conversations to identify audience priorities
- Prospects: Identify planners, media, partners engaging
- Relationships: Prioritize dialogue over follower volume
- Follow-Up: Continue useful conversations when relevant
- Trust: Build familiarity through repeated contribution
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Social Growth & Collaboration
- Collaboration: Use shared posts, interviews, articles, events
- Tagging: Include approved clients, partners, SBC, contributors
- Cross-Promotion: Introduce audiences through established channels
- Referrals: Turn trusted relationships into introductions
- Shares: Create content worth sending to colleagues
- Saves: Publish frameworks, tools, reference value
- Discovery: Improve search, recommendations, audience reach
- Authority: Build following around consistent expertise
- Quality: Prioritize relevant followers over vanity growth
- Growth: Connect audience expansion to relationships, bookings
Networks & Partnerships
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Word-of-Mouth & Referrals
- Experience: Give clients reasons to recommend confidently
- Trust: Build referrals through reliable delivery, service
- Timing: Request introductions after meaningful success
- Clients: Activate previous organizers, buyers, stakeholders
- Speakers: Exchange appropriate peer referrals, introductions
- Partners: Develop reciprocal professional relationships
- Events: Convert attendee, sponsor, organizer connections
- Proof: Give advocates clear evidence to share
- Follow-Up: Maintain relationships beyond immediate need
- Compounding: Turn referrals into repeat relationship networks
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Shared Networks
- Contacts: Activate qualified client, speaker, partner lists
- Relationships: Leverage bureau-speaker-client established connections
- Networks: Generate organizer, speaker, referral opportunities
- Partners: Expand services, assets, reach, booking channels
- Referrals: Connect buyers, clients, partners, speakers, roster
- Recognition: Increase following, visibility, credibility, word-of-mouth
- Influence: Apply trust, expertise, advocacy, confidence
- Reach: Expand access across sectors, communities, regions
- Introductions: Prioritize warm connections over unqualified outreach
- Continuity: Maintain networks across campaigns, events, bookings
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Industry & Professional Networks
- Associations: Participate where target clients already gather
- Communities: Contribute expertise to relevant professional groups
- Planners: Develop relationships with event professionals
- Speakers: Build peer, collaborative, referral relationships
- Venues: Connect with event, hospitality professionals
- Suppliers: Develop production, media, event relationships
- Organizations: Build institutional relationships over time
- Presence: Stay visible through useful professional participation
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Media & Strategic Partners
- Bureaus: Extend reach through credible bureau relationships
- Agencies: Collaborate on aligned client opportunities
- Media: Build journalist, podcast, editorial relationships
- Sponsors: Explore aligned campaigns, events, initiatives
- Partners: Exchange audiences where mutual value exists
- Experts: Collaborate with complementary professional voices
- Introductions: Connect networks where relevance is clear
- Value: Expand credibility, reach, opportunities together
Event Marketing & Collaboration
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Pre-Event Promotion
- Planning: Confirm client permissions, tags, promotion scope
- Preview: Share audience challenge, topic, relevance
- Collaboration: Coordinate speaker, client, SBC promotion
- Assets: Prepare approved images, video, messages
- Tagging: Confirm organizations, handles, contributors
- Outreach: Engage relevant attendees, partners, networks
- Capture: Plan footage, testimonials, event proof
- Momentum: Build interest without overpromoting attendance
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Onsite Promotion & Capture
- Presence: Treat every event as relationship opportunity
- Capture: Record approved stage, audience, interaction content
- Production: Document venue, staging, technology, experience
- Proof: Capture visible expertise, engagement, audience response
- Networking: Connect organizers, leaders, attendees, partners
- SBC: Include approved bureau tagging, mentions, promotion
- Clients: Support organizer visibility, event objectives
- Media: Gather photos, video, audio, testimonials
- Permissions: Respect client, venue, audience, rights
- Value: Create assets supporting client and future bookings
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Post-Event Promotion
- Recap: Share meaningful lessons, outcomes, appreciation
- Proof: Use approved clips, images, testimonials
- Client: Recognize organizer, event, shared success
- SBC: Coordinate approved event assets, tagging, promotion
- Repurposing: Extend event content across several formats
- Follow-Up: Engage client, attendees, partners after event
- Submission: Provide current approved media to SBC
- Profile: Apply strongest assets to marketing materials
- Campaigns: Connect event proof to future promotion
- Longevity: Extend event value beyond event day
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Event-to-Opportunity
- Signals: Identify attendee, organizer, partner interest
- Introductions: Convert event relationships into warm connections
- Referrals: Earn recommendations through strong experiences
- Spin-Offs: Identify opportunities created through exposure
- Repeats: Maintain client relationships for future bookings
- Content: Use event proof to strengthen buyer confidence
- Nurture: Continue relevant post-event relationships
- Pipeline: Connect event momentum to future opportunities
Targeting, Conversion & Paid Marketing
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Target Marketing
- Focus: Concentrate effort on qualified buyer groups
- Organizations: Prioritize best-fit organization types
- Sectors: Target industries where expertise is strongest
- Roles: Identify decision-makers, influencers, hidden buyers
- Audiences: Match topics to participant needs
- Events: Prioritize suitable event types, formats
- Geography: Focus regions where opportunity is practical
- History: Use previous bookings, clients, relationships
- Demand: Follow topics, needs, timing, market signals
- Fit: Balance opportunity quality with speaker relevance
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Buyer Journey & Nurture
- Awareness: Become known before immediate buying need
- Interest: Create relevance around client challenges
- Proof: Demonstrate expertise, outcomes, credibility
- Engagement: Encourage useful interaction, conversation
- Signals: Identify interest, timing, buying intent
- Leads: Convert activity into qualified inquiries
- Nurture: Continue useful relationships before decisions
- Confidence: Reinforce fit through evidence, consistency
- Follow-Up: Advance qualified conversations appropriately
- Decision: Move interest toward shortlist, proposal, booking
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Paid & Retargeting
- Proof: Promote content already demonstrating organic value
- Objectives: Select awareness, traffic, leads, retargeting
- Targeting: Use roles, sectors, interests, locations
- Retargeting: Re-engage viewers, visitors, followers, lists
- Creative: Test video, images, proof, messaging
- Landing: Maintain message match, credibility, clear action
- Budget: Test controlled investment before scaling
- Results: Judge paid activity by qualified opportunity
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Marketing Conversion
- Focus: Prioritize qualified buyer, booking potential
- Signals: Identify engagement, interest, buying intent
- Leads: Convert relevant activity into qualified inquiries
- Nurture: Advance relationships through useful follow-up
- Conversion: Move buyers toward booking decisions
- Attribution: Identify channels creating qualified opportunities
- Measurement: Evaluate engagement, leads, booking value
- Optimization: Strengthen channels producing useful results
- Learning: Apply findings to future marketing strategy
- Scale: Expand what demonstrably produces results
Performance, AI & Optimization
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Measurement & Attribution
- Reach: Track relevant distribution, market exposure
- Quality: Measure audience fit, not volume alone
- Engagement: Prioritize shares, saves, replies, conversations
- Traffic: Track profile, website, resource activity
- Relationships: Monitor introductions, conversations, referrals
- Leads: Track forms, messages, requests, inquiries
- Bookings: Track shortlists, proposals, confirmations, revenue
- Attribution: Record platform, campaign, event, partner source
- Reporting: Share meaningful results with speaker, SBC
- Direction: Use evidence to guide future investment
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Testing & Optimization
- Topics: Compare expertise, relevance, market demand
- Formats: Test video, written, visual, interactive content
- Hooks: Compare openings, messages, creative approaches
- Audiences: Test sectors, roles, communities, segments
- Timing: Adjust around audience, events, buying cycles
- Channels: Prioritize activity producing qualified response
- Funnels: Remove friction between interest, inquiry
- Decisions: Continue, revise, expand, pause from evidence
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AI-Assisted Marketing
- Research: Identify trends, audiences, questions, opportunities
- Ideas: Generate concepts, angles, campaign variations
- Personalization: Adapt messages using relevant buyer context
- Repurposing: Transform source material into channel-fit assets
- Analysis: Summarize performance, conversations, content patterns
- Automation: Support scheduling, routing, low-risk workflows
- Voice: Preserve speaker expertise, language, perspective
- Approval: Require human review before public publishing
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Standards & Protection
- Accuracy: Verify names, claims, statistics, event details
- Authenticity: Keep speaker voice, experience, perspective genuine
- Privacy: Protect client, audience, confidential information
- Permissions: Confirm event, media, audience approvals
- Rights: Protect copyright, music, images, video, likeness
- Security: Maintain account ownership, access, recovery
- Reputation: Protect speaker, client, SBC credibility
- Disclosure: Follow platform, client, legal requirements
- Correction: Resolve material errors promptly
- Standard: Grow visibility without weakening trust, quality