Marketing Material to Have When Public Speaking
Posted in Communication
If the intent of your speaking engagements is to market you or your product, you need to be prepared with marketing material. However, you need to be careful. It’s important to limit your promotion when giving a presentation. If you your talk sounds like one long commercial, you will not be asked back and you will not get any new clients.
Tell them what you do and the name of your company. Periodically throw in some examples that involve clients, but be very careful not to cross the line into advertising. Be a resource to the audience. Teach them something, but leave them them wanting more. Bring your marketing materials and business cards so they can find you later.
What kinds of things should you have?
No-cost Material:
You should have some basic material that you can give to everybody, without any cost. These include:
- Brochures
- Business cards
- Notes related to your presentation
- Additional resource material for your presentation
- Copy of your current newsletter
- Inexpensive swag: pens, magnets, sticky-note pads, etc.
If you want your handout material to be kept forever, give audience members a reason to keep it. Add important reference material to every page of the handout. Tailor the material to the specific audience. You want it—along with your contact information—on every page so that they keep the entire page you hand out.
Material to Sell:
Depending on the nature of your service or product, there may be material you can sell after your presentation. These include:
- Monographs and white papers
- Books, yours or related to your product
- Audio or Video recordings
- Newsletter subscription
- Larger item promotional swag: golf shirts, jackets, etc.
Contact Material:
You should have a form ready where people can choose to sign up for your free, monthly e-mail newsletter. (You do have one, don’t you?) The form can also allow people to opt-in to receiving product updates, a sales call or information about upcoming events.
One way to increase the percentage of forms completed and returned is to offer a prize on the spot. Tell the audience you will be making a couple of random draws from forms handed in and give them a few minutes to fill in the form. Use one of your sale items or perhaps promotional swag you may have.
Don’t forget to put your contact information on everything. Include:
- Name
- Address
- Phone
- Fax
- Web page (You have one of these, as well?)
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