I look at all of them. I share them our editors and reporters who
cover these industries as their beat and have an excellent pulse on the industry. Our chairman sees them, and for some other conferences an advisory board helps to make selections.
Before I launch in on the process, a few important
points to make:
·
The majority of the keynote/marquee speakers are
invited. They’re not typically pulled
from submissions.
·
Programming an event is a fluid process, and the program itself is a work in progress for most of its life, so articulating hard and fast
rules about submitting is tough.
·
The following isn't precisely what my other program development colleagues do, since they deal with their own markets and conference formats uniquely. But I'm confident in saying that they'd agree
with the majority of the sentiments here.
Most of the proposals we receive aren't a good fit. The topic isn't relevant. The speaker doesn't have the right
background. The company isn't notable in
any way. When I find a proposal that has the seed of something good and just needs an adjustment—either it works
better as a panel, needs a few more salient points, or needs another particular
perspective—we’ll work with the submitter and a polished, relevant version of
what was submitted will end up on the program.
Important note for
submitters: Do your research. In
particular this applies to the PR agencies/reps who are trying to get their
clients a speaking spot. Our conference
websites list our target audience. They even have a list of companies that have
attended previously. We’ll often include
the previous year’s agenda. Just
glancing at this information will provide you with better footing before you go
firing off a proposal or worse, sending me an email or calling me asking the
very, very basic information about the conference because “my client” is
interested in speaking. I’m rarely told
who the client is, and these days, I’m lucky if the person on the other end of
the line remembers to leave me their full name.
You know what sucks? Sometimes the timing isn't right. Meaning that you submitted a topic and the speaker
was solid, but we've already got the topic covered. Or perhaps you spoke on something similar at
another of our payments conferences and we have a need to mix up the perspectives. We’ll come back to you, I promise. Also, speakers do cancel on us, so if you’re
available, you’ll definitely get a call.
Good proposals start
with relevancy. Perhaps your topic
is responding to a particular piece of significant legislation that impacts our
audience. Or it’s a panel featuring
bankers who are sharing their various approaches to digital banking. Because our conferences are annual, and
geared toward pretty sharp professionals, working in mature markets, content
matters. This is central to our core
mission at SourceMedia conferences. Relevancy
applies to the speaker as well. The
proposed speaker should be from a notable company with expertise and
experience. Our audience appreciates lessons
learned, especially if they’re from a peer.
You’re from a vendor,
or rep a vendor.
We steer clear of session ideas that focus on a single specific vendor’s technology. Unless of course that technology is seriously disruptive or buzzworthy or innovative. So, if someone from Square wanted to present at this conference, I’d respond, “Why yes, I think we might have a spot for you.” But if it’s a technology that’s particularly mature, like a standard-issue fraud prevention solution, with the CEO of the company as the speaker, we’d pass and direct you to set up a booth in the exhibit hall. This isn't a slight, because if you have technology to demonstrate, it’s best to show how the technology works and the exhibit hall is the ideal venue. If attendees are sitting in front of you, expecting to be enlightened with some practical advice, they’re just going to resent your pitch.
You have a client you want to present with.
Now we’re getting somewhere. But this isn't necessarily your entrée onto the program. We want specific experiences represented by our target audience--banks. Also, if your solution or message really isn't particularly groundbreaking or timely, we may pass. Refer to the section above on relevance.
The other kind of effective co-presentation is an experienced industry analyst or consultant co-presenting with a client they’re working with on a specific project or initiative. Very effective.
We steer clear of session ideas that focus on a single specific vendor’s technology. Unless of course that technology is seriously disruptive or buzzworthy or innovative. So, if someone from Square wanted to present at this conference, I’d respond, “Why yes, I think we might have a spot for you.” But if it’s a technology that’s particularly mature, like a standard-issue fraud prevention solution, with the CEO of the company as the speaker, we’d pass and direct you to set up a booth in the exhibit hall. This isn't a slight, because if you have technology to demonstrate, it’s best to show how the technology works and the exhibit hall is the ideal venue. If attendees are sitting in front of you, expecting to be enlightened with some practical advice, they’re just going to resent your pitch.
You have a client you want to present with.
Now we’re getting somewhere. But this isn't necessarily your entrée onto the program. We want specific experiences represented by our target audience--banks. Also, if your solution or message really isn't particularly groundbreaking or timely, we may pass. Refer to the section above on relevance.
The other kind of effective co-presentation is an experienced industry analyst or consultant co-presenting with a client they’re working with on a specific project or initiative. Very effective.
Is it too late to get
on the program?
Sometimes. Sometimes
not. I mean it when I say we might have
a cancellation and something will open up.
Is the program really
full?
Yes, I’m not lying to you.
Usually we’ll have pending invites out and are just awaiting
confirmation.
“Why did my
competitor get on the program and I didn't??!!!!!” or “We really should be on the program.” Or “Why
don’t you like me?”
First, consider the criteria above. Did you meet it? Also, see the section on timing. Sometimes it’s a bummer but it doesn't work
out…this time. We do conferences all the
time. It’ll be your turn.
I've received calls and emails from people frustrated that
their company or speaker was not selected. Some are just a little disappointed,
others freak out. I've had someone
accuse me of “Not liking her,” for the reason why their company was not on the
program. I've had vendors say the only
way they’ll sponsor is if they speak.
Listen, I realize that competition can be really tough. And companies are looking for exposure to our
audience—it’s wonderful to know that people value the events we create and the
audience we draw. So, how do you keep the lines of communication open even if
your submission wasn't chosen? Offer to
fill in should there be a cancellation.
Offer to be a resource to talk about the industry. This is part of our
job. Keep us apprised of company developments even in the conference “off
season.” Let us know that you have experts
that are available to speak on a certain range of topics. You might find
yourself at the top of the list when we’re ready to plan the next event.
