Michael Hough’s was on of the first websites I visited when I started my first show in 1999. His book, The Profitable Trade Show recommends (almost) never paying speakers at your events. Putting together a quality product when all you offer your speakers is great exposure to the right crowd is a ton of work, but it is possible. Speaker’s Bureaus all over I’m sure will disagree, but it truly is a business decision - and a numbers game. It’s one of those things I wish Cal Tech would come up with an equation in which I could plug in the numbers: how can I get the most paid conference attendees at the least cost to put the conference together. The sweet spot is somewhere between a conference that costs virtually nothing and is full of sales pitches - and one where every single speaker is an outstanding professional educator and knocks everyone out with their 100% useful and practical information - but costs you first class air, hotel and honorarium for each.

I’ve spent the last 4 days putting together speakers that will deliver great content and are willing to do it for the exposure - a tough, tough task. I keep getting asked if a certain person is speaking at our event. I’ve inquired about this person and it will cost me about $10,000 to have them speak. But I have serious doubts that I would break even on this deal. Then again, should I be trying to calculate ROI on all my speakers? I believe I should - why not - if everything else gets measured why shouldn’t this also be measured?

I suppose if my conference were $2500 per person, I’d be obligated to provide top-notch paid speakers in every single session. But our average conference ticket is only $199. So I am trying to deliver at least double that amount in value to my attendees - and still make a profit doing it. Not easy.