HOW TO GET PAID ASSOCIATION BOOKINGS Ed Rigsbee, CSP, CAE
Jan 18, 2016
HOW TO GET PAID ASSOCIATION BOOKINGS
Ed Rigsbee, CSP, CAE
Paid Association Bookings
Corporate Speaking & Consulting
Direct Marketing
(Mail)
Phone Calls
eMailingArticle Writing
Showcase:SAE, MPI, PCMA,
HSMAI, Local Ass’ns. Regional & State Associations
PR & Media
Internet Marketing &
SEO
Speaker Bureaus
AlliancesDirect Marketing, Telephone, eMail
YouTube, Internet Article Banks,
eSpeakers, Etc.
WHY I SUGGEST ASSOCIATIONS?
• This edition presents detailed contact and background information on over 7,500 trade associations, professional societies, technical organizations, and labor unions in the United States.
• What else?
Associations…
• They have publications.• They have meetings.• They have experienced meeting
planners.• They do not have sticker shock at
speaker fees.
• Gathering of business owners.• It’s a PAID showcase.
Association Executive
Association Management
Company (AMC)
Industry Association Executive Council
(AEC)
State or Local Society of Association
Executives (SAE)
Association Paid Staff
National Society of Association Executives
ASAECSAE
ED’S SIMPLE ASS’N BIZ DEVELOPMENT SYSTEM
1. Write articles based on your expertise...that editors will publish.
2. Give them to association publication editors…call them.
3. Bridge relationship to association meeting planners.
4. Sell your speaking services.
1. Who is Your Customer?2. Where Are Your Customers?3. How Do They Find You?4. How Do Your Customers Perceive Value?5. How Do Your Customers Like Doing
Business?6. Who Are Your Competitors?7. What Are Their Perceived Strengths? 8. What is Your Company’s Uniqueness?9. What is Your Uniqueness?
Marketplace Positioning
www.Rigsbee.com/ma22.htm
Your Image
CREDIBILITY BUILDERS FOR SPEAKERS
• TV, Movie, Music, Sports & War Celebrity• Research & Survey Publishing• Certifications• Other Media Attention, Including Social Media• Specialty Interest Blogger or Group Leader• Columnist • Self-Published Author• Best Selling Author• Book-Industry Published Author
Linkedin Groups
Finding Associations
at No Charge:
MY FOLLOW UP QUESTIONS FOR ATTENDEES AFTER SPEAKING AT A STATE SAE:
1. Have you used the info from my workshop? If so, how?
2. Have you accessed my article bank?3. Did you join the LinkedIn Member ROI group?4. Is there a possibility that we might do business
sometime in the next 12 months?5. Would you be willing to recommend other association
executives that I should contact?
Web Site Detective Work to Find Editors• At National Web Sites, look
for affiliate state & regional chapters
• At National & State Web Sites, look for inks to other industry Associations
• At State web Sites, also look for links to their national orgs.
• Look for National Association Executive organizations
WHAT’S UP WITH ASSOCIATIONS?
• Membership decline• Budget challenges• Leading associations are:• Getting very good at knowledge management• Improving governance• Getting more strategic and future focused• Doing customers’ customer analysis• Developing generational programs
FUTURISTS’ SCAN TECHNIQUE: STEEP…WITH CONCERN FOR (HIGH/LOW) IMPACT & IMMEDIACY
• Sociodemographics• Technology• Economics• Environment• Politics
Scan the Trade Association & Professional Society Sectors
Association News – www.associationnews.com
Association Meetings – http://meetingsnet.com/associationmeetings/
Association Conventions & Facilities - www.themeetingmagazines.com
Corporate & Incentive Travel – www.corporate-inc-travel.com
Elite Meetings Magazine - http://www.elitemeetings.com/
Meetings and Conventions – www.mcmag.comMeetings Focus (Regional Editions) - www.meetingsfocus.com/
Meetings Net (Industry Editions) - http://meetingsnet.com/
Smart Meetings – www.smartmtgs.com
Special Events – www.specialevents.comSuccessful Meetings – www.successfulmeetings.com
Meeting Industry Pubs for You(Print Copy & Electronic)
Getting Articles to Editors• Your articles should be available from your
Web Site (text, not PDF)• Post article notice via Social Media,
especially Linkedin groups• E-mail an article each month
• E-mail entire article, or• E-mail link to your web site• Do not e-mail attachments (Spam filters)
• Mail postcard telling about your article availability to editors
• Hire a PR company if you are too lazy to make the calls
ED’S ARTICLE DISTRIBUTION
• First post on your Web Site and fetch a bot, then make available to others (SEO).
• Email to 3,000 via KickStartCart• Post on Linkedin which updates Twitter, then
Facebook• Post at approximately 25 Association Executive
Linkedin Groups
Editor Section at Your Web SiteThe 24-7 Editor Resource
• Articles by topic category or by your books—(adapted from your various books)
• Your photo at the top right• Downloadable high and low resolution
photos of you and your books• Your desired bio at the end of each article
at your web site• Your reprint parameters• List of publications in which you are
published if you like
AUTHOR PERMISSIONS
• Copyright; you wrote it, you own it. • If you are an Independent…• Rights Assignment
– First serial rights– Second serial rights– Permission to reprint– Creative Commons Attribution license
• Except…• Work for Hire = Employee
ARTICLES TO BOOK:
• Plan your book ahead• Develop a general outline• Make files for each chapter
– Use for notes, clippings and ideas• Each article can then be a chapter
or section within a chapter• One article a month, and you’ve
got your book.• Mention the article is from your
forthcoming book, titled…
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