apss speakers academy - speaker marketing

Speaker Marketing =

Personal Branding

What is Personal Branding

Personal branding is the

Process of how we Market Ourselves to others.

It’s not about Achieving Excellence.

It’s about Communicating Excellence

Personal Branding Road Map

Who are you?

What do you do?

Why are you so unique?

Personal Branding Journey

Personal

Branding

Person

(Profile)

Portal

(networking)

Partners

Public Speaking

Publication

(Book)

Publicity

(Media)

People’ (Charity)

Prize

(award)

Reward

• I seldom have to sell.

• My credibility is almost never questioned.

• People look forward to working with me or

my company

• Others do the marketing for me. (word of

mouth)

Fundamentals

• Commit to doing it consistently.

• Focus on what makes you special.

• Demonstrate Thought Leadership (think of yourself as a publisher for your customers/people you want to emulate).

• Get on platforms which makes it viral.

How can Social Media help my Personal Branding?

#1 - Create your Profiles in different Social Media platforms

www.andrewchow.sg

What do I blog about?

Over 95 presentations Over 1900 download Over 95000 views

Over 85000 views

Desktop

Mobile

Web 2.0

More accessible More user friendly

More viral More relevant

#2 – Network any time, any where!

Mastering Business

Networking Skills

Do it the P.M.E.T Way!

P - Prepare before Your Venture M - Mind Your Manners in Networking

E – Experience Sowing and Reaping T – Take the Social Networking Plunge

#3 – Work with the right partners

Role of B2B training partners

• Hire you for a flat fee

• Market your flagship program

• Explore other business opportunities like coaching and consultancy

Some of the prominent B2B training partners

• Singapore Institute of Management • Management Development Institute of Singapore • Singapore National Employers Federation • Singapore Chinese Chambers Institute of Business • Institute of Adult Leaning • Singapore Training and Development Association • Marketing Institute of Singapore • Productivity Service Board • Speakers’ Bureau • Association Website – www.asiaspeakers.org

#4 – Speak ….. for free!

“He who never speaks for free will NEVER make enough money.”

- CSP Fredrik Haran

Select talk based on

• Profile of audience

– Business Owners

– Entrepreneurs

– Students

– Professionals

– PMETs

– Public

– Others: ________________________________

Select talk based on

• Size of the audience

– Min 20

– > 50

– > 100

– > 500

– > 1000

Others considerations

• Which other speakers have spoken before you?

• Networking and follow up opportunities

• Focus on local engagements for the first year

#5 – Write a E-book!

Http://ideasandrew.podomatic.com 600 min of podcast

• Radio Interviews • Webcast Interview

45 episodes 1000 downloads

10 things to note when you write an e-book

• Do plenty of research and quote the sources. • Create interesting title for every chapter with a byline to follow up. • Provide a Personal Reflection section with questions to ponder. • Summarise the key learning points of your chapter into bullets at

the end of a chapter. • Explain how to read your book in your preface. • Connect readers through your social media contacts. • Enable readers to get further learning tools and templates from

your book’s microsite. • Organise all technical details to a Resource Section. • Build credibility by providing a Further Reading List or Glossary. • Add value by providing skills, knowledge or instill attitude change,

not the number of words written.

#6 – Make friends with the Media!

Magazines

Newspaper

Radio

Local and Foreign TV Channels

News Wire Agencies

Making a Connection with the Media (Singapore & Malaysia)

Do your research on media/press related to your field

Write your press release the way you want it to be Read

Start Communicating with them even before you have a story

Organise a joint-event with the media

How to Propose a series of Talk Shows/Interviews

Start with a general overview

Prepare all the Questions for your Host

Prepare 2 versions of answers: Short & Long

Leverage on current hot topics (link to your forte)

Which programs on Singapore Radio are suitable for you?

Expert Views

Daily Motivational

Group Interactive

Conversational

Business Nuggets

Malaysia (BFM 89.9, the Business Radio) • Open For Business

– (10am weekdays) publicises interesting start-ups

• Raise Your Game – (11am weekdays) offers personal development opportunities,

• Techtalk – (weekday noons) helps to demystify technology and harness it

for business owners

• The Resource Centre – (1pm weekdays)

Becoming a Regular Guest How to get invited back on radio over

and over again

Mention other topics of interest in the conversation

Remember the host’s Professional Interest

• Recommended other great guests to their shows

Remember the host’s Professional Interest

Refer other speakers to radio host

Michael Podolinsky

Make your pitch only at the very end

After the interview, fulfill all promises made on air quickly

Build Rapport with Host on air Enjoy the Conversation

• Arrive early to have a casual chat with the host

• Alert the host for any potential question you wish to avoid during the show

• Never ask the host for an endorsement

• Continue chatting even when you are off air, taking a break

• Be Personable (mention the host name often)

• Prepare give-away to listeners

How to leverage on media features for marketing?

Share on Social Media

• Slideshare : Powerpoint

• Podcast : Radio

• Youtube : TV

• Blog : transcript of interview

Spin it on other Mass Media

• Send info to other media for new pitches

• Follow the format and record your own version

#7 – Serve those in Need (Charity)!

Sponsorship or Volunteerism

#7 – Serve Others (Charity)

• Mendaki Sense

• Lutheran Community Care Services

• Teen Challenge

• Asia Women Welfare Association

• Young Women Christian

• Association Restroom Association of Singapore

• SOS

• Singapore Planned Parenthood

• Renci Hospital

• Student Care Services

• Parkway Healthcare

• Centre for Senior National

• Volunteer Philantrophic Centre (NVPC)

• B Well Methodist Group of Churches

• National Kidney Foundation (NKF)

• Percept Ministry

• Singapore Association for Mental Health

• Singapore After Care Association

• St Andrew Community Hospital

• Touch Young Arrows

• WINGS

• METTA

• Buddha Tiger Relic Tooth

• ISCOS

Key Questions

• Sponsorship: ___________________________________

• Volunteerism: __________________________________

• Which organisation? _____________________________

• What is their mission? ____________________________

• Duration: ______________________________________

• Frequency: ____________________________________

#8 – Claim Your Prize (award)!

Getting Recognition

Personal Branding Journey

Personal

Branding

Person

(Profile)

Portal

(networking)

Partners

Public Speaking

Publication

(Book)

Publicity

(Media)

People’ (Charity)

Prize

(award)

Search “you” on Google now, Compare it with

6 months down the road.

Develop a Consistent Brand Identity

Online

Facebook Cover Photo 1

Facebook Cover Photo 2

Twitter Cover Photo

Print

Personal Logo

Postcard

DVD Cover

Name card (front)

Name card (back)

Roll Up Banner

Speaker One-sheet

How to design your One-Sheet • Your Headshot

• Your tagline

• Your value preposition

• Your Top 3 client’s endorsement : One line / Highlight key words / Name/Designation

• Your Contact Details : Name / Email / Work mobile

• Your Main program : Title / 3 main points of outline / Learning Objectives

• Your Client List : Regional / Local

• Media Appearance – • TV

– • Radio

– • Press

– • Online

– • Magazine

– • Others

• Brand Ambassadorship

Co Branding with other speakers/organisations

You do not have to speak all the time,

Singing is great too

Aim for the biggest stage!

Just for laugh