THE BOOMING WORLD MARKET FOR SPEAKERS

(c) 1997 by Dottie and Lilly Walters, Glendora, California
from the "2nd Edition of Speak and Grow Rich" (Prentice-Hall Simon Schuster) - Book by Lilly and Dottie Walters, considered the Handbook of the Professional Speaking Business.

Video conferencing, business television seminars, video training sessions, "virtual" on-line classes: Everyday technology finds a way to keep us talkin' to each other electronically, rather than in "face-time" We look at these wonders and can't help but ponder, "Will there be a need for face-time speakers in the future? Real-time speakers in front of a live real-time audience? Will, over time, computers put speakers out of business?"

No! No, for two reasons.

ONE: people need to learn more, yet they have less time available in which to learn it. As they turn to the new technologies, so will you simply learn the steps needed to be one of those speaking on the information highway, with these new tools

The desire to have high-quality, well-edited information will be even greater in this environment.
- Bill Gates, Microsoft Chairman and CEO

Does this new technology mean less face to face meetings? We don't think so. Members still want to press the flesh -- to put themselves in physical position for the chance encounter -- the serendipitous exchange. So much of what we learn at meetings we learn from networking with each other. In our casual conversations outside the meeting rooms we find answers to questions we didn't know we had.

Technology is affecting everything we do, and association meetings are not immune. Members are demanding more opportunities for distance learning -- through CD ROM, On Line, Video and Audio Conferencing. Does this suggest a downturn in face to face meetings? We don't think so.

In fact, in a recent trend analysis survey, 41% of our members reported that they expect to hold more meetings in 1996, and 47% said they will hold about the same number.
But we are looking for more sophisticated use of technology connected to those meetings -- members want to register on-line, exhibitors want modem hookups, cellular phone service, members want their training time to be available "on-demand," and more.
- Elissa Matulis Myers, CAE, Vice President & Publisher, American Society Of Association Executives

TWO: video training programs, live video conferencing and virtual seminars are all super and needful. But humans need the magic of sharing laughter and tears face to face to create esprit de corps. There will always be a need for real-time speakers, with a real-time audience. No movie or television program can compare with hearing and seeing a speaker in person. As more interaction is done electronically, we feel the need for great speakers will increase and be at an even greater premium that they are today. Audiences often want to ask questions, shake hands and have pictures taken with the speaker face to face.

Even in this age of instant electronic communications, the world loves speakers. Perhaps it is because the speaker's human spirit is magnified on the stage and because most members of an audience fantasize about mesmerizing people with their own words, thoughts and ideas.

Today's market for professional speakers is a thriving, expanding, international business. Convention centers, conference facilities, theaters connected together to hear a speaker from a distant site. Hotels, and resorts of all kinds are being built from Beijing to Kansas City to Paris. Meeting rooms and auditoriums are booked around the clock to accommodate the burgeoning meeting industry, literally all over the world, on ships at sea, and with virtual meeting hookups in almost of them.
Meeting expenditures soared from $19.5 billion in 1983 to $37.5 billion in 1995. Associations held about 175,600 meeting and corporations 797,100. The majority of Corporate meetings are sales meetings, management meetings training seminars and professional/technical meetings. All of which use professional speakers!

(c) 1996, 1997 Dottie & Lilly Walters,
(DO NOT DUPLICATE WITHOUT PERMISSION)

For much more on the issues discussed in this article, read the "2nd Edition of Speak and Grow Rich" (Prentice-Hall Simon Schuster) - Book by Lilly and Dottie Walters, considered the Handbook of the Professional Speaking Business. The first edition, a best seller, was selected in an industry-wide survey - by over 200% - as THE most valuable book ever written for professional speakers. In the "2nd Edition of Speak and Grow Rich," you will find the results on many, many industry wide surveys, up to date information on how speakers can market on the WEB, use Fax on Demand, video conferencing, mail bot, virtual seminars, email newsletters, etc.