National associations with bigger budgets usually use more high profile personalities, so opt for the general session as an industry expert or wind-down speaker slot for more motivational topics. Different marketing approach Established committees that focus on expertise and content usually choose free speakers in concurrent sessions. Smaller, more ad-hoc, committees make paid speaker selections, and speaker bureaus play a bigger role. Because the decision is more subjective, indirect marketing approaches work best, with a focus on sponsorships or recommendations from advocates. Again, the decision is more subjective, so promotional materials take the place of requests for proposals.
Demo videos are also a given, with footage less than a year old.
Be prepared to spend money on your materials, but don't go overboard. There is a big difference between being in business and making a profit. Disjointed marketing efforts, usually in unrelated industries, will add expense without adding value. Web sites are doing a lot to reduce expenses, but many prospects want material to pass along. Revenue per booking is too low.