By Adriane G. Berg
From Association News 2005

You can turn every speaker's presentation into a treasure trove of rich content that serves your members far beyond the initial event. Simply audiotape, videotape and transcribe the keynote, panel or workshop and you have the basis for on going training, attendee appreciation gifts, member outreach initiatives, and a multi media presentation that will make your next conference sing. Many savvy planners hold events just to have the material for the following powerful and creative uses for live presentations:

• Information for "on-hold" callers: Replace musak with a replay of the most dynamic portions of the speech. Better yet, ask your speaker to interview a board member, staff member or other association leader for five minutes before or after the event, if it's not already part of the presentation. Record the material in a continuous loop. On-hold callers have something more than white noise to hear. Informative or amusing content makes for a more patient listener. Add information on how to register for your next event, and you have turned an annoyance into an attendance enhancer.

• Create a follow-up training session with a specially edited teleconference. Audiotape the training session then edit the presentation to add material that clarifies it and brings continuity. For example, if a trainer uses a slide or power point, you can fill in the blanks with additional spoken content or post the material on your web site. Then arrange a telephone conference using a free dial in service, and there it is. Any one who could not attend and attendees who need a refresher can hear all the words of wisdom again, at very little cost.

• Use video of the presentation on your web site. Particularly when you charge attendees for your conferences, seminars or courses, it's useful to show them what they are buying. Edit the best of the past presentations and put a few "bites" on your website, or create cd or dvd as part of your direct mail selling materials. Seeing or hearing the value of the presentation takes the anxiety out of the decision to attend.

• Package the cd or dvd as a gift to attendees. Even if you sell tapes of the presentation at an expo or conference, a short edited version is a worthwhile attendee appreciation gift. Also, send the material to attendees who registered but couldn't attend, the good will you get can't be over estimated.

• Use a video montage of the last event as an exciting kick off to your next conference. This is wonderful for organizations where the same people attend year after year; it's like opening a family album. New attendees get revved up by seeing the best clips of past events with an exciting music bed to set the tone.

• Pepper your website with audio and video clips of the event where appropriate. Don't over do it, but a short, powerful glimpse adds compelling content to any site.

• Use transcriptions of the speech as giveaways, saleable content or at future training sessions. Transcription is particularly significant with panel discussion and workshops, when participants are asked to write a follow up of additional thoughts or provide written material that there was no time to discuss. Add charts and illustrations of your own.

• Create an e-book. Use this same transcribed material as the base for a pamphlet or e-book for immediate down loading.

• Turn a compelling sound bite or video still into an advertising, or promotional campaign. Even if you include nothing more than the applause of an appreciative audience or the shaking of hands, or a good joke, you get mileage. Real life events get attention.

Professional speakers understand and appreciate your interest in maximizing the value of their services. They welcome your creativity, and will cooperate, provided you discuss and explain your intent. Prepare a complete list of how you might want to use their presented material. Make sure the list appears in the written agreement. Most speakers will require four terms before they give you the go ahead: 1) They get prior approval of your edits, 2) You have a limited time (perhaps a year) to create and use the content, 3) They get credit for their contribution, 4) They get copies of cds, dvd, written material to use in their promotional efforts.

But, what about extra charges for use? That depends. Many speakers, myself included, welcome audio and videotaping on a professional level so we can use it for lecture bureaus and potential clients and in our media resumes. If you plan to sell materials, many speakers have a reasonable revenue share agreement and will even give you marketing guidance. Those of us who make speaking the centerpiece of our consulting careers are often excellent marketers and can help you enhance sales.

Together with your speaker, you can find many creative ways in addition to those on my list to maximize any event. With the magic of editing and B roll; event a so-so event can be turned into a home run for your association.

Adriane G. Berg is an international speaker on the public and private challenges of our growing longevity, personal finance and world wide economic development through tourism. Her latest of thirteen books is: "How Not To Go Broke at 102:Achieving Everlasting Wealth," John Wiley & Son 2004. Adriane is an Emmy award winning television host and host of the syndicated radio show "The Mentor," heard on the Business Talk Radio Network, And Special Talk USA and Life 102" heard on WLIE radio in the NY metropolitan area. Her company Third Age Productions produces video, audio and live programs for corporations, associations and non-profits. For more information contact Adriane at adrianeberg@msn.com or 908 236 8148.