The 5 types of association conferences and why a keynote speaker matters for each.

At one point or another, we’ve all found ourselves at an association conference. 

The official definition: Association conferences are events organized by professional associations or industry-specific organizations to bring together people within a particular industry or profession. 

The real real: Association conferences are wildly divergent when it comes to success, running the gamut from energizing and inspirational to mind-numbingly scientific and dull. 

In the best of all worlds, these events allow professionally related people to connect, learn, and exchange ideas in their respective fields. 

Much of the outcome hinges on the keynote speaker. Indeed, choosing the right keynote speaker is essential when it comes to association conferences.

Keynote speakers are uniquely positioned to give people a positive feeling about your event.   

This relates to psychology. 

Exhibit A: The “peak-end rule.” That’s the psychological bias of people to judge an experience largely based on how they felt at its most intense point and at its end, rather than based on the total sum or average of every moment of the experience. 

Exhibit B: The serial-position effect. This is the tendency of a person to recall the first and last items in a series best, and middle items worst.

Together, these heuristics explain the outsized connection between a keynote speaker and the audience’s assessment of your event.

Keynote speakers are the face of an association conference, setting the tone and guiding the audience to remember the experience as a good (or bad) one. They’re often the first to take the stage, and they’re pivotal in teeing up an event for success or failure. The topic they discuss, the way they present themselves, and how they communicate with the audience can make a huge impact on attendees' perception of the event.  

With some conferences, people have paid dues to be involved, and they’re looking to recoup value. The wrong speaker can throw the whole event off balance and undermine the leadership of the sponsoring association.

Your average bear knows that keynote speakers cost a lot of money. When those speakers fall flat, an attendee might think, “Really? I paid for this. These organizers are wasting my money. Maybe I need to rethink my involvement with this association. Maybe I need to tell a friend. Maybe we should all mutiny and get involved with that other association I heard about.” 

You do not want your audience doing mental math about your speaker budget.

A skilled speaker, on the other hand, is a true “leader of thought,” someone who can motivate the audience, encourage discussion, and drive the objectives of the event forward. They can deliver thought-provoking ideas, help the attendees set their expectations, and get people excited about the conference. 

Leaders of thought never condescend or simplify; they lead the audience to make their own personal discoveries. They will have a sufficient understanding of your industry and the roles of the attendees to contextualize the content. And that contextualization is what really ensures the audience has those precious “ah-ha moments,” where they connect the dots between what the speaker is saying and how this has real-time, real-world relevance to their own lives. 

Also read: Thought leaders aren’t enough. Keynote speakers should be leaders of thought.

Considerations of your keynote speaker depend upon your type of conference. Association conferences come in different forms, depending upon the objectives of the organization hosting the event - be it networking and educational sessions or lobbying and advocacy.

Here are 5 common types of association conferences, and the role of a keynote speaker with each form:

Annual Meetings

Annual meetings are the most common conferences hosted by associations. They’re large events attended by association members to keep members updated with the association's activities, with jam-packed agendas around significant issues for the group.

Keynote speakers are usually present at annual meetings to speak on relevant topics, either at the beginning or end of the event, or at luncheons. 

A suitable keynote speaker is someone who can draw the audience's attention to the association's purpose. Sometimes, a keynote speaker has a general talk for the whole conference. Other times, a subject matter expert is brought in to speak on a special aspect of the conference

Whoever you choose as a speaker, it’s critical to select someone who can captivate the audience with pointed topics that cater to the attendees' interest. First define the theme of your event, which is crucial to better understand the substance you need. Your speakers should always tie into the theme you have defined.

As always, performance ability is crucial to consider when picking speakers, not just content. 

Bi-Annual or Quarterly Meetings

Bi-annual or quarterly association conferences are typically smaller gatherings that focus specifically on industry-related topics. They may be for specific job functions, industries, sub-industries, or specialties within an association. These types of conferences depend upon a keynote speaker who is an expert in the field, someone who can deliver practical and educational insights.

Quarterly or bi-annual meetings can sometimes become mundane and yawn-inducing. Attendees may feel that they already know everything that is going to be discussed in the meeting. 

We’ve all been there.

Here’s where an excellent keynote speaker can shake things up. Bringing in a fresh voice with different perspectives from industry experts helps attendees open up to new ideas, believe in their abilities, and challenge the status quo. 

Meeting or Conference for a Specific Segment of the Association

If you’re planning an event for a specific job function, a sub-industry, or a specialty within your association, you want to make sure that attendees are informed and inspired. A conference that focuses on one particular segment of the association requires a speaker who has deep expertise in that area. This type of association conference calls for a keynote speaker who can offer a comprehensive discussion on the chosen topic, making the event successful by being richly informative.

A good keynote speaker for this type of conference can bring a wealth of expertise on a particular topic or industry. They can provide attendees with new ideas, innovative approaches, and best practices to apply in their work. A strong keynote speaker for this specialized audience can also share their own experiences and lessons learned, making the content more relatable and engaging. 

Legislative or Political Conference

A legislative or political conference focuses on the regulation and enhancement of policies that can impact the chosen industry. The ideal keynote speaker is a known specialist in the field, preferably someone who has experience in that specific jurisdiction. The keynote speaker's role should be to explain the policies in a relatable and simple manner that can be comprehended by attendees but at a deep enough level to inform action and change.  

In political and legislative conferences, the keynote speaker has the power to energize the crowd, providing an impetus for attendees to engage with the event and likely build anticipation. They can anchor the event while providing context and setting the tone for the whole experience. The speaker should be able to inspire attendees to be excited about the event and make it a priority to return to in the future.

Association Leadership Conference

One of the most significant events that an association can host is a leadership conference. These events aim to improve industry leadership by highlighting effective leadership practices, bringing together the brightest minds of an industry to share ideas, network, and influence thought leadership.

The ideal keynote speaker for a leadership conference is a successful leader themselves, someone who has experience in leadership, strategy, and innovation. The keynote speaker should be engaging and provide the attendees with practical examples of leadership strategies and solutions to common leadership issues, inspiring attendees to bring their A-game to each session by establishing objectives and conveying direction. With their years of experience, keynote speakers for a leadership conference can help bridge the gap between the idea stage and the execution of the association leader’s objectives. This helps bring together common ideologies and aids in the creation of long-lasting professional connections.

For any type of conference, a strong keynote speaker will reinforce the value of individual conference sessions and provide insights in relevant trends and market movements without detracting or overshadowing the other speakers. Speakers with a particular area of expertise enhance the sessions and lend credibility, which fosters the exchange of new ideas. A strong keynote speaker will bring energy, expertise, and inspiration to the event, making it a memorable and valuable experience for everyone involved. 

Above all, keynote speakers should provide a form of entertainment and prevent the conference from succumbing to monotony. A good speaker on any topic can modulate their talk with moments of levity; humor is the break that attendees need from all the informative sessions and networking of an association conference. With exceptional and sometimes witty storytelling, keynote speakers can help attendees interpret their experiences in a way that adds meaning to the conference long after the event is over.

Looking for guidance around an upcoming association conference? Reach out! We’d be happy to help.