Why This is the Most Important Month in the Speaking Calendar...
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Why August is the Most Important Month of the Speaking Calendar (and how to take advantage of it)
“I have to get this event squared away before the end of the month.”
That’s what the CMO told me last Thursday as we talked through her company’s annual fall meeting.
Her comment sparked an idea:
Let’s explore the ebbs and flows of the corporate speaking calendar.
I polled six of my speaking colleagues (Thanks, Ya’ll! 🙏🏾) and their feedback matched mine. Here we go:
January
( ⬆️ HIGH ): The first week of the new year is sloooooow, but the rest of the month is filled with annual kickoff and events. January accounted for roughly 21 percent of corporate speaking revenue.
February
( ↔️ MEDIUM ): Valentine’s Day and the shortest month of the calendar combine to make this month mid-performing.
March
( ⬆️ HIGH ): Nestled between two holiday months, many companies will squeeze in a spring event (or two) before the end of Q1. This is a huge month.
April
( ⬆️ HIGH ): As the summer approaches, this tends to be one of the busiest event months of the year. Think of it as March Part II.
May
( ↔️ MEDIUM ): You hear that? That’s the sound of summer vacations purring in the distance. Events tend to start declining here.
June
( 🤷♀️ LOWISH ): You’ll find a few straggler events, most of which will be held in the city where a company is headquartered so employees don’t have to travel.
July
( ⬇️ LOW ): Nope. If you’re a full-time speaker, this is a great time to head for the ⛱.
August ⭐️
( ↔️ MEDIUM ): While August is a medium month for volume, it is a high season for planning. Event planners, who are putting the finishing touches of Q3/Q4 events and getting ahead for the following year, are on the lookout for speakers.
September and October
( ⬆️ HIGH ): My wife calls this couplet Septober. Corporate speakers are on the road a lot during this time. This 61-day stretch is a gauntlet of conferences and summits. Most of your airline miles will be logged here.
November
( ↔️ MEDIUMLY ): Every year, I’m surprised by November. Think of November as a cousin to June. It kicks off right after Halloween and dwindles off as we near Thanksgiving.
December
( ⬆️ HIGH ): This one may come as a surprise, but my colleagues agree. The first two weeks of December are a frenzy of event activity, accounting for approximately 20 percent of the annual revenue for the speakers I spoke with.
The Mic Drop 🎤
Here’s the main idea of the passage: August is peak planning season for corporate events. Leverage any contacts you have today and get your name on the radar for the fall and beyond.
Send emails
Send LinkedIn DM’s
Call them
Text them
This is not the part of the year to be shy. 😉
That’s all for this week, MYM Familia.
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This one was right on time Coach! Really helped me stop so much negative self talk this month. Definitely have to trust the process with taking this career/industry serious now. See yall in Dallas!