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Minggu, 25 Desember 2011

Are Celebrity Speakers Worth Your Cost?




By Christa Garrett


We have reached the point where celebrity speakers are akin to team sports specialists like "closers" in baseball. Eight innings of the game are finished. Now they're brought in to face those last three batters. At the end of the season, they'll be demanding a big payday. The difference is that with speakers, payday is at the end of the night.

There's so much money in this now that providing celebrity speakers for various kinds of gathering has become a kind of business unto itself. Visit their sites and they'll have photos and mini-biographies of dozens of them. Generally, the speakers will be arranged by type for your convenience.

The fees might surprise you. A cast member from a popular TV series could cost $10,000 to $15,000. That price might get you a veteran tight end so long as he's not All-Pro, or an astronaut. An astronaut who was an alcoholic till he got religion, however, might run $30,000. Few things add to one's value as a celebrity speaker like overcoming an addiction. People make money merely from being relatives of people who overcame addiction, so long as they're somewhat famous.

It might cost $30,000 or $50,0000 for the iconic star of 1970s blaxploitation movies, or for a successful inventor. At the top of this pile is former American President who has commanded over $500,000 for an appearance, though usually slumming at around $200,000.

It's only natural to ask whether it's all worth it. The cost has grown so exorbitant that it might demand a solid, numerical response. A charity or other fund-raising event should be able to determine the value of its $20,000 celebrity quite easily. At the end of the night, it will know whether it raised $20,000 or more than it otherwise would expect. If it did, the charity can reason that the fee was well worth the expense. If not, it can reason otherwise.

There are numerous situations like this, where the gathering itself is for-profit. If the event is a baseball card convention, you can measure whether it profited you to pay a six figures to a Hall of Famer, when you might have gotten the outfielder who led the local ball club in hitting for five figures. It becomes difficult to measure if there isn't a purpose to the gathering that can be measured in dollars and cents, because it's in dollars and cents that you'll be paying your speaker.

Every university graduation ceremony features a celebrity speaker, and the most predictable thing the speaker will not is that the speech will be remembered by absolutely no one within a month. Perhaps the time has come to remember this part, at least, of all those forgotten speeches, and incorporate it as a factor when drawing up the budget for next year's speech. It might at least relieve the graduates of some portion of their debt.

A board of commerce convention doesn't have to bring in high officers of Fortune 500 corporations. It might be more interesting to hear from someone who started one hardware store in town, who fifteen years later owns five stores. Peruse the agencies, but maybe the celebrity speaker your group really needs, and yet can afford, owns the hardware store next door.




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