Keynote Speakers: In or Out? And How to Choose the Right One

Keynote speakers have long been a staple in the event industry, but as alternative forms of audience engagement (like interactive workshops and simulations) gain traction, the question arises: Are keynote speakers still the best use of funds?

At Spruce Mountain Ranch, we host a diverse range of corporate gatherings and industry events. Over the years, we’ve observed some PHENOMENAL keynote speakers that really propelled the energy of the event. But we’ve also watched some speakers who left guests disengaged and itching to move on to the next point on the agenda.

So, in short, our opinion is yes. Keynote speakers are still a great way to inspire, motivate, and entertain at corporate events—but only if they can truly engage the audience. 

Read on to understand our reasoning and learn how to pick a keynote speaker that will have the maximum impact for your audience and event goals.

Are Keynote Speakers Still Essential?

The Indisputable Value of Keynote Speakers

• Inspiration & Motivation: A good keynote speaker remains one of the best ways to energize an audience and drive them to take meaningful action.
• Thought Leadership: Hearing directly from subject matter experts within your industry is a great way to introduce new ideas and perspectives to your team.
• Brand Enhancement: Celebrity speakers or other well-known motivators can help elevate an event's prestige and attract more attendees.
• Networking Catalyst: Thoughtfully chosen keynote speakers leave attendees with intriguing ideas and questions for continued discussion throughout the remainder of the event (and beyond).

The Unique Limitations & Challenges of Keynote Speakers

• Cost vs. Value: If it’s not clear how a keynote speaker can help you achieve your unique event goals, the return on investment (ROI) may just not be significant enough to warrant the expense.
• Audience Engagement: In modern public speaking, interactivity is key. The wrong keynote speaker can bore attendees, leading to passive listening and overall disinterest in the event.
• Alternative Formats: In many cases, it may make more sense to choose a different form of event education or entertainment, like an interactive workshop or a panel discussion.

So, are keynote speakers in or out? In our opinion, keynote speakers are still very much in, with the caveat that they must effectively engage the audience and be integrated thoughtfully into an event’s itinerary.

How to Choose the Right Keynote Speaker for Your Corporate or Industry Event

1. Clearly define your event goals.
   

   What do you want attendees to feel, learn, or do? Is your goal to educate? Entertain? Motivate your audience? Inspire some specific kind of action? Present a new, out-of-the-box perspective? Boost creativity and strategic thinking?

2. Have a strong understanding of your audience.
   

   Who is your audience? Conduct a thorough target audience analysis, outlining attendees’ demographics, interests, and pain points. These details should not only inform your choice of speaker, but they should also influence your overall event theme, itinerary, and setup.

3. Align your speaker with the overall event theme & message.
   

   Your keynote speaker should have a style and expertise that resonates with your company’s brand and the general intent of your event. Although most keynote speakers are sourced outside the organization hiring them, it should feel like the speaker is already a member of your team, united in mission and focus.

4. Understand the different types of speakers out there.
   

   Below are some of the most common types of keynote speakers you’ll come across:

   • Motivational Speakers often use personal stories and anecdotes to inspire crowds and promote team building. Don’t shy away from hiring motivational keynote speakers who don’t have experience directly relevant to your field. In all honesty, sometimes speakers with only tangentially related experience have a greater impact than industry insiders, anyway.
   • Industry Experts (or Thought Leaders) can offer fresh perspectives, insights, or knowledge related to your organization and event message. These speakers could be sourced within or outside of your own organization. Be careful to find someone who is an expert in their field AND a skilled public speaker.
   • Storytellers aim to captivate an audience with riveting stories and emotional connection. While some speakers specifically promote themselves this way, any speaker you choose will ideally have this ability.
   • Interactive Speakers merge traditional speaking with alternative audience engagement techniques, like workshops, simulations, activities, discussions, or Q&A sessions.
   • Comedic Speakers add comic relief to more serious speaking topics in an effort to maintain audience engagement, keep the mood positive, and create a relaxed and enjoyable atmosphere.
   • Celebrity Speakers attract attendees and engage audiences because of their social status (typically within sports, politics, and entertainment).
5. Know where to start the search.
   

   For decades, organizations have discovered and hired keynote speakers from speaker bureaus or online directories like Executive Speakers Bureau , BigSpeak Motivational Speakers Bureau, or All American Entertainment (AAE) Speakers Bureau .

   Other possible sources include:

   • Social media reels, snippets, and networking
   • YouTube and TEDx Talks
   • Referrals from colleagues, peers, and industry associations
   • On-the-ground scouting at other industry events
6. Allow plenty of time for speaker research.
   

   You have a long list of potential keynote speakers—now, how do you vet them?

   • Watch videos of past presentations.
   • Read testimonials and reviews.
   • Check out their social media reels.
   • Look for any recent publications.
7. Know what to look for in a keynote speaker.
   

   When hunting for a keynote speaker, you should keep an eye out for:

   • Energy that can fill a room
   • Expertise/message at least tangentially related to your business or event goals
   • A strong sense of humor
   • A powerful storytelling ability
   • Experience presenting for similar event types and audiences
8. Book your speaker well in advance.
   

   If possible, try to contact your desired keynote speaker 6 to 12 months ahead of time, depending on speaker popularity. But make sure you don’t jump the gun too quickly before you’ve had a chance to really iron out your event goals and theme.

9. Consider speaker placement on the event itinerary.
   

   Ideal timing for a keynote speaker depends on the type of speaker you hire and the nature of your event. While motivational speeches are a spectacular way to kick off an event, you may want to ramp up a little before you schedule an intensive presentation from an industry thought leader.

   Furthermore, if you have multiple speakers, it’s best not to schedule an industry expert directly after a dynamic speaker or an exciting interactive activity. Industry experts are typically hired to share essential information and insights—they often don’t match the energy level of speakers seasoned in the art of audience engagement and motivation.

Book Your Next Event at Spruce Mountain Ranch

Offering exquisite scenic views that promote relaxation and creativity, and versatile event spaces for a wide variety of event needs, Spruce Mountain Ranch is the perfect place for your next industry or corporate event in Colorado.

Ready to start planning? Contact our team today to discuss your event needs and explore our stunning venue.

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• Know Your Audience: Tailoring Event Entertainment to Guest Demographics
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• Top 5 Reasons to Bring Your Team to the Mountains for a Corporate Event