The speaker choice sets the tone for the whole day

Not every speaker fits every role. There are four types you'll come across at corporate events, each with its own function in the programme.

Keynote speaker: the headline act. Usually placed at the start or end of the programme, brings their own story and message, and addresses the room without interaction. The result is inspiration, energy and perspective. This type fits conferences, kick-offs and galas.

Chair: the director of the day. They link programme elements, watch the timeline and give speakers and acts a stage. A good chair adds meaning to every element. A weak chair is an expensive microphone stand. Pick someone who knows the world of your organisation.

Moderator: the conversation lead. They steer panel discussions, roundtable talks or Q&A sessions, make sure every voice gets a turn and keep the pace. They're indispensable for knowledge sessions and conferences with several speakers.

Panellist: the expert who shares knowledge through conversation. Less monologue, more dialogue. This type fits events where knowledge sharing and discussion take centre stage.

As a rule of thumb: at a conference you usually want a keynote speaker, a moderator and at least two panellists. At a kick-off, a keynote speaker is enough. At a team day, a chair is sometimes the only thing you need.

The best speakers ask for a thorough brief. The worst speakers manage without one. That difference says enough.

A good brief contains at least six elements. The first is the audience: who's in the room, what's their role, education level, sector and what's going on in the company? The second is the theme of the event and the through-line. The third is the organisational context: is there something at play such as a reorganisation, merger or anniversary? Good speakers tailor their story to that context. The fourth is the position in the programme: when does he or she speak, and what comes just before and just after? The fifth is the desired tone: inspiring, informative, confronting or light-hearted? And the sixth is explicit exclusions: are there subjects that are sensitive?

Always schedule a pre-meeting of at least 30 minutes, no later than two weeks before the event. That way you can steer the content before it's too late. Speakers who refuse this pre-meeting or wave it off are a risk.

More on building a programme that works →

Speaker fees vary widely. A local expert or up-and-coming speaker asks €500 to €1,500. A national name: €3,000 to €10,000. An international top speaker: €10,000 to €50,000 and up. The fee depends on name recognition, demand, travel time and lead time.

What organisers are often surprised by: travel costs are almost never included in the fee. Always ask for a total price. Want to film and publish the presentation? You need explicit permission for that; it costs extra, and some speakers refuse it by default. Exclusivity clauses come up with well-known speakers who don't want to perform for competitors. And cancellation up to eight weeks before the event means the full fee in most contracts.

Payment usually runs 50% on booking and 50% after the event. For bookings above €2,000, always work with a written contract, even if you already know the speaker. Verbal is too vague and too fragile.

There are three routes to find a speaker, each with its own risk-reward balance.

Via a speaker agency: agencies such as Sprekershuys, ShowBird or Sprekerspool have a curated selection, handle contracts and take over coordination. The cost is 10 to 20% commission on the speaker fee. The upside is speed, certainty and quality selection.

Via an online platform: sites like evenementorganiseren.nl or speaker.nl offer a marketplace. Cheaper, but you do the selection yourself. The risk is that a speaker who looks impressive in a clip isn't always so in the flesh.

Via your own network: this is the cheapest route. But never book anyone without a demo, reference or clip of an earlier appearance. A speaker who "has been on a conference stage at some point" offers no guarantee.

For headline speakers at large events, we recommend working through an agency, or with someone you've seen in person. For moderators and panellists you can lean on your network more often, as long as you check on style and quality.

We know the Dutch speaker market well. Not from a catalogue, but from experience on the stage. We know which speakers have a room from the off and which are strong on substance but less compelling on stage. And for which type of event you pick whom.

At every event where speakers play a role, we handle the full logistics. Think selection on theme and audience, contract negotiation, briefing session, sound check and backstage support on the day itself. We work with agencies and with independent speakers. Without exclusive contracts. So we always pick what fits best, not what pays the most commission.

We also watch the quality of the brief. Speakers who are vague about their approach or want to skip the pre-meeting, we advise against. Because on the day itself it's too late to steer.

More on working with Live Impact →

Have an event in the works where speakers play a role? Or not yet sure which type of speaker fits your programme? We're happy to think along, no strings attached, in a good conversation.

Whether it's a conference, a kick-off, a gala or a product launch: we build the programme. And make sure the speaker does what you booked them for.

Send a brief via live-impact.nl/briefing or get in touch via live-impact.nl/contact. Or call us directly: 085 401 40 14.

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