Event ROI Starts Here: The One Question Every Event Planner Should Ask Before Booking a Speaker
Whether you’re planning a national conference, a regional employee event, or a high-impact leadership summit, you’re probably juggling a dozen questions:
- Will attendees be inspired?
- Will our theme land?
- Will the speaker be a good fit?
But there’s one question we find often gets skipped — and it’s the one that should come first:
“What does success look like after the event?”
That simple question shifts everything.
It reframes the keynote from a one-hour “performance” to a strategic investment in your people, your mission, and your momentum.
It’s where real event ROI begins.
From Mic Drop to Measurable Impact
At LimeLight Group, we work with event planners and association leaders across Canada who want more than just a great speaker — they want a purposeful experience that supports their goals long after the stage lights dim.
That’s why we always ask:
- What behaviour or mindset shift are you hoping to spark?
- What challenge or opportunity is your organization facing?
- How can this keynote help open the door to deeper conversations or change?
When you start with the end in mind, you’re not just filling a time slot. You’re designing an event with intention — one that connects the dots between inspiration and action.
The Speaker Is the Start Line — Not the Finish Line
A compelling keynote can light the fire — but it’s what happens next that creates real ROI.
That’s why we work with speakers who:
- Align with your organizational goals
- Understand the power of storytelling and strategy
- Offer pre- and post-event engagement to extend the message
Here are just a few examples of how that comes to life:
- Pre-event surveys to uncover what’s really on attendees’ minds — so the keynote speaks directly to their challenges.
- Custom videos or teaser messages sent in advance to build energy and set expectations.
- Post-event webinars or Q&A sessions to dig deeper into key concepts and support application.
- Facilitated team discussions or reflection guides to help leaders translate ideas into action.
- LinkedIn follow-up prompts or downloadable tools that attendees can use and share after the event.
When speakers show up as strategic partners, not just performers, the message sticks — and the results multiply.