Hi Dave – Can you give us a few examples of how to work event themes into your material for a corporate gig? What is the process like? – MD
Hey MD – When it comes to performing at corporate events, I’ve always believed that personalizing your act or presentation to fit the audience and occasion is essential. It’s not just something I do – major entertainers do it too.
How did they know that?
For example, several years ago, my cousin attended a corporate event in Florida where Jay Leno was the surprise performer. Having Leno on the bill was impressive on its own, but what really elevated the experience was when he mentioned the company by name and even referenced a few of the executives in the audience. Suddenly, it wasn’t just a great show – it felt like a one-of-a-kind event designed just for them. It’s one thing to hear a big-name comic joke about your city or current headlines, but when they reference your business or someone sitting a few tables away, it becomes unforgettable.
Event planners, executives, and employees love that kind of attention. It reflects well on the company, adds energy to the event, and makes the entire experience more engaging. A key way to make this happen? Performers who know their audience—and show it.
This is what we mean when we talk about personalizing or customizing material. Even if a comedian or speaker is delivering the same core act they performed a thousand miles away the night before, they’ll weave in references to the location, event theme, and audience members to make it feel special.
Think of it like this…
I’m a classic rock fan, so let’s use The Rolling Stones as an example. On tour, they stick to a fairly consistent setlist. That’s necessary – stage lighting, video screens, pyrotechnics, and choreography all depend on knowing exactly what song is coming next and where Mick and Keith will be standing when the fireworks go off.
It’s the same with big-name speakers or comedians. They have a program that works. Corporate clients are paying for that proven performance. But that doesn’t mean it can’t be tweaked to suit the crowd.
If the Stones are playing in Los Angeles, you can count on Mick kicking off with, “Hello Los Angeles—we’re rockin’ tonight!” Next week in New York, he’s not shouting out L.A.—he’s calling out New York City. A simple change, but one that creates connection.
Here’s another example from my own experience:
When I book comedians from New York or L.A. to perform near Cleveland, many of them aren’t familiar with the local scene. But the savvy ones will ask how they can relate to the crowd. One question I often hear:
“What’s a suburb near Cleveland that locals make fun of?”
No offense intended, but I usually tell them “Parma.” Then during their act, the comic tosses in a joke referencing Parma—and suddenly the audience feels like, this comic gets us.
Now here’s the truth: that comedian may not know anything else about Parma. But next week, in another town, they’ll ask the same question and swap in a different local punchline. That’s personalizing the performance – and it works. Audiences respond to it. Talent bookers and event planners love it.
What I Do for Corporate Bookings
When I book a comic or speaker for a corporate event, I include a short questionnaire with the contract. It’s the best way to learn about the audience and the company. Based on the answers, I’ll ask the performer to incorporate relevant material into their act.
Here are a few examples of what I might ask:
- Is there a theme for the event?
- What should we know about the city or event location?
- Who are some key people in the company?
- Are there any individuals you’d like us to spotlight – either for recognition or audience participation?
- What are the company’s products or services?
- Is there a rival company we can (respectfully) poke fun at – or one we should avoid mentioning?
- Where do employees like to hang out after work?
The depth of personalization depends on how much the client wants to share – but even a few specific details can go a long way in creating a stronger audience connection.
What About Customization?
Earlier, I mentioned both personalizing and customizing. Here’s the difference:
- Personalizing involves adjusting an existing act or presentation to reflect the audience or event.
- Customizing means creating brand-new material specifically tailored to the client’s message, goals, or theme – and yes, it usually comes with a higher fee, because it involves extra time and effort.
A customized presentation starts with a deep dive. I’ll often interview the client, event planner, and key team members to learn about the company culture, industry challenges, and internal goals. The performer then builds their presentation around that material, while still staying true to the style that got them hired in the first place.
For example, if a speaker is known for expertise in communication, the client won’t ask them to build a presentation on accounting. Similarly, if they hire Carrot Top, they’re not going to request a prop-free, TED Talk-style set. You get what you’re paying for – but a smart performer can shape their material to suit your exact needs.
Just like The Rolling Stones wouldn’t skip Jumpin’ Jack Flash in concert, comedians and speakers know their core act is what the audience expects. But with the right information, they can personalize – or fully customize – it to turn a good performance into a great one.
And that’s what makes a corporate event truly memorable.
Thanks for reading and as always – keep laughing!
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For comments, questions about workshops and coaching please email – Dave@TheComedyBook.com
