Breakthrough Local Marketing: What's Working, What's Not—and Why
Emotional marketing expert Graeme Newell shares the fascinating results of a sweeping research study done on the effectiveness of TV marketing. This in-depth audit analyzed thousands of promos created by stations all over the country. You'll learn which stations are doing the best marketing and why; two critical mistakes common to most promos; best tactics for breakthrough messaging; and creative mistakes that doom a promo to oblivion. You'll be fascinated to learn what's working and what's not as Newell reveals real-world usable insights from this comprehensive study.
Greg Derkowski, Brand Strategist & Evil Mind Manipulator, 602 Communications
Graeme N. Newell, President, 602 Communications
Engagement Redefined: Leveraging New Standards to Drive Tune-in
The rapid acceleration of technology has created an always-on, always-connected world. What does that mean for consumers and the marketers looking to engage with them? Tom Webster, Vice President Strategy and Marketing at Edison Research will present highlights from the 2015 Infinite Dial and Share of Ear studies that uncover consumer trends in mobile, audio, video and social media. Tom will be joined by industry experts Dennis Fitch, Gloria Lee, Missy Crawford and moderator Morgan McGraw for a rousing and revealing panel discussion of these trends and how taking an audience-first approach and driving quality time spent will lead to success.
Morgan McGraw, National Manager, Local TV Tune-in, Pandora Media, Inc.
Missy K. Crawford, VP, Creative and Marketing, NBC 4 New York
Dennis Fitch, President / Founder, The Agency
Gloria Lee, VP, Affiliate Marketing & Promotion, ABC Television Network
Tom Webster, VP, Strategy and Marketing, Edison Research
Management Skills: How to Manage your Boss and Be a Better Boss Yourself
No matter where you are in your career trajectory, knowing how to work with or lead a team can make or break you. Effective leaders are required at every level of an organization; do you have the necessary skill sets to build for your future? In this interactive session, you'll learn the 10 People Principles needed to become your personal best boss and explore the laws of leadership that will inspire you to excel in your business life.
Kathy Dailey, Strategic Consultant & Executive Coach, Dailey & Company
Marketing to the Home Team: Local TV Viewers Speak Out
Understanding how to reach viewers across all media touch points is incredibly challenging. Today's television marketing leader is faced with fragmenting choices of platforms, diminishing impact on their home channels and finicky consumers who have more power to choose every day. PromaxBDA and Frank N. Magid Associates have teamed up to help you better understand your local consumer. We've researched local market news viewers across the country and in this session, we’ll provide the latest information you can take home and use. Learn how you should spend your time and money and see what viewers say motivates them to watch local TV news.
Dick Haynes, SVP, Research, Frank N. Magid Associates, Inc.
Jim Thomas, VP, Marketing, Frank N. Magid Associates, Inc.
Media Buying: Are You Asking the Right Questions?
For many station promotion managers, media planning and buying was learned while doing, on the fly, in between producing promos and ads. With the media landscape becoming increasingly complex, it’s even more important to ensure your media expenditures take your station’s ratings to the next level. In this session, experienced pros give you a fresh perspective on how to approach both traditional and new digital opportunities in a fast-changing environment. This workshop looks at media buying—pre-flight, in-flight, and post-flight—and provides you with practical tips and takeaways on how to get the most out of your media dollar.
Gloria Lee, VP, Affiliate Marketing & Promotion, ABC Television Network
Jennifer Marshall, Co-Owner/Vice President, TV Station Marketing Division, Marshall Advertising
Dave Tilles, VP, Business Development, Liquidus Marketing, Liquidus
Bonnie Wood, Promotion Manager, ABC7/News Channel 8
NEWS DIRECTOR + CSD = BFF… or OMG?
The Creative Services Director and the News Director together must forge one of the most important relationships in broadcast television stations. It’s through this collaboration that they must create a common vision for their brands, develop successful product and marketing plans, navigate the occasionally contentious waters between content and promotion agendas, remain nimble in the world of breaking news and create engagement in today’s multi-platform local news world. How do some of the country’s most successful CSD/ND teams coalesce? Join us for a spirited discussion as we bring a leading group of industry news and marketing professionals together to share their insights.
Marshall Hites, SVP, Creative Services & Marketing, Tribune Broadcasting
Kerri Cavanaugh, VP, News, WXIN/WTTV, Tribune Media
Bruce Lindgren, Owner, Lindgren & Associates
Rick Snyder, Director, Creative Services, WKRN
Bob St. Charles, Creative Services Director, Tribune Media
Matthew Zelkind, News Director, WKRN
The Next News Industry
There was a time when news broadcasters were not only the most trusted voices in the America but, practically speaking, the only voices. No longer the definitive source of breaking news and the day's most important headlines, the traditional TV news broadcast has been eclipsed by the immediacy of digital platforms. With the rise of digital media and the plethora of viewing choices, the times are changing-and fast. So what is the role of television news in the Internet age? We'll address topics such as what defines credibility in TV news today; how must long-held industry standards regarding neutrality, professionalism and newscasts adapt to meet contemporary demands; and what is the relevance of TV news for younger viewers? For anyone involved in news, this important session aims to help you articulate the paradigm shift in viewer preferences between traditional and younger TV news viewers; evaluate the cultural relevance of your station's news product as well as that of their competition; and hone marketing and positioning strategies for traditional and digital marketing.
Linda Ong, CEO, TruthCo.
Something For Nothing: Low Cost/No Cost Strategies for Breaking Through
If you're long on assignments but short on resources (and who isn't, really?), have we got a session for you. In this lightning-round presentation, you'll hear real-life success stories from the industry's most innovative marketers about how they overcame the challenges of time and budget to produce truly groundbreaking and effective creative. You'll walk away with nuts-and-bolts ideas and usable strategies for creating low-cost, high-impact on-air promotion, off-air marketing and audience engagements that you'll be able to implement immediately.
Jessica Rappaport, VP, Marketing, E. W. Scripps Company
Pam Baumann, Creative Services Director, WWJ-TV WKBD-TV
Sherry L. Carpenter, Creative Services Director, WJXT
Andrew Felix, Promotions & Creative Services Manager, WEAU 13 NEWS
Emily Mowers, Marketing and Creative Services Director, WTVA / Heartland Media
State of Our Art
Sometimes, during the course of our long work hours and daily grinds, we lose sight of the fact that what we create can and does move masses, inspire unexpectedly, affect change and shape behavior. And, oh yeah, make us laugh. Tag along on an exhilarating review of the best big ideas from the past 12 months from across the television universe. If it goes as planned (and we have a hunch it will), you’ll leave with renewed creative vigor, redoubled commitment and keen insights about the future of our craft. That, or at least a smile on your face.
Michelle Garry, SVP, Multi-Platform and Affiliate Marketing, Fox Broadcasting Company
Scott Rowe, SVP, Communications & Domestic Marketing, Warner Bros. Worldwide Television Marketing
Writing that Kicks Butt: A hands-on session for creativity
When paradigms shift and budgets shrink, you still have one tool up your sleeve:strong writing. This hand-on, fast-paced workshop looks to amp your creative and hone your craft. What would you like to work on most? CLICK HERE and let us know. We’ll customize this session based on your input.
Linda Button, Brand Personality Expert, Tooth + Nail
WTF: What’s the Future of Local TV?
It’s an exciting, if sometimes terrifying, time for local TV. Customers are more connected to their sets than ever before, but at the same time, the TV they’re connected to is just one of a plethora of screens at their disposal. The very definition of TV is changing even as we watch it. In this unique session lead by a digital analyst and anthropologist, we’ll examine what consumers value, how consumers are watching and how stations can help advertisers better connect with connected audiences. Don’t fear change, embrace it!
Brian Solis, Principal Analyst, Altimeter Group