Inside Look: Plotting Your Agenda to Make the Most of the TAB Showposted on 7.15.2019
- Sessions on Sales, Revenue & Cross-Platform Competition
With 37 sessions featuring nearly 50 speakers over just a day and a half to choose from, broadcasters attending the 2019 TAB Show in Austin Aug. 7-8 need to have a full understanding of the landscape of sessions available to them so they can make the most of their experience. Here’s an overview of the program offerings for sales teams and managers, with a tech-focused overview to come next week.
You can build a personal schedule of TAB Show sessions and events within the TAB app which can be downloaded in the Apple or Google Play stores. Username is whatever email address you used to register for the Show. Password is tab2019. Onsite WIFI is provided free to delegates, courtesy Gray Television.
AE/Sales Manager Training
Derron Steenbergen presents a six-hour “AE Series” sales training program for account executives and sales managers that challenges how you approach your career in sales, helps evaluate the depth of your client relationships, and identifies how to re-establish an effective sales process and focus.
The Chief Revenue Officer of Commonwealth Broadcasting in Kentucky, Steenbergen is lauded for his highly interactive training offered through his Swagger Institute.
This key ad category is covered in two separate programs focusing on the unique circumstances facing Radio and TV broadcasters. Presenters include Brad Seitter with TVB and David Chipman with Nielsen – who won rave reviews for his Radio market presentation in 2018.
David Rich with ContagiousTalk.com presents an extended program called Turning a Contact…Into a Connection…Into a CUSTOMER, sharing the strategies needed to conquer the three hardest elements of selling: Getting the Appointment, Making a Genuine Connection and Dealing with Price/Rate Objections.
Cross-Platform Competition and Strategy
Competing and winning in a cross-platform world is the focus of multiple programs, with some of the industry’s leading experts and evangelists sharing their strategies and insights, including:
- Bob Hoffman, self-proclaimed Ad Contrarian and heralded industry author and blogger, who opens the show with his Power of Broadcast rally employing his trademark “shoot from the lip” style to expose the “digital delusion,” how the obsession with “precision targeting” is hurting advertisers, and why broadcast media are the keys to successful consumer brand building
- Rob Russo, who addresses how stations can best compete against cable and satellite in two separate programs, one for Radio and another for TV
- Steve Walsh with comScore who outlines traditional media’s opportunities in his session on Why Traditional Media Matters in a Cross-Platform World
- Nielsen’s Catherine Herkovic who outlines how content creation and distribution technology are evolving and shares insights into the latest consumer and viewer insights in Uncovering Local Media Trends Across TV & Digital
- Radio’s Expanding Digital Strategies for Growing Audience & Revenue features an all-star panel of Radio visionaries unlocking opportunities from smart speakers and podcasting, to connect cars and location-based marketing
Recruiting Talent, Networking for Women
Laurie Kahn with Media Staffing Network dissects why stations are having a hard time hiring and lays out a strategy for addressing this critical problem in her How to Win the War for Talent program.
In a pre-show opener, The Women in Media: Coffee & Conversation gathering offers attendees an opportunity to chat with some of Texas media’s women managers in a comfortable setting to ask questions, share ideas and exchange contact information.
Next-Gen TV/ATSC 3.0
TV’s revolutionary new technical standard is set to roll out. Managers can get a full briefing on how the so-called market plans will be deployed and how consumer adoption could hinge on advanced emergency alerting.
The show is training a spotlight on three particular topics: TV programming in the Television Syndication Roundtable, the execution of the 2020 Census which will have a direct impact on stations’ bottom lines, and how Radio stations can Maximize Revenue with LIVE Video Streaming.
Nuts & Bolts
There’s a strong focus, too, on day-in, day-out operations, with Associate Member Doug Ferber anchoring two separate sessions, one on Operating Efficiencies and another on Tower Ownership, plus a DC Legal Update featuring attorneys from three leading DC-based communications law firms, another on FCC Regulatory Compliance and the ABIP program, and an EAS Test Report Filing Party on Aug. 7 so GMs and engineers can file their Form 2 in the ETRS.
Questions? Contact TAB’s Oscar Rodriguez or call (512) 322-9944.
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