TVNewsCheck conducted a confidential survey last month of local TV station creative services directors and promotion managers. We’ve been revealing the results of that survey all this week on Market Share. Some survey questions allowed the participants to add their comments and in those cases, we’ll provide an overview of the comments and when […]
TVNewsCheck conducted a confidential survey last month of local TV station creative services directors and promotion managers. We’ve been revealing the results of that survey all this week on Market Share.
Some survey questions allowed the participants to add their comments and in those cases, we’ll provide an overview of the comments and when necessary, share some actual comments with you.
If you became GM of your station, what’s the first thing you would do to improve marketing and promotion?
By a wide margin, if the CSDs were GMs, the first thing they would do is bolster their station’s outside media presence. Move from a sweeps-only media buying strategy to more year-round. Increase the outside media budget and give more flexibility to how it’s spent — digital, social, as well as traditional.
“We need much more exposure outside of our current footprint.”
“Promote outside of traditional sweeps.”
“Increase our reach.”
The second highest scoring category was staffing. More people in general, higher quality of people, more money to be more competitive in hiring better people. More than 30 respondents specifically mentioned “adding staff” as means to improve marketing and promotion.
“Increase the pay to get quality staffers. Currently, our promotion staff is paid less than the news editors. There are dozens of qualified people out there, but none will take our positions for the pay. So we have to hire less experienced people, and no matter how well we train them, some of them still just can’t make the connection. The real problem is the low pay.”
Although not as many CSDs mentioned this as increased outside media, but a surprising number want more fixed, on-air inventory.
“Allocate more fixed inventory.”
“Allow more time, since ours has been cut back significantly.”
Greater consistency between news content and branding, better communications, more research and more focus on digital/social promotion were other topics mentioned as way to improve marketing and promotion if they were the GM.
“Require the ND and MD to work together on a news and marketing strategy that fits research, is actionable, and resonates with viewers. Require them to show how they’re living up to the strategy on a weekly basis.”
“Perform an extensive research project to determine priorities.”
I got a chuckle out of this one.
“Put the news director and promotion manager in the same office separated with glass so they can see each other all day and every day.”
If you became the VP of marketing for your group, what’s the first thing you would do to improve marketing and promotion?
As a former broadcast group VP of marketing, I was particularly interested in what CSDs had to say to their respective VPs.
We have no way of knowing what broadcast groups these CSDs are in, so therefore we have no idea who their VP of marketing is. But if you’re a broadcast group CEO or a VP of marketing, I have good news.
While CSDs did mention bigger budgets, more on-air inventory, more outside media, more staffing, more research, more help with social media, better equipment and resources, the No. 1 request they had for their VP of marketing doesn’t come with a high price tag. In fact, it’s readily available everywhere in the group.
Knowledge through sharing. Idea sharing, workshops, peer reviews, best practices, more and better collaboration, sharing best revenue generating ideas, a promo exchange program, station visits and reviews, help with marketing plans and media buying strategies, help recruiting talent.
Or as one CSD put it, “communication, communication, communication.”
Here are some of the more perceptive comments and thoughts CSDs had about the importance of idea sharing and more communication.
“Offer them help with marketing plans and media buying strategies.”
“I would ask weekly questions. What’s working? What isn’t? I would re-evaluate standard promotional conventions such as radio advertising.”
“Immediately share best revenue-producing promo concepts/ideas across markets. Whether it’s a digital product or contest idea. Break down silos and help any market with an immediate revenue-producing idea.”
“Do a from-the-ground-up assessment of all marketing/promotion procedures and practices.”
“An effective plan for core promotion of weather or interactive could work across multiple properties.”
“Get better recruitment for creative talent and work on a system for internal promotion of top performers.”
“Try to remove a stigma of ‘it’s mine, I don’t want to share with you … do your own, figure it out.’
“Tear down the fences and make idea sharing and smart content and successful promos available to all in the group instead of worrying about ‘turf’ and ownership of the story.”
“HELP. Be an ally. Be an advocate. Teach.”