The 2017 PromaxBDA Station Summit in Las Vegas is coming up the week of June 19. This is the annual conference held for local TV marketing executives to attend educational sessions about their craft, learn winning strategies, share proven tactics for increasing ratings and revenue, and a host of other informative classes designed just for […]
The 2017 PromaxBDA Station Summit in Las Vegas is coming up the week of June 19. This is the annual conference held for local TV marketing executives to attend educational sessions about their craft, learn winning strategies, share proven tactics for increasing ratings and revenue, and a host of other informative classes designed just for them.
Local TV creative services directors leave the summit with actionable knowledge that can be implemented immediately at their station upon their return.
The summit is really both the chance to attend educational sessions specific to the challenges local TV marketing executives face and the opportunity to meet with the stations’ network and syndication brass to maximize the potential revenue and ratings of their programs.
Past PromaxBDA Station Summits have drawn more than 1,200 attendees.
Broadcast company CEOs, their VPs of marketing and station general managers who invest the modest $1,500 to $2,000 (hotel, airfare, summit registration, etc.) for their marketing execs and staff to attend recognize the important role their staff plays in the overall success of the stations’ operation.
Broadcast company CEOs, their VPs of marketing and station GMs send their station creative services directors and/or other members of their promotion department to the summit because the sessions provide practical, proven techniques that will improve the stations marketing craft and its tactics.
Given the difficulty of hiring experienced and qualified local TV marketing staff overall, broadcast company CEOs, their VPs of marketing and station GMs understand what the investment of sending their marketing representatives to the summit means to the recruitment of marketing staff for the company. In an increasingly smaller talent pool, local TV marketing candidates are more likely drawn to broadcast companies and stations that see value in increasing the knowledge of its marketing staff.
Broadcast company CEOs, their VPs of marketing and station GMs often use the summit to conduct their own company-wide marketing meetings. CSDs within the company exchange successful ideas within the company, and examine resources that can be shared for the common good of the company. That alone is probably worth attending the summit.
Although broadcast company CEOs, their VPs of marketing, and station GMs know that this year’s PromaxBDA Station Summit is still in the planning stages, and thus the particulars not ready to be announced, all they have to do to see the value of attending this year’s summit is to look back on some of the topics from the past couple years.
For example, there was the session where PromaxBDA and Frank N. Magid teamed up to research what motivates viewers to watch local news. Imagine how knowing what motivates viewers to watch your station’s local news, and use your digital products and apps over your competitors can increase the effectiveness of your stations’ marketing.
Or the session titled Low Cost/No Cost Strategies for Breaking Through led by the industry’s most innovative marketers about how they overcame the challenges of time and budget to produce truly groundbreaking and effective creative. Broadcast company CEOs, their VPs of marketing, and station GMs like effective marketing that is low cost or better yet, no cost.
Or how CSDs and news can be best friends forever? Yeah, that was a session, too.
And then there was the workshop on media buying where experienced pros taught the secrets of making the most of media dollars for both traditional and new digital media buying.
Or the session, Something for Nothing. Who doesn’t like getting something for nothing? Six of the industry’s more innovative marketers demonstrated how they overcame challenges, sharing ideas every attendee could take home and practice.
What’s the next generation of news marketing? An example-laden workshop showed attendees how to make viewers feel a deep connection to your station’s local news coverage and the people who create it.
The PromaxBDA Station Summits have conducted workshops on how to craft effective writing, management and leadership training, how to use social media to build your brand and many other topics that are relevant to local TV marketing.
And that’s the main point that broadcast company CEOs, their VPs of marketing, and station GMs get about the PromaxBDA Station Summit.
Attendees 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 they’ll be able to implement immediately.
“It’s been a very positive experience,” said first time attendee Sarah Bono in 2014, “I’ve got a lot of ammo to come back with.”
So I commend those broadcast companies, their VPs of marketing and those station GMs with the vision to make sure their marketing staff is equipped with the latest tools, knowledge, insight, and strategies to be more effective in a highly-competitive and ever-changing broadcast world.
Be sure to let those responsible for sending you to this year’s PromaxBDA Station Summit know how much you appreciate their investment.
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