One to Everyone!

Greetings NJ, MD, DC &DE Broadcasters!

On behalf of the Board of Directors of the New Jersey Broadcasters Association we look forward to seeing all of you at ourv2010 Mid Atlantic Broadcasters Conference!  This year, your Broadcaster Association, in conjunction with the MD/DC/DE Broadcaster Association, is proud to offer you an exclusive opportunity to choose from a host of extraordinary educational experiences.  Please explore the many new developments in Broadcaster Sales, Programming and the Important Industry Topics that will enhance your professional development and growth in our business of broadcast.

Make sure you examine the two “all-inclusive” educational course tracks offered to you this year.  As you will quickly see, theses tracks are comprehensive and integrated to help you in your daily business practice. While it is strongly recommended that you select and attend one complete track for the duration of your conference experience, you may visit between these superb program offerings throughout the conference.

Station owners, GM’s and Engineers should review the special programming and industry round-table forums assembled from the most influential policy makers and broadcast experts anywhere. 

Here’s an advanced copy of the program schedule. Discover, network, have fun, and enjoy your Broadcaster Conference!

 

Educational Session Schedule 

Programming Management Sessions:                     

9:30-10:30         Broadcasting in the New Media

Presented by Holland Cooke. Cooke has been consulting radio stations, shows, and networks for 15 years.  Previously, he programmed WTOP, Washington for 7 years; and for 3 years was Vice President of a new media unit at USA Today.  Holland publishes a monthly newsletter for radio station owners, managers, Sales reps., and on-air talent; and is a frequent speaker at broadcaster conferences.  In this session, Cooke will outline: Using Email/Facebook/Twitter/YouTube to build audience; How to make your web site "stickier," more than just a station brochure; Best (and worst) ways to promote your web site on-air; Two MOST POWERFUL ways to build web traffic (both FREE) and Easy Internet ideas to make your Sales department VERY happy! 

Owner-Management Session:                                  

10:30-12:00         Don’t be Scared: Be Prepared! Special EAS Summit

New Jersey Broadcasters have been leading the way in warning Washington and Trenton that we need a modern EAS deployed in the Garden State immediately. This exclusive owner/management session will highlight the progress we are making in this area and give you a preview/briefing on the current and future EAS measures being contemplated and implemented by our Department of Homeland Security and Office of Emergency Management. Our Panel of top experts and policy makers will include FCC, FEMA, DHS and OEM officials, engineers, and key policy makers. Don’t miss this timely and vital discussion on best practices and first response initiatives.

 

10:45-12:00       Walking the Tight Rope of EEO Compliance 

Moderated by Lisa Fields, VP/GM Broadcast1Source.  When it comes to managing your FCC compliance, do you feel like the ringmaster of a three ring circus?  Are you juggling job postings and notifications with ease or are you just clowning around?  Are your Prong 3 programs in place or do you have a tiger by the tail?  Managing your EEO Compliance and your Local Public Inspection File is as easy as 1-2-3 with Broadcast1Source!  Join us for an interactive conversation and demonstration as we discuss the benefits of leveraging technology to save your company time and money!  Learn how to systemize your FCC compliance process and enjoy it as much as a trip to the circus!  This informative session will highlight the important Equal Employment Opportunity (EEO) requirements for all broadcasters and how you can keep in compliance.  This year, the FCC has cracked down on EEO and regulatory enforcement, levying fines in excess of $10,000 for technical violations.  Be advised: The rules have changed and they are more stringent than ever, so GM's and HR personnel should attend this session.

Owner-Management Session:                                  

2:30-4:00              Broadcaster Regulatory and Legislative Roundtable and FCC Summit

This special owner/management session includes an update of current regulatory and legislative proposals that will directly impact your operations, your audiences, and your bottom line. You will receive up-to-the minute reports and analysis about such critical industry topics such as the Performance Tax, ABIPs, National Broadband Plan and Spectrum Grab, Advertisement Tax, FCC  and Legislative Policy Initiatives, and so much more, including  an FCC/Legislative roundtable discussion with an esteemed panel of notably industry policy makers, legal counsel and broadcast executives.

Programming Management Session:                       

2:30-3:30           Survival Information: For the Way Things are now!

Presented by Holland Cooke. After all the consolidation and cutbacks, "do more with less" is the mission statement, so resourcefulness is Job One.  And, in addition to programming those transmitters, there are web sites hungry for content, because Sales has Internet revenue goals.  Meanwhile, PPM measurement is replacing diaries in some markets, so programmers wonder do "the fundamentals" still apply? In this session you will learn:  What's different now about how listeners listen?  What Programming people NEED to know about Sales; Success templates: What I hear SMART stations doing in my travels (and what  NOT to do); How to unearth "Buried Treasure," revenue opportunities hidden in station   programming; Low-cost/NO-cost tactics and tools for building listener and Advertiser loyalty.

SKILL SET SUPREMECY COURSE FOR SELLERS                

(4 Different Sessions) Presented by RAB’s Mark Levy

9:30-10:30            Morning Session I:

Your Role As A Broadcast Marketing Consultant

Our Industry has changed a lot. The days of a pushy, arrogant, money-hungry, obnoxious salesperson “making it” are long gone. We’ll cover some key concepts to help your clients see you in a better, more positive light!

Features and Benefits and Why You Should Care

Prospects don't care so much about the FEATURES of our broadcast properties as they do about what BENEFITS they will receive from advertising on them.  You'll learn the differences between Features and Benefits and conclude by having powerful statements ready to present. 

10:45-12:15  Morning Session II:

Writing Copy That helps Clients See Stuff

There are a lot of jobs we now have to do at our stations and, more and more, that includes writing copy for clients.  In this day and age though, we have to really make sure that our copy helps our clients SELL stuff!  This session will help sellers and programmers “come together” on creating good copy that is applicable for listeners and clients alike.  This session covers: Creativity In 30 Seconds or Less; 5 Things to NEVER EVER Put In a Commercial Again; the lesson of Short Pants; Target Practice; Red Blue and Green and MUCH MUCH More!

2:15-3:30  Afternoon Session I:

Understanding Competitive Media

When we talk about competitive media with the client, let's sound objective by sharing an advantage or two before sharing the disadvantages.  In this class we'll discuss the key advantages and disadvantages of broadcast's major competitors.

Addressing Objections and Closing

Wouldn’t it be nice if every presentation ended with the prospect saying, “Yes?” The reality is, most times, the prospect will have an objection. However, it's important to remember that objections are good and a natural part of the closing process.

3:45-5:00  Afternoon Session II:

More Sales Through Buyer-Style Identification

Did you ever make a call and it just didn’t “feel” right? It could be your approach to the client was off. We’ll take a look at four basic personality types and give you great advice on recognizing and selling each one.

The Art of Negotiation

You know how to address objections and close, but when the closing process turns into a negotiation, the techniques in this class will help you not only close, but protect yourself and your station from a bad deal.

ADVANCED INTERACTIVE DIGITAL WORKSHOP     

(Comprehensive One Day Curriculum) Presented by RAB’s John Potter

9:30-10:30            Morning Session I:

Status Update: Interactive Advertising

We’ll paint the latest digital landscape to arm participants with an overall understanding of the current Interactive advertising data, trends, and projections for where Interactive and advertising are going in the near future.  Included are the best revenue categories, best prospects, and advertiser needs.

Addressing Objections – Benefits of Interactive Advertising

In a series of exercises we’ll determine the most common objections to digital advertising on a broadcast website, build a list of the best responses, and create a list of client benefits for advertising on station Interactive opportunities.

10:45-12:15  Morning Session II:

Ideamania!

Stimulate your creative thinking by seeing a rapid-fire list of ideas from stations around the country that are making money.  You can put these specific ideas into action for your clients and generate more revenue the day you return to your station.

“We Can’t Do That!”

Product knowledge is necessary for salespeople to consult advertisers with realistic solutions to needs.  This is a checklist of fundamental station technical capabilities, webmaster basics, and ad unit opportunities.  Never again ask your webmaster for a custom client solution and hear “We can’t do that” without having the ability to discuss the issue.

Dirty Digital Secrets

There are many salespeople intentionally or unintentionally presenting inaccurate, incomplete, and often deceptive information about Interactive advertising (click fraud, robots, auto-refresh, IP geo-targeting …).  The salesperson who has the knowledge and integrity to present fairly will find long-term success.  You will be armed with the knowledge of Interactive’s problems and be ready to address them with advertisers if necessary. 

2:15-3:30  Afternoon Session I:

Case Studies of Successful Campaigns

Building on the consultative style of selling we’ll explore case studies including the client situation learned in the CNA, the station’s recommended campaign, and the results of the campaign.  We’ll practice our creative problem-solving skills on sample case studies using RAB’s Recommendation Planner© that identifies what products can be recommended to prospects.

Training the Trainer: Salespeople and Advertisers

The better the sales staff is, the more they sell.  If you are responsible for training digital sales, either directly as an Internet Manager or indirectly as an experienced rep helping others, you will get a curriculum to use for training.

3:45-5:00  Afternoon Session II:

Digital Salesmanship At Its Best – The Digital Sales Process

Stimulate your thinking about the sales process through an exercise that creates tools you can use to close more business.  You’ll have lists of: CNA questions to uncover clients’ and prospects’ Interactive perceptions, current advertising, likes and dislikes about digital advertising, and goals for their digital advertising; Resources for research and custom CNA question preparation; and, Questions for specific advertiser categories.

Preparing Killer Proposals

You’ll get a sample proposal that includes an outline of how to write a great proposal – using convergence of traditional and new media, a holistic approach, and a 360 marketing solution.  We’ll cover the importance of a creative recommendation (graphic, audio or video) and successful presentation techniques.