Highlights from NAB

Highlights from NAB

During the week of October 5, 2009 the NAB held its annual “Small Market Television Exchange” conference in San Antonio, TX.  Over 300 attendees came from markets all over the country to network and share ideas. 

Three categories were featured with panel discussions: healthcare, automotive, and legal.  Also on the agenda were various training sessions and other guest speakers.  Here are some of the highlights from the conference… 

“Ask for bigger dollars” – Not only did Jim Doyle deliver this message, but it was endorsed by a lawyer on the legal panel.  As Jim said, “Small budgets deliver smaller results, but bigger budgets deliver bigger results, and that’s what our clients want.”  Said the panel attorney immediately following Jim’s presentation, “It’s like Mr. Doyle said earlier, ask for bigger budgets, we want it to work.”

All three auto dealers on the automotive panel said they want to build relationships with their media partners.  And, when one of the audience members asked, “So how do we develop relationships with you?” one dealer answered immediately, “Ask questions!” 

“I try and outspend #2 by 2:1” – This was the budgeting formula given by one of the attorneys on the legal panel.  He said he wants to be the biggest legal advertiser in his market, so he tries to outspend the next biggest spender by a 2 to 1 margin.  He followed that by saying if you can’t outspend your competition, try to “own something.” 

Scott Ginsberg, known as the “Nametag Guy,” shared his story as the guy who decided to wear a nametag every day for the rest of his life.  Scott is the only person in the world who wears a nametag 24-7 to make people friendlier. (In case you’re wondering, he has a nametag tattooed on his chest for certain occasions.)  While transforming his simple idea into a business, his adventures have earned him recognition as “The World’s Foremost Expert on Nametags” and secured him a spot in Ripley’s Believe it Or Not!  He talked about the power of Approachability and was clearly an example of “be famous for something.” 

“If I only did cause marketing, it would have no affect at all.”  This is what one of the legal panelists shared, endorsing the need to have a solid spot schedule that focuses on the business USP, not just “feel good” cause marketing. 

“Does it pencil out?”  This was what one of the car dealers on the automotive panel said about any new idea presented to him.  He wants to be shown how it delivers a measurable ROI.

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