Over
the past 20 years, The Coaching Company has coached hundreds of
promotion and creative services managers with all levels of expertise
and experience, from first timers to seasoned, award-winning veterans.
Inside their
stations, promotion managers share with their news directors the
challenge of doing more and more sophisticated work with fewer
and fewer staffers. Externally, their marketing goals are increasingly
difficult to achieve in an industry where trade-only budgets and
diminished on-air avails are the norm.
Working with
their news directors and general managers, The Coaching Company
coaches promotion managers to achieve these four principal goals:
Master
time management. Promotion managers are chronic victims of someone
else’s priorities. The most effective promotion managers
maintain their priorities and still find a way to get most sales
managers and general managers what they want.
Promote
news first. A substantial percentage of a viewer’s impressions
of your station’s brand comes from the content and the
personalities in your newscasts. We coach promotion managers
to promote major news branding elements and key personalities
relentlessly.
Think
image first. Twenty years ago, the industry began a wholesale
move away from image and toward topical promotion. Rationale?
There were plenty of viewers watching and they only needed a
good reason to stay for the next newscast. Today, the competitive
landscape has changed drastically. Your news image promotion,
including a heavy dose of Proof of Performance promos, may be
the only way your viewers ever “sample” your product.
Do it well, frequently, and on brand.
The Coaching
Company’s Dennis
Kendall has coached hundreds of promotion departments over
the past 20 years to create and build winning news brands.
How
do managers respond to our coaching? Sample some of their reactions
along with other client
comments.
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