Media Sellers & Buyers Panel – Experience Report
lewis666
request.docx500 word narrative of your experience in observing ADV352 Media Sellers & Buyers Panel combined into one report.
Must incorporate your thoughts on a minimum of FIVE of the questions asked and include specific comments from the February 28 class session. .
•Proper grammar, punctuation, and sentence structure is EXPECTED.
•Do not list out the questions by number and then type your answers.
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Linda Frederickson: Assistant General Manager, Lansing Lugnuts [email protected] Emmie Musser: Media Director, Güd Marketing [email protected]
Dana Kromer: Senior Account Executive, FOX 47 [email protected]
Briefly describe your career track. What do you enjoy most about your job/career?
What are the core competencies/greatest attributes required of today’s media executives?
What are your performance expectations of a media sales executive? Hard skills vs. soft skills?
What is the greatest challenge in selling or buying media today?
Describe a media program you had great success with, directly or with a client. Conversely, describe a program that did not produce the desired results.
No sale is completed solely by one person; what does support staff look like in your operation? What can a typical day look like for you?
What advice would you have for college graduates interested in pursuing a career in media sales or media planning?
Here is class notes: Linda Frederickson- Lansing Lugnuts Assistant General Manager Started in accounting and hated it Shopping center management Helped start and launch Lansing Lugnuts and Common Ground Music Festival Lansing Lugnuts currently Dana Kromer- Fox 47 Sales Manager Degree in broadcast management Fox47 for 22 years What do sales people need to have? Buyer (LF) = you have to know your product, and have to have passion and drive for what you are presenting. Know how to research and know your perspective client. Passion=#1 (DK) Disciplined, all work is done on your schedule, motivation. No 5 minutes is the same during the daydont sit at a desk all day, always talking to different people. Using same conceptsbut applying it to different clients. Communication, solving problems, and challenges. Performance expectations: (LF)- Technology savvy, detailed orientated, keeping up with key trends in sales. Soft= person who will help build a relationship and will not only sell them something. Want to buy from someone she trusts. Greatest Challenge and greatest opportunity (DK) challenge= fragmentation (how much time people are spending on their devices, DVR, not watching TV in real time. Trying to find people (college student age), gaining attention of the younger generation (LF) challenge= staying ahead of the curve. They have forced to play catch up. As consumers, we are getting information instantly and how to buyers stay on top of that and deliver? No landlines, people are not using cable. They must now how to reach new markets in an ever-changing market landscape. Opportunities= technology How do you evaluate effectiveness of media? (LF)- look at the mediums that were used. Every medium is going to deliver. Depends on who it is going to reach and what will have the best return. All media sellers have an audience and will give an audience, but you must choose based on results. Trying to reach 3rd generation lugnut fans with $75,000 annual budget (small budget for this area). Digital outdoor last season=gave option to choose and change the message every day on the billboard, but wasnt always correct (dollar Tuesday advertised on wedensday). Ticket sales are what they want in return for advertisement. Heavy in social media. (DK)- difficult to go to client and tell them you messed up, but truth creates better relationships. Honesty is the best in a salesperson. (LF) Be creative. Everything is all online now. It will get you noticed. It is who you know, (reference good people). Customize you resume (DK)- follow-through 1-3 business days, place a phone call. Persistence.
