After the $13 billion question, Borrell will join moderator Sally Beamer, of Creative Resources, in the session "Thrive, Don't Just Survive in a Multi-Platform World," 2:15 p.m. They'll flesh out some of the ideas raised in the morning.
spends much of her
time training sales staffs and broadcast managers to think big.Sure, a lot of broadcasters understand that the Internet exists, she
said; they get Web sites; and they dabble.
"They believe in it, but they haven't really put the kind of effort in to it that is warranted," she
plans on getting the other panelists — Rick Jackson of Greater Media Charlotte; and Thomas Manning of Beasley Broadcasting Miami — to be more specific.
"If that money is really there, how do I build a plan?How do I build a business model?"Beamer
said."If I'm dabbling, what can I do differently in order to really get into the business?"
Instead of the Web just being another initiative, another event, broadcasters need to create a brand, a business model, a product, a plan — say, hawking restaurant reviews or real estate, to engage the audience and stay ahead.
In today's media world, Beamer
said, everyone can do what everybody else does.So to create demand, sales people need to talk to the client about what the client wants to happen, coalesce all the opportunities around a custom marketing idea.
"Clients want ideas that surround the target consumer in messaging that meets them at multiple touchpoints," she