How to Ring The Digital Cash Register
You know the numbers: 93 percent of the U.S. population hears radio every week. Everybody listens to the radio. But radio has been stuck at 7 to 8 percent of ad dollars for years, and growth, when there is any, is slow. But over in digital, they're seeing double-digit increases in the hottest categories (place-based media is growing six times faster than media as a whole) and steady-to-spectacular gains overall.
Radio today has most of the capabilities of the hottest digital offerings -- and all those loyal listeners. So where's the disconnect? What do digital sellers get that radio doesn't? That's the subject of a must-hear panel at Radio Ink's Convergence: "Integrated Sales Strategies: Why You Can't Sell Digital With Legacy Sales Strategies," moderated by iRadioSales creator Gregg Murray.
This panel of experts, from inside and outside the radio business, will explain why trying to sell digital as though it were radio is attempting the impossible. And, more important, they'll explain what everyone in radio sales must know about what new advertising technologies can do and how to sell them so advertisers understand what radio can really do for them. The digital abilities radio has right now can meet -- and exceed -- the expectations of today's demanding advertisers. Come to Convergence, March 4-5 at the Santa Clara Convention Center in California's Silicon Valley, and find out how. And register soon: The host hotel is almost sold out!
Moderator: Gregg is the award-winning creator of iRadioSales, a contributor to Radio Ink, and author of Website Blueprint. He's a former director of sales with 30 years in radio and over a decade in online marketing. Since 2002, his radio sales websites have generated over 100,000 new business leads in 75 markets. Murray is an advocate for radio managers and sellers who understand the importance of professionally branding themselves and their sales department in today's hyper-competitive marketplace.
Duane Cofield is Interactive Strategist and Social Media Community Manager for KJLH (Radio Free 102.3)/Los Angeles, responsible for digital and social media strategy. As a traditionally trained marketer with a passion for the digital side, he's a vocal advocate of bridging the "digital divide" in Los Angeles' minority community and is considered a thought leader in digital marketing in L.A. Cofield has been with KJLH for three years and is currently pursuing his MBA in information systems.
Marc Greenspan is one of the founding partners of Research Director, Inc.; the company’s service helps hundreds of radio stations across the country have a better understanding of their audience and helps them monetize their inventory. Greenspan oversees the internal operations of the company as well as the development of all software systems related to the production of the company’s products and services. Before helping found Research Director, he worked as an Arbitron radio product manager.
J.Love is Marketron Interactive Management Consultant, Corus Entertainment. Corus owns 37 radio stations, among them the most listened-to stations in Canada. In his work with Corus, J.Love has launched innovative marketing partnerships that use all of a stations assets, and authored programs using databases to enhance programming, marketing, and sales. J.Love has a wide background in radio broadcasting, marketing, and sales across multiple media platforms, including digital media. He's worked with Marketron Interactive for the past three years, and has been a leader in driving digital revenue for such companies as Emmis and Corus.
Dave Presher is founder, President, and CEO of Involution Digital, a full-service agency helping companies bridge the gaps between their social, digital, and traditional media plans. Presher is an award-winning executive who has served in senior roles in television, radio. sports, and digital media, including posts at Cox Communications, Belo, and CBS. Additionally, he is a sought-after speaker on digital media and has provided opinions to organizations including the Wall Street Journal, Tribune Co, and other leading media companies.
Santa Clara Convention Center
Santa Clara, CA