IMPACT BROADCAST AWARDS
ENTRY DEADLINE EXTENDED
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Many of you are facing difficulties with staff absences due to COVID, incredible weather and more. In recognition of these challenges, we have extended the deadline for the KBA Impact Broadcast Awards by one week.
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NEW ENTRY DEADLINE: Monday, February 7th
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The Kentucky Broadcasters Association is now accepting college, radio and television entries for the 2022 Impact Broadcast Awards, formerly known as the Kentucky Associated Press Broadcast Awards. The awards presentation will be held at the Kentucky Derby Museum on Saturday, April 9, 2022.
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RISING ABOVE 3 CONTINUES TODAY
STILL TIME TO REGISTER
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Thursday, January 27, 2022
*times are central*
- 8:00a – Registration
- 8:30a – Opening Remarks
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9:00a – Paul Moehring | How You Can Become a Goal Getter Not Just a Goal Setter!
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10:00a – Tammy Wellbrock | Utilizing Challenging Times to Build a Resilient Mindset
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11:00a – Jamie Aplin | Brand Building vs. Sales Activation: Creative Campaigns That Do Both
- 12:00p – Lunch Break
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12:30p – Chris Lytle | Q&A Lunch & Learn
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1:00p – Jessica Jett-Hill | Taking the Guesswork Out of Digital Strategies and Budgets
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2:00p – Brandeis Hall | 5 Things Your Advertisers Want You to Know (But Will Never Tell You)
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3:00p – Speed Marriott & Derron Steenbergen | 22 Little Things To Make 2022 Big
- 4:00p – Industry Celebration | Live BMI Entertainment / Q&A With Hannah Ellis
- 4:45p – Closing Remarks
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KBA'S PEP PROGRAM SURVEY
YOUR UPDATED SPOT RATES REQUESTED
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Your stations’ support of the Public Education Partnership (PEP) program is a crucial component of the work of KBA. PEP provides the revenue needed to support KBA services such as training, reimbursements, the annual conference and more. When your stations air PEP spots, you are contributing directly to the association’s work.
As part of KBA’s PEP process, the association provides monthly reports to PEP clients. These reports show the number of spots aired by each station and the value of those spots. The reports are a key part of the PEP program, since they provide concrete evidence of the program’s effectiveness.
To update the data collection mechanism, KBA asks for your stations’ current rates for :15, :30 and :60 PEP spots. Please click the button below to access a survey that will allow you to input this information.
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The information will only be used as part of the PEP data collection process and won’t be shared with any person or entity.
Thank you for supporting this valuable program. If you have questions about PEP, please contact Lisa Gross at pep@kba.org.
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APPLY NOW FOR KBA SCHOLARSHIPS
DEADLINE IS MAY 1, 2022
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Applications are now being accepted for both the KBA High School Senior Scholarship Fund and the Harry Barfield Scholarship. The deadline to submit an application for either scholarship is May 1, 2022.
To learn more about KBA's scholarship opportunities and to submit an application, click the button below.
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SAVE THE DATE: POLITICAL WEBINAR
THURSDAY, FEBRUARY 24TH @ 1:00 PM ET
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POLITICAL BROADCASTING WEBINAR:
FCC's Political Broadcasting Rules
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Presenting will be Fletcher, Heald & Hildreth attorneys Frank Montero and Sara Hinkle, accompanied by the FCC’s own Political Broadcasting team, Bobby Baker, Gary Schonman and Sima Nilsson. The presentation will be held via Zoom and will last approximately 60 minutes with time for Q&A after.
Topics to be discussed include equal time, lowest unit rate, issue ads, political file maintenance, FCC political consent decrees, as well as the most recent FCC revisions to the political broadcasting rules.
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JEFF SCHMIDT'S SALES TIP OF THE WEEK
WILL YOU ASK FOR THE ANNUAL?
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The level at which we interact with our prospects and clients on a relationship basis will often determine our success and theirs. For reasons I can’t identify, years ago in this business, we adopted the monthly, 13-week, and 26-week schedule. If you’ve studied human behavior and advertising, you know that it’s difficult to change human behavior. This ultimately is the purpose of advertising, to get people to think first, and do business with your client instead of the competitor.
One rule I adopted early in my career served me well: ALWAYS ASK FOR AN ANNUAL. It seemed like a simple rule to me, and I was surprised at how many schedule presentations went out from my colleagues that were not annuals. The logic behind annuals is that we are focused on “building communities of customers” for the long-term rather than just taking the short sale. Are there times when you must take what you’re given? Of course. But too often sellers fall into the trap of taking the path of least resistance simply because they don’t ask.
Here are the top 9 reasons to ALWAYS ask for the annual:
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You’ll never get an annual that you don’t ask for. I’ve never presented a client with a 13-week contract and had them respond, “Can’t I do this for the year?”
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Advertising works with a combination of reach, frequency, consistency, and compelling creative. These are the Four Keys to unlocking the true potential of advertising. Consistency should be measured in years, not weeks.
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It’s even more critical for smaller advertisers. A large advertiser can come into a market and buy heavy vertical frequency for a short time and because of the massive budget, they can dominate. Smaller advertisers have to go with smaller schedules, which require a longer-term consistency to get results. I don’t care if they have a $100 a week budget, if they do that for 52 weeks, they can get results.
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Advertising works on a “cumulative effect.” Dr. Hermann Ebbinghaus, a German psychologist in the 1800s, developed the “Curve of Forgetfulness.” In short, we forget most of what we are exposed to within a few days unless we have repeated and consistent exposure.
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Requiring the annuals of your sellers encourages them to do better presentations. When the stakes are higher, you put in more thought and effort. A 2- week promotion off the rack needs very little prep time. But if you’re going to ask your client to invest for a year, you better have a compelling strategy and reasons why.
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Asking for annuals shows YOUR belief in your product. If your client wants to be in business a year, or five years from now, they should have a marketing plan in place for the same period. Most don’t, but we are the experts. We need to help them understand how advertising works.
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Annuals reduce stress and increase growth opportunities. If you can go into a month at 80% to goal because you have a lot of annual business, think of the time you have to develop new business or dig deeper with current clients.
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Annuals work. Simply put, the attrition rate of annual contract buyers is significantly less than short-term buyers, because annuals get results.
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Annuals elevate the conversation to “business advantage/consulting.” When you have a client on an annual, you meet with them to discuss strategy, results, and new business challenges. When you have a short-term buyer, you’re busy “re-selling” them all the time and never get to the deeper levels of strategy.
Wouldn’t it be great if 80% of your clients were on annual contracts? We encourage you to challenge yourself to always ask for the annual. Of course, you won’t get them all, but just by asking, you’ll make difference for yourself and your clients. What’s the worst that could happen? They could say “no” or cut back the number of weeks. If you’re taking that challenge, please email me. I’ll help in any way I can, and I’d love to celebrate your success with you.
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Jeff Schmidt is the SVP of Professional Development at the Radio Advertising Bureau. You can also connect with him by email JSchmidt@rab.com or on Twitter and LinkedIn.
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KBA NEWSLETTER SPONSORED BY PEM
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JANUARY 26-27, 2022
Rising Above: Sales & Management Media Summit
FEBRUARY 24, 2022
Political Broadcasting Webinar
APRIL 9, 2022
Impact Broadcast Awards @ Kentucky Derby Museum
SEPTEMBER 25-27, 2022
KBA Annual Membership Conference - Owensboro, KY
*All times shown are Eastern
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