RAB At The NAB: Five Strategic Sessions Affirmed


Going to Las Vegas in late April to learn more about radio industry tech advancements and ways to improve your stations’ bottom line?

Perhaps a quintet of sessions presented by the Erica Farber-led RAB can assist.

The Radio Advertising Bureau will offer five revenue and professional development-oriented sales and marketing sessions at the 2020 NAB Show in Las Vegas, which now fully opens on Sunday, April 19, with early sessions on the calendar for April 18.

The sessions are part of the Business of Media program at the increasingly quiet North Hall of the Las Vegas Convention Center. In recent years, much more foot traffic has been seen in other halls, where VR/AR and streaming, along with digital media firms, reside.

The RAB sessions, led by the RAB Professional Development team, feature a roster of radio and digital executives who will share their perspectives on understanding advertisers’ buying trends, managing their teams through rapid change and learning how to lead their companies through unpredictability.

“Convention attendees will leave these sessions with strategies and concepts that can be executed in their various markets,” the RAB promises.

“This year’s sessions will help radio sellers and managers better understand how change can lead to opportunities,” Farber said. “From revenue ideas to understanding advertisers’ needs, NAB Show attendees will be able to apply what they learned in their markets to help meet their 2020 goals.”

The Radio Advertising Bureau’s sessions are as follows:
Monday, April 20 – Room N260 – A 
10:40 a.m. – 12 p.m.  
Radio Engage: Beyond the Spot – Revenue Ideas for Small and Medium Markets
Looking for a few fresh moneymakers to take back to your sellers? This fast-paced presentation will offer multiple on-air and digital campaign ideas that can be easily adopted in small and medium markets to bring in new revenue.

Tuesday, April 21 – Room N258

9 a.m. – 10:20 a.m.
Managing Through Change … 
Change is no longer an event, it’s a way of life. As a manager, leading your team through change has become a necessary skill set. In this session you will learn how to identify the various stages of your organization, the stages of your people and how adjusting your management style for each stage can instill a performance-driven culture of growth.
10:40 a.m. – 12 p.m. 
The Importance of Vision and Values in Times of Volatility
Volatility can be described as events or moments likely to change rapidly and unpredictably. For media companies today, change can be rapid and at times unpredictable. In this compelling discussion, RAB President and CEO Erica Farber speaks with C-Suite executives from radio broadcast companies to understand how they’re leading through turbulent times.

Wednesday, April 22– Room N256: 9 a.m.-10:20 a.m.

Understanding Advertiser Expectations to Maximizing Revenue Potential
This two-part session will explore what advertisers are purchasing and how your radio station can use the information to build campaigns that meet those needs and create additional revenue.
What Advertisers are Buying (and not) in 2020 
Wouldn’t it be great if you knew what advertisers were thinking for 2020? Wouldn’t it be great to know what they were actually spending and what they were thinking of cutting or increasing? In this session, Gordon Borrell will answer those questions, gleaned from Borrell Associates’ comprehensive research on advertisers’ recent activities. He’ll also show you some cool tricks to get those answers for your own radio clients.
Putting All the Puzzle Pieces Together
The days of solely selling spots on the radio are long gone, providing tremendous opportunity for broadcast companies to go beyond the spot in delivering measurable results for their clients. In this session, you’ll hear specifics on how to put together integrated marketing programs for clients and present revenue-generating ideas you can use immediately to increase your billing and the effectiveness of your advertisers’ campaigns.