“The Transformation From Media Sales Rep to Business Development Specialist”

(Keynote to 1/2 Day Session)

Most local advertisers know their business, but what they need in an ever-crowded and disrupted marketplace is new business development.  The challenge is that they don’t know why to advertise, how to advertise, where to advertise, how long to advertise or how to judge a return on investment.  And that’s why as integrated market specialist, if we spend more time educating we don’t have to spend as much time selling.  And when we help our clients grow their business, our business takes care of itself.  Learn how including advice from some of the top marketers in the world!

“Local Lessons Learned from Great National Radio and Television Campaigns”

(Keynote to 1/2 Day Session)

 Over the years broadcast advertising has transformed brands from obscurity to ubiquity…resulting in unparalleled revenue growth and in the process become a part of our pop culture.  However, before creativity comes strategy.  “So easy a caveman can do it” is not just a catchy ad tagline, but the result of a tactical campaign designed to shape opinions, change perceptions, motivate behaviors and inspire actions.  Hear behind the scenes the origins of America’s favorite commercials with insight from the CEO’s of Saatchi and Saatchi and The Martin Agency as well as best practices and success principles from the likes of Tom Bodett and the Creative Directors for the Geico, UPS and McDonalds accounts.   The local lesson learned is that if we spend more time “creating” we will have to spend less time “selling” (and re-selling) and that if we are more diagnostic in our client uncoveries and more tactical in our marketing prescriptions we will be more effective in our advertising results.

“How to Thrive…Not Just Survive in Today’s Market”

(1/2 day to Full Day Session)

While there is no magic bullet to being a million dollar media rep, there are actionable tools, tips and systems that can immediately transform “positive potential” into “peak performance.” Regardless of economic conditions you can achieve breakthrough results by following success principles that have helped thousands across the country to grow their business.

In this session you will learn…

  • How to successfully prospect and position yourself (not just your station) and build loyalty in a crowded and increasingly skeptical marketplace.
  • How in tough times being a brilliant marketer can trump being a star salesperson (our prospects and clients don’t really care how good we are at overcoming objections).
  • How to create “value based” marketing campaigns to increase your clients’ traffic, without cutting prices.
  • Success formulas from leading broadcast executives and media reps from across the country.
  • How to use broadcast media as a trigger to drive on-line and mobile traffic (with examples and success stories).

“How to Become the Million Dollar Media Rep”

(1/2 Day to Full Day Session)

Why is it that some people are more successful in media sales than others?  What qualities do they possess?  What knowledge do they have? What habits do they keep that propels them to the top of their game month after month and year after year?

Michael Guld, author of The Million Dollar Media Rep:  How To Become a Television and Radio Sales Superstar believes that long-term success in media sales is no accident.  His teachings focus on “The Sales of Advertising,” giving you practical hands on advice on how to grow “your” business as well as “The Business of Advertising,” or how to help clients grow “their” business.  The takeaway is that once you understand how to help a client grow their business, your business will take care of itself.  Guld’s training will show you how!


(1 to 1½ Hour Session)

Too often in today’s competitive media environment, the focus of attention is on sales goals. But as the saying goes…“if you spend all of your time watching the scoreboard, the ball is going to hit you in the face!”  Like the winning score in a ballgame, achieving sales goals is the end result of playing a great game and having great coaching!

Even in these days of hyper-technological change, your success as a manager will hinge on your ability to build successful relationships…with your clients and with your staff.  How do you attract and hire top talent? How do you inspire passion and create loyalty so that your staff will go the extra mile for you and your customers?  How do manage groups with generational differences in priorities?

As a former Account Executive, Sales Manager, General Manager and radio station owner, Michael Guld understands first-hand the perspectives of each position and knows how to lead a staff to success.  Now he shares his tools and techniques to managers so that they too can achieve personal and professional success.


(1 Hour Session)

In this “get it done yesterday world,” how do you set priorities and manage your professional career in the face of competing demands on your time?  With fewer people being called on to do more, how do you distinguish between the urgent and the important?  Are all the new technologies, including cell phones, PDA’s, emails and text messages making you more efficient or are you becoming a slave to technology?    We are all managers…even if it is not in our title.  Those who most effectively manage their time, focus and energy, will get the greatest results.

In this session you will learn how to…

  • Maximize the “return on your time” and minimize “time stealers”
  • Stay hyper-focused on your goals, strategy and execution without getting sidetracked.
  • Most effectively communicate in a new technology world
  • Manage the increasing number of “opportunities” presented to you every day.
  • Take back control by better managing the expectations of others.
  • Compartmentalize your priorities.
  • Play at a higher level by “working smart” instead of “worrying hard”
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