How Understanding Them Can Create Greater Team Success
What a difference 10 years can make! Your 35-year-old sales managers are now training sales teams that are even more connected than they are. The first generation of “digital natives” are now selling, buying, and placing radio advertising — the same generation who have always known cellular phones, satellite providers, and MP3 in-dash systems.
How can these millennial sellers relate to and effectively represent broadcast content? Will their commitment to the industry as a career be as strong as the previous generation’s? What kind of office structure and accountability work best with their talents and help their creative growth?
Just as baby boomers had to adjust to Gen X, the Gen Xers are now finding themselves on the other side of the table. How will your company fare as your sales force — and programming ranks — start to fill with this exciting, and challenging, generation? Old School/New School: Bridging the Gap between Gen X Managers and Millennial Sellers, at Radio Ink’s Hispanic Radio Conference, is a discussion both sides need to hear.
Moderator:
Angelica Balderas is senior vice president for Entravision Communications, overseeing all operations and sales in the Sacramento market, which includes top-rated KXSE (Jose 104.3FM) and Tricolor 99.9FM, as well as 101.9FM Wolf and Hot 103.5FM. Previously she was director of sales for Adelante Media Group, and before that she held the post of national sales manager, working with national advertisers and their agencies to execute advertising and promotional programs over Adelante’s nine markets. Balderas also served as president and principal of Aztec Media and launched KTTA (Kebuena 97.9FM), KLNA (Power 105.5FM), and KBBU (Ke Buena 93.9FM); those stations were sold to Bustos Media in 2004. Balderas’ experience includes over 20 years of local direct and agency transactional business and retail activation, as well as event marketing. National clients such as Tecate, Verizon, and Miller Coors have cited her work as examples of successful execution of events and retail programs.
Panelists:
Georgia Beasley is director of digital sales for Beasley Media Group-SWFL (Ft. Myers). Her professional background includes more than a decade of growing radio sales revenues in broadcast, digital, and NTR. Beasley has held sales management positions in Miami, Florida, and Wilmington, DE, followed by the role of general sales manager and digital sales manager for all seven of Beasley Media Group’s Augusta, GA radio stations. Most recently, she has relocated back to Florida in the Ft. Myers market as director of digital. Beasley’s passion is advancing radio in the digital space and exploring new opportunities as they evolve.
Gerardo Martinez is a broadcast media veteran with 18 years under his belt, mostly in Spanish-language media. In his current role as general manager for Lazer Broadcasting’s Sacramento, Modesto, and Merced radio stations, Martinez leverages his expertise to navigate the rapidly changing media environment and best position the properties to benefit local and national clients by connecting them to the thriving Latino listeners. Prior to joining Lazer Broadcasting, Martinez served as VP of sales and marketing for EMC Advertising, a national law firm marketing advertising agency that developed and executed targeted advertising campaigns using a combination of traditional and digital assets. Martinez currently also shares his knowledge, experience, and passion facilitating marketing and business courses as adjunct professor for University of Phoenix in Sacramento.
Eric Garcia is radio revenue chief of SBS and VP/general manager of WSKQ & WPAT in New York. Garcia manages revenue for the local, national, digital, and entertainment divisions at all SBS O&Os across six markets: New York, Los Angeles, Miami, Chicago, San Francisco, and Puerto Rico. In addition, he manages the overall operation at WSKQ and WPAT. Before his current role, Garcia served in various executive positions at SBS in New York as general sales manager, national sales manager, and account Manager. Before joining SBS in 2004, he worked at Interep National Radio Sales in New York as an account manager. Garcia’s hands-on approach to business, open door policy, and overall passion to continuously evolve and redefine radio as the leader in the revolutionary nontraditional are what he considers to be most exciting about the industry.
NOTE: Click here to make your nominations for the prestigious Medallas de Cortez awards. Remember, nominations are due by February 15!
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Click here to register for the Hispanic Radio Conference.
Hyatt Regency Pier Sixty-Six
Fort Lauderdale, FL
March 28-29, 2017
