It occured to me the other day that I do a decent job of recapturing the work I do around events, but I haven’t done a good job of capturing the campaigns I work on that don’t have a physical “event” in the traditional way attached to them. This seems like a miss, because I spend way more time working on these type of projects than I do events these days. In my magazine days, I was producing around 15+ events a year and attending hundreds. These days I spend more time creating campaigns for broadcast, streaming, digital, and social sans having the cocktail party attached to it. (I still throw large scale events, you can’t take the party out of the girl)
About a year ago, I was tasked to come up with an idea to pitch Windermere. We needed a strong VBR (valid business reason for those of you not in the biz) to dazzle them at our 1st meeting. Account Executives at KING 5 use me as their bonus boss and ideator. I’m tasked with listening carefully to clients needs and then creating campaign concepts to address those needs with the variety of products and services we offer. With the help of the team around me, I put the package together, put a really pretty bow on it, and then help the AE’s present the concepts. It’s a team approach for sure. I’m not the only one with good ideas, especially working in a sales department with approximately 45+ over achievers. Honestly, anyone can have good ideas. It’s not rocket science. The key is implementing them with surgical precision and preparing a solid recap to showcase your craftsmanship in order to secure the renewal.
About a year ago, I was tasked to come up with an idea to pitch Windermere. We needed a strong VBR (valid business reason for those of you not in the biz) to dazzle them at our 1st meeting. Account Executives at KING 5 use me as their bonus boss and ideator. I’m tasked with listening carefully to clients needs and then creating campaign concepts to address those needs with the variety of products and services we offer. With the help of the team around me, I put the package together, put a really pretty bow on it, and then help the AE’s present the concepts. It’s a team approach for sure. I’m not the only one with good ideas, especially working in a sales department with approximately 45+ over achievers.
One campaign that I am particularly proud of from 2019 was the KING 5 Evening “Neighbor in the Know” in-content series that was sponsored by Windermere. Thinking back to years of producing “Best Neighborhoods” issues at Seattle Met magazine, I knew all I had to do was tap into what makes a neighborhood a neighborhood. It’s the unique features, hidden gems, local businesses, and the people that live there that give an area character. KING 5 is the best in the business at storytelling. I may have had the idea, but it was the hosts and producers of Evening that really made the content sing. Plus, at the speed of which home inventory comes on and off the markets these days, we needed to focus on evergreen content that would last. This is an area that Team Evening excels at better than anyone else in the local marketplace.
Who else gets involved? There is the digital content producers that made sure the life of the content had expanded reach across digital and social media platforms. It’s also important to call out the Account Manager and Account Coordinators that work delegenting behind their screens implementing the orders, invoices, and details of the client. And of course there’s always the Account Executive, the quarterback of the team, that closes the deal and maintains a strong relationship with the agency and client. In this case, we also had our lead generation specialist land the initial meeting. She’s the Nancy Drew of cold calls. Our Sales Operations Director is the un-sung hero of the group, as he masterminds the processes behind the scenes, like the Wizard of Oz behind the curtains, that keeps the high speed train on the tracks across all departments. You are only as good as your village and in this case, I live in the land of Rockstars.
For a full list of the stories about the unique neighbors we call home, I hope you will visit KING 5 Evening “Neighbor in the Know” and make sure you’re in the know when thinking or planning the next ‘hood you want to live in.
Does your business need creative solutions? Reach out to me directly and let’s chat!
