two panels, big inspirations

How New Networks Find Their Niche / How To Get a Job in TV
presenter: Greg Neal

Greg Neal is a graduate of The University of Texas; he has been a brand management consultant for networks such as HGTV, The Food Network, and Oprah Winfrey’s network, OWN. He began the presentation describing the elements necessary for creating a television brand: logo, identity, and product. What is important about a logo is that they give the audience a resource to quickly identify the company; images are just as important as writing.

Identity means all the collateral: business cards, signage, packaging and anything else that’s visually tied to the company. What signified the difference between examples of good brand identity versus bad brand identity was consistency. From store layouts to the style of advertisements used, one must ask the question “Is it good for the brand?”

Furthering the challenge of consistency is the increase of use in Digital Video Recording (DVR). DVR was fragmented the way an audience watched television. Instead of watching a network, the audience will pick shows from different channels to watch. The challenge now is how do you keep people from changing the channel? Creating an emotional connection with the audience is the new goal for brand management teams. Neal gave the example of HBO as successfully achieving this connection with audiences. He stated that HBO is very consistent, has good programming, creates a standard for television, has expectations from its audience and all the while, it pushes the boundaries.

He also shared some pearls of wisdom aimed at those who wish to be employed by television networks: Don’t take the expressway through life; take advantage of all the opportunities you can. He reiterated the importance of taking chances and being creative. In addition, he also recommended being a little bit unreasonable because that’s what makes ideas and people memorable. In the case of being a bit unreasonable, it will happen that mistakes will be made so Neal offers this mantra when things don’t work out: “Just go with what you’ve got and if it doesn’t work, fix it.” From his personal experience, he feels there is no shame in being fired or resigning. Accepting responsibility for your actions is admirable so don’t be afraid to admit mistakes or to live with ethics. The last piece of advice he offered was, “If all else fails change. Plus, change is free!”

Some Assembly Required: A Networking Guide for Graduates
presenter: Thom Singer

Thom Singer is an author and professional speaker. He has worked in areas such as sales, marketing, and business development. His presentation was all about how to create and keep effective networking connections. His talk began with the familiar statement, “It’s all about who you know.” Countless opportunities that you may have otherwise never come across can be made possible through networking.

How does an individual go about the venture of creating a network? Singer offers these tips: create a personal brand and follow up & establish ongoing conversations.

Becoming famous isn’t exactly the first piece of advice you think you’d receive from a professional, but Singer says that becoming a little famous will, “buy real estate on the brain of people you meet.” Making a lasting impression makes all the difference. Establishing yourself as someone who is seen as likeable and trustworthy is also of high importance. Use your time with others to get to know them; show others you are interested in who they are, what they do and genuinely listen to what they have to say. All these traits and actions will allow you to become exactly what potential employers or clients are looking for.