Episode Details

Most marketers never really leave Meta and Google - and it’s not because they don’t want to.. But the rest of the media landscape feels too hard to access, too expensive and too easy to get wrong.So what actually happens on the other side? And is getting your foot in the door easier than it sounds?Today we’re sitting down with Rebecca Lawrie, Director of Sales at Channel 9 and who has spent 20+ years in the industry working across TV, streaming, audio and publishing. We’re getting into what brands misunderstand about “big channels,” why performance marketing can only take you so far, as well as how Channel 9 builds campaigns across their entire ecosystem.We’re even covering why you should start looking into your campaign for the Olympics and what you can do to get ahead.Key moments:0:00 -  If you’ve only ever spent on Meta and Google… What are you actually missing? 3:10 - TV is not dead!7:17 - Why sport is one of the stickiest audiences you can put yourself in front of10:13 - How big networks measure the success of campaigns (like partnership with sport)11:57 - Should brands be preparing for the 2032 Olympics already? How to get ahead of the game13:15 - What the Paris Olympics taught Rebecca about how audiences consume media has changed (and what that means for marketing)15:10 - More platforms, more channels… and somehow less clarity on what actually works20:49 - How do you hit big targets while still having a great team culture?24:22 - How Channel 9’s events play into their sales strategy27:45 - A real brief: $100K, a solid restaurant, not quite full. Where Rebecca would spend her budget to book out every weekend32:20 - Why is it so hard to hire right now? Are you feeling it too?33:46 - The way Channel 9 is utilising AI in their marketing and sales teams38:45 -  What are some of the learnings for any brands that want to start working or aligning themselves with talent? If you want to connect with Rebecca, you can find her on Linkedin, IG @beclawrie or if you want to email her, you can reach her at rlawrie@nine.com.auIf you want the TLDR of what you should actually care about, you're in the right place.  Hit follow because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠  And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠