2017 Dynamic Dozen Top Local Sales/Marketing Professional: Kim Harris
Kim Harris is Mid-West Family Broadcast Group’s top sales executive. That’s not bragging. She’s a member of the Million Dollar Biller Club – one of only three people in the company’s history.
“In our business, we talk about the four levels of a sales and marketing professional, and I honestly believe that for Kim we need to create a level five,” says Brian Tyndall, general sales manager. “What is it called when clients rely on you so deeply that you’re not only the first one they call for marketing advice, but business advice? Even personal advice and guidance? That starts to give you an understanding of what I have seen over the past 13 years from Kim.”
In 2016, Mid-West Family experienced its best sales year since the recession. Harris is proud to be not only the top biller for the local market, but also for all eight markets Mid-West Family serves nationally.
“I am proud that 80 percent of my annual billing is for serving local direct clients,” Harris says. “This is a result of my dedication to creating strategies, developing campaigns and monitoring outcomes to help local businesses grow.”
Mid-West Family met the challenge of competing with global companies, such as satellite radio Pandora and national radio groups, by adopting a hyperlocal strategy. In this strategy, Harris created and helped facilitate local campaigns and exclusive specialty programs, such as Shoeboxes for Soldiers, the Youth Mental Health Support Project for Community Partnership of the Ozarks and Proud to be the Home of Your Kansas City Chiefs. Further, Harris has secured sponsorships for many of these campaigns to help them exceed profit goals.
Harris says the radio station’s local focus is a unique marker leading to further innovations.
“To overcome challenges of a changing market, I have developed new media and digital elements, as well as new ways to stream our stations while local listeners are traveling,” Harris explains. “While most big co-op stations try to follow a global audience philosophy, Mid-West Family has adopted a hyperlocal attitude. Through this, I have developed programs to help my clients increase profits organically.”
Harris describes what she calls “tradigital” strategies designed to bring clients into the realm of a cross-platform mix by integrating traditional radio advertising campaigns with digital elements such as streaming, texting, e-blasts and on-air mentions of web links.
The years of experience and creativity Harris brings to her client interactions allow her to take on many collaborations, such as with CPO.
“I am able to help cross-promote the organization’s mission while strengthening Mid-West Family’s brand awareness throughout the local area. CPO has numerous influential and active partners,” Harris says. “Working with this organization through its grants, ads, public service announcements and events, I am able to support our community while growing the Mid-West Family’s hyperlocal brand.”