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Traffic, Sales & Profit (TSP)

MULTI-YEAR PUBLICITY PARTNERSHIP

Evolving the Conference Experience Into a Media Machine

OUR TASK

CNBetter Media began working with Traffic, Sales & Profit (TSP)—led by Lamar and Ronnie Tyler—just prior to the COVID-19 pandemic, initially supporting their visibility as leading voices in Black entrepreneurship.

As the world shifted, so did the needs of Black business owners. Our task evolved from traditional media outreach into fast-breaking commentary, national visibility, and real-time storytelling around how Black entrepreneurs were navigating uncertainty, scaling through crisis, and building sustainable wealth.

Over the years, this partnership expanded into something much larger: not just amplifying Lamar and Ronnie—but elevating the entire TSP ecosystem, including their members, speakers, and flagship conferences.

OUR SOLUTION

Phase 1: Fast-Breaking Visibility During COVID

During the height of the pandemic, CNBetter Media kept Lamar and Ronnie at the center of timely national conversations surrounding:

  • The impact of COVID on Black-owned businesses
  • Entrepreneurship as a path to resilience and recovery
  • Wealth-building during economic disruption

We secured fast-turn interviews and commentary opportunities across broadcast, radio, and digital platforms, positioning TSP as a trusted authority during a critical moment for the Black business community. These conversations didn’t just spotlight Lamar and Ronnie—they also opened doors to feature TSP members whose businesses spanned brick-and-mortar, e-commerce, service-based, and product-driven industries.

This approach allowed media outlets to tell richer, more representative stories—while reinforcing TSP as a pipeline for real-world success stories.

Phase 2: National Recognition & Milestone Media Moments

As the brand continued to grow, CNBetter Media secured marquee opportunities that marked key moments in the TSP journey—including a February 2023 Black History Month cover of Black Enterprise, spotlighting Lamar and Ronnie as architects of modern Black economic power through entrepreneurship.

This moment fulfilled a long-held dream for the founders and further cemented their credibility at a national level.

Phase 3: On-Site Press Rooms & Conference Visibility (2022–Present)

In 2022, TSP entered a new era—bringing iconic speakers like Magic Johnson to the stage for the first time. Recognizing the magnitude of this moment, CNBetter Media proposed and executed full-scale on-site press engagement for TSP Live 2022.

That activation became the blueprint.

From that point forward, CNBetter Media has led end-to-end press room strategy and execution for:

  • TSP Live (June)
  • TSP Game Plan (January

Our work includes:

  • Drafting and distributing press announcements
  • Media credentialing and access control
  • Curating press attendance (10–20 outlets per event)
  • Designing and managing on-site press rooms
  • Coordinating reserved press seating in main ballrooms
  • Orchestrating speaker flow through press rooms before stage appearances

Each speaker is guided through a seamless experience:

  • Official photography (including Getty Images)
  • Social media drops and content capture
  • Mini press conferences allowing every outlet at least one question
  • Timed escort directly to the main stage

Speakers amplified through this system have included:
Magic Johnson, Kathy Hughes, Issa Rae, Jermaine Dupri, Damon John, Master P, Marcus Lemonis, and many more.

CNBetter Media also facilitated access for documentary crews and special media projects—ensuring proper permissions, scheduling, and storytelling alignment.

OUR RESULTS

  • Sustained national visibility for Lamar and Ronnie Tyler across multiple years
  • Elevated TSP conferences into media-ready, press-forward experiences
  • Consistent on-site attendance from 10–20 media outlets per event
  • Amplified speakers, members, and the broader Black entrepreneurship narrative
  • Created a press room model that became a signature asset of TSP events

This multi-year partnership demonstrates CNBetter Media’s ability to grow alongside a brand, adapt to changing moments, and ultimately redefine how visibility is executed at scale.

What began as traditional media relations evolved into a best-in-class press room operation—one that prioritizes the press experience, honors speaker time, and maximizes earned media impact.

The result: conferences that don’t just happen—but echo far beyond the room.

Clients:

Traffic, Sales & Profit (TSP)

Project Demands:

  • Long-Term Media Relations & Thought Leadership Positioning
  • Fast-Breaking PR & Crisis-Era Visibility
  • Conference Publicity & On-Site Press Room Strategy
  • Media Credentialing, Speaker Access & Press Experience Design

Category:

Thought Leadership & Expert Positioning, National & Regional Media Campaigns, Event Production & Management, In-Market Visibility & Representation

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