[BC] Good and bad remotes...

[Cowboy]

On Wednesday 04 April 2007 11:22 am, rockwell at rmci.net wrote:

> The following Tuesday, the client calls the station and
> wants to book another remote.   Same thing.  No promos.  
> Just the talent.  Period.  I'm thinking to myself "Why would
> he want another one after practically no one showed up to
> the first one?"   What I found out later was that of the 10
> people that came in that Saturday, 9 of them bought homes. 
> It was actually one of the most sucessful (for the client)
> remotes we had done for months.  And he remained a good
> client for a long time.......

 You stumbled on a client that fully understands the blind pig story.

 We, in radio, are so used to ratings and numbers that we sometimes
 forget the quality of a lead.
 For instance :
 If you sell fuel pumps, are you more likely to sell them in a furniture
 store, or an auto parts store ?

 That client understood well that the chances the folks showing up
 were more interested in HIS product without all the hoopla, than
 the chance of finding those same folks in a much larger crowd who
 only show up for the "show" !

 Ratings and numbers are not unimportant, though.
 This same scenario replayed on a station with much higher numbers
 has a greater chance of driving 11 or 12 or 13 listeners to the venue than the 10
 who showed up, and if only one more sale results, that's *greater* than
 a 10% increase in revenue. 
 A not insignificant increase, even though the "efficiency" of the remote is less.

 If 1000 people showed for the remote with promotion,
 but only 8 had bought, now who wins ?

 True, even a blind pig finds an acorn now and then, but put that pig in
 a pen carpeted with nothing but acorns.........

-- 
Cowboy