[BC] Good and bad remotes...

Wed Apr 4 20:47:59 CDT 2007

Inform, entertain, elighten....

   It helps if you have a good sponsor list ... folks who regularly 
contribute freebies to the station so you can hand them out at remotes, or 
make up simple easy to win games...

   a person walking away with a free cd or koozie or such from a remote is 
less likely to feel they wated their time coming to see you... especially if 
the "toy" has at least some tiny intrinsic value coupled with a good dose of 
the warm fuzzies from a well like local jock and decent programming.

  And free food.

  The sponsors of course get their name printed all over their promo 
product, and a few cross-mentions help.

  It does work well.  We moved 100,000 dollars worth of stuff for Tractor 
Supply in about four hours doing this.

Jason
----- Original Message ----- 
From: "Dana Puopolo" <dpuopolo at usa.net>
To: "Broadcasters' Mailing List" <broadcast at radiolists.net>
Sent: Wednesday, April 04, 2007 12:06 PM
Subject: Re: [BC] Good and bad remotes...

>A remote should be loooked at as an infomercial imbedded within normal
> programming. As such (and I speak from experience-I was GM of an all
> informercial TV station), remotes on a station should only be done every 
> other
> day within the same daypart. In other words, only do a PM drive remote on
> Saturday and Monday-but it would be okay to do a midday remote on Sunday. 
> Why?
> It prevents burn. People quickly get tired of remotes, which causes them 
> to
> lose effectiveness. Same thing happens with infomercials, which is why 
> strict
> separation rules apply when airing the same or a similar product.
>
> -D
>
> ------ Original Message ------
> Received: Wed, 04 Apr 2007 12:06:01 PM EDT
> From: Mike McCarthy <Towers at mre.com>
> To: "Broadcasters' Mailing List" <broadcast at radiolists.net>
> Subject: Re: [BC] Good and bad remotes...
>
> Yup....
>
> As Rockwell notes, the best remote is one which the client see business
> increase as a result.  It doesn't matter how many people show up.  It's 
> the
> ones which conduct business that is important. The higher the percentage 
> of
> those attending who do, the better for everyone.
>
> The purpose of the remote is really not to whoop the station.  It's to
> promote the client and their product/services. I find it very short 
> sighted
> when a manager or client comes up and states the remote bombed because few
> people showed up.  My question to them is, "Did the client do any business
> with those that did AND did they do any business with anyone before or
> after the event as a result of the event and it's promotion?"
>
> I get some really blank stares and some stammering because they finally 
> see
> that the success/failure of a remote is not measured by the sheer number 
> of
> people showing up on the day or during the event.  It's what the client
> derives from the total effort.
>
> There are events where the station over does things and the client is
> unprepared for the whole spectacle.  Their staff is unprepared for the
> onslaught and unable to meet potential or real customer expectations,
> needs, or wants.  Or the crowd is simply too much and people simply drive
> by. So having too many people is also a bad thing.
>
> Managers who determine a remote's success/failure on the sheer cume of a
> remote are terribly short sighted.  Used properly, remotes can be very
> profitable for the client AND the station.
>
> MM
>
> At 11:31 AM 4/4/2007 -0400, Cowboy wrote
>>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
>>
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>>
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