A Loyal Reader Writes:
“I’m GM of a small market radio station that’s got a major market sound. Listener attendance runs hot and cold to live, sponsored remote broadcasts.
“Today we did a remote at a car lot, and the turnout was horrible.
“I always do my best to manage my client’s expectations. The car dealer wants us to be selling their cars on the radio, and it’s frustrating because I believe that is a tune-out.
“GREAT RADIO needs to be at a remote; great radio is what will bring them in. I’m not a car salesman, and trying to be one on the radio isn’t going to bring people down to stop and look, let alone to buy.
“Any ideas on how to educate our radio advertising clients about an effective remote?”
1. If the turnout was horrible, that suggests to me that the radio commercials didn’t give targeted consumers a good enough reason to come.
2. In the case of a remote broadcast, radio’s job is to deliver qualified prospects. It’s to motivate qualified prospects to show up. It’s definitely not to sell cars.
Your job is to deliver qualified leads; it’s the car dealer’s job to convert the leads into sales.
3. “Great radio” and “remote broadcast” rarely occur at the same place & time.
4. Why are you doing a remote there in the first place? I’m guessing because the client asked for one.
If so, why did the client ask for one? Why is “having a remote” important to the client?
An important part of your job is helping the client focus on his true goals — on what he really wants to accomplish.
5. I suggest you help the dealer develop new promotions that don’t necessarily require a live station presence.
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Hi, Dan:
I use remotes for my clients only when the station “bonuses” them as part of a bigger contract. No matter what the cost, the math tends to work out better for additional ads in the schedule.
Best,
Chuck
It shouldn’t be a surprise to anyone that “remotes” no longer pull the crowds that the events did in the late 60’s and early 70’s. Radio personalities were the next best thing to a genuine “star” in most cities. They dressed and played the part, 24/7. They were known for their creativity and charisma. In short, it was worth the drive and the time invested to spend a few minutes in the company of someone with genuine “star power”.
Radio today has taken away the “star power” and replaced it with “tracks” that sound exactly like….”tracks”. The people who were once proud to be celebrities have been reduced to “one of the crowd” and it’s hard to find anyone who’ll drive more than several blocks to see someone with whom they have little if any “kinship” and who has zero charisma.
We no longer do “remotes”…we do “live broadcast events. In addition to “personalities”, we have plenty of added “attractions” and visuals that entice the audience to attend the “event”. You’re right, Dan, our job is to bring the crowds…the client’s job is to “sell” them. We’ve devised a way to get ’em there…our Account Executives prepare the client to “sell” them once they arrive, and our plan is bringing in revenue and results. The word “remote” has about the same relevance as a “record” these days. Changing times call for a change of plans.
Based on #2 it seems that you’d do well with a 3-PartyTeam!Love your Listeners!
Sometimes the reason a car dealer will do remotes (and have the balloons and full-page ads) is to motivate the sales staff. Also, if the client is having a tough month or quarter he may well be trying to boost sales, but as much as anything he is showing his sales staff, who would also be feeling the pain, that he is doing whatever he can to bring in business. Managing expectations, understanding the client’s motives, and knowing what success looks like to the client are all part of your job as the rep.