DO PUBLIC APPEARANCES REALLY BRING MORE BUSINESS?

[CaptBob92]

Most businesses take part in special events from time to time like merchant's fairs, wine festivals, public concerts etc. Banks judge the success of the booth by the number of new accounts they sign up, car dealers judge success by how many new leads they get but how does a radio station judge the effeceincy of have a booth at public events? Is there a quanatative way? or are we just wasting time? Are the same people at these events over and over? Do they notice us? Could our time be better spent doing something else? Do these appearances get us new listeners? What do you think about setting up a tent and handing out stuff at public events. I'm not talking remotes or paid for appearances.

 

[Chuck]

Most businesses take part in special events from time to time like merchant's fairs, wine festivals, public concerts etc. Banks judge the success of the booth by the number of new accounts they sign up, car dealers judge success by how many new leads they get but how does a radio station judge the effeceincy of have a booth at public events? Is there a quanatative way? or are we just wasting time? Are the same people at these events over and over? Do they notice us? Could our time be better spent doing something else? Do these appearances get us new listeners? What do you think about setting up a tent and handing out stuff at public events. I'm not talking remotes or paid for appearances.

Occasionally, it may be helpful, but more often than not, I think it is a waste of time. I'd like to tell you otherwise, but my experience is you get two groups of people. The first are those who already listen and want some further connection with the station. Most are nice people who are happy to meet you, but some of them border on being groupies or stalkers. They can completely ruin your day.

The other folks just want whatever it is you are giving away, whether that is pens, bumper stickers, balloons, candy or whatever. If it is free, they want it and really couldn't care less what radio station you are.

If you are going to do it, pick your festival or special event very carefully. A festival that attracts the same demographic group as you are targeting is going to be better than trying to introduce yourself to a group who would have trouble relating to your format. If you decide to exhibit, try to do something that makes your booth unique and memorable. That is harder to do than it sounds....

 

[PTBoardOp94]

Chuck, would you buy Outdoor to promote your station?

If you would buy Outdoor, why would you not buy into a festival?

The purpose behind attending an event is not (directly) to increase revenue, it is to put yourself out there for the public. If John Q. Public is at the event anyway, and John Q. Public does not know much about WQXR, would WQXR not benefit just from John Q. Public seeing the booth?

The purpose behind purchasing a billboard is not (directly) to increase revenue, it is to put yourself out there for the public. If John Q. Public is driving down I-95 anyway, and John Q. Public does not know much about WQXR, would WQXR not benefit just from John Q. Public seeing the billboard?

 

[Roger That]

The purpose behind purchasing a billboard is not (directly) to increase revenue, it is to put yourself out there for the public. If John Q. Public is driving down I-95 anyway, and John Q. Public does not know much about WQXR, would WQXR not benefit just from John Q. Public seeing the billboard?

Honestly? The station probably wouldn't benefit. Why? Because 99% of radio billboards do NOTHING to promote why a listener should care. Just putting your logo on the highway isn't going to motivate a listener to change their habits in an already busy day.

But I agree with your point about public appearances. However, like your listeners, your staff, time, and bandwidth for these things is limited. You should make sure to pick the events that will have the most people to expose to, but also the RIGHT people. If you're an 18-34 station at an event for 40+, your impact will be limited.

And have a gimmick. Just standing around with nothing for potential listeners to do helps no one. No one is going to see your logo and go "Oh yeah...I forgot about those guys...I should listen to their station more."

It's not about you, it's about them. Figure out what's in it for them (in all your marketing), and you'll make better headway.

 

[Chuck]

Chuck, would you buy Outdoor to promote your station?

I don't, or at least haven't yet.

If you would buy Outdoor, why would you not buy into a festival?

Reread my post, and look at the one from "Roger That." I believe I said, "Occasionally, it may be helpful, but more often than not, I think it is a waste of time." Still we will be doing at least three of them this spring. Do I expect an immediate return or verification that that is boosted sales? No.

My point is to choose your appearances very carefully.

 

[PTBoardOp94]

I agree with everything "Roger That" wrote. Billboards don't do any more than the very worst of live appearances.

My point was that if you buy outdoor and do not make numerous appearances, I find your strategy inconsistent.

I don't hold the converse true because lots of smaller market stations (above 100) do not use outdoor at all.

 

[CaptBob92]

The thing that bothers me is in this day and age everybody who makes use of outside appearances has a quantatative way of determing effectiveness except broadcasters. Any ideas out side of the box, that we could use to determine if our presents makes a difference to our business? I don't buy that being seen works because I have been at many events and others there will tell me later that they didn't see my booth even thoung it was large and clearly marked

 

[Nostalgia]

I think a lot of this is based on a term the advertising industry latched onto: IMPRESSIONS. Mostly associated with website banners and pop ups, these people are telling us that the mere fleeting glimpse of a clients name or logo burns a hole into your brain and that it is worth paying good green dollars for the opportunity. You no longer need to hear or see an entire message or spot to love the sponsor and want to immediately drive to his store. ;D (or in the case of an appearance, no need to really interact with station personnel and walk away with a ton of swag)

I am not totally sold on that concept yet since I am too old school, but it surely is catching on, especially on TV and cable where you see those little ghost logos floating below the pollen report! Never a mention of the sponsors name. Someone really paid for that!

But this thread is particularly relevent since we are re-launching a station that was dark for awhile and we want people to know it is back. So yes, I am seriously considering outdoor, I have already run ads in the local paper, and will be doing appearances at local events if for no other reason than to have people see if they still have an old preset on their car radios for us. Even if someone walks by our van without stopping the current thinking is that by just seeing the van we have made an "impression" that will bubble to the top whenever they hop in their car and turn on the radio. And that would be reinforced when they drive down the main road into town at 65mph and see our call sign and freq blur by on our 20 x 40' billboard! As stated before, I'm not sure this will work but I am willing to give it a try. Whats the alternative????

 

[12 In a Row]

Nostalgia, newspaper and outdoor is so nostalgic, 80s marketing.
Alternatives? Internet, TV, social media.

 

[nolaradiobuff]

Have to agree with 12inarow.

I do believe outdoor can help and personal appearances are important but, I can blast a Facebook message, email or Tweet to several hundred or thousand in a minute and it's free.

Develop your web site. Find a way to capture emails. Use Facebook and Twitter. Everything adds up.

You couldn't give me a newspaper ad. It would cost me more to design a great ad than I'll get in benefits.

 

[davideduardo]

I agree with everything "Roger That" wrote. Billboards don't do any more than the very worst of live appearances.

Billboards are a marvelous reach medium, but they also have huge strength as a point of purchase medium. To many people, they are the last ad medium they may be exposed to before arriving at a store, and they may be a reminder of a car brand to consider when out to test drive another. For radio, they get you right when you can easily test a radio station.

Until people stop driving cars, outdoor will be a very strong medium. It's a pitty so few billboards have designs and messages that sell.

 

[Chuck]

In the last two or three decades, I've never seen a billboard that made me want to tune in a radio station. I will admit that as a kid in the 1950's, riding in the family car, I'd pay attention to them when we'd approach a new town. I was fascinated by radio and wanted to hear the local station. Usually, there were only one or two stations to choose from. Those days are ancient history. Today, most radio billboards make me want to avoid those stations.

About the only time a billboard gets my attention these days is along the Interstate, looking for cheap gas or a decent motel. It might even work when I'm looking for a place to eat. My radio choices are usually satisfied by the "seek" button or by satellite radio. Is this a sign of age, or a sign of a trend?

 

[Nostalgia]

Sorry to be caught in my personal time warp. Yes, of course we will have a website and build a mailing list from emails. And I have thought about facebook and twitter, but neither of you asked my format and demographics. We are an oldies station (of course from a guy nicknamed nostalgia) in a county where 45.4% of the population are 45+. Is this a facebook/twitter crowd?? They may still have a VCR and are still trying to figure out how to program it Maybe they are 80's kind of people and receptive to 80's marketing. And what did you do to get those several hundred or thousand followers to sign up for the priviledge of getting blasted periodically?

Billboard and ads are very basic, frequency first then call, using the "impression" model. That is all they will see in a few seconds of driving by or skimming the ads in the paper. So I am embracing some current advertising thinking. I checked out a lot of billboards, both radio and general business, and for the most part they had a lot of info you couldnt possibly read at 65mph thats why I opted for frequency first, then call in BIG letters. The basic info needed for someone in the car to reach for the button, that is all I hope to get from that media. And remember, the overall goal for outdoor and newspaper ads are to let the community know that the station is back after being dark for awhile. After 60-90 days I will probably drop those in favor of something more shall we say cool!

I will give Facebook a shot, maybe even Twitter. Fear not, I can be dragged, albiet kicking and screaming, into the current period in the time/space continuum you refer to as 2010.

 

[Chuck]

If you do use billboards, by all means, emphasize your frequency. That is about all you can ask people to recall, especially at 65 mph. Most people are clueless about your call letters….

 

[joshzz]

For what it's worth, I do believe that public appearances are good for all radio stations and taking this one further, hosting concerts especially when its for a worthy cause, is a very good thing to do.

With that said, I'd like to invite everyone to a concert we're hosting (LIFT FM) in Woodbury, NJ on April 16. Featured will be "Tal & Acacia" along with various regional independent bands.

There is no cost to attend but we're asking everyone to bring a can of food. Proceeds will benefit the needy residing in South Jersey. josh

 

[Roger That]

I agree with everything "Roger That" wrote. Billboards don't do any more than the very worst of live appearances.

I think you misread my point. Billboards work. RADIO billboards rarely do. It's not the medium's fault. It's the fact that radio is terrible at branding. It's all chest-beating, positioning statements, and artist pictures. Your audience (or potential audience) doesn't care about that "message."

 

[nolaradiobuff]

Nostalgia - it doesn't matter the format. The investment in Facebook and Twitter is your (or an intern's) time, and yes, many people 45+ use Facebook. Facebook is the 2nd most visited web site in the world behind Google.

If you use it properly, it's another way to connect with your listeners and keep yourself top-of-mind.

 

[12 In a Row]

I agree with everything "Roger That" wrote. Billboards don't do any more than the very worst of live appearances.

I think you misread my point. Billboards work. RADIO billboards rarely do. It's not the medium's fault. It's the fact that radio is terrible at branding. It's all chest-beating, positioning statements, and artist pictures. Your audience (or potential audience) doesn't care about that "message."

Roger, you're hitting average is close to 1,000.

Never understood how radio can tell a business it knows branding but they do a horrible job branding themselves. We're #1 We're The BEST We Play 12 in a Row WHO CARES
How does that relate to a listener. Try shooting a TV commercial for a radio station.

My wife said it best. "Obviously, most radio stations are owned and programmed by men. They think we're impressed by this crap."

 

[Stewy]

DO PUBLIC APPEARANCES REALLY BRING MORE BUSINESS?

Does a bear crap in the woods?

If you are radio, you are in the entertainment business. You are in the advertising business. You are in the promotions business. You are in show business. You should show up anywhere there is a gathering and be prepared to entertain because when you are having fun and sharing it, people will want more and tune in! You should advertise your station or you are being hypocritical. Lots of listening occurs in cars so billboards are a perfect way to grow your cume, just keep the message simple like dial position in really BIG, unmissable, neon colors that stand out and do a 100% showing in each town in your metro.

Oh yeah, watch out for the bear poo on the street when your out walking the dog down the street.

 

[Roger That]

...just keep the message simple like dial position in really BIG, unmissable, neon colors that stand out...

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