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Stations on-site at concerts and events?

T

TinaB

Reading the "exclusive" post about stations being on-site at Concerts really got me thinking about what that's really worth...

I know in our world it's LIFE or DEATH to have our station vehicle parked in front of the Ampitheater or Coliseum while showgoers are filing in but who really cares? The last few concerts I attended with non-industry friends, I obviously was aware of stations on site but my friends could have cared less. Even for someone like a Kenny Chesney, is there a payoff for putting alot of effort into an onsite display or do people (outside of radio) just not care and walk on by? Is it a waste of time? Does a stations presence at an event result in more listeners?

Just curious
 
Visibility helps - whether at a concert, ballgame, supermarket opening! Anytime someone sees your call letters, it helps your station. No, they might not notice at the moment, but it does reinforce your presence and activity in the marketplace (unlike, say, some satellite delivered product). It is not everything - but it is a valuable peice of the puzzel (in my opinion based on 40 years as a program director).
 
I say yes, it does make a difference. It is on site advertising. Look at how many non-broadcast companies set up displays at concerts, race tracks and stadiums. In fact, a lot of major advertisers are putting more money into on site advertising and taking it away from more traditional forms of advertising. Advertisers see this form of advertising as very focused and a way to have personal contact with their consumers. For a radio station, being on site at a core artist concert is the best way to reach thousands of their listeners. At the Kenny Chesney concert for example, every person who came to this concert was a potential listener to their radio station. Now it does make a difference in what you do. If you just show up with a van and a part-timer standing beside of it, you're going to get very little return. If you have your core personalitys on hand going out and meeting the audience and making personal contact, handing out station items, then you are going to get a lot more.
 
I agree 100% with obmij - do it and do it right!

This, by the TinaB, is a great topic for discussion on this board! I hope others will weigh in with useful comments.
 
It's called advertising, baby! Being seen by your consumers, even if they're just walking by, makes an impression. And those impressions add up. The more you can get out in the community, the more that community feels like you're their radio station. And yes, I think the Personalities need to be on hand to "press the flesh". It shows you care.
 
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