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Should we call this “Marketing”?

Posted on: Aug 16, 2009 in Uncategorized

Much is made of being "on the street" all over town.

But is this what your street adventures sometimes look like?

Photo

Here we are – in the middle of the day and on the weekend.  The booth is there, the audio is tuned to the station.  And the crowds are….

…non-existent.

While no station ever intends to venture out in public to the indifferent sounds of crickets, we should not use a performance like this as a mark in our favor when we answer the question: "Have we marketed our station?"

Marketing is, by definition, connecting with consumers.  It is not simply counting the number of days our booth is planted in some parking lot.

And don't tell me appearances like this are intended to fulfill client commitments, because I can't think of a client who would be happy to snap a picture like this.

View Comments
  • Our sellers are trained to educate the client. If the Red Cross asked for a "remote", we would discuss alternative uses of the funds, such as pre-promotion of the blood drive. We need to know and manage the client's expectations.
    We have been successful in showing new clients ways to get more 'bang for the buck' than the remote. We have also had very successful remotes which are part of or tied into larger client or community events.
  • it was a success for the tent supplier/manufacturer
  • If this scene is anybody's idea of success then more power to them.
  • I should also add a further test - In regards to the on air component, what was the value for the listener?
    Cheers,
    Dave.
  • Good to have the extra info!
    Right, so on squinting at the photo a little more, it seems that it could be San Diego's Sophie 103.7 and their Adopt-A-Patient promo - doing stuff for the local blood bank. The Blood Bank Bus is the client.
    I'm not saying that what you speak of doesn't happen, I've been at many a promo where just what you describe does happen. The talent / promo staff mill round making jokes with each other to ease their boredom and wishing the hours away until they can pack down and go home.
    Appalling work ethic.
    In this case though, crowds don't necessarily equal success. The Blood Bank don't want customers to spend money, they want customers to fill blood bags.
    You're never going to get frenzied crowds of people flocking to the needle. This radio station is doing some pretty good community marketing by supporting this sort of thing.
    Two simple tests need to be done after every promo:
    Was the clients objective for the promo achieved?
    What was the value for the station in being on-site?
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MRM President Mark Ramsey has worked with innumerable television and radio broadcasters over his career, including all the biggest names, from Clear Channel, CBS, Bonneville, Sirius XM...

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