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Weekly UpdatesMore specific questions regarding radio remotes were outlined earlier, and are as follows:
a. What types of features are common to radio station remotes?
According to the radio station surveys, the remote package consists of pre-remote announcements coupled with an on-site arrangement. A range of responses were given for pre-remote announcements. The median station figures suggest that offering 20 announcements over the four days before the remote is not unusual. Larger cities tend to offer more announcements over more time (usually a full seven days before the event).
A typical on-site remote involves three station staff members (account person, on-air person, and one other--station mascot, helper, etc.). The on-site package often includes using a cellular phone, an external sound system, a marti unit, and a van/vehicle. Station staff are less likely to provide a separate booth or bring a boombox. Stations provide live breaks (between 1 and 3 per hour) which are handled by the DJ at the site. During these breaks, the air talent encourages listeners to stop for station and client giveaways, contests, and free food and soft drinks.
b. How does a client determine whether a remote has been successful?
The word "success" for a client can mean many things. Despite the low number of responses, it appears that businesses understand they have different goals for different types of remotes. Some remotes are designed to generate traffic, while others are targeted to generate sales. All the client comments on this question cluster around the notion of a "good time" that brings people to the store.
The open-ended responses were compiled into a single list and common themes emerged. Businesses credited active, enthusiastic station personalities as an important "success" factor. A substantial number (about 40%) also indicated that bringing the station personalities to their business was an important factor in deciding to purchase a radio remote from a station. Several respondents mentioned that the radio station's presence should help to generate a "high energy," "event" atmosphere. One noted it's "not necessary to have it `big', but colorful, fun, and (with) easy access."
Virtually all business respondents reported that pre-event promotion for the live remote was an important factor in a successful remote. Several respondents made specific reference to "lots of liners" leading up to the remote event. The length of pre-remote promotion time varied among businesses, and depended upon what type of event was being promoted. The businesses reported that the length of time ranged from three days up to a month in advance of the remote for major events. Not surprisingly, many businesses use media planning strategies. Announcements of events are scheduled across media, combining announcements from the participating station with announcements placed at other radio stations, television, and print outlets.
Most businesses provided some sort of giveaways for the event, sometimes combined with station giveaways. However, only two of the responding businesses (~15%) mentioned "giveaways" as an important component of the success of a remote broadcast. Several mentioned having activities related to the event or remote could help make a radio remote successful, but they were not specific.
c. How does a radio station determine whether a remote has been successful?
Radio station respondents view remotes as an important part of the overall station-client relationship. Station people see the remote as an opportunity for the client to build awareness, repeat business, and long-term sales. Open-ended responses were compiled into a single list and dominant themes emerged. The respondents suggested that radio stations reap three primary benefits. The primary benefits of a successful remote are:
(1) It enhances the station's image. DJs get to meet people and vice-versa; also, the station shows it's a part of the community.
(2) It generates traffic and/or sales for the client, which in turn strengthens the station-client relationship.
(3) It generates revenues for the station itself and provides much-needed talent money for the personality.
Radio station respondents were specifically asked "what makes a successful remote?" and overall the responses suggest that a successful remote must become an "Event" that combines four key factors. While these are in no particular order, it should be noted that the station typically has no control over the first two.
(1) location. Location and site were often mentioned, although few specifics were given. One respondent mentioned "good visuals while on location."
(2) product. The client must have "great sales for the customer"; the "client has something of value to offer," and (the client) offers "special prices"
(3) giveaways. This includes client giveaways as well as station giveaways. Free food and drinks, contests and drawings.
(4) excited-and-well-informed talent. Noted by a few respondents, "talented coverage" and "great air talent" were also cited as factors in a successful remote.
d. What characteristics of a successful remote do both the radio station and the client hold in common?
Based on the open-ended responses by both the businesses and the radio stations, the successful remote will have four characteristics. It will have (a) sufficient pre-event promotion to create awareness; (b) high-energy, warm, and enthusiastic on-air personalities, (c) station and client giveaways that add to the festive atmosphere, and (d) business sales that encourage attendees to purchase product.
e. What type of person attends the radio remote?
A wide variety of people attend radio remotes. Most of those attending do not seem to be "radio groupies" (although there are a small number of people like that). The average attendee is a customer already familiar with the business, who is also a listener of the radio station. Remotes also have a social component to them. Most of the respondents (90%) report they go to remotes with either friends or family. Of those who came by themselves, 90% were at a sales remote (38 out of 42). Only three percent of those attending a promotional event were there by themselves.
A significant difference was found in purchasing behavior for those attending sales remotes versus those attending promotional remotes. Responding to the question "About how often do you normally make a purchase when you come to a radio remote?" those attending sales remotes were more likely to buy something (see table 1).
Table 1 Chi-Square Analysis of Purchasing Behavior Frequency By Remote Type
[X.sup.2] = 7.28, df = 2, p < .026.
Most of the respondents also indicated they are repeat customers: Two-thirds (n=264) of those responding to this item said they shop at the business when no remote is scheduled. Of greater interest to radio station managers however, is that fully one-third do NOT shop at the business when there is no remote (n=130). Presumably, they are there because of the radio remote.
f. What factors result in the person attending the remote?
Over 40% (n= 176) responded "yes" to the question "did you come here today because of the radio remote?" Further analysis suggested that attending remotes could become a habit or ritualized behavior for some. A significant number who report they came because of the remote attend more of these events than those who do not (see table 2).
Table 2 Chi-Square Analysis of Radio Remote Attendance Behavior
[X.sup.2] = 24.66, df = 2, p < .001.
Another characteristic of people who come to a business because of the remote is that they purchase more than those who don't show up because of the remote. Table 3 provides evidence that people who came because of the remote show a higher incidence of purchasing something at the remote site.
Table 3 Chi-Square Analysis of Radio Remote Attendance and Purchasing Behavior
[X.sup.2] = 16.51, df = 2, p < .001.
Finally, there is evidence that the over-the-air broadcast component is an important part of the on-site event, and can increase traffic and remote attendance. A number of respondents attributed their attendance at the event to hearing about it on the radio (see table 4).
Table 4 Chi-Square Analysis of Relationship Between the Channel and Remote Attendance
[X.sup.2] = 93.61, df = 3, p < .001.
Those respondents who came because of the remote reported what they liked best about remotes. The most common response (reported by over one-third) was they liked the atmosphere surrounding the sales event best of all. Meeting station personalities (11%), getting free stuff (14%), and taking advantage of the client's specials (7%) were also mentioned.
Another item asked respondents "what about the remote attracted you?" An overwhelming majority mentioned they "like the station" (n=141, 41%). The other items were selected far less often--"meeting station personalities (2%), "want station merchandise" (3%), or "take advantage of specials" (8%).
Discussion
The goals of this study were to identify those factors that were most important to stations, businesses, and audience members regarding the radio remote. On-site teams visited five markets of varying size and surveys were distributed to all parties involved in radio remotes. The findings support the notion that radio remotes are important revenue-generators for radio stations regardless of market size, format, or frequency. Although radio stations prefer sales remotes to promotional remotes, both types are viewed as important ways to promote the station within their community. Business clients and radio station personnel tend to agree on four characteristics of a successful remote, and the features and services that are offered in a radio station remote package tend to be standardized. Finally, for the most part the remote helps to increase traffic and/or sales for the client, suggesting the following model:
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