I don’t think that I am going too far out on a limb to suggest that most Country programmers would not be upset if their stations never had to do another sales remote.
We’ve seen what they have diminished to over the years. Your talent shows up at the client’s event ten minutes before the start. Hopefully, by then, the promo assistants have set up the card table with its once-nice but now dirty tablecloth and a rickety-looking prize wheel.
Beside the prize wheel is a selection of station items. Koozies, keychains etc., that the lucky “winner” will most likely put in the bottom of a drawer somewhere. If it’s a Saturday car dealer remote, you might have one of your lucky prizes be a $5 off oil change.
Then, 15-20 minutes after the start, the sales rep shows up with a stack of pizzas or hot dogs and apologizes for being late.“They didn’t have the food ready.” Instantly, you are the most popular person in town. All the clients’ workers swarm to get free food before it is gone.
Oh, and then here comes the part that everyone fears. The sales rep comes over to introduce you to the client and says, “he/she would like to be on the air next break.” Of course, saying it in front of the client gives you no way to get out of it.
In the back of your mind, you are already thinking about the note you are going to get from the Program Director about the four-minute remote break you did.
The breaks are a tune-out. Most likely too long, and the talent likely spends more time promoting coming out to spin the wheel, eat a hot dog, and then, with ten seconds left, manages to talk a bit about the client paying for you to be there.
So that is what these have fallen to. But I would contend that, done right, they can be a marketing event for your station while also serving the client.
Before that, let’s start with one technical point. If the remote is from 10-1 on a Saturday (please tell me you aren’t doing any for over three hours) and your station runs it stopsets at :20 and :50, this is typically the problem.
After you set it up, it is 20 to 25 minutes before you do your first break. That gives the client ample time to begin complaining that “no one is showing up.” The last break at ten minutes before the event ends turns into a thanks for having us out speech.
When programming, I made the first break of a 10-1 remote at 9:50 and the last at 12:20. This eliminated the above two issues. However, it created an internal problem of your talent getting restless to leave after the last break, but that is easily overcome.
So, how can you turn this into a win-win situation? Stop thinking of it as a necessary evil and consider it a marketing opportunity.
It starts with the presentation. Ditch the 1980s setup and modernize it to at least this decade. Do you have a selfie area set up with a step-and-repeat? A place where your talent can record a TikTok or a Facebook reel with listeners.
One of the things I did for many years has a dated call to action, but could easily be tweaked to a combination of online and on-air.
We would hand out a business card-sized paper with this message.
“(station) thanks you for coming out to JoeBob’s BBQ. This is just for our loyal listeners. Listen to “The Ren & Stimpy Show” on Monday morning between 7 and 7:30. When you hear them play xxxxxxx be the sixth caller to win $500. (or a $500 gift certificate from JoeBob’s). You won’t hear about this on the air. It’s just for the people who joined us here today. P.S. We won’t be mad if you share this with all of your friends.”
Like I said, the call to action is dated, but it can easily be adapted to a digital and online format today.
You can fund this with a $100 upcharge on every remote dedicated to the cash prize fund.
Station scratch tickets are an affordable option from the insured contest providers. When I launched 105.1 The Buzz in Madison, WI, we called them Buzz Bucks.
Having them available at remotes became so popular that the sales department started selling Buzz Buck remotes, and the station made real good money on them, more than enough to cover the cost.
Get your talent out from behind the table and in front of the tent. Nothing shows disinterest more than putting a barrier between you and the listener. Stand up in plain view to be seen doing your breaks.
I’ve had talent who went to the van or turned their backs to do breaks. People who come to your events look at you as showbiz and love to get a peek behind the curtain and see you on air.
Every event has a vibe, even if it is a Saturday car dealer remote. I’m not picking on car dealers, but those Saturday remotes seem the most prevalent.
Your job is to communicate that vibe and create a compelling reason for people to come or give them something to dream of.
If you’re at a Chevrolet dealership, do your break in a new Corvette. Communicate that vibe. Use words like “imagine,” “picture yourself,” etc. Make people want to use the product.
I was at a concert recently. A station was set up outside the doors where people would enter. Being anonymous is sometimes good. I slowly walked by the table, looking at the items they had out. I did this four times, and neither of the two people behind the table looked up from their phones.
When the doors opened, I watched and they dashed out of there fast enough to win tomorrow’s Kentucky Derby.
The vibe was 80s rock. They could have made an impact by conveying that vibe and reminding people why they came. This was because it reminded them of what they were doing in that era, and they had fond memories of it. I know that’s why I was there.
Every event has a vibe!!
Just don’t vibe the eating of the free hot dogs.
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Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
