Last month was another tough one for many retailers. While holiday sales were up, the big gainer was the ecommerce industry. Malls and free-standing stores have been mightily disrupted by online shopping. And as we covered in a post last week, many big name retailers find themselves in dire straits heading into the new year.
And yet, one of the hottest trends in retail is mobile – and we’re not talking smartphones and tablets. Instead, savvy, agile retailers have acquired adaptability and flexibility by escaping the tentacles of brick and mortar commitments in the form of pop-up stores – small, movable retail concepts that help smaller brands gain visibility and proximity. And in some cases, major names are experimenting with the pop-up trend, too.
Maybe this retail movement got started with the food truck craze – those rolling purveyors of specialty eats that provide more variety for 
consumers, often in high-traffic areas. Some of the best meals I enjoyed last year were prepared and delivered from a truck parked in front of an office building. A trend that took flight in Los Angeles nearly a decade ago has now made its way throughout the country, making it possible for chefs to take their creations to people – rather than the conventional restaurant model where we go to where the food is.
For retailers, a pop-up store isn’t as simple as securing the space and dropping a temporary structure in place. They need a back-end – data, systems, beacons – all tools that many brick and mortar stores have embraced because of the ecommerce disruption. Not surprisingly, companies like Samsung have come up with products to meet their nomadic needs, a concept they call Connected Spaces.
A big part of the appeal behind pop-ups is summed up by Samsung, noting that “every customer experience matters. According to research…89% of retailers say that how they handle customer interactions is the way to stand out.”
So what about radio?
Despite the consolidation and the economies that big broadcasters have enjoyed, radio is at its heart an intensely local business. In the same way smaller retailers and specialty stores can reap the benefits of the pop-up model, so too can radio enjoy customer interaction and eye-to-eye contact.
And unlike businesses – where data, systems, and structures are necessities – radio can provide its version of pop-ups (commonly known as “remotes”) with a vehicle, a personality, basic engineering equipment, and some swag. Last I checked, most radio stations in the U.S. have these basics – or can simply and inexpensively acquire them.
For retailers, pop-ups are an excellent antidote to global brands and ecommerce sites that have limited market presence – or are tethered to a location or two. They provide adaptability, and an even wider geography than big box stores or online sellers.
The radio analogy holds up well here. Local market presence, agility, and portability are radio’s best allies in a rapidly changing environment where engagement and consumer connections matter. And the ability to target specific areas of the metro, including hot zips, is precisely the same strategy used by food trucks and pop-up stores. It’s the kind of marketing and promotional activity that’s difficult for mega-brands like Google or Apple.
The radio industry would do well to strategize its street presence above and beyond sales fulfillment and sponsorships. “Pop-up radio” could set the medium and its smartest brands apart – in a meaningful, visible way.
And yet as we blogged about last year, Amazon is wheeling out their own version of pop-up stores – “Treasure Trucks” they’re deploying in markets throughout the U.S.
It may just be a matter of time before global music and entertainment brands like Spotify, Pandora, or SiriusXM wheel out their versions of street visibility in local cities and towns.
Now that we’re ensconced at CES in Vegas, we’re experiencing the tech assault we expected as gadgets, exhibits, and marketers cram into Sin City to display their latest and greatest.
But innovation isn’t just about gadgets, technology, and digital platforms. It’s also about being highly visible and attacking a geography with a smart street presence. When it comes to visibility, radio can be out of the box by embracing models it has historically owned, honed, and perfected over the decades – a strong ground attack.
And perhaps if we lose the term “remotes,” and replace that hackneyed concept with a more contemporary narrative – like “pop-up radio” – we might sell more of them for more money. And if conceived, staffed, and equipped properly, radio might just enjoy higher ratings and sales. Not to mention audience engagement and great branding.
Take it to the streets.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Well there ya go, Fred. You had me all the way through this until the end. ….”if conceived, staffed, and equipped properly, radio might just enjoy higher ratings and sales. Not to mention audience engagement and great branding.”… here in our town we just had a multi media event -it was attended by dozens of local stations with their “popups”…an opportunity for engagement and branding. Did I see the “A” list of talent from these stations? Were they on-stage or in the crowd addressing the listener? Nope. Were the promotions people trying to engage? Some yes. Most? No. I’ve done this event for decades-and laughed at the competition across from us sitting there bored stiff. Granted, it takes work and forethought-but it should usually be more than a promotions assistant and an intern. There was a time when we’d try to out-do the competition. Now the competition is usually in our building. How many people remember KVIL and their 40 foot traveling studio? Today it’s a card table and a “tie line”. If we forget we’re in show business. . . . we could be out of business! Actually those words “conceived, staffed and staffed properly” are the keys to making it work.
Dave, I’m with you all the way. The problem is the industry started treating street presence like an afterthought. And that leads to the results you talk about in your comment. Not only is it time to put the professionalism back into street activities – it’s just good business. Thanks for the thoughtful comment.
I stopped using the term “remote” on the air about 10-12 years ago. I felt it was
1.) radio terminology which is not how the audience spoke and 2.) because of the ridiculous amounts of car remotes that were being sold. It associated the audience’s mind that a radio remote meant free pizza and someone selling me something at a car lot. This meant tune out and lack of attendence.
Instead, I started requiring the air talents to refer to it as though they are taking their “show on the road” or “[instert station] Road Show”
It puts the entertainment burden back on the on-air talent, as their get a talent fee, normally, greater than their pay (if it was broken down hourly). This means they can have games, free stuff that is exclusive to their broadcast and they can encourage thr record testimonial liners.
It also removed the stale pizza and car lot stigma.
We do theme a majority of them. We encourage sales to sell themes like restaurant week, The Summer Tour, The Hometown Tour, (our current one) “The 69 cent sale”. This way, we make make money and the remotes a reasons to encourage people to come out. To be part of something more exciting than a 2-3 hour shill with rambling breaks that exceed the 60 time allotment.
I have even created an event add-on book, which we can add on to the remotes things like face painters, bounce houses, catering (food trucks), clowns, bands/DJs, etc. If the client wants it, we charge them for it and take care of it for them.
Clients need feet in the door, sales wants a happy client. And because of that, in my various roles in radio, I put it on PDs and OMs to make sure their station’s remotes are exciting…to brainstorm. This is our outside advertising, in most places.
Steve, we are on the same page. You’re doing the types of things that make these on-site location broadcasts special and valuable. As an industry, that’s the mindset we need to adopt. You treat these events as special and not as obligations – and that’s why they have value to clients – and listeners. This is something radio has that our competitors cannot do. Appreciate your comment.
Great topic, Fred. Love the pop-up metaphor as a better, more contemporary way to approach and promote appearances. Working in different markets over a lifespan has given me a real respect for well-run remotes and just how powerful they can be. In Boston, listeners were always into the formats where I worked, so any souvenirs were seen as treasure. In Los Angeles, we had superstars and industry players as neighbors and that worked well for us to be present and engaged with the listeners. I’ve been living and working on Cape Cod for the last few years and it is refreshing to see first hand the ways that a small market audience responds to radio. It still means a lot to people, and they depend on us for local entertainment and information. When we stage remotes there’s a genuine air of enthusiasm every time out. People come here from all over the world, but at our core we are locals who want to be here, and recognize local radio’s place as a good neighbor.
Marylee, appreciate you chiming in on this post. Much of what radio has historically done is intrinsically smart and positive. But updating, re-examining, and improving those assets was the main message. “Remotes” are welcome and they are part of what makes local radio special, but they need reinvention and I think re-branding. Thanks for commenting.
I play in a band. The guys are always chafing when I prepare a pre-show playlist and our walk-up music. It’s not cheesy and it’s not over the top. When there are 250 people in the room it adds the element of expectation. I tell them, ” It’s branding. It’s professional. They’re seeing a band who has respect for their songs and their show.
The problem with remotes/pop ups is that so often (as has been mentioned) there’s no talent there. But what’s worst is the branding.
A tent, a card table and wires everywhere. Mother of god I have mentioned this a billion times and no one really, truly gets it. It’s a show. It’s a thing. It’s got to be lit for video. No wires. It’s a set. It’s got to be “social.” And it absolutely cannot be at a car dealer. That’s cheese. After the 5 prize junkies show up to grovel for swag, what’s to be gained? Yeah, I know- badly needed revenue from your most profitable vertical. Maybe a stealth look at the car showroom and call them live reads and save the show for places tat makes your brand look awesome, in an environment that reinforces that awesomeness.
You’d make a great program director, John. It’s the attention to detail, preparation, and showbiz sensibilities that separates the greats from the rest of the pack. Thanks for the reminder, and taking the time to comment.