One of the things that should be high on the agenda for community and small commercial radio is attending events.
Community events are a great way to be seen by, and engage with, your potential audience.
Many stations have limited marketing budgets, if any, so being at events means you piggyback on the marketing efforts of the event organisers.
But with limited resources, especially volunteer time, it’s important to pick and choose which events you attend.
The first thing to do is be aware of what’s coming up in your area and get ‘invited’ to be the ones that will benefit you the most.
Although you are there to serve your audience and wider community, it’s OK to be a little bit selfish here. There is no point being at an event that isn’t right for the station.
For example, if your target audience is mostly middle aged listeners, you wouldn’t waste time at a rave!
You may go to an event for children though, assuming their parents would be in your target.
Also, try to maximise your event attendance by prioritising larger events.
However, don’t ignore small events that are aligned to a local cause with strong support or affection.
There is benefit in your association with these both before and after the event, even if attendance in the day is small.
Be careful how you handle event organisers when you have to turn down a request to attend.
Explain that you have limited resources and cannot be at everything.
See if you can offer them something else such as an interview or free ‘what’s on’ spots.
At the event
Depending on your resources and what’s agreed with event organisers, you may have a low or high profile at the event.
If you have a gazebo or stand, make sure it looks great and is safe!
Your stand, equipment, and team members should be clean, tidy, ‘on brand’ and appropriate for the event.
For example, you should not allow your event team to smoke, drink alcohol, etc at a family-focused event.
Ideally this should be the case for all events but that’s your call. Swearing is also not professional at events.
It’s all about how it looks to the public. Remember, you might end up on social media!
If you don’t have a stand, these rules also apply but there’s an added consideration.
Are your team well branded?
Without that, you’re missing a marketing opportunity and also making them less approachable. It’s also better if they are approaching others.
And try to do something engaging at your stand, aimed at the audience that you want to attract. Below is a great example from Portsmouth’s Express FM from this weekend’s Victorious Festival. The ‘spin the wheel’ mechanic was part of a music quiz with the highest scorers of the weekend winning some great prizes from local theatres and other businesses.
Getting more from the event
Use being at events as a marketing platform but also for content gathering.
Interview stakeholders and attendees for later broadcast. Get pics/videos too where possible for your social media but ask permission to use them.
Never interview, picture, or video children without permission.
An exception might be, for example, a children’s choir or dance troupe performing at the event, but care should be taken.
Ensure that your team is ‘open for business’. Of course they can chat with fellow team members but they should always be on the lookout for someone who wants to speak to them and is perhaps holding back.
These are just a few of my tips after years of experience running and attending events for radio stations.
The top priority is to give the best representation of your station to those attending the event.
Secondly, to gather content.
