Radio Station Promotions Ideas
Business → Marketing & Advertising
- Author Dan Oday
- Published March 26, 2010
- Word count 573
FOUR KEYS TO ENTERTAINING RADIO CONTESTS
By Dan O'Day
Many radio station promotion directors think the only thing you need for a
successful radio contest or promotion is a clever idea. Good ideas are
wonderful. But you need to know how to translate those ideas into
ratings, revenue...or both.
Today we're going to focus on "on-air" contests; contests or promotions
that become part of your programming.
Here are the four factors that make an on-air contest listenable:
-
Prize
-
Game
-
Execution
-
Air Talent's X-Factor
Let's take a look at each of these components in a little more detail...
PRIZE
For "everyday" contests, there are four types of "good" prizes:
-
Valuable
-
Affinity
-
Exclusive
-
Stupid-But-Cool.
VALUABLE PRIZES: One hundred dollars cash. GPS devices. Tickets to a
hot concert.
(Note that I did NOT say, "Tickets to the Boat Show, Auto Show, etc.")
AFFINITY PRIZES: Station t-shirts, jackets, thumb flash drives with your
station logo, etc. Something very cool-looking that enables your listeners
to acknowledge their relationship to your brand.
Take, for example, Harley-Davidson motorcycles. If you want to get rich
selling to people who buy Harley-Davidson motorcycles, do NOT go into
the motorcycle business. Sell them OTHER stuff imprinted with the
Harley-Davidson logo. Harley owners are the absolute best kind of
consumer: proud fanatics.
What can you buy with the Harley-Davidson logo on it? Shirts, caps, shot
glasses, pool tables, coasters, coffee mugs, ash trays, piggy banks, boots,
jackets, sunglasses, clocks, bean-bag animals, wire sculptures, knives,
lighters, chaps, shorts, jackets, vests, halter tops, plates....The list is
endless.
Why? Harley owners have a strong affinity to the Harley brand. It's not
just a mode of transportation...or even a motorcycle. It's a way of life.
Harley owners have a strong relationship with the Harley brand.
And that's the key word with "affinity" prizes: Relationship. If you don't
care about your listeners and they don't care about you, "affinity" prizes
probably aren't your best choice.
The stronger your relationship with your core audience, the more they will
respond to "affinity" prizes.
EXCLUSIVE PRIZES: Backstage concert pass....Private concert....Private
screening....One-of-a-kind memorabilia....Lunch with a celebrity.
STUPID-BUT-COOL PRIZES: This is most effective when it's also an Affinity
Prize. The ideal Stupid-But-Cool prize is one that you would never pay
for...but which you would stand in line to receive for free.
Sometimes in my seminars I give the example of Peter Holmes at
England's BREEZE AM who gave away...personalized bath plugs. A
wonderfully stupid prize that loyal listeners go crazy for.
GAME
Does simply describing the contest make your audience want to listen?
(Most on-air contests fail this test.)
EXECUTION
Does the jock present the contest itself in a way that maximizes its
effectiveness?
AIR TALENT'S X-FACTOR
You've got a prize no one wants to win, delivered by a contest that isn't
worth listening to.
The only thing that can save your radio station is the individual jock's
ability to make something out of nothing. Or, more accurately, to blend
his/her personality with that of the caller to create a human encounter
that is worth listening to.
Yes, a great jock often can save a lame contest.
But that's like expecting the record producer to "fix it in the mix," or
giving bad commercial copy to the voice actor and saying, "Make it
funny."
If you routinely depend upon your air talent to save the station's on- air
contests, you've got serious promotion problems.
Dan O'Day (http://danoday.com/contests) is the author of the e-book, "Great Radio Promotions & Contests, available now for instant download.
copyright 2010 by Dan O'Day
Article source: https://articlebiz.comRate article
Article comments
There are no posted comments.
Related articles
- Market Research vs. Consumer Insight: Understanding the Difference and Their Impact on Business Success
- Unveiling the Dynamics of SEO Services: A Comprehensive Guide
- DIGITAL MARKETING: Benefits, Strategies and Future Possibilities
- Local SEO: How It Can Impact Your Local Business
- How to Choose the Best Digital Marketing Agency for Your Business
- Why Gold Remains a Safe Investment in Kuwait’s Changing Economy
- Atish Kumar Singh: A Rising Star in Fiji's Marketing and Business Management Scene
- Business Growth with Ready Mailing Team's Comprehensive Regional Vice President Email List
- Key factors why eBay sales could drop
- The Impact of Artificial Intelligence on Digital Marketing
- Achieve Digital Success with BeKonstructive Marketing's SEO Consulting in Brisbane
- Introducing the HIIO Nax with 12000 Puffs: Spark the Extreme Flavor
- What Role Does Data Accuracy Play in Reaching Physicians Amid Shifting Market Trends?
- Pocket Option: Binary Candlestick Patterns
- Building a Strong Brand Fortress with SEO
- How Small Businesses Can Compete with Big Brands: A Guide to Thriving in the Digital Age
- The Impact of 3D Animation in Business: Enhancing Visual Communication and Marketing Strategies
- Steady Slope Marketing: Boost Your Business with Targeted Facebook Ads
- Steady Slope Marketing: Building Strong Brands for Lasting Success
- Steady Slope Marketing: Maximizing Growth with Google Ads
- Steady Slope Marketing: Building Custom Websites that Drive Growth
- Steady Slope Marketing: Unlocking Growth with Google Local Service Ads
- Steady Slope Marketing: Scaling Your Business for Long-Term Growth
- Steady Slope Marketing: Setting Up Small Businesses for Success in the Digital Age
- Steady Slope Marketing: Elevating Local Search Authority for Small Businesses
- How AI is Revolutionizing Marketing: A Game-Changer for Online Marketers
- Exploring the Impact of Marketing Strategies on Public Image: A Case Study of Epson and Prince Andrew's Challenges
- The Power of Persuasive Copy: Techniques To Boost Conversion Rates
- The Role of Content Marketing in Building Brand Awareness
- Are Gucci Bags Made of Animal Skin?