We’re radio junkies, and we hear many contests.  A few are ingenious, many are effective, and some boggle our minds!   The Lund Media Group has written a list of five things you should always do as you design and execute your contests:

1. Require action or behavior. Great contests get listeners to buy into a new show, listen longer, get a friend to listen, visit a merchant, etc.  Simply taking the tenth caller denies a chance to gain more audience.  Above all, a great contest requires listening to win.

2. Don’t keep it secret. “Failure to promote” is a marketing felony.  Promote your contests on your air, website, and social media channels.  Advertise externally if cume growth is a goal.  Make the message easy and clear. And promote winners often – on-air, on social media, and on the website.

3. Make it easy. A contest should be explained in one sentence, and listeners should feel they could win when they enter.  Hard-to-play contests only appeal to the so-called “prize pigs” and leave the most vicarious and occasional players out of the game.

4. Be legal. Watch out for lotteries (prize, chance, consideration).  Have complete written contest rules posted on your website.  Schedule a Rules Promo daily on the air.  Do what you promise and only change contest rules if your written rules allow it (they should).  Contest rules should specify how a prize is claimed and who is eligible.  Have the prizes in hand before the contest begins; “later” often arrives sooner than you think!

5. Loosen winner restrictions. One winner per household in 30 days may sound fair, but in the land of PPM ratings where a person might be metered for several months, don’t penalize that person for playing every contest.  Whether diary or PPM, rating keepers are likelier to be contest players who play every contest – so keep them happy!

Planning a sales promotion?

1. What’s the cash value of a promo? Don’t just give them away. Instead, create a package that sets the value of promos at a healthy percentage of the client’s rate.

2. What’s planned? Keep a large promotional calendar in a visible location and note all station promotions, contests, and special events. Don’t over-commit. And post it on your website.

3. How do you lock up ad budgets? Forward-thinking. Don’t wait until an opportunity presents itself to pitch a strategic promotion that requires a client partner. Create your 4^th of July promotion in May and get client commitments.

Pic designed by frenkyalon for Envato Elements.

John Lund is President of the Lund Media Group, a radio programming consulting firm with specialists in all mainstream radio formats. Did you find this article useful?  You can leave a comment below or email John at John@Lundradio.com.