{"id":4091,"date":"2010-02-02T00:05:18","date_gmt":"2010-02-02T08:05:18","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=4091"},"modified":"2010-02-01T21:18:30","modified_gmt":"2010-02-02T05:18:30","slug":"four-keys-to-radio-contests","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2010\/02\/four-keys-to-radio-contests\/","title":{"rendered":"FOUR KEYS TO ENTERTAINING RADIO CONTESTS"},"content":{"rendered":"

\"radio<\/a><\/p>\n

Here are the four factors that make an on-air contest<\/strong><\/a> listenable:<\/p>\n

\u2022 Prize<\/p>\n

\u2022 Game<\/p>\n

\u2022 Execution<\/p>\n

\u2022 Air Talent’s X-Factor<\/p>\n

Prize<\/strong><\/span><\/p>\n

For “everyday” contests, there are four types of “good” prizes:<\/p>\n

1. Valuable<\/p>\n

2. Affinity<\/p>\n

3. Exclusive<\/p>\n

4. Stupid-But-Cool<\/p>\n

Valuable Prizes:<\/strong><\/span> One hundred dollars cash. GPS devices. Tickets to a hot concert.<\/p>\n

(Note that I did not<\/strong> say, “Tickets to the Boat Show, Auto Show, etc.”)<\/p>\n

Affinity Prizes: <\/strong><\/span>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.<\/p>\n

The stronger your relationship with your core audience, the more they will respond to “affinity” prizes.<\/p>\n

Non-Radio Example: <\/strong> If you want to get rich selling to people who buy Harley-Davidson motorcycles, do not<\/strong> go into the motorcycle business. Sell them other<\/strong> stuff imprinted with the Harley-Davidson logo. Harley owners are the absolute best kind of consumer: proud fanatics.<\/p>\n

An Internet search for “Harley-Davidson merchandise”<\/em> turns up 934,000 different Web pages.<\/p>\n

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.<\/p>\n

Exclusive Prizes:<\/strong><\/span> Backstage concert pass….Private concert….Private screening ….One-of-a-kind memorabilia….Lunch with a celebrity.<\/p>\n

Stupid-But-Cool Prizes:<\/strong><\/span> 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.<\/p>\n

Sometimes in my seminars I give the example of Peter Holmes<\/strong><\/span> at England’s BREEZE AM who gave away…personalized bath plugs. A wonderfully stupid prize that loyal listeners went crazy for.<\/p>\n

Game<\/strong><\/span><\/p>\n

Does simply describing the contest make your audience want to listen? (Most on-air contests fail this test.)<\/p>\n

Execution<\/strong><\/span><\/p>\n

Does the jock present the contest itself in a way that maximizes its effectiveness?<\/p>\n

Air Talent’s X-Factor<\/strong><\/span><\/p>\n

You’ve got a prize no one wants to win, delivered via a contest that isn’t worth listening to.<\/p>\n

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.<\/p>\n

Yes, a great jock often can save a lame contest.<\/p>\n

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.”<\/p>\n

If you routinely depend upon your air talent to save the station’s on- air contests, you’ve got serious promotion problems.<\/p>\n","protected":false},"excerpt":{"rendered":"

Here are the four factors that make an on-air contest listenable: \u2022 Prize \u2022 Game \u2022 Execution \u2022 Air Talent’s X-Factor Prize For “everyday” contests, there are four types of “good” prizes: 1. Valuable 2. Affinity 3. Exclusive 4. Stupid-But-Cool Valuable Prizes: One hundred dollars cash. GPS devices. Tickets to a hot concert. (Note that […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-4091","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nFOUR KEYS TO ENTERTAINING RADIO CONTESTS - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2010\/02\/four-keys-to-radio-contests\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FOUR KEYS TO ENTERTAINING RADIO CONTESTS - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Here are the four factors that make an on-air contest listenable: \u2022 Prize \u2022 Game \u2022 Execution \u2022 Air Talent’s X-Factor Prize For “everyday” contests, there are four types of “good” prizes: 1. 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