Why does Country radio do contests? I know that sounds like a ridiculous question, right? But seriously, why are you doing contests?
Over the years, I have attended hundreds of promo meetings, where we tried to devise a clever hook to give something away. Most often, a client supplied a prize that “we had to give away to get the buy.”
One of my least favorite answers was “to force listening,” or it’s “a forced listening promotion.” If that’s the goal, you failed before airing the first promo. You cannot force listeners to do anything. Period. Full Stop.
I hope you enjoy the Monday Aircheck feature I publish on this site. Hearing some of the dated promotion tactics in classic airchecks each week is amusing.
My favorite last week was listening between 7 am and 7 pm for us to ring the cash register. Then, be caller number nine to win $1,000.”
There was a time that worked. No one will do that anymore. Your listeners are much better off going to your local Circle K and plunking down a couple of dollars for a lottery ticket. The prize is bigger, the effort is minimal, and the chances of winning are about the same.
Country Radio has a huge advantage when it comes to contesting. The availability of artists is a not-so-secret advantage often not fully taken advantage of. No other format has the relationship between artists, radio and listeners.
I consume a lot of Country radio in a week. Aside from the national efforts you hear on the big group stations, I try to hone in on what the station is doing locally.
There is no shortage of Country concerts, even in seasonal markets that feature outdoor venues, and summer is short.
I heard a promo the other day for a package tour coming to the market. The station had tickets and promoted the show with some well-produced audio. My good impression dropped when the station said, “Just listen for your chance to call in and win.” UGHH.
Why is anyone doing a call-in-to-win promotion in 2025? You must make your contests available on demand and, above all else, easy. A programmer recently asked me what I get from it if I don’t make people listen.
Again, old school thinking. Do you want to fail at trying to force listening, or the halo effect of being the station that introduced listeners to Blake Shelton and sat them in the front row?
I recently heard from someone whose daughter had won a backstage event with Taylor Swift from my station ten years ago. She reached out because the girl was graduating from high school, and the picture collage showed her with Taylor at the meet and greet.
She went to all the trouble of looking me up and DMing me on social media to share that. Those are the associations with your brand that you cannot buy.
I once had a general manager in radio who drilled into my head that it’s an asker’s world. Aside from the regular ticket giveaways and meet-and-greets, what else can you do that will leave that impression?
Concert tickets are expensive. Very expensive and are a great prize. What can you do to create that long-term memory?
If you have stage announcements, can you take a winner onstage with you? Can you get them on the jumbotron? Can you arrange for them to have dinner at the backstage catering? How about seating them in a skybox?
My point is that there is much more to be had than a call-in to win tickets. And haven’t we always complained that the same “prize pigs” call and win over and over?
Take advantage of technology. Use your connections on Music Row. They will work with you and, in some cases, have some solid ideas of their own.
Up the game. Stand out and make a lasting memory. That experience will create a better brand ambassador than the staff member who believes they are the ultimate influencer.
Set the ego aside. Let the listener and winner have the spotlight. And don’t forget to create a long tail with follow-up promos. The follow-up to promotions has always been lacking, but that can be for another day.
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Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
