Well, we already know that radio is still one of, if not the most powerful and intimate form of media that offers a direct local connection to people’s lives. We also already know that every station in and out of your market competes for a piece of listeners’ attention, and that crafting a standout promotion is key to grabbing interest that can turn casual, occasional listeners into loyal P1s.
So, what makes a promotion great? Without a doubt, one of the best station promotions I was ever involved in ended up at the top of my list from a station I worked at in San Diego. “What made it great,” you ask?
It started out as a benign idea. It was built around Christmas in July. When you think about it, that really doesn’t sound too exciting, does it? You’re right – as just an idea, it’s based on an old premise. But what if we enhanced the dynamic? What if we tied in a Christmas Wish theme, which generated listener letters and emails about families in need.
But wait, wouldn’t we be better off doing that around Christmas? How about another level that added something different and special? What if the promotion culminated with a Christmas celebration on July 4th, and the station played all Christmas music for 24 hours? The most compelling story submitted wins a Christmas in July celebration at their home. But wait… there’s more!
We supplied a houseful of gifts for adults and kids alike, AND… for the kicker, we tied in the entire neighborhood. We arrived at their home first thing in the morning and blew six inches of snow all over the roof, house, and yard of the winning family. We even provided sleds, hats, and gloves for everyone.
It was 85 degrees that day, and the entire neighborhood was there to share the fun with every TV station showing up to cover the event as well. Mr. and Mrs. Claus were there for one of the most exciting, compelling promotions that drew hundreds of listeners and TV and news outlets. Imagine the kids in the neighborhood snowball fighting and riding sleds on the 4th of July.
At the heart of every great promotion is a meaningful incentive. Whether it’s free concert tickets, exclusive merchandise, a weekend getaway, or cash prizes, or blowing snow on a home in your biggest hot zip, the first rule is to make it something that moves people emotionally and that they can genuinely get excited about.
The more relevant the prize, the more engagement it generates. Tailoring promotions to your listeners’ age, location, and lifestyle makes all the difference.
We’ve all heard of the KISS promotion… Keep It Simple-Stupid! Successful promotions are easy to understand and even easier to participate in. Complicated rules or lengthy instructions risk losing everyone’s attention before they even consider participating.
Complexity is the enemy of good promotions.
A sense of urgency encourages immediate action, so try to take advantage of our innate FOMO (fear of missing out). We all have a desire to be a part of something big and memorable.
Remember that we are a medium built on the power of audio. Roy Williams (The Wizard of Ads) stresses how much more impactful the use of sound and audio is over video. Use sound to tell your story and always include drama, conflict, and humor when possible. We all share in the human experience, and there is no better way to do so than within a well-told story.
On-air talent is one of our most valuable assets, with the ability to connect with the audience through authenticity and originality. Charismatic talent can weave your promotion into entertaining segments and/or personal stories that make it feel less like an ad and more like a shared experience. It’s not just about the giveaway – it’s about who creates and delivers the story.
Back when we promoted the San Diego station’s Christmas in July, there was no social media or even much of an internet yet. but today promotions don’t just live on the air and streams. Promoting through multiple social media platforms, station apps, and websites boosts your reach and engagement.
The promotion should live on every platform with the same level of excitement and zeal. A great promotion can certainly start on the radio, but grows and thrives when it’s part of a bigger, multi-platform campaign. Social media contests, text-in programs, app membership, listener photos, and hashtag challenges can extend the conversation far beyond the air.
Great promotions aren’t just fun, they’re smart, strategic, and entertaining. They can also tie in sponsorships that don’t get in the way but work well to give you even more reach through their participation in retail or via other websites and POP displays. They obviously can help pay for those things you’ll need.
The best promotions are so much more than just a giveaway or contest. They should be a full-blown experience that captures attention, engages listeners, and reinforces your brand. Combining compelling prizes with simplicity, urgency, engaging personalities, and multi-channel reach will turn a routine promo into a memorable moment that resonates long after the six inches of snow melts.
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Bob Lawrence writes weekly columns on radio leadership and business. He most recently served as market manager for MacDonald Broadcasting in Saginaw, Michigan. Throughout his career, Bob has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco to programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco to serving as the head of all programming for Saga Communications and working for the Radio Advertising Bureau. Before landing his current role, Bob helped lead Seven Mountains Media’s cluster in Parkersburg, WV/Marietta, OH. He can be reached by email at BGLawrence@me.com.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.
