“Who is this, and where are you calling from?”
For years, that was the standard lead-in for radio call-in contest executions. But if you’ve ever hosted a radio show, you know that for the majority of listeners, those words meant one thing: disappointment.
They signaled that if you weren’t the lucky caller, you weren’t getting the tickets, the gift card, or the cash prize. Worse yet, if you were just a fraction too late, you had to endure the winner’s excessive celebration being broadcast for everyone to hear. It was a clear reminder that you came up short.
I’ll admit, I used to run contests this way, too. I can’t pinpoint exactly when my perspective shifted, but at some point, I started to reconsider the way we executed these segments. I realized that in a (Metered) world where every listener counts, the traditional approach often leaves a bad taste.
It felt like we were rubbing it in, unintentionally turning our most loyal listeners – the P1s who deliver the lion’s share of our ratings – into collateral damage.
And let’s not forget the add-on questions that became routine over time: “Who are you taking with you?” “What are you wearing to the concert?” These felt like relics of the diary days.
Today, these tactics can feel a bit tone-deaf, especially when the majority of your audience has just been reminded that they didn’t win. It’s the radio equivalent of adding salt to the wound.
Now, don’t get me wrong – the branding power of a great giveaway can’t be overstated. Tickets to the hottest concerts, gas cards during a price spike, or even a chance at a few hundred dollars can still drive engagement and reinforce your station’s image.
Sales departments still rely on these promotions for added client mentions. However, execution is everything. If you’re not careful, the way you handle these moments can undercut the very value you’re trying to build.
For me, the shift was simple but impactful. After announcing a winner, I started to incorporate a straightforward, sincere message: “Thank you for listening.” That’s it. Not just a shoutout to the lucky caller, but a direct nod to everyone tuning in. And just as important, a reminder that their next chance to win is coming up soon.
This small gesture of appreciation can reinforce loyalty and encourage listeners to return for the next giveaway.
This concept isn’t new. I call it the “mint on the pillow” effect. It’s the small, thoughtful touch that can help a brand stand out. Think about your favorite hotel – the ones that leave a little something extra to show their appreciation for your business.
The mint on the pillow, while small, signals that they care about your experience. It’s a detail that can set them apart, even if all the core expectations – like clean rooms and friendly service – are already met.
In radio, this means taking an extra beat to personalize your contests and make your listeners feel valued. Yes, you still have to hit the sponsor mentions and remind people of the prize details, but don’t miss the chance to add that personal touch.
Make it part of your station’s DNA. In a crowded media landscape, these small acts of appreciation can set your brand apart.
So, the next time you’re running a contest, instead of that other dreaded question, “what’s your favorite station,” take a moment to thank your listeners, not just the ones who win, but the ones who tune in day after day, call after call. They’re the heartbeat of your station, and a little gratitude can go a long way.
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Ken Johnson is an Urban/Hip-Hop columnist for Barrett Media. Born and raised in Washington DC, his career experiences include serving as VP of Urban formats for Cumulus Media, holding the Director of Urban Programming post at ABC Radio Networks, and programming stations in Birmingham, Boston, Philadelphia, and New York City. He has also managed affiliate relations for the Nick Cannon show, and worked as the Executive Producer of The Hughley Truth Podcast hosted by comedian DL Hughley. Ken currently runs Mean Ole Lion Media, a content creation company and podcast network. He can be reached by email at ken@kenjohnsonmedia.com.
