Radio Station Contest Prizes – Radio Station Branding
by Dan O’Day

One of my blog readers writes:

“Today we perceived the memo from my Market Manager as well as my Office Manager connected with mailing prizes — certificates to restaurants, etc.

“The latest process is to have the listener collect up their certificates during the hire no have the difference where they live. With the signal, for the little of the listeners that’s the one-hour drive.

“If they cannot collect it up, the on-air personalities have been compulsory to ask them to mail the self-addressed hammered pouch in sequence to get their prize.

“Or as the PD, we have the privilege to mail them out during my own expense. we have selected the latter. Certainly an all time low for corporate radio. What have been your thoughts upon this?”
My thoughts?

The people who done which sequence have been idiots.

Office Managers should not have the management to have such manners — with or but the Market Manager.

In fact, let me cgange my primary response:

The Market Manager is an idiot.

The Office Manager simply shouldn’t have been concerned in this preference in the initial place.

There have been usually 3 probable reasons your hire is giving divided low-rent prizes similar to grill certificates:

1. To indicate listeners the fun reward for listening; to raise the attribute your air wave hire has with the audience.

2. To greatfully the sponsor, who possibly done the giveaways partial of the incomparable promotion joining or who “asked” the hire to give them away.

3. To prove the enterprise upon the partial of Programming to “give things away” because….Well, that’s what air wave stations do, isn’t it?

If it’s Reason #3:  You need the improved reason.

If it’s Reason #2:  If your hire can’t means the pouch as well as postage stamp, set up which cost in to the sponsorship package. Figure out the cost of the stamp as well as an envelope, greaten which total by the series of prizes you’re forced to give away, as well as supplement which volume to the sponsor’s contract.

If it’s Reason #1:  This is “branding” during the worst. Instead of strengthening your attribute with your listeners, you’re actively deleterious it.

Time is everyone’s the single non-renewable resource. It’s the a single thing nothing of your listeners has sufficient of.

In sequence to embrace the esteem you’ve offered, it’s not sufficient which they were the right series tourist with the scold answer to the anything insubstantial question. You additionally design them to give up some-more of their time than the esteem itself is worth.

Look during it this way:

Some friends have been interlude by your residence this afternoon. You think, “I theory it would be respectful of me to indicate them the little snacks. But the usually food we have in the residence is spoiled, as well as if they eat it they’ll get food poisoning as well as turn vigourously ill.”

If the usually food we have been means to indicate will have your guest sick, we strongly indicate which possibly we get the little improved food…or we do not indicate any snacks during all to your guests.

This isn’t an e.g. of “corporate radio.”

It’s an e.g. of foolish radio. Of people who only do not assimilate because it’s not the great thought to give their guest food poisoning.