- Be creative!
- Choose prizes that you’d want to win! Gas cards, gift certificates, electronics, a behind-the-scenes tour, early release of a new product, cash, trips & tours. Remember, you can partner with another organization to secure prizes. Or combine smaller prizes to create a “prize package” where the sum is greater than the parts!
- Provide enough prizes so that stations can do a week-long giveaway. They typically like to give away one prize per day, Mon – Fri. If you have prizes of varying value you can give away the smaller prizes earlier in the week & build excitement for a “Grand Prize” giveaway at the end of the week.
- Think about your timing… do you want to tie in to a certain event or holiday? Holidays can be a very competitive time to get on the air, but they can also be a great time to do a giveaway, if you plan ahead. Pitch stations 8-10 weeks in advance & get prizes that will be especially hot items during the holidays. For ex: a Wii or Playstation 3 game system.
- Give stations contest ideas, but also give them some flexibility to adapt your giveaway to their station.
- Give stations the tools to post your contest online! Radio stations are using their websites! They’ll often promote your contest on-air and online. Be prepared to provide a logo & link for their website, as well as web copy & images of the prizes.
- Consider market-exclusive promotions – stations prefer exclusivity!
- Get it in writing! Station agrees to provide a recap with number of on-air mentions, estimated ad value and an aircheck!
Monday, March 3, 2008
So What Makes a Good Radio Promotion
After our February lunch, Tammy Lemley, Vice President, North American Network was kind enough to provide 8 tips for running a successful radio promotion. Read below and let us know what you think about her advice ... or add tips from your own experience with radio promotions.