Turn Up the Fun — And the Ratings!
Well-designed contests can excite the cume, boost daily tune-ins, and bring new energy to your station. Use these six proven principles — with a wink or two — to make your promotions more powerful and more fun.
Hit the Hot Buttons
Give away prizes listeners actually want — not random leftovers from the promotions closet. Research helps, but the universal truth remains: cash rules, with groceries and gas right behind.
Keep prizes practical and seasonal (no snowmobiles in April) and avoid giveaways that saddle winners with a tax bill larger than the prize itself. Instead, think hot items: the newest smartphone, smart speakers, or anything that makes listeners shout, “I want THAT!”
Program to the Vicarious Majority
Only about 25% of listeners actually play contests. Another 25% don’t care. The remaining 50% are your silent, vicarious players — they love to play along in the car, at work, or while yelling wrong answers at the radio like it’s Jeopardy.
Design contests for them: Secret Sound, the $1000 Minute, Five-Second Rule, trivia games, or any promotion that’s fun to follow even without calling in.
Keep It Simple
Great contests shouldn’t require an instruction booklet. Clear, fast, and easy always wins. “Song of the Day,” “Secret Sound,” and “Be Caller 10” are simple, memorable, and effective.
Post the legal rules online — that’s where fine print belongs.
Create Listening Appointments
Listeners are busy — jobs, commutes, families, responsibilities — so tell them exactly when to listen. “Sometime between 9 and Noon” is as effective as buying one Powerball ticket.
Use precise times: 7:20, 11:05, 3:40. Or brand set times like your “9-2-5 Contest” to encourage three tune-ins every day.
Sell the Contest Frequently
If listeners don’t hear about your contest, they can’t play it. Major contests should get at least three mentions per hour in some form.
And if your air staff complains they’re tired of saying the contest name — congratulations! They’re finally saying it enough for listeners to notice.
Add Production Value
Dress your promos for maximum appeal. Use music beds, sound effects, and audio of real winners celebrating — nothing sells the excitement like someone screaming, laughing, or hyperventilating on-air.
Winner audio makes your contest sound like an event, not a chore.
Pic designed by waewkidja for Freepik.com.
John Lund is President of the Lund Media Group, a radio programming consulting firm with specialists in all mainstream radio formats. Did you find this article useful? You can leave a comment below or email John at John@Lundradio.com.