Running a radio competition

September 04, 2019

Excerpt from 'How to Wrestle an Octopus: an agency account manager's guide to pretty much everything'. Available now!

 

A radio station or radio network may be open to helping your client run a competition if it will benefit them by way of selling guaranteed radio advertising spots.

When you talk with your station sales representative, always keep in mind that he (or she) is looking out for his company’s interests first and foremost. Therefore, you need to be your client’s representative and look out for their best interests.

Planning for a radio competition should be viewed in the same way that you plan for any other form of competition. Radio is simply a channel to achieve a purpose, and can offer a few features that are unique, such as:

  • Reaching a mass audience for a reasonable price (as long as the demographic of the station’s listeners fits well with your client’s customers).
  • Radio advertising works by repetition. The relatively low cost of radio spots will help to make this type of reach viable when compared, for example, with television advertising or print media.
  • Radio gives voice, emotion, and personality to a promotion.
  • It may be possible to feature the promotion on the website and social channels belonging to the station (or network), as well as the radio spots.
  • You may be able to regionalise the advertising promotions or stick with one nation-wide promotion.
  • You could include integrated sweepers (e.g. “Drive show, brought to you by Big Bay Burgers, home of the Mega Tower Burger.”).
  • Mobile promotional teams/announcers can broadcast ‘live’ (usually pre-recorded) crossovers, encouraging listeners to get down to a location at a certain time to take part in an event or receive a giveaway.
  • The competition could be made on-site, with a mobile promotional team, and receive airtime (though this may not be live).

An important point to note is that any online or social promotion provided by the radio station/network resides on that station’s ‘owned’ platforms. Website and social visitors belong to the radio station, not to your client. Whilst this type of 3rd party involvement can add credibility and reach to a promotion, your client will be unable to communicate with these potential customers once the promotion is finished.

 

 

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