By Jon Holiday/Owner – Radio Consulting Services
Radio stations invest heavily in promotions, trip giveaways, cash prizes, and concert experiences. They usually span weeks, with big campaigns, web pages, and on-air talent hyping them up as the opportunity of a lifetime. Then comes the big moment—the winner is announced!
And then what? Way too often, nothing.
Stations pour time and money into these promotions, only to move on the moment the prize is awarded. But this is where radio often drops the ball in a big way.
Why the Follow-Up Matters
When I programmed CHR G-98 in Portland, Maine, one of the most competitive top 100 markets in the country, we developed a signature contest theme: “Cash, Cars & Concerts.” We gave away stupid amounts of money, a car every year, and numerous concert experiences across the country and even internationally. It all sounded big… because it was big! But what made it even more powerful? The follow-up.
In recent years including last summer, Bonneville Country station 98.5 KYGO here in Denver teamed up with a soft drink bottler Dr. Pepper for a seasonal promotion “Summer of 10,000 Tickets!” Every ticket giveaway during the entire season came under this banner.
How to Extend the Life of Your Promotions
If your station sends someone to a concert, get them to send photos or a video from the event. If you’re giving away a dream vacation, have the winner come on the air when they return to share their experience. Let them paint a vivid picture of how incredible it was. Here’s how you can maximize the impact of your promotions:
- Winner Testimonials – Record snippets of winners sharing their excitement. Use these in station promos that air monthly or quarterly—not just at year-end.
- Brag Promos – Showcase your winners and the experiences your station provided. This builds credibility and keeps excitement alive.
- Social Media Highlights – Have winners post about their experiences and tag your station. Share their content to show real people winning real prizes.
Overcome Listener Doubt
One common issue in market research? Many listeners doubt whether radio contests are real. They question if people actually win and think they are “rigged”.
If your station runs national contests, winner audio is often available, but rarely used beyond the initial prize announcement. That’s a missed opportunity. Consistent follow-up with winner stories can crush skepticism and reinforce your station’s credibility.
The Bottom Line
A great promotion doesn’t end when the prize is awarded. It lives on through the winner’s experience, station promos, and listener engagement. The more you showcase real winners and their stories, the more your audience will trust and participate in your contests. Don’t let your big promotions fade into oblivion. Give them the ongoing credit they deserve.
About Radio Consulting Services
Radio Consulting Services is the multi-format consulting and programming services company advising stations on how to grow their audience. Every day, our winning Programming and Consulting team keeps radio stations on top. For more information on how Radio Consulting Services can help your company gain more listeners, achieve higher ratings and grow revenue, contact info@radioconsultingservices.com