Many broadcasters are trapped in thinking that everything the station does has to be larger than life, with over-the-top promotions that blow listeners away. That’s not always the case. Sometimes, it’s about the listener experience.
Normally, we assume that a promotion’s success will depend on how much we can offer (big cash prizes) and how fast and easy it is to participate, such as with call-in and win contests. The contest prize influences response, but only when comparing the value of prizes. There are other ways to impact your audience on a deeper level. Creating a listener experience has a lasting, residual value that extends beyond the giveaway.
