The Phrase That Pays is a branding campaign with a cash incentive to repeat the station’s key positioning statement, causing listeners to pay attention, learn, recite and recall a slogan.
If you’re in a diary market, the contest is a home run! If your market is measured by meters, it’s still a big-time winner, as it burns your station and position into the market’s consciousness (over time).
This is much more effective than simply repeating a positioning statement over and over. What could be better than listeners talking about you the way you want them to?
Many stations execution the contest, but not all of them do it well. There are some very important details that must be in place to get the best value from the promotion.