The efforts of some radio stations amuse me greatly. Today, one was running a promo informing me about a HUGE cash prize that was up for grabs tomorrow morning. It turns out this huge cash prize is nothing more than £250. Now, forgive me for being ungrateful - and I know we would all like to have that cash in our back pocket - but I doubt anyone would alter their listening habits for this promotion. If that is the best they can do, I would give up.
The lottery has mostly killed it for big money prizes on the radio and anyway, surely everyone understands by now that 'the mechanic' is always much more important than the prize itself. In the past, I have given away houses, cars, holidays and cash by the lorry load. Some of the ideas were so good we were convinced it was a winner. Sadly, the reaility is much more sobering. You can never quite measure the success of any competition in pure audience terms. Programmers will convince themselves it has worked, especially if it has blown most of their prize budget. They will point to the mountain of texts, record social media feedback, full phone lines, on-line traffic but in reality it makes little difference. What usually happens is that after all that work, all that effort and all that promotion, audience figures come in and you will be lucky if you have stood still. Some even go down. Radio stations do well when they do the same thing with good regular promotions and features in a style that fits into their overall station sound. Mind you, stupidity can also be a talking point.
I once had no budget for a competition but I needed a feature so I gave away a free car service from a garage called Jennings Ford. The idea was simple. I just recorded a car door being slammed shut. To win the service, listeners had to call and name the car that door belonged too. I used this to get people to air so I could have fun with them. However, you would be amazed how many people were sure they knew that car. It got people talking. I was once shouted at in the street by a man who was convinced it was a Ford Escort 1.6L. In another prank, we got a fellow presenter to dress up as a Pink Pig and giveaway free sausages to people in the street. Some years ago, I loved hearing listeners compete on air with the late Norman Thomas for a prize of a Dobber in something called 'what have I got in my hand'. That was pure genius! Can you believe that I recently heard Ken Bruce give away a CD Wallet. With prizes like that, this competition they call 'Pop Master' is doomed surely?
Features and competitions make a nice change but if that is all you have to promote, you are in trouble.
What is the worst prize you have heard being given away...
What is the worst prize you have heard being given away...
TRUE STORY
ReplyDeleteWhen Metro Radio (Metropolitan Broadcasting as all the vehicles proclaimed...) launched in 1974 they had a 'prize' system. The 'prizes' were kept in the care of a lovely lady called Pat who was about 55 years old. She had been sent by management to a big local department store and told to 'buy lots of things' about £10-15 each, which she was in charge of posting to ensure it was all tickety-boo. I discovered this when I was told there was no budget for my morning show prizes, and sent to see her.
I ventured into Pat's room, which resembled a BBC 'props' department for a Mike Leigh play. I can specifically remember an ornate lampbase, with a gold shade with pendant tassles, and dear Pat tried to convince me to have it as a prize...
Needless to say, it was not too long before this was to change. The (in those days) abundant record reps clicked they could get a LOT of promotion in return for providinig 5 copies of a new album for prizes, so my 'College of Musical Knowledge' (thank you Johnny Walker) actually gave away albums by America, Tanya Tucker..... and the Les Humphries Singers! And I bet no one can recall any of THEIR songs!