Sometimes we get so close to our jobs of serving radio audiences that we lose touch with what they’re actually thinking.
Oh, sure – we know their music preferences or the types of topics they enjoy hearing the morning show talk about. We know from the ratings services how many there are and when they’re listening.
But the power of emotions on their listening behavior and perceptions often escapes us. That’s especially true when it comes to contests.
It’s true the vast majority of listeners don’t participate in station giveaways. Or we refer to that small percentage of regular players as “contest pigs” – people who make it part of their life’s mission to win prizes from many stations in the market.
For the rest of the audience, there are lots of reasons why people don’t compete to win radio contests. They’re too busy, they don’t they think they can win, or they’re just not oriented to try to win a prize.
Sometimes, it’s the prize itself that’s the problem. Stations wrestle with the concept of the one winner/one big prize (trips, cars, etc.) or the chance for many people to win lots of smaller prizes (concert tickets, movie passes, etc.). And there’s no certainly no “one size fits all” solution.
But it’s also true that when you work in radio, one of the perks is the privilege to attend shows, events, and concerts without having to pay. We’re used to being comped, sitting in VIP sections, and getting all sorts of freebies.
And so the net effect of working in radio for years is that it is easy to lose of sight what these prizes actually mean to real people. I would venture to say many radio pros don’t have a clue what concert tickets cost anymore. An evening out for two to see even a B-level band is expensive – not to mention the extra costs of parking, food, and beverage prices. And maybe a babysitter.
So the short video below from WDRV/Chicago says it all. A “correct caller” contest hosted by afternoon driver, Steve Seaver, for a pair of tickets generated this very real moment caught on video by the winner’s kid. (It is NSFW.)
It’s not a new car. It’s not a trip to Hawaii. It’s not $1,000 cash.
It’s a pair of great concert tickets.
If there was ever any question about radio’s ability to elevate moods, make people feel good, validate them, and maybe even change their lives, it is answered in this 1 minute video clip.
When stations throw away giveaways, treat them as just another element on the clock that needs to be executed on time, mail them in, or simply take them for granted, we lose that opportunity to make an indelible, lasting impression. It’s not the size or price of what we’re giving away that matters – it’s the way it’s presented, it’s the way we make listeners feel, and it’s the powerful effect it can have on a larger audience.
And when we talk about listeners as “contest pigs,” we minimize the larger opportunity radio has to connect emotionally with the audience as few other media outlets can.
It is notable that Pandora dumped its concert ticket company, Ticketfly, late last week, losing well more than $100 million after just a year of purchasing the online ticketing specialist. Clearly, Pandora was unsuccessful at integrating the concert/events experience with the passion its fans have for music. For broadcast radio, the connection with the concert business is a traditional one. Both businesses have the remarkable ability to promote and market one another.
Prizes as mundane as a pair of concert tickets may not seem like a lot, especially compared with larger expenditures like outdoor advertising or direct mail. But to an average fan in Crystal Lake, Homewood, or Des Plaines, they just may be the thrill of a lifetime.
It’s a reminder to all of us about the value of entertainment – and the impact our stations have.
Thanks to Rob Cressman and WDRV.
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Fred was inducted into the Radio Hall of Fame in 2018.
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Once again, you prove the reason we are all here. Thanks, Fred.
Thanks, Chris. Appreciate it.
One of my favorite things on my show . Dont mind if its concert tickets or giving away the spare change in my left pocket. Making people happy is the main goal. Trust me , people remember the feeling . Had someone come up and told me …Remeber when I won Van Halen tickets from you back in the day…
(Big smiles)
No doubt about it, Scott. It reinforces the power of that moment and what it means to fans. Thanks for the comment.
“Access” to great seats or a”Meet and Greet” to your listeners favorite artist, are a prize that money can’t buy. For some listeners it is the ultimate prize. As radio pros, we should never forget that or take it for granted. As usual, Fred, a great reminder.
Many thanks, Lee. I thought it was an amazing and fascinating piece of video.
Giving tickets away can also become an event the DJ will never forget. I had one of those experiences. It was a Friday afternoon and I was told to give away some concert tickets. 8th caller and make up a question about the band. The 8th caller was an enthusiastic guy who was real excited and nervous. I asked the question and he didn’t know the answer. Since this was a spur of the moment giveaway I decided to get it over with and ask a second question. I had a little fun with him because I didn’t want to embarrass the kid. So I asked a true or false question. Is Rod Stewart buried in Grant’s Tomb? He said, yes. I didn’t know where to go from there except to say good bye. Lesson learned about underestimating the power of unintended consequences.
We’ve all been there. What could possibly go wrong? EVERYTHING! Thanks for the story, Dan.
That’s why I buy my own tickets. 1st because I’m lucky & fortunate to do so. 2nd because it’s cool to sit, stand with the real folks who pay your bills. Buy em a beer and you’ve gotta customer for life.
Tim Slats
WNCX-Cleveland
Spot-on, Tim. Thanks for the comment.
This is a constant reminder of how spoiled we are. When was the last time anyone in radio paid for a ticket to a concert, ball game…? There are some who feel they’ve gamed the system, there are others who are so happy to win even a CD/Movie Tickets. . whatever. It’s up to us in radio to make it fun, make it interesting for everyone (listener and caller) and make the most of it. The Price Is Right began in 1956. We’re decades later and it’s still going strong because of the fun it brings the VIEWERS. I’m sure the listeners to WDRV were impressed by hearing the winner here….a little creativity can make those tickets go a LONG way. Radio needs to do more .. . and more..and more to make it engaging.
Dave, all good points, and they underscore the story our post was trying to communicate. Little things go a long way, and it’s important for all of us in radio to take a step back, stop being jaded, and appreciate what stations, DJ, and yes, prizes, mean to the average listener. That ability to provide a great experience – and in this case, an out-and-out thrill – helps set radio apart. Thanks for regularly providing comments on our blog.
This resonated with me. In what other business would we call loyal customers who pay attention and do what we ask them to do…”pigs”? We should celebrate their engagement, not to mention encourage their loyalty.
Amazing, eh? Thanks for the comment, Steve, and an important view from the corner office.