“Be the 9th caller” is a waste of time
I just read a great post by Jaye Albright on contests that award a prize to the “Nth” caller. In a nutshell, Jaye says:
- Being the 9th caller is fun…for the disc jockey.
- Eight other people “lose” because they learn on the way to #9 that they were “the wrong caller”.
- Everyone else “wins” a busy signal.
- We’re likely not doing these contests because listeners like them but because radio’s always done them!
- Historically, the best radio contests reinforce the station’s brand image or key unique selling positioning points.
This is not to say contests shouldn’t be played. As Jaye reminds us: Only a very small percentage of your audience will participate in a contest so you want to make sure you are offering entertainment value to keep those who are not playing the game entertained.
This can be as simple as an identify-the-song-clip contest, or some compelling trivia. Another thought: Don’t ask for a caller. Instead, why not reward someone who phones in with a request or compliment. Example:
Caller: “I just wanted to say we love your station. You guys always play the best music and we’re jamming to you right now out at North Side Park!”
You: “That’s awesome! For everybody out at North Side Park, I’m gonna play one of the best summer time songs ever. And since you were kind enough to call in, I’d love for you to be my guest at Saturday’s monster truck show. Would you like a pair of tickets?”
Caller: “That would be great!”
You: “Then enjoy the monster truck show and enjoy this song for everybody at North Side Park…”
One other thought: Use prizes to reward those who’ve given you permission to interrupt their lives — email club members, text club members, Facebook group fans, etc. These listeners are very interested in what your station is doing so perhaps they should be rewarded first.
Themocracy
For all the whining programmers do about too many spots imagine how better a lot of stations would be if we killed the crap like ‘caller 10′ contests. I like to entertain and inform and “be caller 10″ does neither of these. Very good post Steve!!
oooh if only i could get management to understand facebook and twitter and myspace and use them….any time i mention social networks i get a blank stare and then they say ‘we have a website!’
Couple of things. You don’t have to be smart to find yourself in a radio management position. If we accept that, and anyone who works in radio knows it’s true, then we must consider how to get management to move.
1. To not do so must rock their boat from above or
2. It has to cost them money, either from the programming budget or worse, station revenue and when THAT’S the case, revert back to 1.
Other than that all they hear is “Blah blah blah.” And your reply will be “We haven’t had an aircheck in awhile.”
This is a great idea. I’ve never really thought of just giving stuff away for people who call in and love your station…
If you do on-air contests, just make sure it IS fun for everyone. I never really like plain-jane “Caller x” contests…
AM Talk shows have been giving their callers prizes such as their book, just for being a good contributor of ideas to the program.
The “nth caller” contest is archaic and sucked even when the jocks first started doing them. When I started in radio in the late 60′s we always did a trivia question or just gave one away to whoever for whatever. I have and never will do an “nth caller contest. They suck. I think most jocks find it just plain easy to do the mundane “nth” caller contest. So, the “nth” caller” continues to survive. But, of course, this is just one man’s opinion.
Management doesn’t seem get much of anything really.
I am still in radio but I started a coffee roasting company several years ago. We are distributed by Sysco Foods. If I don’t have a decent product, I won’t have sales and Sysco’s customers will drop us for the swill of some other company
In radio, the program is supreme. It is the product management is trying to sell. If they cheapen it with mindless and irritating “nth” caller contests and another 30 in a row, the product is cheapened. Eventually the loyal listener is lost over the long haul.
This is why I hate seeing all this automation garbage taking over. True, it saves alot of money in payroll but the programming product is cheapened and at some point listening to radio will be boring. The audience will find their entertainment somewhere else ie, ipods etc.
Unfortunately programmers think that lame contests help and another 30 in a row will keep the audience through the qaurter hour. Nothing is further from the truth. Good communication with the listener is paramount. The listener will take ownership in the stationis and say “K— is MY station”. It will keep them loyal to your brand. AM talk radio proves my point. Music stations need learn a little something from talk radio. Open the lines of communication, and do intelligent, interesting and entertaining things. Not just MUSIC, MUSIC, MUSIC and all the while minimizing the roll of the human interaction. BTW, isn’t radio the “communications” business?
Outstanding points, Barry. One of my favorite things to do when it comes to an “nth caller” type-of-thing, is ask for say; caller 21…but, we’re counting by 3′s. GIVE THEM A REASON TO LISTEN! Eventually, they’ll catch on…
I’ve wondered about rewarding good callers (publicly). Sounds nice, but doesn’t it also create disappointment in any callers who don’t get a prize despite how nice their compliment/request? This seems to be the same as the 8 callers who don’t win the prize. Worse yet, it seems totally arbitrary on the part of the host.
There’s got to be a solution!
So! Whats wrong with being abritrary?
Giving away things through promotional intelligent contests is important but giving away stuff just for the sake of blessing your listeners eventually gives your station the image that you are grateful to your lieteners and in fact love them. A little philatrophy goes a long way.
It becomes “a way of life” for you station. It becomes the image of who you really are. It speaks to the listeners of who you are on the inside.
And having a heart like that creates listener loyalty.