{"id":1743,"date":"2019-08-15T10:50:19","date_gmt":"2019-08-15T00:50:19","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=1743"},"modified":"2019-08-15T10:50:19","modified_gmt":"2019-08-15T00:50:19","slug":"what-do-your-radio-contestants-really-want-to-win","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/what-do-your-radio-contestants-really-want-to-win\/","title":{"rendered":"What Do Your Radio Contestants Really Want to Win?"},"content":{"rendered":"

When it comes to contests and giveaways, cash is king.<\/em><\/p>\n

A common perceptual question in music tests and perceptual studies back in the day revolves around desirable prizes.\u00a0 Is it money, trips, cars, concert tickets, or something else?<\/p>\n

Of course, the conventional wisdom in radio is that you just can’t go wrong with cash.\u00a0 Moo-lah.\u00a0 Dough.\u00a0 Bread.\u00a0 Cabbage.<\/p>\n

But these days, that trusty $1,000 prize might have become neutered due to its starring role in virtually every group contest presented by some of the biggest radio broadcasters.<\/p>\n

A recent column<\/a> in The Washington Post\u00a0<\/em> took on this dilemma \u2013 about weddings, of all things.\u00a0 It turns out today’s brides and grooms have very different tastes about gifts (yes, prizes) than their predecessors.\u00a0 Staples like fine china, gravy boats, and toaster ovens are being replaced by fertility treatment funding, paying off student loans, and contributing to future kids’ college funds.<\/p>\n

It used to be that it was only department stores like Macy’s and Nordstrom that profited from gift registries.\u00a0 But retailers from REI to Walmart to Home Depot are getting into the gift registration game.<\/p>\n

Amazingly, even Domino’s Pizza has a registry, taking in millions of dollars every year on edible gifting.\u00a0 Uber, Soul Cycle, and the major airlines are getting into the wedding game, too.<\/p>\n

As one bride quipped, \u201cThings that make life fun\u201d are desirable. Perhaps that’s the same mindset that dictates radio contest desires, especially when multiple stations in many markets are giving away the exact same prizes.<\/p>\n

This might especially be the case for stations with younger audiences \u2013 Hip-Hop, Alternative, CHR.\u00a0 Creative contest prizes and packages might have more impact than yet another trip to the Bahamas or $1,000.<\/p>\n

And there’s the other element \u2013 freedom of choice.\u00a0 Traditional bridal registries from department stores are limited.\u00a0 But when other brands get in the registry game, gift personalization and diversity expands.<\/p>\n

As many radio programmers have made the leap that the same kinds of people most likely to fill out a paper diary or a carry around a meter are apt to be the same types who respond to contests and giveaways, identifying a new list of most desirable prizes is very smart and even Nielsen-esque.\u00a0 Because the ratings company is no doubt testing the prize triggers most likely to stimulate and motivate cooperation.<\/p>\n

Clearly, the retail community is researching these same things because tastes, sensibilities, and lifestyles are changing.\u00a0 Perhaps radio stations \u2013 most of which are still very much addicted to contests \u2013 would be well served by testing a new and improved prize list at the next opportunity rather than assuming legal tender is, in fact, the gold standard of radio contests.<\/p>\n

Or perhaps treat a couple of Millennial’s you know to lunch.\u00a0 Try bringing in from Domino’s!<\/p>\n

 <\/p>\n

Article originally published by Jacobs Media<\/em>. Read original here<\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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