By Adam R Jacobson
RBR + TVBR
MESA, ARIZ. — Last Thursday, a late-night visit to a local Safeway supermarket in the far-eastern edge of the Valley of the Sun unexpectedly yielded far more than an Odwalla bottle, a few cups of yogurt and a package of freshly baked croissants. This visit, made with a longtime friend who is a radio programming consultant, literally handed me one of the worst contest promotions seen in recent memory.
It got me thinking: What’s the last truly great contest a radio station has had?
My friend and I thought about this question. Nothing immediately came to mind.
That’s a problem, and not one for a marketing intern to figure out. It’s a C-Suite issue, because contests engage listeners, and build exposure, community goodwill and, in some cases, media exposure beyond your own stations.
But, radio on its worst day couldn’t come up with the abomination that one of the nation’s biggest supermarket chains dreamed up.
And, that’s good news for AM and FM stations who haven’t done a contest in a while.