Integating your rewards program with your local contests is a proven method of building your audience database and helping to drive more listening/viewing appointments. Your goal should be to integrate EVERY contest you run. With this in mind, here is a quick tip for tying in an on-air ‘qualifying’ contest…
Let’s say that you have secured a big prize to give-away, and you want to drive more TSL/TSV as you qualify many audience members into a grand prize drawing to win that prize. Traditionally, a lot of stations would do this by running a daily call-in contest, where the winning caller(s) is qualified into the final drawing (and perhaps also wins a small prize such at $100 cash).
This type of contest is simple to integrate with your StickyFish program. Just provide ‘another way to qualify’ for the final drawing. If you are qualifying 3 on-air callers per day, then add one qualifier per day through your StickyFish program. Set up a rewards sweepstake as your method of selecting one additional qualifier per day. When you set this up, make sure you clearly specify that the person selected online is qualifying into the final drawing (not winning it outright). Also, make sure that you have points-based listening/viewing appointments set up in your Listen & Win section. This will drive even more TSL/TSV as your members earn points to win the qualifying sweepstakes.
Once you have this set up, make sure that your on-air staff promotes ‘another way to win’. Every time someone is qualified on-air, you should announce to your whole audience ‘if you didn’t get through on the phone, there is another way to qualify’. You could even announce the names of your on-line qualifiers on-air to help raise visibility.
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