This is a short post posing the question to all those promotions people out there in radio land…
- Do you survey winners (any/all – only over a certain value of prize win?)
- Do you follow up with your winners?
- Can you/or do you use those follow ups for promotions?
The reason I ask is I heard an amazing promo on Canadian Radio a while ago and its been bouncing around in my mind ever since – I loved the concept.
The audio went something like this (I have edited to remove station branding and imaging details and make it more generic – but you will get the general idea): “At <STATION NAME> we love our winners reactions <GRABS OF PRIZE WINNERS>, we love to know how much they love our prizes <VARIOUS GRABS OF THANK YOU MESSAGES AND STATION NAME MENTIONS>, and we love keeping in touch with them… <LONG GRAB FROM A PRIZE WINNER WHO WON A CASH PRIZE FROM THE STATION AND HOW THE PRIZE WIN CHANGED THEIR LIFE>… this could be you… win with <STATION NAME>”
I thought the production was outstanding, the talent grabs were really well chosen and the messaging was so on brand for that station that it was pure perfection!
But how had they done it?
I reached out to the station and got hold of their promotions person who told me that they send a digital survey-monkey link to every winner, the keep track of major prize winners and sometimes call them back 3 to 6 months later to chat and record the conversations, or do it on-air – but the thing is – because they have been doing it so long – 3 years now – the listeners now call them back to say thankyou, to tell their story and to be a part of that stations story in the community.
So I suggest that if it suits your station format – you should do it too!