Radio stations around the world run hundreds of promotions every single day– we all know that, but what you might not know is the most popular prizes at your station, are more than likely the most popular prizes at other stations in your market too.

While working on my new book about radio promotions from around the world I have noticed an interesting trend for radio promotions – they tend to fall into the following 8 categories for prizes:

The way we engage our audiences are limited too (see my previous posts about the top 7 or 10 types of promotions we do as an industry) but rewarding our listeners doesn’t have to be.

Use this list to inspire new ideas for your station promotions, discover new and attractive prizes to reward loyal listeners with.

So, let’s dive in and explore the most popular prizes that radio stations giveaway in their promotions:

1. Cash Prizes: Money Really Does Make the World Go Round

A. Big Money Giveaways

One of the most popular prizes offered in radio competitions from the origins of radio competitions and promotions to now is of course… cold, hard cash – or these days a bank transfer. The allure of winning a significant sum of money is enough to get listeners excited and motivated to participate. From smaller amounts to life-changing sums, cash prizes are always a hit.

B. Smaller Cash Prizes

Not every cash prize has to be a fortune. Sometimes, stations will offer smaller cash prizes as part of their promotions. These smaller prizes are still exciting for listeners and can lead to increased participation and loyalty.

C. Incremental Cash Prizes

Another interesting approach to cash prizes is the incremental cash prize. In these competitions, a base amount is offered, and with each unsuccessful attempt to win, the prize amount increases. This format can help keep listeners engaged and coming back for more over longer and longer periods of time – I know of one station whose prize did not go off for over 4 years – in the end it had gotten to around $10,000 and it had been growing at around $5 per weekday with a couple of jackpot bonuses thrown in over that time.

2. Gift Cards (or Vouchers): Give the Gift of Choice

A. Store Gift Cards or Vouchers

Gift cards to popular retail stores (or new stores that have just opened) are another highly sought-after prize in radio promotions. These appealing prizes give listeners the freedom to choose their own rewards, making them a versatile and attractive option.

B. Music and Streaming Service Gift Cards

A more modern prize, but extremely popular amongst the list of promotions I have is the music gift card. As the world of music moves towards digital streaming, gift cards for platforms like Spotify, Apple Music, and Amazon Music have become increasingly popular as radio contest prizes. These prizes allow listeners to expand their music libraries and enjoy their favourite tunes without any additional costs.

C. Restaurant and Experience Gift Cards

Who doesn’t love a free meal or a fun experience? Gift cards for restaurants, movie theatres, or other entertainment venues are always a hit with listeners. Even more so when bundled together, but one-off prizes like these seem to be extremely popular.

3. Concert and Event Tickets: Getting Up Close and Personal

A. Concert Tickets

A chance to see your favourite artist or band live in concert is a dream come true for many music lovers. Radio stations often partner with concert promoters or venues to offer free tickets to their listeners. The clamour to win these can jam phone lines – proving how popular they truly are.

B. Festival Passes

Music festivals are a popular pastime at any time of the year, and stations can capitalize on this by offering festival passes as contest prizes. These passes often grant access to multiple days of live music, making them a highly coveted prize. If accommodation is thrown in too then you have an unbeatable promotion.

C. Sports Event Tickets

For the sports enthusiasts among their listeners, radio stations might offer tickets to popular sporting events. From weird events to popular ones, listeners love going to sporting events. These prizes can help create lifelong memories for the lucky winners.

4. Vacation and Travel Packages: Escaping the Everyday

A. All-Inclusive Trips

All-inclusive vacations are the ultimate prize, and indulgence for some listeners. We know that listeners love the idea of escaping to a tropical paradise. Offering all-inclusive trips as contest prizes can create a huge buzz and drive listener engagement. Especially if it is for a location that is very popular now.

B. Weekend Getaways

Sometimes, a short break is all we need to recharge our batteries. Stations that offer weekend getaways to nearby destinations, providing listeners with a much-needed escape from the daily grind report that they are a very, very popular prize.

C. Adventure Travel Packages

For the more adventurous listeners, radio stations may offer travel packages that include activities like zip-lining, scuba diving, or skiing. These adrenaline-pumping prizes can attract a wide range of participants, and surprisingly different ages and demographics – proving that your station does have a very wide listenership.

5. Exclusive Experiences: Once-in-a-Lifetime Opportunities

A. Meet-and-Greets with Celebrities

The chance to meet a favourite celebrity or musician is a dream come true for many fans. Stations that offer meet-and-greet experiences as contest prizes, giving listeners an unforgettable memory.

B. VIP Access to Events

Stations can also offer VIP access to concerts, festivals, or other events. This can include perks like being there for sound checks, backstage passes, priority seating, or even a chance to hang out with the performers. All very, very popular as prizes.

C. Customized Experiences

For a truly unique prize, some radio stations offer customized experiences tailored to the winner’s interests. This could include a private cooking class with a celebrity chef, a shopping spree with a personal stylist, or a behind-the-scenes tour of a favourite TV show’s set. Although they appear to be restricted to stations in major metro markets, I have seen a trend for this kind of prize to be offered to listeners in provincial markets too.

6. Electronics and Gadgets: Upgrade Your Game

A. Smartphones and Tablets

With technology constantly evolving, listeners are eager to get their hands on the latest smartphones and tablets. Stations that tap into this desire by offering these devices as contest prizes always get many, many entries.

B. Gaming Consoles and Accessories

Video game enthusiasts are always on the lookout for new gaming consoles and accessories. Radio stations that have this demographic in their sights can appeal to this audience by offering gaming-related prizes in their promotions.

C. Home Entertainment Systems

For a big-ticket prize, radio stations might consider offering a complete home entertainment system, including a high-definition television, surround sound speakers, and a streaming device. Some even offer installation with this prize, and THAT makes it highly desirable in any listeners eyes!

7. Custom Merchandise and Branded Swag

A. Radio Station Merchandise

An old-style prize, but still very popular is the station merch. Listeners often enjoy showing off their loyalty to their favourite radio stations by wearing branded merchandise. Offering station-branded clothing, accessories, or other swag can be an effective way to engage listeners and build brand loyalty.

B. Limited Edition Items

For a more exclusive prize, radio stations can offer limited edition items. This could include signed memorabilia, custom artwork, or other one-of-a-kind items that are sure to excite listeners. From framed autographed posters and signed cardboard cut-out standees – listeners love to win these one-of-a-kind prizes.

C. Collaborations with Local Businesses

Just outside of the above 2 ideas is the custom collaboration prize, when the station partners with local businesses to create unique, co-branded merchandise for their contests. It’s a great idea – when done right. I have seen toasters with station branding on them, shirts with a huge number of business names on the back and the station logo on the front – done in the style of a football jersey.

8. The BIG Win: Cars, Homes, and Ultimate Prizes

A. Win A Home

The biggest of all prizes for most stations is the home giveaway. It is survey gold and listener loyalty to boot, guaranteed during the competition promotion run as listeners compete to get on the final list to win this prize. Note that this is a LOT of work, and taxes and fees usually apply for the win so a lot of station either avoid this or pay the charges for the winner.

B. Win A Car

Hugely popular with listeners, is the win a car promo – how you do it is up to you – but we have seen the ‘kiss a car to win’; ‘hands on the car to win’; ‘get on our short call list to win’; ‘take a photo’; ‘send in a selfie with the car’; and so, so many variations it is crazy – listeners love them. That’s why a car win is always a brilliant promotion.

C. Win THE ULTIMATE PRIZE

We are not talking a house here, or a car, but winning a massive prize – it doesn’t happen often, but when it does a market goes nuts – from winning a million dollars, to a constant amount of money every month for 20 years. I have even seen one promotion which was billed as the biggest life changing promotion with a list of every single prize I have mentioned in this post – from winning money, a holiday to destinations to watch concerts, with spending money, when you come home to a new house full of prizes, and a new car! It’s a huge prize and one that had the biggest response – but boy was it hard work for the station involved to pull it off!

Conclusion

No matter what style of radio promotions you choose to do – keep in mind that none are truly original prizes – your competitor may have already done cash prizes and exclusive experiences, so you need to dig around, discover other ideas because there’s no shortage of exciting prizes that can be offered to keep people listening.