Niall Power is the Head of Station Sound at the multi-award winning Irish regional radio station Beat 102-103.

He showcased his selection from the last 12 months of the most innovative radio promotions across the world.

There were ten chosen of the best multi-platform promotions, and if you’re part of a station who has a creative team who devises such solutions to increase your listenership, then his advice is outstanding.

So what was he looking for in selecting these innovative promotions?

“There are listeners out there who will enter very competition and we accept that, but what about the ones who would still like to play along at home and be part of it?” he asked. Promos need to get them involved too. Success in this area increases listener numbers exponentially.

These are the considerations to be taken into account from the top ten best promotions:

• Grab people’s attention; get them talking
• Mechanic should not be not overly complicated
• Station has to brought 100% into execution of the promotion
• Relevant to the target
• ‘The serial effect’, people want to know what happens next …
• 360 approach – on air, online, on the street, PR and marketing – pre, during and post
• Culminates in a big climax
• Big budgets aren’t everything
• Being creative is crucial
• Find a prize that might interest listeners

Promotion One
Cork, Ireland – Red FM
‘The Chosen One’ and simply the who, why, when, where and how was considered and one person was picked with three clues given each day. Obviously, you had to listen to win. Social media was a huge part of its success and a strong listenership ensued.

Promotion Two
Sydney, Australia – Kiss 1065
Jackie O and Kyle were in their element with the abundance of Hyundai i30 vehicles they were able to give away to anyone who could make it through the pipeline – a car for each caller on the day. It was a first for the radio industry. There was a four-week teaser campaign – online, online and billboards.
Chaos was expected the first morning and of course it was.

And in a real tease for one unsuspecting caller, Kyle and Jacquie O had him in such a state as they kept asking him – are you there? pretending they couldn’t hear him. Luckily they stopped their barrage and gave him a car much to his relief! This had the listeners on the edge of their seats and social media went ballistic for many days thereafter. Over 12 million calls were recorded on the day the cars were to be given away.

Promotion Three
Munich – Radio gong
This talent show was certainly taken on with a difference, it birthed on the S Bahn with a busker-like appeal with Gen X and Y embracing it like fish in water. Many young people were involved as well in its production and it was heavily supported by social media. It was incredibly popular and engaged a wide audience and additional coverage by other media outlets.”

When considering the scope of the competition, sum it up in a few sentences which is easily understood, otherwise forget it,” Niall said.

He went on to say the prize didn’t need to be huge. Enlist the help and support from a creative team which may include someone like the receptionist. There’s often talent within your own establishment and you may not even know it – give your promotion the 360 degree treatment, he added. Lastly, give as much press and noise about it. And, most importantly, have fun – after all that’s what it’s all about.