Influence and design of sweepstakes and contests in radio marketing

Sweepstakes and contests are widespread occurrences. Not least, radio stations use them as a means of binding listeners, gaining new audiences or serving their advertising clients. The positive influence of sweepstakes and contests in media marketing is seldom questioned by programme directors. Yet research has so far paid little attention to the influence of sweepstakes and contests in radio marketing or to the mechanisms behind particular dimensions like the prizes, challenge/task, media and brand recognition. The following article presents the findings of one of the few scientific studies into the aspects which influence the effect(s) of sweepstakes and contests in radio marketing. For the purposes of this study, existing English and German literature was studied to establish the main research questions and a set of initial assumptions. Empirical data was collected through ten semi-structured guided expert interviews with radio programme directors, programme advisors and radio presenters responsible for sweepstakes and contests in Austria. The results showed that sweepstakes and contests are more relevant for binding and activating existing listeners than for gaining new listeners, non-participants in sweepstakes and contests should not be disturbed or annoyed by sweepstakes and contests, and the frequency with which the sweepstake or contest should be repeated on air would seem to depend on the actual station format. The internet seems to be of particular interest in a cross-promotion context. Cash prizes are generally judged to be the best prizes. Entertaining and creative designs are widely welcomed by the experts.