How to Get Clients Excited About a Simple Prize
When it comes to radio giveaways, bigger isn’t always better. Some of the most successful radio promotions have been built around low-cost prizes – not because of what’s being given away, but because of how it’s pitched, positioned, and delivered.
This post is all about developing a smarter radio promotion strategy that shows your clients how even simple prizes can drive results.
Small Prizes Often Perform Best
Listeners love to win – and often, they’re more likely to enter for smaller prizes. Why? Because they feel achievable. A luxury holiday might sound amazing, but a $50 voucher feels winnable.
Small prizes:
- Feel personal and attainable
- Can be repeated frequently to boost engagement
- Help maintain momentum throughout a campaign
Some of the most high-performing competitions come from smaller prizes with a smart mechanic, not the flashiest giveaways.
Increase Quantity, Not Cost
A common mistake? Clients offer one prize and expect great results. A one-month gym membership sounds fine – but if it’s just a single prize, it’s hard to build momentum.
Instead, offer 5x one-month memberships and give one away each day. The cost stays low, but the perceived value and engagement rise significantly.
More prizes = more chances = more entries.
Tie the Prize to Timing and Story
If the prize is small, the presentation matters more than ever.
- Give away gym memberships in January and they feel valuable.
- Offer store vouchers in May, and frame it as “sorting out your summer wardrobe.”
The right seasonal synergy makes a prize feel relevant and thoughtful, even if the actual value is low.
Also: the simpler the prize, the simpler the mechanic. Don’t overcomplicate things. Let the giveaway sound clean, snappy, and exciting.
Sell the Vision to Clients
Clients sometimes underestimate how important volume and energy are. A small prize becomes harder to promote if there’s only one or it’s buried in a dull mechanic.
As a programmer or producer, help clients see the bigger picture:
“You’re not just giving away vouchers – you’re kitting out someone’s summer wardrobe. Shades, swimwear, the lot.”
That kind of language gets clients excited and often unlocks better prize options. You’re not selling a prize – you’re selling a moment.
Match the Mechanic to the Prize
A good radio promotion strategy matches the mechanic to the reward. A complex call-back-and-quiz contest for a small prize will flop. Likewise, a massive prize needs more build-up and suspense.
The key is balance:
- Big prize? Build a clever game or stunt.
- Small prize? Keep it tight and frequent.
Both can win – but only when they’re matched properly.
Big Prizes Still Matter
While small prizes often drive higher entry numbers, large-scale giveaways still play a huge role in shaping a station’s image.
- They reinforce your position as a market leader
- They create buzz and PR moments
- They make the station sound powerful and generous
Massive giveaways – like holidays, cash drops, or cars – give the impression of a station that’s successful, popular, and worth paying attention to. These types of prizes may not always get the highest entry numbers, but they elevate your brand.
The smartest strategy? Use both. Mix large anchor prizes with frequent small wins to give your audience variety and keep sponsors happy.
Next time a client says “we’ve only got a small prize,” don’t panic. With the right strategy, a simple prize can drive huge engagement and feel just as exciting on-air.
