Kidd Kraddick: Turn A Listener Into a Star [audio]
by Tracy Johnson
I love this so much, for a bunch of reasons. But most of all, for the way this show knows how to turn a listener into a star on the air. It’s no wonder the Kidd Kraddick Show has been winning for so long.
In this case, it’s a contest winner that steps into the spotlight and becomes a secondary cast member.
This break really stood out to me, because it’s unusual for most radio stations. When executing contests, radio personalities and programmers are mostly predictable and typical. They believe in the concept that drama makes for great moments on the air, but apply the concept incorrectly when it comes to contesting.
The result is that we hear a non-winner caller before the actual winner is aired:
Talent: Hey, this is WXXX…Who’s this.
Listener: Hi, I was calling to win the prize. Am I the right caller?
Talent: Oh, no, sorry, you missed it by just one. You almost won, but no…you’re not the winner.
There’s no benefit in this type of call, no matter how playful and fun the personality thinks he or she is being. The listener is disappointed, the audience thinks you’re a jerk, it builds no real suspense or anticipation and everyone’s time is wasted.
This is the opposite of how to turn a listener into a star.
How To Treat A Caller