Podcasts are all over the place these times as the speediest-rising kind of media. And with the accessibility of dwelling recording devices, free expert services to upload one’s information, and a developing variety of potential listeners, it looks like everybody and their cousin has experimented with to begin just one of their personal.
But what takes place if you are a brand name? How do you enter the podcasting house with a approach, and make a thing that builds upon your model? And the moment you are there, how do you evaluate achievements?
We questioned Ceej Tantengco, the Head of Partnerships and Improvement at the award-successful podcast production corporation PumaPodcast, about 3 strategies podcasts can aid your company.
PumaPodcast has labored with a variety of models, from leading telcos Smart and PLDT, to NGOs like Uncommon Philippines and Asia Culture Philippines. 3 of their business podcasts won Anvil Awards for PR Equipment, demonstrating the influence a podcast can have in building one’s model.
#1: Go beyond arrive at and construct deeper associations
Most men and women are familiar with the movie star sizzling mic podcasts, and so many brands’ initial intuition is to acquire advertisement placements to get benefit of their arrive at. There is almost nothing wrong with that, but there is a great deal additional a manufacturer can do. Not only are there multiple types of ads, but there are also much more hardworking executions that can build deeper interactions with the audience.
An group can sponsor episodes that aspect topics aligned with the passions of their neighborhood or do the job with a podcast generation firm to make a podcast less than the title of the brand name. Are you a streaming service for video? Why not sponsor a pop lifestyle podcast to make episodes talking about your displays? Are you an architecture firm wanting for new consumers? Why not have anyone from your organization guest on an urban planning podcast?
It is not about difficult-advertising a merchandise, but fairly exhibiting these audiences that you care about these matters just as considerably as they do.
#2: Concentrate on certain audiences
“One of the biggest myths is that mass media equals mass audience,” suggests Rishad Patel of Singapore-centered media startup Splice. A podcast will not substitute your billboards or your TVCs, but it ought to continue to be an important portion of your integrated advertising ecosystem.
Podcasts’ strength is not in their uncooked access, but in the depth of financial commitment and trust that listeners have in the podcasts they hear to. You can see this in how top world-wide makes approach their own podcasts—it’s not intended to interact with everybody, but alternatively with a hyper-precise viewers in head. It is not broadcast, it is “narrowcast.” This is why in podcasting, arrive at is a much less worthwhile metric than retention.
LVMH, the conglomerate at the rear of luxury models Louis Vuitton, Dior, and Bulgari, has “Tips to the Top,” a leadership podcast sharing inspiring stories from high-ranking females within just their firm. It specially targets bold vocation gals as its listeners—a critical customer team for their business.
Meanwhile, the ice cream manufacturer Ben and Jerry’s has a podcast about racial justice in The usa, produced with Vox Resourceful. Why? Simply because it aligns with their manufacturer values. They’ve been recognized to donate to progressive triggers and even endorse Democratic candidates in the course of the US Elections.
The billboards exist to provide ice cream to the standard public, but we can surmise that their podcast is about earning their core community’s lifetime loyalty mainly because of shared values. They know who they want to talk to, and they double down.
#3: Give the general public a new way to have interaction with your manufacturer
A frequent problem confronted by models (specially in the utilities and banking sectors), is that their social media page capabilities mostly as a assist desk. You may test to put out manufacturer-building material, but the feedback section continues to be flooded with buyer problems.
Podcasts present the prospect to—literally—engage in a diverse dialogue. For instance, PumaPodcast manufactured Wise Communications’ “Philippinerds,” a podcast that celebrates pop lifestyle in the Philippines. Its 1st year spoke to specialists and lovers about Korean lifestyle in the Philippines, with mini-documentaries on subjects like how K-Dramas came to regional Television for the first time, and why they resonate with Pinoys.
It is continue to in line with Smart’s overall force involving Korean endorsers and information promos to stream Korean material, but independent ample from the working day-to-working day functions to give Filipinos a new way of interacting with the telco model.
Podcasts are listed here to keep. It’s worthy of exploring what they can do for your brand. And as in business enterprise, the strategy goes a lengthy way.
Tricia Aquino and Marc Casillan of PumaPodcast will perform a virtual workshop with Inquirer Academy titled “Intro to Impressive Podcasting: How to make your goal market pay attention to you” on March 1, 2022.
For extra information and facts, you may possibly generate to [email protected], or send an SMS to these numbers 0919.3428667 and 0998.9641731.
For your other on the internet finding out demands, Inquirer Academy could assist you in building and facilitating a digital workshop, a webinar, or a self-paced on-line class for your corporation.
The author is the Government Director of the Inquirer Academy.
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