Podcasts are just about everywhere these days as the fastest-expanding sort of media. And with the accessibility of dwelling recording units, totally free solutions to add one’s written content, and a expanding range of potential listeners, it would seem like every person and their cousin has tried using to get started a person of their have.
But what takes place if you’re a brand name? How do you enter the podcasting room with a strategy, and create some thing that builds on your model? And the moment you’re there, how do you measure achievement?
We questioned Ceej Tantengco, the Head of Partnerships and Progress at the award-successful podcast output firm PumaPodcast, about three methods podcasts can assistance your business enterprise.
PumaPodcast has worked with a wide range of brand names, from foremost telcos Good and PLDT, to NGOs like Uncommon Philippines and Asia Society Philippines. Three of their enterprise podcasts received Anvil Awards for PR Tools, demonstrating the influence a podcast can have in setting up one’s manufacturer.
#1: Go outside of attain and make deeper interactions
Most people today are acquainted with the superstar sizzling mic podcasts, and so lots of brands’ initially instinct is to purchase advert placements to choose benefit of their arrive at. There’s nothing erroneous with that, but there’s a large amount a lot more a manufacturer can do. Not only are there several forms of adverts, but there are also extra hardworking executions that can establish further interactions with the audience.
An corporation can sponsor episodes that function topics aligned with the interests of their community or work with a podcast manufacturing firm to create a podcast beneath the identify of the manufacturer. Are you a streaming service for video clip? Why not sponsor a pop lifestyle podcast to make episodes talking about your reveals? Are you an architecture organization hunting for new clientele? Why not have another person from your business guest on an city setting up podcast?
It’s not about tricky-marketing a product, but somewhat displaying these audiences that you treatment about these topics just as significantly as they do.
#2: Target particular audiences
“One of the most significant myths is that mass media equals mass audience,” claims Rishad Patel of Singapore-based media startup Splice. A podcast will not swap your billboards or your TVCs, but it really should nonetheless be an critical section of your integrated marketing ecosystem.
Podcasts’ energy is not in their raw get to, but in the depth of investment decision and rely on that listeners have in the podcasts they pay attention to. You can see this in how primary international brand names technique their very own podcasts—it’s not intended to engage with everybody, but somewhat with a hyper-specific viewers in brain. It is not broadcast, it is “narrowcast.” This is why in podcasting, reach is a fewer precious metric than retention.
LVMH, the conglomerate powering luxury brand names Louis Vuitton, Dior, and Bulgari, has “Tips to the Best,” a management podcast sharing inspiring stories from significant-rating girls within their business. It particularly targets ambitious job females as its listeners—a essential purchaser team for their company.
Meanwhile, the ice product manufacturer Ben and Jerry’s has a podcast about racial justice in The usa, manufactured with Vox Artistic. Why? Since it aligns with their brand values. They’ve been regarded to donate to progressive will cause and even endorse Democratic candidates in the course of the US Elections.
The billboards exist to promote ice product to the normal community, but we can surmise that their podcast is about earning their main community’s lifetime loyalty mainly because of shared values. They know who they want to discuss to, and they double down.
#3: Give the community a new way to engage with your manufacturer
A frequent dilemma faced by models (primarily in the utilities and banking sectors), is that their social media site functions mostly as a aid desk. You may well test to place out brand-developing information, but the feedback area remains flooded with shopper issues.
Podcasts present the probability to—literally—engage in a different conversation. For example, PumaPodcast generated Intelligent Communications’ “Philippinerds,” a podcast that celebrates pop tradition in the Philippines. Its very first period spoke to professionals and supporters about Korean lifestyle in the Philippines, with mini-documentaries on matters like how K-Dramas arrived to nearby Tv set for the initial time, and why they resonate with Pinoys.
It’s nonetheless in line with Smart’s all round force involving Korean endorsers and info promos to stream Korean articles, but separate enough from the day-to-day functions to give Filipinos a new way of interacting with the telco model.
Podcasts are below to remain. It is worth checking out what they can do for your brand name. And as in enterprise, the system goes a prolonged way.
Tricia Aquino and Marc Casillan of PumaPodcast will carry out a digital workshop with Inquirer Academy titled “Intro to Effective Podcasting: How to make your goal market hear to you” on March 1, 2022.
For extra data, you could create to [email protected], or ship an SMS to these figures 0919.3428667 and 0998.9641731.
For your other on-line studying wants, Inquirer Academy could aid you in coming up with and facilitating a virtual workshop, a webinar, or a self-paced on the net program for your firm.
The writer is the Government Director of the Inquirer Academy.
Subscribe to INQUIRER Moreover to get accessibility to The Philippine Everyday Inquirer & other 70+ titles, share up to 5 gadgets, listen to the news, obtain as early as 4am & share article content on social media. Phone 896 6000.