Organization podcasting: 3 methods audio can establish your model

Podcasts are in all places these days as the fastest-increasing variety of media. And with the accessibility of property recording products, no cost providers to add one’s information, and a escalating quantity of potential listeners, it would seem like everyone and their cousin has attempted to start out 1 of their personal.

But what transpires if you are a brand name? How do you enter the podcasting room with a strategy, and build some thing that builds upon your model? And as soon as you’re there, how do you evaluate achievement?

We questioned Ceej Tantengco, the Head of Partnerships and Enhancement at the award-successful podcast output corporation PumaPodcast, about 3 ways podcasts can support your enterprise.

PumaPodcast has labored with a selection of manufacturers, from foremost telcos Smart and PLDT, to NGOs like Exceptional Philippines and Asia Society Philippines. Three of their organization podcasts gained Anvil Awards for PR Applications, demonstrating the affect a podcast can have in creating one’s brand.

#1: Go beyond reach and construct further relationships

Most people are common with the celebrity sizzling mic podcasts, and so several brands’ to start with intuition is to buy ad placements to consider edge of their reach. There’s very little erroneous with that, but there is a great deal additional a brand name can do. Not only are there many sorts of advertisements, but there are also far more hardworking executions that can create deeper associations with the audience.

An group can sponsor episodes that characteristic topics aligned with the pursuits of their neighborhood or operate with a podcast production firm to build a podcast below the name of the brand. Are you a streaming service for video clip? Why not sponsor a pop lifestyle podcast to make episodes talking about your shows? Are you an architecture company searching for new clients? Why not have somebody from your firm guest on an city preparing podcast?

It is not about difficult-selling a item, but fairly displaying these audiences that you care about these subject areas just as significantly as they do.

#2: Target specific audiences

“One of the major myths is that mass media equals mass audience,” states Rishad Patel of Singapore-dependent media startup Splice. A podcast will not change your billboards or your TVCs, but it should really still be an important aspect of your built-in advertising ecosystem.

Podcasts’ power is not in their uncooked arrive at, but in the depth of investment decision and trust that listeners have in the podcasts they pay attention to. You can see this in how foremost global makes approach their possess podcasts—it’s not intended to have interaction with all people, but somewhat with a hyper-certain viewers in brain. It’s not broadcast, it’s “narrowcast.” This is why in podcasting, attain is a a lot less valuable metric than retention.

LVMH, the conglomerate powering luxury models Louis Vuitton, Dior, and Bulgari, has “Tips to the Leading,” a management podcast sharing inspiring tales from high-position girls within their organization. It particularly targets bold occupation girls as its listeners—a important shopper group for their enterprise.

Meanwhile, the ice cream model Ben and Jerry’s has a podcast about racial justice in The united states, created with Vox Inventive. Why? For the reason that it aligns with their brand values. They’ve been acknowledged to donate to progressive will cause and even endorse Democratic candidates through the US Elections.

The billboards exist to offer ice product to the common community, but we can surmise that their podcast is about earning their main community’s life span loyalty because of shared values. They know who they want to speak to, and they double down.

#3: Give the general public a new way to engage with your brand

A prevalent problem faced by brands (specifically in the utilities and banking sectors), is that their social media website page features generally as a support desk. You might try out to place out model-constructing written content, but the remarks segment continues to be flooded with customer concerns.

Podcasts offer the likelihood to—literally—engage in a unique discussion. For instance, PumaPodcast generated Intelligent Communications’ “Philippinerds,” a podcast that celebrates pop culture in the Philippines. Its very first period spoke to gurus and fans about Korean tradition in the Philippines, with mini-documentaries on subjects like how K-Dramas arrived to local Television set for the initially time, and why they resonate with Pinoys.

It’s nevertheless in line with Smart’s all round drive involving Korean endorsers and knowledge promos to stream Korean written content, but different plenty of from the day-to-working day operations to give Filipinos a new way of interacting with the telco model.

Podcasts are below to keep. It is well worth checking out what they can do for your brand name. And as in business, the strategy goes a extended way.

Tricia Aquino and Marc Casillan of PumaPodcast will carry out a digital workshop with Inquirer Academy titled “Intro to Highly effective Podcasting: How to make your concentrate on sector hear to you” on March 1, 2022.

For extra facts, you may perhaps compose to [email protected], or send out an SMS to these figures 0919.3428667 and 0998.9641731.

For your other online finding out requirements, Inquirer Academy could help you in developing and facilitating a digital workshop, a webinar, or a self-paced on-line class for your group.

The author is the Govt Director of the Inquirer Academy.

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