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The PowerMark Group, Inc 31411 Camino Capistrano, Suite 300 San Juan Capistrano, CA 92675 phone: 949.481.4100 fax: 949.388.0717 email: info@thepowermarkgroup.com www.thepowermarkgroup.com |
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Bona Fide Reviews.com, September 2005
Podcasting is one of the hottest marketing buzz words of the moment. The New Oxford American Dictionary even confirms this fact as podcast was chosen as its 2005 Word of the Year over persistent vegetative state, bird flu, sudoku, rootkit, and lifehack.1 As savvy marketers, we need to understand what the fuss is about and how we can leverage podcasting in the marketing mix to enhance our campaigns. Let’s start with the basics.
What is podcasting?The New Oxford American Dictionary defines podcasting as a digital recording made available on the Internet for downloading to a personal audio player. The bottom line: think of a podcast as a digital file that is created, shared, and heard. Podcasts are usually audio files (although you can include video and graphics) that are most often saved in an MP3 digital format and “broadcast” by being posted to the Internet. The podcasts are then accessed by “subscribers,” that is, members of your customer or prospect base. Subscribers listen to your podcast on their computers or portable devices, such as iPods. What’s more, you syndicate your content via RSS, Real Simple Syndication, feed links that add XML hooks to the text and audio files to make them available to podcast client software. That way you can update your current podcasts or create new ones, and they will automatically be downloaded to your subscribers’ computers or MP3 players. Just like on-demand television! What are the benefits podcasting brings to the marketing mix?
Podcasting offers you a simple, cost effective way of promoting your products and services via syndicating audio files online. You have a creative solution to deliver on-demand content on a limited budget. This new marketing tool is creating quite a stir because it appeals to another sense—sound—rather than the old reliable “sight” of print and electronic marketing. Plus, being on-demand, this delivery mechanism often kicks in at your target’s point of need. Think of podcasting as today’s point-of-purchase advertising. What equipment do I need?
Just a microphone attached to your sound card will let you produce a basic podcast. However, for a quality production, use an external microphone with a USB connection and professional sound recording software. How do I produce a podcast?
The process is very straightforward. Plan the recording, record it, convert the file to a digital form, and post it to the Internet. During editing, you may add music, fades, tighten gaps, and suppress noise such as pops, clicks, or hisses. What is critical, however, is the podcast’s creative. To compete effectively with the dramatically increasing number of podcasts, you will want to consider hiring a professional to develop a compelling podcast and market it to your target audience. What do I need to consider when developing podcast creative? Podcasts are like radio talk shows. The best are entertaining, have musical intros, and usually run 10 to 30 minutes. Podcasts should be conversational. Remember there is a speaker and a listener. And, if you anticipate updating your podcast, structure it using information segments so you can easily switch modules. What must I consider from a legal perspective? Treat a podcast just as you would a press release. According to William Tolin Gay of Gordon & Rees LLP, you must be copyright compliant. Secure approval to use any copyrighted music, video, art, or graphics. Plus, if a non-employee participates in a podcast, be sure they have signed a release. How do I ensure my podcast reaches my target audience? More podcasts are being produced today so the “field of dreams” mentality, build it and they will come, won’t work. To ensure your success, consider:
- Placing podcast icons and access instructions on your Web site.
- Include podcast links on your company’s blogs as they are frequently visited by customers and prospects.
- Develop a description of your podcast so your target can find it via an Internet search engine.
- Send a podcast announcement via email.
- List your podcast in podcast directories.
