Podcasting is the right choice for many scenarios (but not
all). If you are media professional, you will agree that many of your clients
want to consume a podcast but aren’t fully aware of the commitment it entails.
In order to be a good vendor, you must provide existing and prospective clients
with the proper perspective on what’s involved with podcasting. Let’s first
take a look at some good reasons to use podcasting.
Podcasting is a relatively open market, which means that
independently produced shows can do as well as those produced by major
television studios. While ABC, CBS, and NBC can spend a fortune on promoting
their podcasts, you’ll find that independently produced shows are right next to
them in rankings. What makes it possible for independent shows to do this well
is the democratic nature of podcasting. Podcast consumers want good content.
While it helps to have a major network promoting things, if you can get a
little bit of buzz on your own, you can succeed.
Podcasting can be used to
successfully grow audiences for other products you may offer. Many book authors
have podcasts which help in exposing their books. The same holds true for
professional speakers who want additional exposure. Even those without fi
nancial goals in mind can benefit. For example, several churches have begun to
take their services or sermons and make them available. This allows people who
can’t attend (such as the sick or those traveling away from home) to stay in
touch with their church and faith. If you already have an audience in a
traditional medium, using a podcast can strengthen or build the connection.
Save on Traditional
Distribution Costs
Another benefi t of podcasting is
that it can help reduce traditional distribution costs. For example, a podcast
calikely use the camera manufacturer’s gear (and they might mention it), but
broadening the scope of the podcast will help it succeed. Let guests talk about
other technology they use and things they like, right. Don’t just limit a
podcast so it becomes a marketing shill—otherwise, your audience will stop
tuning in.n help minimize shipping, duplication, and mailing costs. Due to the
subscription nature of podcasts, you can minimize the use of email blasts and
promotion efforts that you would have to do to remind people that stuff is up
online.
Podcasts can also replace other
forms of traditional media. For example, anorganization could turn its printed
newsletter into a podcast. Selected stories could be turned into an audio or
video podcast, while the traditional newsletter could be included as a PDF fi
le within the podcast. Podcasts offer an opportunity to translate old media to
new media; this can offer new opportunities for cost savings and growth.
Brand Extension
Let’s face it … there
are a lot of similarities between most commercial products. For example, why
choose one digital camera over another? Depending on whom you talk to, you can
get a myriad of reasons … and that’s where podcasting can come in. Through a
podcast, a manufacturer can teach its product users and potential customers how
to get more value. Podcasting offers walk-away brand extension, the ability not
just to promote a product, but also to show people how other people are using
the product. The camera manufacturer could not just have engineers or product
managers talking about the latest features. Rather, they should interview
professional photographers talking about photo techniques as well as showcase amateur
photographers and their photos. Sure, these people all.
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