How to Use Podcasting as a Marketing Tool
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The document discusses how podcasting can be used as a marketing tool. It outlines that podcasting allows direct communication with niche audiences who opt-in to content. It also notes that podcasts have no geographic boundaries and can be consumed anytime. The document then discusses monetization models for podcasts including advertising, and provides examples of integrated marketing campaigns using podcasts, blogs, and RSS feeds that drove leads for clients like Citrix. It also outlines best practices for ad specifications in podcasts.
How to Use Podcasting as a Marketing Tool
- 1. BSI How to Use Podcasting as a Marketing Tool Marketing 2.0 Conference, Hamburg 2005
- 2. BSI Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
- 3. How to use Podcasting as a Marketing Tool Bill Flitter Founder, VP Marketing Pheedo, Inc. bill@pheedo.com
- 4. About Pheedo Integrated RSS, Weblog and Podcast advertising network with proprietary RSS ad-serving technology and analytics Established & Funded 2003. Offices in San Francisco, Portland and Tokyo Reach over 8,000 active publishers spanning micro-publishers to large media outlets First network offering integrated campaigns across blogs, RSS feeds & Podcasts Early experts with experience helping name brands like Subaru, Sun, Citrix Online, Verizon, Warner Brothers, Microsoft, New York Times, Wall Street Journal and Nikon. 10/11/2005 Pheedo Confidential – Do Not Copy or Distribute 2
- 5. Podcasting: Where’s the Model? “I don’t think there’s a model anymore. I think there’s an approach. That approach has to be predicated on what the consumer is actually doing, not what advertisers are used to her doing.” - Jim Stengel, Global Marketing Officer, P&G, CMO Magazine – September 2005 10/11/2005 Pheedo Confidential – Do Not Copy or Distribute 3
- 6. Why Podcasting? Ability to talk directly to a niche, disparate audience motivated to opt in Gather an audience over time via on-demand content No geographical boundaries Time-shifted consumption capabilities Alternative, supplemental means for traditional content Sole means for original content Targeted Desirable Audience 10/11/2005 4
- 7. Where Does Podcasting Fit? TV Interactive •Branding •Direct response •Track impressions •Branding/limited direct •Track CTR response •Nielsen data •Robust reporting TV •Mass advertising •Track downloads •Can be targeted or •No reporting mass advertising standards yet •Ultra targeted/niche 10/11/2005 5
- 8. Market Segmentation: Podcast Listeners MP3 Player Penetration: 11% -- or more than 22 million of those age 18 and older1 – It’s safe to say that there are several million more MP3 players owned in the teen world, yet surveyed Early adopters are largest segment – Largest segment is 18 – 34 – 60% male – Metropolitan Areas – Tech Savvy – College educated Those who regularly use RSS/XML feeds, Podcasts and blogs are most likely to be what Jupiter calls "super Net vets," or online users with more than 5 years of Internet tenure; are male, and have annual incomes of $75,000 or more. 1 Pew 10/11/2005 6
- 9. Monetization Models Audience not expecting to pay subscription Selling own ads not scaleable Alignment with Podcast networks and ad networks profitable and scaleable Many advertising scaleable Few 10/11/2005 New Media Monetization Models 7
- 10. Ad Specifications Podcast ads priced by download Sponsorship – program sponsored by one or more advertisers, “NPR style” mention of sponsors Ads* – Intro: 15 second sound bite added to beginning of Podcast – Outro: up to 60 second sound bite added to end of Podcast – Interstitial: ad inserted into Podcast (tech evolving) Demo – Podcast host demos sponsor’s product during show and endorses Add value to podcast to avoid skip-ahead syndrome – think product placement * Source: www.castfire.com 10/11/2005 8
- 11. Integrated Campaigns RSS Blogs Demo 10/11/2005 9
- 12. Case Study Advertiser: Citrix – GoToMeeting Publisher: Lockergnome Vehicles: RSS, Blogs, Audio Ads, Podcast Demo Action: Drive leads to GoToMeeting Tracking: Promo code read by publisher for a special discount. 10/11/2005 10
- 13. Lockergnome Publisher Format No time constraints online to adhere to. This frees producer to answer questions fully and explore ideas without interruption Live and pre-recorded caller questions Interviews with people who matter Killer new software finds Productivity tips and tricks Mini-conferences with two-minute guests 10/11/2005 11
- 14. Integrated Campaign Approach Advertiser: Citrix – GoToMeeting Publisher: Lockergnome Vehicles: RSS, Blogs, Audio Ads, Podcast Demo Ad on Blog Ad in RSS Feed iTunes Syndication 10/11/2005 12
- 15. Campaign Performance Integrated Campaign dramatically outperformed other online advertising vehicles in terms of acquisition costs. CTR Client Results Fortune 100 Company, lowered their effective CPM by 3x. 26% Increase RSS Ad Advantages Ever Email Advantages of Integrated Approach - 100% Opt-in Podcast - 100% Delivery Rate Blogs - 100% Open Rate RSS (when delivered to a two- RSS 8.7% Advertising Industry Avg pane content reader) Email* - No Spam * DoubleClick’s Q4 2003 Email Trend Report 10/11/2005 Pheedo Confidential – Do Not Copy or Distribute 13
- 16. Cailin Pitcher, Senior Marketing Manager, Citrix Online (quoted in MarketingSherpa and CMO Magazine) “Podcasting sponsorships have done very well. The are really promising channels with a nice audience for us, and they respond well. We’re not going to discontinue tests, it’s one of our stronger points. Response was overwhelming.” “RSS is a no-risk proposition for consumers. From that perspective, it's just a real clear channel straight to the consumer.” “RSS networks, Podcasting, blogs, these new channels all tie in together, and seem to be growing pretty rapidly.” 10/11/2005 14
- 17. Case Study Advertiser: Reprise Records (Warner Brothers Records label), exclusive content from band including tour bus interviews, impromptu jams and concert recordings. The music is the advertisement. Publisher: EricRice.com Vehicles: Podcast Action: Build awareness for the band The Used by adding value to the Eric Rice podcast 10/11/2005 15
- 18. Sample Podcast Sponsorship Advertiser: Reprise Records (Warner Brothers Records label), The Used Publisher: Eric Rice Vehicles: Podcast Audio Sample: http://show.ericrice.com/blog/_archives/2005/3/23/466966.html 10/11/2005 16
- 19. Campaign Performance Created buzz within target audience - Press Mentions: NBC, BBC, Internet.com, Red Herring, ZDNet - Blogs: Corante, Adverblog, Micropersuasion, Geeknewscentral, Clickz, Corante, Marketingvox, Podcastlab, Digital Podcast News, Paid Content and many more… “Podcasting gained a bit of legitimacy with the first known major sponsorship” - Marketingvox Organic Search Results - Increased presence in search engine for the band during the time of the promotion 10/11/2005 17
- 20. Discussion How to use Podcasting as a Marketing Tool Bill Flitter Founder, VP Marketing Pheedo, Inc. bill@pheedo.com