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How to Use Podcasting as a Marketing Tool
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How to Use Podcasting as a Marketing Tool






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How to Use Podcasting as a Marketing Tool How to Use Podcasting as a Marketing Tool Presentation Transcript

  • BSI How to Use Podcasting as a Marketing Tool Marketing 2.0 Conference, Hamburg 2005
  • BSI Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
  • How to use Podcasting as a Marketing Tool Bill Flitter Founder, VP Marketing Pheedo, Inc. bill@pheedo.com
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Integrated Campaigns RSS Blogs Demo 10/11/2005 9
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Discussion How to use Podcasting as a Marketing Tool Bill Flitter Founder, VP Marketing Pheedo, Inc. bill@pheedo.com