TRUFFLE MEDIA NETWORKS SPONSORED CONTENT
PODCASTS ADD SIZZLE TO MEDIA BACON
by Raylee St. Onge, Truffle Media Networks Community Coordinator
Editor’s note: This is the third in a series of five articles while at the same time creating a conversation about the
sponsored by Truffle Media Networks highlighting real world industry.”
podcasting insights and best practices.
Podcasts are a critical addition to the
nnovative. Efficient. Modern. Today’s pork producers,
I both young and old, are stepping beyond paradigms
marketing mix of companies looking to
set by their swine industry predecessors as they adopt
transcend the traditional and embrace
new forms of technology — not only to address industry
issues such as environmental stewardship and animal
the established digital age.
health — but also to stay current on industry news. Lead-
ing the way as an established content delivery medium to
this specialized industry is podcasting.
SwineCast.com offers a prime example of how a
PROOF IN NUMBERS strategically established podcast site can combine addi-
tional elements including blogs, event proceedings and
Podcasting has decidedly claimed its place as a preemi-
interviews with industry experts to increase both con-
nent method of information distribution. Not just for the
sumer offerings and sponsor impressions. In 2007, more
tech-savvy, podcasts were reportedly downloaded and
than 235,000 high quality brand impressions were made
listened to by 18% of the American population in 2007.
through a combination of podcast downloads, e-mails
SwineCast.com, launched in March 2005 as the first of six
and banner ads.
agricultural podcasts owned by Truffle Media Networks,
has produced more than 300 episodes. In 2007, SwineCast
CASTING YOUR POD
was downloaded more than 72,000 times.
Marketing professionals interested in viewing the suc-
Combining the benefits of convenience, timeliness
cessful podcast campaign of Truffle Media Networks can
and portability offered separately by other media for-
visit www.TruffleMedia.com, the newly launched online
mats, podcasts are a critical addition to the marketing mix
home of their six agricultural podcasts including
of companies looking to transcend the traditional and
SwineCast.com, BeefCast.com, DairyCast.com,
embrace the established digital age.
PoultryCast.com, CropVillage.com and their newest
The “Podcast Consumer Revealed 2008” study
show — Ag Media Conversations. This latest podcast is
addressed the most unique and positive benefit of podcast
geared especially for you as an ag marketer to learn from
messaging — the ability to reach a highly specialized target
experts the details of podcast successes — how they work
audience. “Consumers who go through the process of select-
and why they work.
ing a program (rather than passively consuming whatever is
If you were unable to attend the recent conference of
on traditional media), downloading it and potentially mov-
the National Agri-Marketing Association you can down-
ing it to a portable device are exhibiting an increased level of
load coverage of the workshop “Leveraging Interactive
engagement with the programs and hosts of the shows they
Marketing for Business Success” through Ag Media
select. This engagement may translate to an increased credi-
Conversations to get the basics on establishing goals and
bility and level of trust in the show‘s sponsors and advertis-
objectives utilizing podcasting.
ers,” the study stated, adding that increased research may
Truffle Media Networks also offers trial sponsorship
further quantify the enhanced value of this targeted audi-
packages to help your company get started in and evalu-
ence beyond simple reach and frequency metrics.
ate an effective podcast campaign. For more information,
Quite simply — podcasting gets a message to people
contact Aaron Gilbertie at 317/690-7097.
who are interested and who are seeking tailor-made
Find out how leading companies like Elanco, Case
information.
IH, Mycogen and Boehringer Ingelheim have embraced
For marketing professionals, the opportunity to sup-
podcasting. Consider what it can do for your company.
port this information transit to current and potential cus-
Then get ready to podcast. AM
tomers is unprecedented.
“The character of a communications vehicle like pod-
casting has the potential to strongly impact product
SwineCast is a registered trademark. Derived from the 2008
brand perceptions,” said Ned Arthur, Director of Content
Arbitron/Edison Media Research Internet and Multimedia
Development for Truffle Media Networks. “Brand mar-
study available at: http://www.edisonresearch.com/
keting requires establishing your product as premier.
home/archives/2008/04/the_podcast_con_1.php.
Podcasting identifies your company as a brand leader