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Podcasts bring brands to lifeThese days advertising agencies don't make ads for television; they make them so they will be passed around and spoofed on YouTube. Look at Cadbury's drumming gorilla or the Bravia ad (thanks to Mike Stopforth for alerting me to that whole palaver). It's all about creating great content and then getting people talking about it - and consequently getting people talking about you and your brand. ![]() You can do that with words on a page (you may just have heard of the blog), but when it comes to even greater ‘pass it on' value, there's nothing like sound and pictures. Enter the podcast. Podcasting up a stormFor new readers starting here, a podcast is really any kind of audio or video content downloadable from the Internet. Radio stations and other media outlets are already podcasting up a storm. The Mail & Guardian Online does a weekly podcast and Darren Scott's East Coast Radio pod won Podcast of the Year in this year's SA Blog Awards (talking of ‘pass it on' - you've probably heard his spoof calling the Zim Embassy switchboard. See how these things spread?). Podcasts offer an incredible opportunity for marketers. The bottom line is that you now have a way of getting content to your target markets without having to persuade a media channel to carry it or to pay huge advertising rates. Podcasts are:
However - and this is important - the content must be:
Brand positioning exampleHere's an example of what I mean. In November 2007, Old Mutual did a six-part podcast called Old Mutual Success Stories Six high profile SA journalists (Ferial Haffajee, John Robbie, Fred Khumalo, RudeBoy Paul, Patricia Glyn and Aden Thomas) chose six South Africans they thought of as successful (including David Kau, Irvin Khosa, Frederick Van Zyl Slabbert, Archbishop Emeritus Desmond Tutu). They then did an in-depth, half-hour interview with them which was recorded and put up on the Old Mutual site. OM was mentioned in the opening and closing billboard, otherwise it was all about six remarkable conversations. Old Mutual's present brand positioning is all being as successful as you can be (“invest in your success”). This podcast brought that concept to life and made it an experience. It meant people interacted with the brand for up 30 minutes at a time instead of 30 seconds. It was something unexpected and different. It gave people inspiring, top quality content and therefore a very positive feeling about the brand that gave it to them. And all for a fraction of the cost of a 30” TV ad. There's no doubt that podcasting is young in the world and in its earliest infancy in SA. All the issues about Internet penetration and bandwidth still apply. But that's true of any social media. The power can still be harnessed. And, forget Internet penetration, what about mobile penetration? Podcast via cellphone and you've got 90% of the SA adult population on offer. Podcasting is a medium with incredible potential. It is flexible, cheap and just waiting for some cunning exploitation. Give it a whirl. About the authorJayne Morgan has a background in radio and media relations. She runs Podcart (www.podcart.co.za) which makes quality podcasts for South African brands. Contact her by email at jayne@podcart.co.za or on cell +27 (0)83 450 7060. |