Hobby meets business! Podcasts are super popular as an entertainment medium, but also for PR and marketing. A rapidly growing podcast fan base, high credibility through sympathy building and the entertaining character as well as a wide range of creative use possibilities make the podcast a promising medium to successfully place brands, products and messages in the minds of the respective target group. In this ZUCKER. blog post, we want to show you some ways how to use podcasts for PR and marketing.
Staging your message
The most obvious goal of PR regarding the podcast medium is probably the inclusion of a topic, a product / brand as a talking point or an editorially integrated tip. In marketing, sponsoring an episode could also be an interesting placement option, with the brand or product being mentioned at the beginning and/or appearing in the text description of the episode. An integration marked as advertisement within the conversation is possible too – comparable to a classic native advertorial. If a customer has the opportunity to produce relevant content himself, brands could also consider launching their own podcast as owned media.
So much for the theory: At ZUCKER. we have already gained some experience in using podcasts for our customers. By giving two examples, we want to show you how different an “editorial” integration can look or sound like.
HORIZONT’s Lovebrand podcast presents exciting topics from the media and marketing industry in interview form. As the name suggests, the focus is on the HORIZONT lovebrands – brands that the editors particularly like or find interesting. The podcasters talk to founders, bosses, managers, marketing experts and other personalities behind these brands. Two of their interviewees in the summer of 2020 were the managers of our client Oatly, Helge Weitz and Tobias Goj. The episode “dedicated” to them was about the development and expansion of Oatly in Germany, the persuasive power of a well thought-out packaging design, and communication solutions for the oat drink and its brother and sister products. An interview is particularly highly regarded in the podcast medium. Brands have the opportunity to explain themselves, to stage themselves and to anchor themselves in the minds of the listeners beyond a mention.
With Stokke, we hosted the Stokke Summer House in 2018 – a community hub of sorts for pregnant women, new parents and their friends to connect with experts and like-minded people through talks, creative workshops, and wellness and fitness classes. The podcasters from Beste Vaterfreuden also took part in the event. In their podcast, Jakob and Max discuss all the important topics surrounding fatherhood and family – joys and frustrations. In 2018, they moved their studio to the Stokke Summer House and went live for the first time. Do men get more emotional when they have children? That was the guiding question they set out to answer here. This production was neither a simple mention nor an interview, but more or less a framework: the Stokke Summer House provided the setting for this episode. Very authentic!
In PR it is rather unusual to place ads within podcasts or to sponsor an episode – we usually leave that to our dear colleagues from advertising. But these two ways of staging are also extremely popular with many brands. That’s why we don’t want to deprive you of an example here, even if ZUCKER. wasn’t involved. In Brigitte’s sustainability podcast BE GREEN, editorial director Alexandra Zuykonov addresses the sustainable lifestyle in all its facets and everyday challenges. The episodes on the topic of “Plastikfreies Badezimmer” were sponsored by the beauty brand Garnier, or more precisely the sustainability program “Green Beauty”. In the text description of these episodes, listeners were educated about this program and directed to Garnier’s website. In the podcast itself, “Green Beauty” was also introduced directly in the first five minutes – but marked as advertising. It also presents specific examples of how Garnier is implementing the program in a sustainable way. The best part about it? The coordination of the brand with the podcast – both fit together perfectly at this point, so that the “Green Beauty” program does not appear like advertising here, but rather as a natural complement to the podcast content, so to speak. The staging has real added value for the listener! #goals
The perks of using Podcasts
As a medium, the podcast is extremely credible and authentic. To take advantage of this effect, it is important for brands to choose the right podcast to integrate their message – message and format should fit well together. Likeability also contributes to credibility: Listeners often build a closeness to the speakers via the podcasts, for example because they hold the same opinions, share the humor or simply find the voice nice. According to a recent study, this closeness contributes to a new quality of openness and loyalty that companies can use to strengthen brands and retain customers. When wisely integrated, this sympathy can transfer directly to the brand or product. After all, it was recommended by “friends.” Listeners pay close attention to the podcaster, listen to him / her from start to finish (perhaps with small interruptions to open the chip bag or take a pee break) and sometimes even more than once thanks to the unlimited on-demand availability in terms of time. So the lifespan of a podcast episode is correspondingly long, with new listeners often joining in at the very bottom of old episodes.
We are still totally fascinated and inspired – be curious which of our customers you might find in your favorite podcasts soon…
A post by Laura Dörling