AIMS Canada

Integrating Podcasts Into the Marketing Mix

Sara Scurfield, AIMS volunteer and blog correspondent and Online Program Manager at Advantex Marketing International, got a sneak preview of our 'Should Your Company Be Podcasting?' event happening later this week. She sent Mitch Joel (one of the speakers) a couple of pre-event questions and shares the conversation below...

Sara Scurfield: With the proliferation of podcasting in the marketplace, what do you think is most important criteria to consider when integrating podcasts into a marketing mix? As marketers, how can we get people to voluntarily listen and participate?

[Mitch Joel | Twist Image] I think the most important criteria is having something unique to say that will actually raise the bar for other Podcasts. It's important to not just be another "voice" in the mix. Clutter is clutter, even if the clutter is disguised as something "next" like a Podcast. Consumers have less and less time and they are more and more in control of what they're listening to, when and how. Podcasting is a great compliment to this new consumer, but only if you're adding to the conversation by producing content that they can't get anywhere else. It's also important that a Podcast isn't simply thrown in because, "it's the thing to do." I've never been one for doing something because others are doing it or because it will get my clients PR. Podcasting is a killer part of the marketing mix when you really need content as media and have the content to create a compelling story.

I don't think you can get people to voluntarily listen. You can put it out there, create a promo and try to get Bloggers, Podcasters and maybe even mainstream media to know what you've created. I'm a big fan of PR for stuff like this. I also think it can't hurt to get people within your organization to share the Podcast with your clients and their friends. Put a one-liner in everyone's email signature file and follow some other guerrilla and word of mouth marketing basics to get the word out. Submitting it to popular Podcast directories (like iTunes) is also critical.  Participation will only come after a couple of episodes. All new Podcasters need to appreciate that their listeners have to get used to the content and what they're saying before they can join in. If you're patient and creating killer content, you'll know pretty quickly who's listening and what they think.

Sara Scurfield: What are some of your favourite podcasts that you listen to on a regular basis?

[Mitch Joel | Twist Image] I listen to a lot, but here's my Desert Island list (in no particular order):

Across The Sound
For Immediate Release
The Client Side
American Copywriter
Trafcom News
The M Show
Inside PR
In Over Your Head
Managing The Gray
New Comm Road
Diary of a Shameless Self-Promoter
Canadian Podcast Buffet
Daily Source Code
The Engaging Brand
... and, of course, a little shameless Plug for Six Pixels of Separation - The Twist Image Podcast :)

Will Podcasts Make a TV Appearance?

Posted by Cecilia Jy, AIMS Member and Volunteer...

With the news release of Apple Inc.'s entry into the living room by iTV, the pot has been stirring on whether or not iTV will be the second coming of the iPod for wireless TV extenders.   But with several wireless TV extenders already on the market, what do you think this release will have on the market and how it will affect podcast culture?

Daniel Eran Dilger of RoughlyDrafted.com outlines 5 Ways that Apple will change the face of TV and his third reason is that iTV will offer alternative content to the masses. (You can find the article at: http://www.roughlydrafted.com/RD/iTV/)

"While audio podcasts are well paired to the iPod, video podcasts will be ideal for use with the iTV.   Although Apple currently doesn't have to do a lot to support podcasting; it simply hosts the text RSS feeds provided by others.   Now, instead of only being available on a PC or iPod, they'll have the additional ability to compete with commercial broadcasters for airplay right on users' TVs."

Will the iTV launch itself into the tech stratosphere and bring the popularity of podcasts with it? What do you think?

Please share your comments below...

Podcasting: Hype or Opportunity?

Thanks to Sanj Selvarajah, AIMS member and volunteer for sending in his thoughts on podcasting and the questions he wants answered at our upcoming event - "Should Your Company Be Podcasting?"

"I'm debating whether podcasting would be a worthwhile initiative to suggest to my company's marketing department to pursue here in Canada.

According to a Forrester report released in April 2006, only 1% of online households in North America genearlly download and listen to podcasts.  I expect the upcoming AIMS event will answer questions such as provided the lack of adoption for podcasts, is it worth it for businesses and marketers to allocate resources to such an initiative, when other online initiatives may target more users and result in greater ROI?

There's a lot of hype over podcasting and I suppose podcasting is not for every company.  I'd like to know what things an organization should consider before launching a podcast.  Can we have some examples where podcasting has NOT worked and why?"

Jan 25th Podcasting Event - Details Are Now Online

On Friday I talked about our podcasting event coming up on January 25th.

The complete event description is now on our website and registration is open. (I still need to confirm the final speaker - should be in the next couple of days)

Hope to see you on the 25th!

AIMS Podcasting Event – Jan. 25th 3:00 – 6:30pm – Mark Your Calendars

A few days ago I indicated the next AIMS event would be held on Jan. 24th. Of course as soon as I’d published that date schedules changed :)

Speakers and venue are now confirmed. Join us on Jan. 25th for an in-depth discussion about podcasting. What marketers should know about podcasting, should your company be podcasting, and how to get started are just a few of the topics we'll discuss. Plus we’ll hear from leading Canadian companies who will share their insight into why they started podcasting and their experience from the front lines.

Speakers:

• Michael Seaton, Director Digital Marketing at Scotiabank and blogger/podcaster at TheClientSide
• Mitch Joel, President of Twist Image, and blogger/podcaster at www.twistimage.com/blog
• One more panelist – to be confirmed early next week

Moderator: Jen Evans, President, Sequentia Communications

This will be an afternoon event which means we’ll have a networking cocktail reception after the discussion. So plan on sticking around for a drink and lots more discussion!

Here’s the schedule:
-  2:30 – 3:00pm Registration
-  3:00 – 5:00pm Session
-  5:00 – 6:30pm Networking Cocktail Reception

Location: The Diesel Playhouse (large theatre), 56 Blue Jays Way (yep, the old Second City location right across from Wayne Gretzky's)

Lots more details about the session and how to register on Monday...In the meantime book your calendars for Jan. 25th!