Can You Hear Me? - Why Podcasting

Podcasting provides a number of benefits for firms looking to breakout of the Powersports Pack. These benefits include:

• Assisting in promoting products and services
• Developing and engaging the brand
• Allowing firms to leverage industry luminaries without appearance fees
• Providing a new media element to the website
• Building a human entity around the website

One of our podcast clients, metricthunder.com, reports that individuals use a podcast program by playing it on their PC, iPod or other handheld device, recording it on a memory product and then playing it on another device at home, work or traveling.

Fortune 2000 firms are also using Podcasts to build brand and improve sales.

Johnson & Johnson’s Acuvue Product Finds a Voice

Robert Claypool, product director for Johnson & Johnson’s Acuvue vision care unit, said that when his company went looking for a way to strengthen its brand appeal to and cultural connection to teens last fall, initiating a podcast series was “a clear winner.” The company worked with an agency to set up a set of five weekly podcasts with Heather and Janelle, two Long Island high school girls who hosted the podcasts and talked about teen social items, including interviewing cute guys and fielding poll questions on the previous week’s content.

Claypool said Johnson & Johnson opted to campaign through a podcast rather than producing or advertising in a blog because the channel offered better control of content. “Contact lenses are a medical device, and when you get into user-generated content, there’s a lot of sensitivity about what can be put out there,” he said. “Podcasting allowed us to be out there with teens but to still have copy clearance before anything went live.”

Read Brian Quinton’s entire article »