This episode is the second in a series on branded podcasts and in this episode, we are speaking to Rohan from EpLog Media about how branded podcasts can help improve brand awareness and what are the things that brands need to keep in mind if they are planning on using podcasting.
In the last episode, we learn about what is branded podcasting and the advantages of branded podcasting, and what it can do for brands.
We had spoken about a Podcast from McDonald’s titled, “The Sauce” and if you could identify the objective behind this podcast.
So, here’s what McDonald’s intended to do with this podcast.
McDonald’s had released one of their sauces “Szechuan sauce” the year before. This release was marred with controversy arising out of a shortage in sauce availability.
In fact, McDonald’s originally released this sauce as a limited-time-only promotional dipping sauce for the Disney animated film, Mulan.
But after two decades when the popular American Sitcom “Rick and Morty” spoke about the sauce again, their fans started to push McDonald’s to launch it again, which they did.
But unfortunately, they underestimated the demand.
There was a huge shortage of the sauce at all outlets and people left disappointed. McDonald’s had to apologize for the situation.
When McDonald’s re-introduced the sauce again, the following year they did something innovative. They released a 3-episode podcast, “The Sauce” which was a funny and light-hearted take on the disaster the previous year and at the same time preparing the ground for the re-release of the Szechuan Sauce.
The podcast turned out to be a huge success.
That’s what branded podcasts can do for brands.
Brands spend a lot of money every year on their marketing campaigns. Commercials are injected into television programs, newspapers, and other media.
Most of these are disruptive ads that ruin the viewing experience of the audience. It is hence that people browse away to a different channel whenever they see commercials.
Yet, companies spend a lot of money on these commercials with the hope that appearing multiple times in front of the audience will create some awareness about the brand in their minds.
This strategy has been there for so many years now. Yet there is no concrete way of measuring how effective these campaigns have been except through surveys.
A podcast audience is an engaged audience who is listening to it because they are interested in it.
Now imagine, if a brand could produce a podcast with about 5-6 episodes and promote it. The chances of them converting is much higher because they are listening to an ad because they want to listen to it.
It is here than branded podcasts can be the gamechanger.
Understanding Branded Podcasts with Rohan
Rohan is the founder of EpLog Media and he has been in the podcasting space for quite some time. He has also worked with brands on getting their branded podcasts up and running.
I have been wanting to do a few episodes on branded podcasts for some time now. And when I found that Rohan too was inclined on contributing, I felt that this is the best opportunity to get going with it.
We spoke about branded podcasting in the last episode and tried to understand what it is. But there is a lot more that we need to understand right from conceptualizing and ideating to setting things up.
Who better to talk to than the man who has done it, to understand some of these aspects.
In this conversation we spoke about –
- How organic conversations can help build brand awareness and how podcasting facilitates it
- The ROI approach between conventional media ads and branded podcasting
- Things that brand needs to keep in mind when looking at podcasting
If you are new to branded podcasts, then I am sure you will enjoy some of the things that we discussed in this episode.
Stay tuned for more on branded podcasting in our next episodes.
Resources recommended for Podcasting
If you are planning on starting a podcast then here are some of the recommended resources to get started with. These are the resources I use and can hence vouch for the quality and support.
- Acast Podcast hosting – Acast is my preferred podcast hosting service. I absolutely love their support and the features that they offer.
- Behringer Audio Interface – You will need an audio interface is you are using an XLR microphone. This is my recommended audio interface.
- Zencastr – Zencastr is the easiest option to record interviews, both audio only and audio+video.
- Audacity – Feature rich free audio editing software.
- Blue Yeti USB Microphone – My recommended microphone
Thank you for joining
I hope you enjoyed this discussion about branded podcasts.
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