How Businesses Use Podcasts

November 2nd, 2006 by admin

Some of the world’s biggest companies—including IBM, Disney, and BMW—have realized that podcasts are a very important business tool.

One very obvious benefit that podcasting brings to the business world is that it opens a whole new way for companies to build their brand. It’s a powerful marketing tool, in the sense that it is a very cost-efficient way of delivering very relevant, and very specific  information to your market. Let’s say you’re a pharmaceutical that sells insulin for diabetics. This is a very small demographic.

Podcasts can help connect you to that market. You can talk about the disease, build a sense of community among your patients, market your brand as the “voice” of that community, and explain key features about your product. This kind of marketing would never have been possible on mass mediums like TV and radio—but through narrowcasts like podcasts, you reach the people who would benefit most from this information. Suddenly, passive listeners are loyal, raving fans.

Other businesses are using what has been called customer casts. This type of podcast taps the people who use the product to become spokespersons. By interviewing them over the phone, or if possible even in a studio, they can share their own experiences and give feedbackt.  You may even equip them with handheld recorders and ask them to give a “blow-by-blow” reality-TV-esque narration of what they’re thinking or doing as they try out a product.What’s the power of these podcasts? Not only are they valuable material for an ad, but they can be used as informal (and less expensive!) focus group discussions, which can serve as the basis for future product development or sales strategies.

Other companies, on the other hand, have used the so-called conference casts, which allow employees to participate in seminars and training sessions without having to take a leave from work. Not only does it avoid having to interrupt operations, but you also save on hotel and airfare. Just send someone to take down notes, and save highlights. If you are hosting the conference you can even sell it as part of the program—participants can get summaries which they can review at a future date. Podcasts can also be compiled into a set audio training manual that can be distributed to future employees or reviewed several months down the road.

Podcasts have also been used as a valuable internal communications tool. CEOS and other top management can create a weekly program where they can discuss key issues in the company or discuss important skills. For example, a sales director can give a short tip every week on handling a cold call, negotiating for better rates, or developing client relations.

HR personnel can also use podcasts to disseminate information like company policies, or act as a general “welcome tour” to be given to new employees. This allows the people to digest information at their own pace and at their own time—and you’ve got to admit, it’s more interesting than reading a memo.

Posted in Podcasting Tips