Marketing with Podcasting
Writing Assignment (SL04 – C03)
Go to page 142, chapter 7, and carefully read the Case Study: Marketing with Podcasting
and proceed to write a minimum 2-page report summarizing the case and answering Questions: 1-4.
Use APA 7 Format and list any references used.
Requirements: 2 pages
Book Title: eTextbook: Social Media Marketing StrategicApproachChapter 7. Content Creation and Sharing: Blogs, Podcasting,and WebinarsCase Study: Marketing with PodcastingCase Study: Marketing withPodcastingWhile many possible goals can be accomplished by podcasting,choosing which to focus on will depend on the larger marketingobjectives being pursued. Podcasts have the advantage of bothsharing information and putting a human voice or face on a brand.As such, podcasts can complement a broad variety of other socialmedia efforts as part of a SMM campaign.A podcast can be a strategic component of the marketing plan, but itrequires a strong commitment to creating content that is tailored tothe marketing objectives. This commitment will not only providefocus when developing content, but it helps ensure some payofffrom the effort. As an example, suppose one is promoting a cateringbusiness, and the objective is to gain new clients from the podcast.The focus could be to demonstrate expertise, by creating a vodcastof the owner assembling delicious hors dÕoeuvres. Additionally, itcould teach the audience about the ingredients being used withoutgiving away the exact recipe, building up demand for the serviceand product. A list of podcasts by subject is available on Podbay.In addition to indirect marketing, podcasts can bring in142
independent revenue. There are two very different methods tomonetize podcasts. The first option is to recruit paid sponsors toadvertise on the podcast, much like with any radio or televisionstation. This model of advertising is well established but haspotential negative side effects on subscribership. Advertisementsthat interrupt content will annoy people and may cause them tostop listening. The second method to monetize podcasts is to offerfee-based content. Taking this approach requires the creator toproduce top-notch content that viewers will find worth a monetaryinvestment. With so many free podcasts floating around, it may bedifficult to convince consumers to pay for one unless it is trulyunique and superior. While monetizing is a fine ultimate goal in apodcast-based strategy, it should not be pursued from the start, orthere may never be enough subscribers to accomplish anything atall!Perhaps more important than direct revenue are the advantages abrand can gain from regular podcasting. Speaking persuasivelyabout a field demonstrates confidence and expertise, helping todistinguish a company as a thought leader in the industry. Whilesetting up a website and blog is relatively easy, podcasting wellrequires both more determination and talent. Still, while it requiresa significant commitment of time and energy, podcasting can be avaluable tool in a SMM campaign.In the late 1990s, the Harry Potter series of fantasy novels, writtenby British author J. K. Rowling, made reading fashionable again forchildren and spawned a series of blockbuster films based on thebooks. Over the years, Harry Potter has become a fixture of the pop-
culture landscape. Not surprisingly, Òa flurry of podcasts sprung upto report Harry Potter news, debate Harry Potter theories andcelebrate beloved (or despised) Harry Potter characters.ÓMuggleCast emerged from the pack to not only become one of themost popular podcasts with Potter fans but one of the most popularpodcasts, period.The MuggleCast show covered a wide variety of subjects aboutHarry Potter. According to the Mugglecast website, Andrew Sims,the original content manger, is still involved in the show todayhttps://www.mugglecast.com/ The biggest challenge for MuggleCast was to convert the massiveHarry Potter fandom into loyal listeners. The show had to come upwith a format and content that would draw in the fans and keepthem coming back for more. In addition, the podcast facedcompetition from other fan-based podcasts, especially the popularPotterCast. The show was looking for a way to gain a competitiveadvantage but still remain fan friendly because many of the samelisteners might become subscribers to both podcasts.MuggleCast sought to create superior programming and contentthat featured a unique mixture of interviews, breaking news, andgive-and-take with fans by reading fan email and responding to it.MuggleCast personalized the listening experience by the reading offan email (MuggleMail), which typically consisted of listenersarguing with statements made by the hosts. Fans were encouragedto submit audio questions for a panel of Potter experts to answer. Character analyses and a discussion on a theory of the week
provoked audience participation, keeping the interaction betweenhosts and fans lively.The hosts of the podcast made their commentaries entertaining byfrequently interjecting wit and humor.Finally, one of the most important strategic decisions was to listMuggleCast on AppleÕs iTunes, which provided a sizeable potentialaudience for the podcast. In the words of Andrew Sims, Ò[t]he day Isaw MuggleCast finally up on iTunes I couldnÕt believe my eyes thatwe were actually publishedÑthatÕs when I realized we could reallymake something out of this.ÓUnderscoring the success of the showÕs podcasting strategies is thesignificant public and media industry recognition that it received: Itwon the Podcast of the Year from the Weblog Awards in 2005;the PeopleÕs Choice Award in 2006 at the Second Annual PodcastAwards in Ontario, California; the Best Entertainment Podcast in2008; and the Best Entertainment Podcast at the 2009 PodcastAwards. Although the Harry Potter book and movies series haveended, new generations of readers appear to be developing anappetite for Pottermania, which is likely a good omen for thispodcast, which has been going strong since 2005. Current topicsinclude which Harry Potter character that the listener would like tobe and the politics of the wizarding world. The podcast helps tokeep the Harry Potter brand in front of the consumer, making thisvaluable content an important part of the brand strategy.In terms of monetization of the podcast content, the podcast is143
crowdfunded, that is, supported by its brand community, with paidmonthly subscriptions available at various levels. Subscriptiontitles are reminiscent of the original Harry Potter books, such asÒDumbledoreÕs ArmyÓ and the ÒSlug Club.Ó Members receiveescalating benefits including participating in focus groups to shareideas about future directions, co-hosting a podcast, andparticipating in monthly Hangouts. Listeners are referred to eitheras listeners or as patrons, not customers, and the emphasis is onjoining a group, or a broader brand community, rather than payingfor a service. This emphasis on membership and patronage appearsto lead to greater participation in the crowdfunding effort. Many ofthe ideas for the podcast itself are then ÒcrowdsourcedÓ frompatrons and listeners, creating a true online community for thepodcast. This case study is a lesson for all podcast creators as to howto create a long-lasting production. In addition to getting timely andrelevant content, listeners can, in many cases, be convinced to stayaround if they perceive they are part of a larger community. Thecommunity approach also can help support the podcast financially.Consider these case questions as you ponder the future of theMuggleCast:1. What is the target market for the podcast going forward?2. How will the needs of the audience change and evolve?3. Should the delivery mechanism be changed and whatshould be the role of video?4. Should new management be involved in the future of the platform?
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