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A Panel Discussion
Podcasting to Build a Marketing Message
Chris MacDonald, Michael W. Geoghegan, Jennifer Jones
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[runtime: 00:42:27, 19.4 mb, recorded 2006-06-20]
Using podcasts to deliver a marketing message involves considerations specific to the technology. Panel members Jennifer Jones, Michael Geoghegan, and Chris MacDonald provide pertinent examples from their experiences building messages for a variety of businesses. They discuss topics ranging from content, sound quality and tone, length, distribution, metrics and monetization.
Getting the content right surfaces repeatedly as a critical factor. The success of a podcast-delivered message depends on what is being said, who is saying it, who is listening to it, how listeners are accessing it, how long they are listening, and what they can take away from the content. The panelists relate these factors to several marketing success stories, and to less successful examples that serve as mistakes to learn from.
Measuring the success of podcasting as a marketing vehicle involves more than a simple download count. It may be necessary to educate business clients about the penetration that podcasting actually represents, and about the return on investment as compared with other, more traditional means of marketing. The unusually strong loyalty of podcast listeners can even provide a unique source of information to feed back into the investment equation.
Jennifer Jones is the host of Marketing Voices on Podtech.net and president of Jennifer Jones Consulting. During her career, Jennifer has represented numerous technology product companies including Apple Computer and Intel. Jennifer is a former Senior Vice President and General Manager of Regis McKenna Inc., a marketing and communications consulting firm that represented the Who's Who of technology companies. Jennifer was the first marketing expert to create and host a television show, called High Tech Visions, which ran in the Bay Area in 1988. She also spent numerous years developing advertising and public relations campaigns for consumer companies while a Vice President at Ketchum Communications. Starting her career as a broadcast journalist, Jennifer was a reporter and producer at news operations in California and Utah.
Michael Geoghegan is a consultant, author, and entrepreneur who is widely regarded as a podcasting pioneer. Michael's company, Willnick Productions, developed some of the first corporate podcasts, including the official podcast of the Disneyland Resort. Michael's other podcasts include Reel Reviews: Films Worth Watching a show dedicated to the discussion of feature films available on home video, and Grape Radio a top-rated podcast about wine. He is also co-author of "Podcast Solutions: The Complete Guide to Podcasting". Michael speaks frequently on podcasting's impact on new media and its corporate applications. He has been featured as a podcasting expert for dozens of media outlets including The New York Times, USA Today, CNN, NPR, and Wired Magazine.
Chris MacDonald is co-Founder and Director of Legal Affairs and Compliance for the Association of Music Podcasting. He also runs IndieFeed, a multi-genre music and audio documentary podcast service, rated by Business Week Online as one of the top eight Podcast Picks. Chris also runs the Regional Podcast Network which was recently created to service high-quality local podcast content in a variety of metropolitan areas across the United States. Chris is a lawyer and emerging growth technology and new media consultant by trade, and obsessive music enthusiast. He lives in Washington, DC.
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