The Fitness Business Podcast is a weekly podcast show that is targeted at fitness business owners, managers and industry professionals who want to progress their career. If this is your target market then advertising on The Fitness Business Podcast show must now be in your marketing mix.
1. Podcasters are not restricted by government broadcasting bodies so they can promote your product in many more creative ways than radio including, but not limited to, strong endorsements by the podcast host throughout the show.
2. Radio is often listened to in the background whereas podcast listeners choose to listen to every word the host is saying. Therefore they’re much more likely to act on any call to action.
3. Podcasts can take advantage of their ‘show notes’ to link directly to the advertising client’s website or product.
4. A magazine ad could be deemed useless after the page is turned but definitely once the magazine is tossed away, so to your advertising. A podcast ad can be re-listened to a number of times as long as the podcast show is accessible on the website.
5. Magazine and radio stations will charge you for the production of a radio advertisement – that is on top of the air time you’re paying for – this cost can be reduced with Chantal doing a quality voice over.
Podcasts are getting to be mainstream — and the money is starting to follow.
According to Edison Research, approximately 46 million Americans listen to a podcast every month, or about 15-17% of the population. That’s nearly double the listenership from back in 2008.
Shows from The Fitness Business Podcast were downloaded on average 1200 times per week in the first 20 weeks of production and increases every week. Additional to these downloads are listeners direct from the website or downloads from iTunes – neither of which can be measured currently. It would be fair to assume over 1500 people listen to the current or past podcast show a week.
There are over 200 subscribers to the show notes, who receive an email every Friday with a copy of the notes. This number is increasing 12% per month with monthly incentives to subscribe.
A promo should be short and snappy and should leave the listener craving for more. It should also attempt to tell the listener what the product is about. The ideal length of a promo should be 30 seconds and remember to include a call to action in your promo.
Give a coupon code in your podcast promo. This will give listeners an incentive to become a customer and also give you a way to track the promo’s effectiveness.
If you would like to discuss your advertising opportunities, contact Chantal now. Click here.
Taken from Midroll, a major podcast advertiser:
1. “Podcast ads gave us more room to tell our story in a more compelling way… All the data we have suggests that they are profitable.” Kate Huyett, Bombas Socks
2. “Podcasts help us stay at top-of-mind… generating more sales” Yev Pusin, Backblaze Online Backup
3. “The great thing about podcasts is that we know exactly when the ads are running… Right now podcasts are the only place where we advertise” Bryan DeLuca, Foot Cardigan
4. “We’ve seen two to three times the engagement in podcasts, than we’ve seen in radio.” Henry Hwong, Sling Media
5. “Podcasts were one of our most efficient methods for opportunity creation.” Marko Savic, Igloo Software
6. “We have positive ROI from our podcast sponsorships.” Greg Scown, Smile
7. “Podcast advertising works for us, and Midroll helps us maximize our return on investment.” Ilyas Frenkel, Squarespace