Business Uses

Lead Generation—Pre-qualify leads by sharing in-depth, expert information and enable prospects to hear peer testimonials.

• General Motors produces an audio blog about its cars called GM FastLane.

Brand Building—Podcasting positions brands in a high-tech, progressive and favorable light.

• Consider celebrity spokespeople, character voices and music that enhance a brand’s personality.

Customer Relationship Management (CRM)—By talking to customers, businesses encourage responses and establish a dialog that can address challenges before they become deal-breakers.

• American Airlines used a podcast to announce a promotion for frequent flyers while answering critics and recruiting new members.

Training—Businesses can use podcasts to consistently, quickly and inexpensively train individuals when most convenient.

• Target clients, employees, sales staffs and distributors.

Product Information—Downloadable podcasts allow customers to access in-depth product information post-sale, to be used exclusively, or as a complement to, traditional printed literature.

• Ideal for service manuals, assembly instructions and usage demonstrations.

Product Launches & Consumer Communications—Develop an audio magazine, circular or newsletter to communicate regularly with consumers.

• Feature product launches and coupon, sweepstakes or rebate updates.

Public Relations—Provide an audio interview podcast, where key management comments on the information in a release, lending personality and a human touch to the material.

• Facilitates the dissemination of accurate information quickly during crises, providing video or audio news releases and interviews 24/7.

Public Outreach—Record R&D white papers, newsletter articles or user discussions.

• Consider translating company information, including your website, into different languages or for the blind.

Stakeholder Communications—Leverage niche communications for broader audiences.

• Record annual presentations, investor conference calls, dealer advisory counsel meetings and press conferences for podcast.

Viral Marketing— Viral networking response can out-perform other types of advertising programs. Podcasts can be designed to create “buzz,” ranging from the outrageous to the futuristic.

• In 2006, auto giant BMW had a successful series of extended commercials that were converted into video podcasts.

Integrated Online Marketing—In the hands of an experienced online marketing professional, a podcast can cross-sell, enhance, amplify and promote other marketing efforts through linking, message, content and navigation.

Innovative Specialized Applications—Consider podcasting trade show exhibit reports, news reviews, company tours, behind-the-scenes product development shows, day-in-the-life recruitment pieces…