podcasting advertising
By Patrysha Korchinski
There are three important components to buying podcast advertising that influence how well your commercial will work to meet your goals. The first element is the podcast or podcasts that you choose to buy time on. Finding the right podcast for your product or service is one part of the equation. The second part of the equation is the copy. That is the words that will be used to present your sales message. The final component is the presentation. How you deliver the sales message is as important as finding the right venue.
Unlike traditional radio advertising where writing and production are often included in the advertising pricing, the inclusion of writing and production varies with each podcast. You'll want to be clear on what is included when you first inquire about advertising rates and then decide on the style that suits your business best.
The first option is often called a "live read" style. This is where the host voices your copy in a conversational style. It may be part of a commercial block or read as part of the show. The effectiveness of this style varies. In some cases the host's endorsement can aid your business and in other cases the sales message gets lost in the conversation and the listener doesn't identify it as a sales message that they should take action on. Not all podcasts offer this option, and most that do will ask that you provide the copy for any live read commercials.
The second option is you calling in to a phone line and recording your own commercial to be included in the podcast. Again, not all podcasts provide this option, but many do. Additional charges for this sort of commercial recording vary with some offering the service for free, and others charging a nominal fee. The advantage to producing a commercial this way is that listeners will be exposed to your unique voice which can be important in cases where a personal relationship is a key component of your business. Unfortunately, there is little quality control in this sort of commercial and they can come off sounding amateur.
A third option is to write and voice your own commercial and submit the finished production to the podcast. This is easily accomplished with free resources if you are willing to take the time to learn a few new pieces of software. You may want to pay for some royalty free music or sound effects for a more professional sounding effect. This option gives you more quality control than the call in option while still providing the personal appeal. However, as in the previous option, the resulting commercial can sound amateurish unless great care is taken.
Finally, you can pay for a professional service to create a commercial for you. This gives your product or services an aura of polish and sophistication and may increase response to your advertising. In some cases, the podcast host will be able to provide this service and in others you may need to engage the services separately. In either case, you will want to be clear about your goals and sales message in order to ensure the finished product will meet your needs.
Whether it's an included feature or one that involves an additional fee, all of the options outlined have their own advantages and disadvantages to consider. It's important to take the time to think about the presentation of your commercial and choose the option that aligns with your business goals. The least expensive way to decide what is right for you is to take the time to listen to samples of each by listening to the podcasts that reach your target market or you can seek the advice of a professional podcast consultant to discuss your needs.
Patrysha is a small business owner and Certified Radio Advisor from Northern Alberta. She provides information and advice to small business owners looking to break into radio through advertising and publicity at http://www.easyresultswithradio.com
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