A. Bright Idea, Author at A. Bright Idea

The art of media relations: Pitching with purpose and patience

There’s a lot more to media relations than having a great story. You may know what you want to say, but if you don’t know how to say it or who to say it to, then your pitch will turn into a swing and a miss.

Like all communication tactics, media relations requires strategy. No matter how much the industry continues to evolve, these 5 fundamentals will always remain the same.

1. Keep the audience front of mind

Whether pitching about a product or person, an innovation or an accomplishment, think about the pitch from the audience’s perspective. You have to consider media outlets and the readers, listeners or viewers of those outlets as your audiences. The pitch must deliver exciting, useful information or a unique story for media outlets to share with their audiences. If the product or story doesn’t appeal to the outlet’s audience, it’s not going to appeal to the outlet.

2. Spend time reading, listening and watching

Spend the time to read, listen to and watch your targeted media outlets. Know who they talk to and how to create a pitch customized for their target audience. The time spent researching on the front-end will save you from wasting time sending pitches to the wrong outlets and contacts. Better your chances of breaking through the clutter by sending a pitch that’s spot on.

3. Pitch with a purpose

A pitch should answer two questions — why would the media have interest in this story and why is this story better than the other 500 pitches the outlet received that week? Until you can confidently answer both questions, the pitch is not ready. Before you begin crafting your pitch, ask yourself — how will/can the news or product you’re pitching affect the audience? How will they benefit? If the story has no legs, media reps will not only delete your email, but will more than likely also delete future emails you send.

4. Build, then foster, relationships

It’s all about connections and relationships. In order for media reps (writers, reporters, producers) to want to share your story, they must first like, respect and trust you. Securing and strengthening these relationships will come from pitching newsworthy stories and only newsworthy stories. If an outlet is looking for a particular story or expert that you can’t provide, but you know someone who can, let the reporter know. Not only will the reporter remember you, but the person you recommend may return the favor the next time.

5. Be realistic. Be patient.

Timing is everything. You have to consider the timing for the outlet and the reporter, but you also need to have a keen awareness of the trending news cycle. The topic du jour could help or hurt your pitch efforts. Stay the course and wait for your opportunity. Your story must stand out and be relevant to stick. Of course, if no one bites on your first attempt, that’s normal. A reporter you pitched today may call you back months later because the time is finally right.

Looking for more tips on successful media relations? Ask us your questions by tagging us on Facebook and Twitter.

Vector vs. raster file types in Illustrator

by A. Bright Idea

In the match up between vector and raster files, vector sizes up. Go step-by-step with Graphic Design Project Manager Patrick Sedlander as he shows the result of scaling each file type for large format products.

The ‘A’ in STEAM

by A. Bright Idea

“Design is where science and art break even,” said Designer and Entrepreneur Robin Mathew. Most people don’t recognize a correlation between science, technology, engineering, and math as they relate to art, but at A. Bright Idea, we certainly do.

Digital Canvas

It might surprise you to know just how much technology goes into graphic design. Throughout a whole workday, technology gets used to establish creative to bring brands and advertisements to life. No longer solely centered around creating a piece of art, a graphic designer’s strategy now includes a focus on functionality and how their work will succeed in the digital world.

Users can now access online information via desktop, mobile or tablet surfaces. With a change in user experience comes a shift in design strategy. Responsive design, for example, involves creating a website to work on large horizontal desktops as well as a small portrait phone. Designers must keep this in mind during the development process to ensure any text, graphics or videos will function properly no matter the source.

By committing to life-long learning, designers and artists can smoothly transition as technology continues to evolve, thus becoming artistic and creative in a digital and technological sense.

Modern Paintbrush

Just as Leonardo da Vinci found common ground between science and art, so do contemporary graphic designers. A computer, in turn, becomes the paintbrush.

Technology provided the fuel for art to not only evolve but come to life with a direct purpose that integrates directly into everyday life. Whenever you see a logo for a company or a design on a website, you witness art in a digital form.

For the most part, graphic designers start out with a sketch of an idea before turning to technology to elevate it to the next level. Software suites, like Adobe Creative Cloud, allow graphic designers to easily transition from sketch to vector — digital images created by placing lines and shapes in a given two-dimensional space — arrange pages of a brochure or create custom animations. When designers use this software to enable creative freedom, the technological and artistic worlds collide.

Unexpected Inspiration

Creative inspiration can stem from anywhere. Designers use math and science for concept inspiration, as well as product execution. Math allows designers to create crisp and accurate graphics. Simple, yet important things like measuring out the sides of a brochure or making sure lines run precisely parallel to each other make designs as perfect and functional as possible. Designers also use math to scale images, convert units, write print specifications and develop deadlines for printed projects.

Geometry acts as a building block for many different designs, such as creating icons and graphics to then use in making complete shapes. It seems like a simple concept, but designers more often than not use shapes to create a complete image, not free-hand drawings. For example, designers can create a light bulb through the use of geometry by setting various shapes at different angles and placements. This method requires a meticulous approach, bringing several different variables together to create an end product.

With so many variables to work through and consider, problem-solving becomes an essential part of a graphic designers’ process. When an engineer gets tasked with building a bridge, key components to consider include the quantity and cost of materials needed. Similarly, when designing a brochure, graphic designers also consider size and shape, materials, cost efficiencies and other variables to ensure a complete and functional final product.

Creativity and technology not only coexist but also produce groundbreaking ideas and outcomes. Art not only fits perfectly into science, technology, engineering and math, but creates a connection among all of them. Strategy and technicality have no limit when it comes to various industries. An engineer exudes the creativity of an artist, just as an artist emanates the innovation of an engineer.

Link up on LinkedIn: learn the 5 Cs for personal success

by A. Bright Idea

LinkedIn — the most professional of all social media platforms. You know its importance, you recognize its value, but you may not fully understand how to leverage its features for your professional benefit.

Unlike other social media platforms like Facebook, Twitter and Instagram, many people check in on their LinkedIn profiles on a less frequent basis. Sometimes seen as the “black sheep” of social media, you might find daily touchpoints unnecessary, but it doesn’t make the platform any less of an essential tool to utilize in your professional life. LinkedIn provides a space for businesses, employees and jobseekers to digitally network with other professionals in any given industry.

So, if you find yourself at a loss for ramping up your LinkedIn profile and making the most of its capabilities, follow A. Bright Idea’s five Cs of LinkedIn to make your profile stand out while adding some weight to your online presence.

CREATE your personal brand
According to Business Insider, many hiring managers make up their mind about a prospective employee within the first seven seconds of meeting them. Meaning, first impressions carry a tremendous amount of weight. Treat your LinkedIn profile the same way. To demonstrate your professionalism in the online world, make sure to upload a recent, high-resolution headshot as your profile image. Paying close attention to these details helps build your personal brand and invites others into the essence of what you offer through your experience and professionalism.

CONNECT with other industry leaders
Expand your network and increase the opportunities available to you by connecting with colleagues, industry experts, high-level CEOs, clients or key community leaders. Doing so can serve as an especially fruitful tool when looking to reach members of a different industry, or one in which you have a specific interest. LinkedIn connections can also garner new skill endorsements, thus building your credibility and profile views.

CAPTURE attention with your experience
Develop a brief but engaging summary of your experience to give profile viewers a glimpse into your professional background. Don’t shy away from including interests, passions and professional development experiences in which you participate. All of these assets build a well-rounded professional background and provide industry experts a clear picture of everything you bring to the table.

CULTIVATE relationships through engagement
We see no exception to the notion of “you get what you give” on LinkedIn. Build relationships with your connections by endorsing their skills a minimum of one to two times per week and engaging with their posted content through likes, comments and shares. Not only will this demonstrate the value you place in the individual you promote, it will encourage them to do the same for you.

CAPTIVATE your audience through content
Use your expertise to write compelling content specific to your industry or profession. Developing useful, sharable content showcases your background and experience for your current and potential connections. Garner their attention by also sharing industry-related articles, further positioning yourself as an expert in your field and staying up-to-date with the latest trends.

By implementing the five Cs of LinkedIn, you will quickly grow your network, business opportunities and partners online – all with a minimal investment of time. Enhancing your personal brand will benefit you and your business. Watch your connections increase and your profile expand in just a few weeks and enjoy the professional benefits that follow as a result!

How to make Facebook work harder in 2018

by A. Bright Idea

When it comes to social platforms, the size of Facebook’s community continues to lead the pack. Facebook boasts 1.37 billion daily active users worldwide, with the number of Facebook users in the United States expected to reach 207.36 million.

That’s a lot of eyeballs, and if your business doesn’t have a presence on the platform, you’ll unequivocally miss out on countless opportunities to grow brand awareness, and ultimately, increase revenue.

By now, most businesses have at least developed a business-specific page on Facebook that says to users, “Hey, I’m here!” But, consider how you can stand out and wow your existing and potential customers with thoughtful posts and engaging content.
We’ve developed a list of Facebook facts to help take your business to the next level in 2018.

Back to basics
Considering all the flashy features Facebook has to offer, it’s easy to overlook the simple building blocks of effective communication with your customers. Make sure the “About” section on your page reflects your business’ correct hours of operation, contact information, including a telephone number, email and address, and a quick, descriptive line or two about your products or services. If customers can’t get a hold of you, or if they’re unsure of your purpose, you risk losing their interest and trust.

It takes two
If you want your customers to engage with your content, your page and ultimately your brand, make sure you also spend time engaging with your customers and acknowledging interactions. Respond to reviews, both negative and positive. Take the time to “Like” or reply to comments and photos visitors leave on your page’s wall. Highlight positive customer and vendor interactions by tagging them, with permission, in posts. Don’t forget to venture outside of your page and engage on other pages to expand the reach of the conversation.

Video, video, video
Video posts dominate today’s social media landscape and continue to garner more attention from users over other forms of media. Don’t let fear get in the way of taking part in the trend — you don’t need a professional videographer to shoot videos for posting on your Facebook page. In fact, people forgive less-than-stellar production quality video as long as the story keeps them engaged. Do a little research on how to shoot quality videos using just your smartphone. Pro tip: before you post your video, add captioning manually or using Facebook’s automated tool, as more and more users watch videos, but in many cases with the sound off for part or all of the video.

Do it live
Authentically promote your brand by enlisting the help of Facebook Live. This feature provides users a unique, inside look into your business through the power of immediacy. Plus, anyone can do it — simply determine an interesting facet of your business, aim and shoot! Develop your talking points or a full script, whatever makes you more comfortable in front of the camera. The purpose is to increase engagement on your page while delivering content your audience will like. You can also continue the two-way conversation by responding to comments during the live event. And, if Facebook gives live videos a boost using its algorithm — meaning the platform puts your live videos in front of more people — you should take advantage.

Keep it consistent
A successful Facebook page relies on consistency in a variety of ways. Always make sure the tone and imagery of your Facebook remain true to your overall branding. However, you can let your brand’s guard down and use a more casual attitude across the platform, even if your brand typically employs a more formal approach. Remember, the goal remains engaging with your audience, so take note of how they speak and incorporate that into your posting strategy. Most importantly, make sure you post regularly. A Facebook page with stale and outdated content can cause distrust and force your audience to go elsewhere.

Rules of engagement
For those businesses unwilling or afraid to step onto the Facebook scene, rules of engagement provide clear parameters to help guide the conversation on your page. Set guidelines in your “About” section including the prohibition of profanity on your page, the ability to delete comments not related to the post and intolerance of personal attacks. You may need to decide whether or not addressing negative feedback or aggression on your page publically can provide a better customer experience overall. By responding to negative content publically, you can offer a professional and friendly solution that upholds your reputation among other audience members.

At the end of the day, engaging with your audience regularly and authentically through quality content, engaging conversations and meaningful interactions will put your business ahead of the rest.

Facebook’s latest algorithm update penalizes “engagement-bait” material — posts that overtly encourage comments, likes and shares — and prioritizes personal pages and posts over public and business pages’ content. This means Facebook ad space will diminish making inventory more valuable and potentially more expensive. Businesses that proactively engage audiences in organic ways, however, can improve the likelihood of appearing higher and more often across user feeds.

While this blog provided a few tips to jumpstart your focus in 2018, Facebook boasts many additional features to utilize and incorporate into your strategy. Let us know what Facebook features you’d like to hear about or questions you have in the comments section. Or, even better, tag us on Facebook at @abrightidea and let’s start a conversation.

Tweet tips: Twitter tactics for business

by A. Bright Idea

With 500 million tweets sent per day by approximately 100 million daily users, Twitter is the fourth largest social media platform behind Facebook, Google+ and Instagram.
As new updates roll out on Twitter, it’s tough to adjust, learn and implement the new features quickly. As an ever-changing platform, Twitter requires constant monitoring due to the rapid timeline updates of current events.

With the Tweet Tips below, get ready to actively engage with your current and potential customers on Twitter!

Tweet Actions
Creating original content to post and quoting existing tweets of others allows you to easily engage with followers. The comment you add makes it easy for your followers to understand the reasoning behind the retweet and how it connects to you and your business. Quoting essentially makes the entire tweet yours, so the engagement and impressions garnered from the “new” tweet reflects positively on your account.

What to Tweet
Your followers clicked the follow button for a reason. For the most part, you should tweet about your brand experience. As a business, you’re recognized by audiences for a product or service and they want to hear about it. A key component of any social platform, but especially Twitter, is engaging with others. Take time to find conversations around your industry’s topics and engage others in those conversations with a comment or a quote retweet. While your tweets should relate to your business, don’t shy away from engaging in other conversations that do not relate directly. Any comment added continues a larger conversation, and broadens your follower base.

Post a Poll

Utilize Twitter’s poll feature to expand engagement in a fun and creative way. Propose an open-ended question to your followers on a topic of your choice with up to four answers. A. Bright Idea’s campus recently received a makeover, sparking our own version of the poll-gone-viral, blue vs. gold dress debate. After several disagreements on the new color of one of our buildings, we took to Twitter to let our followers decide — blue or gray. Select how long your poll stays open, whether you want immediate results after 24 hours or a week to collect as many votes as possible.

Trends and Hashtags
Twitter has a daily list of trending topics and hashtags. The trends change multiple times a day, so when you see one that applies to you or your company, use it immediately. Using hashtags allows your content to become easily discoverable and essentially increase your chances of higher engagement and impressions, as well as gaining followers. Twitter bases trends of location, making it easy to select the best option for incorporating into your tweets. You can change the settings to see surrounding cities’ trends or country and world-wide trends. Crafting tweets to include additional hashtags can expand its discoverability, but Twitter recommends keeping it limited to no more than two hashtags per tweet.

Tagging
Tagging people and businesses in your tweets is, in essence, a way to talk to specific people or businesses directly on Twitter. With overly cluttered news feeds, if you have something to say to someone, tagging is the way to go. Additionally, tagging expands the reach of the post, garnering more impressions and in some cases, overall engagement. Giving shout-outs to other businesses through tagging can spark conversation or result in retweets, likes or follows.

Moments and Lists
Personalize your Twitter with Moments — curated stories about what’s happening, powered by tweets. Moments have a variety of topics, such as: Today, News, Sports, Entertainment and Fun. Moments can showcase your company culture, events and announcements for the public. When creating Moments, we recommend you use a mixture of videos, photos, gifs and full-text tweets to keep your followers engaged.Lists serve as a great tool when you want to narrow down your search on a specific topic. As a curated group of Twitter accounts, Lists include accounts that tweet about similar topics in one central location. Lists essentially become a separate timeline of its own, streaming tweets surrounding the designated topic. Create your own Lists or subscribe to those created by other Twitter users to engage in conversations related to your business.

280 Characters

In September 2017, Twitter introduced the roll-out of the new 280-character count to select accounts before officially granting all members usage in November. As advocates for perfect grammar and correct spelling, we enjoy the 280-character limit. Now, you don’t need abbreviations and number substitutions for words to save space. Don’t sacrifice your content’s value for the sake of condensing a tweet — take advantage of this gift and use the extra 140 characters as needed. While some users became outraged over this update, others used the extra space for fun, like Jimmy Kimmel and Ellen DeGeneres.

Remember, Twitter is a great tool for you and your business when used appropriately. Have fun and try out all of the features of the platform. Let us know if you plan to use Twitter more in 2018 or ask us any questions about the features mentioned by tweeting us @aBrightIdea96.

4 voiceover tips to elevate your brand

by A. Bright Idea

Advertisers have successfully employed the use of voiceovers to command audiences for decades but getting it right takes research, planning and creativity. In producing a commercial or video collateral for your business, give the voiceover some serious thought before moving forward with the creative execution of your marketing.

Voiceovers provide the perfect opportunity to share messaging while controlling tone and guiding the emotional reception of your campaign. In fact, actual science exists behind why you might want to take your voiceover in a certain direction. For example, Phil McAleer, a psychologist at the University of Glasgow, Scotland, uncovered that we begin forming our impression of a person’s personality from their very first spoken word and that we deem higher-pitched voices more trustworthy. This research, along with similar findings, can shape the effectiveness of a voiceover and take your marketing from notable to unforgettable.

To help navigate the voiceover process, we’ve gathered a few tips to keep in mind as you craft the perfect campaign.

1. Consider your audience and test, test, test!
As with all marketing and advertising, put your audience first. Consider what type of voice would resonate most with your target market and compile a list of appropriate voice artists. Have your talent provide audition reels and test the different assets against one another in a controlled environment. Reflect on what has worked for your competitors and improve on that model. This could mean going in a completely different direction, but testing will ensure your audience relates to whichever voice you decide on.

2. Keep voice quality in mind and pick a clear emotional direction.

Waveforms show voice amplitude and moments of silence.

Once you’ve picked a voice artist that appeals to your audience, consider the cadence, tone and diction necessary to effectively share your message. A skilled voice artist exhibits control over his or her voice, altering the delivery of copy based on the emotion you want to elicit from your audience. Make sure you’ve chosen a voice artist who not only has a great, natural quality to his or her voice, but that he or she can also convey a message convincingly and authentically to your audience.

3. Be consistent and think long-term.
A successful advertising campaign relies, in part, on the frequency at which your message reaches your target audience. Establishing retention within a market depends on the repetition of messaging. This applies to voiceovers, too. When picking a voiceover artist, decide on someone who can deliver a variety of messages for the brand. Staying consistent with a voice artist throughout the life of a campaign builds trust and triggers auditory recognition that recalls unique brand characteristics without having to explicitly remind audiences.

4. Make sure you’ve got a great script.
Even the best voice actors can’t make a weak script deliver results. An effective voiceover depends upon a well-developed script. So, after you’ve written your voiceover copy, read it aloud, paying attention to the rhythm and flow of the delivery. A word or phrase might look great on paper but sound terrible to the ear. Keep your script clear and creative, and whatever your campaign goal may be, make sure your copy speaks to the action or feeling you want to encourage.

Developing effective and interesting voiceover to complement your campaign visuals often proves daunting, but with proper planning and testing, you can root your marketing efforts in strategy. Monitor the success of your campaign and evaluate how your creative assets resonate with larger audiences. There’s always room for further perfecting efforts, so stay open to switching directions.

Tell us about an effective voiceover experience you’ve executed, or better yet send us a link and let us hear it!

Growing client relationships to strengthen your business

by A. Bright Idea

As business professionals, we’ve heard it said time and time again: “It’s all about relationships,” however, relationships do not grow overnight. There are steps to take and responsibilities to fulfill before anything can flourish.

Putting forth effort to not only go above and beyond for client work, but for the client themselves, makes the difference between a one-time project and a long-standing business relationship. Going the extra mile to get to know your clients, when done consistently and genuinely, not only serves as a recognizable piece of your brand, it becomes your brand.

At A. Bright Idea, we believe in the power of doing “a little bit more,” consistently over delivering for our clients. At our annual team-building summit, we discussed how pushing every project, just a little bit further, leads our team – and the client – to even greater success. As a result, our team identified five easy-to-apply ways to help flourish your client relationships.

1. Take meetings off site
Every now and then, invite your client to a working lunch meeting or coffee. This opens a window of opportunity to get to know your client on a more personal level while also staying productive. Environment plays a critical role in someone’s willingness to engage more freely, and you’d find it surprising how relocating to an informal, comfortable setting can enhance your overall working relationship.

2. Invite casual conversation
In general, we feel less likely to share personal information if we don’t think someone is interested in hearing about it. Shift the focus of your next touchpoint to demonstrate you care about building a relationship. Adjust your opening in an email or conference call from, “I hope you had a nice weekend,” to “Betty, how was your weekend?” This simple but significant strategy tells the client you’re interested in more than the business tasking and gives you insight, connecting on a more personal level.

3. Stay social
Begin with a LinkedIn connection – the business version of Facebook. Stay up-to-date with client’s important milestones, including work anniversaries and recognitions, and engage with likes, comments or congratulatory messages. Take it one step further and do “a little bit more” by endorsing the skills listed on the client’s page or write up a personal recommendation. These acknowledgments go above and beyond to further build the connection.

4. Pick up the phone
In a digital world, it’s easy to get lost behind the screen in email. If you need to touch base with your client, make an effort to pick up the phone and call—nothing beats talking directly for clear communication. Going out of your way to make a connection can only improve strong working relationships.

5. Dive into their industry
Make an effort to stay aware of your client’s industry. Share related videos, news clips or events of interest when applicable even if it doesn’t relate to the project you’re currently working on. This not only demonstrates your expertise, but highlights your willingness to go above and beyond for their success, ultimately paying dividends in your overall relationship.

While some of these tips speak to client-facing relationships, everyone at the organization is a representative and their role in supporting these strategies further positions a business for continued relationship growth.

6 Instagram features everyone should know

by A. Bright Idea

Instagram remains one of the fastest growing social media platforms with over 700 million active users. With its ever-changing features, it’s difficult to remain up-to-date on how to effectively use Instagram to complement your business’s overall marketing strategy.

At its core, Instagram is a visual platform. It offers your business an opportunity to present itself in a purely visual manner. Yes, the platform offers captions, hashtags (more on how to use those later), and tags but they are in place to support the photographic message.

When using Instagram, use the following:

A consistent, brand voice is essential for using Instagram. Your audience, especially on Instagram, seeks an understanding of your business’s “personality.” Develop content reflective of your business, but also specific to the platform. Your followers on Instagram will likely vary from those on LinkedIn. With that said, don’t shy away from distributing the same content across several platforms, but give each one its own voice.

Hashtags serve as a great way to reach more people with your content. Instagram users frequently search trending hashtags to discover new content so sprinkle a few hashtags in your posts. While sometimes overused, we recommend, based on our own success rates, between four and seven hashtags. Ultimately, let the content of the post dictate the type and number of hashtags.

Your Photo Feed

Good quality photos make all the difference on Instagram. It’s the platform for beautiful photos, and users know it. That said, while most businesses may not have a professional photographer at their disposal 24/7, it’s still possible to create a compelling Instagram feed. Take photos that represent the brand best and keep it consistent. Make sure all of your photos, professional or amateur, have a cohesive look by using a uniform filter on all of your photos. There is nothing more beautiful than a consistent feed! Case and point: @laurenconrad.
Also, check out Eric Bach’s blog, The Language of Light: How Light Alters Perception, for some tips on how to improve those Instagram photos!

Use stories to share in-the-moment and behind-the-scenes content. This strategy provides another opportunity for your followers to get to know your company’s personality and day-to-day. Get creative with your stories – post a series of videos to create a short storyline or a fun boomerang.

The discover tab gives users, and your potential followers, access to a pool of relevant content based on their existing followers and other Instagram activity. On the flip side, the discover tab provides a resource for your business. Scroll through this panel to see what competitors do on Instagram, and how your followers engage with other accounts to tweak your approach. The discover tab also allows you to find and engage with people who don’t follow your brand. By searching hashtags relevant to your business, you can find users and engage with them.

Carousel Photos
As one of Instagram’s newer features, the carousel photo feature allows users to post multiple images in one post. Strategically order your photos; display your strongest, most compelling photo first, followed by supporting images. Or, use the left/right swipes to create a larger, continuous image, like @subway.

Jump-start your business’ Instagram presence by following some of these tips and tricks. Stay tuned to the A. Bright Idea blog for more advice on how to keep your social media presence on brand, relevant and an integral part of your overall communications strategy.

Podcast advertising: comprehend before you spend

by A. Bright Idea

Marketers always look for new and exciting ways to reach their customers and grow their brand. In recent years, while digital advertising has seen steady growth, standing out from the din of every other advertisement out there can be a challenge.

For businesses looking to target audiences towards the bottom of the sales funnel, converting interests into sales, podcast advertising might be a worthwhile option as part of a strategic advertising effort. Podcasts target a niche, captive audience to which a brand can push its product or service directly into the ears of listeners interested in first, the podcast content, and second, products or services that meet a need and/or match the content of the show.

Any effective advertising campaign works through the sales funnel to figure out where customers are along their buying journey and how to get them to convert while spending as little as possible per conversion. TV, radio and digital ads all play important roles throughout the sales funnel from building awareness and interest to conversions. The old saying, never put all your eggs in one basket, holds true in advertising. Use podcasts in conjunction with other mediums to ensure your brand hits a wide range of people in the funnel.

As podcasts continue to grow as an important and worthwhile medium for marketers and brands, businesses must understand what makes a podcast advertisement unique. Once you’ve gained a better understanding of the medium, consider if your business and podcasts are right for each other.

Here’s what you need to know about podcasts before adding the tool to your advertising strategy.

Trusted voice – If there’s one thing podcast listeners have in common, it’s their trust in the host. Podcast hosts fall into the influencer category. The audience views podcast hosts as experts and their shows are a manifestation of their interests and expertise. By creating engaging content audiences come back for repeatedly, they build an audience that genuinely trusts them. It’s that trust that plays well for advertisers. Most ads use live reads, delivered directly by the host at the beginning (pre-roll) or midway (mid-roll) through the show. Live reads, similar to radio, come across like a recommendation from a friend with an authentic feel. Considering your audience, find podcasts/hosts that pair well with your product or service. If their show, voice and audience all match your organization’s brand and target audience, you’ve found a good fit.
The product/service – If you want to advertise on podcasts, you need a product with a broad user base. This is due to the fact that podcasts have a fairly wide range of demographics in their audience. Ads for essentials like underwear, razors, beds and other products are the norm on podcasts because just about everyone uses them. Pairing the right product with the right audience allows the brand to reach more potential customers. A podcast framed around exercise, with a core audience of health enthusiasts, is more likely to advertise jump ropes, foam rollers and Whey protein than it would a new brand of coffee or an online flower delivery service.
A special offer – It’s true, sometimes you just can’t pass up a sale. Podcast ads not only win over audiences with trusted recommendations and useful products, but they almost always tack on a special offer code at checkout. Brands will offer podcast listeners an even deeper discount to further entice on-the-fence buyers.

Podcasts have risen in popularity over the past decade, gaining the attention of brands and marketers who happily fill the podcast niche with quality ads reaching dedicated audiences, something difficult to come by these days. Consider adding this strategy to your marketing toolbox when the brand, audience and budget match up with what podcasts have to offer.

Author: A. Bright Idea

The art of media relations: Pitching with purpose and patience

Other Posts Related to PR & Strategic Communications

Why it’s important to own the narrative

Three Ways to Find Stories, Strategically

Capture your brand’s voice on social media

Vector vs. raster file types in Illustrator

Other Posts Related to Graphic Design

Five simple tips for unlocking design creativity

Q&A with Brian Lobsinger: The Key Ingredients of Creative Strategy

How to Make Infographics More Impactful

The ‘A’ in STEAM

Digital Canvas

Modern Paintbrush

Unexpected Inspiration

Other Posts Related to Graphic Design

Five simple tips for unlocking design creativity

Q&A with Brian Lobsinger: The Key Ingredients of Creative Strategy

How to Make Infographics More Impactful

4 voiceover tips to elevate your brand

Other Posts Related to Audio Production

Music and your brand: a genre of its own

Growing client relationships to strengthen your business

Other Posts Related to PR & Strategic Communications

Why it’s important to own the narrative

Three Ways to Find Stories, Strategically

Capture your brand’s voice on social media

Podcast advertising: comprehend before you spend

Other Posts Related to Advertising

Leveraging Digital Advertising to Increase Brand Awareness

Prime guide on navigating Amazon advertising

Leveraging voice assistants in 2020