Podcasts had a moment in 2017 and the stage is set for more growth in 2018. The audience, while typically ad-adverse towards other mediums, are receptive and trust their favorite hosts. Now, it’s time to take action. Consider this your official check-list for getting the most out of this unique environment.
Build the Campaign of Your Dreams
- Set your budget
- Most podcasts ads are sold on a CPM (cost per thousand) basis. Most podcast spots cost between $18 and $25 for every 1,000 listens.
- One spot in one show will not be enough to introduce your product.
- Other add-ons can be included to further integrate your messaging such as segment sponsorships or custom features.
2. Set your campaign parameters
- When is your campaign going to run? Are you running for 4 weeks straight, or running the first week of every month for a year?
- Targeting W25–54? College grads with children? Define the demos that make up your audience.
- Does your campaign require further targeting? Through our partner Megaphone, we can target campaigns by geo-location.
- What’s your goal? Do you want to drive sales or is your campaign just for pure branding?
3. Pick your programming
- Identify the shows that fit your target audience either by category, personality, or show demographics.
- Spread your message across multiple shows. Consider a network of like-minded shows to really deliver reach. cabana offers highly-targeted lifestyle environments catering to Millennial men, moms, working professionals, and more.
- Setting up a test campaign is also a great way to gauge if the hosts you picked will be a good fit for your product.
4. Get your creative in order
- Find your style. Using humor, or keeping it straight forward will depend on the shows where your ad will be heard.
- Keep it simple and craft concise copy that focuses on one “big idea.” Don’t forget to include a clear call to action.
- Make it easy for them to understand the product you’re selling, and why it would work for them. The general rule is to keep it at a 3rd-grade reading level.
- Let’s face it, no one likes to hear their favorite host read a canned script like a robot. Allow some wiggle room in your copy to let the host’s personality shine through. They know their audience best and how to sell to them.
- Let the host try your product first. The reads will sound more authentic if they have experienced what you’re selling firsthand.
- Don’t let your copy get stale! Recording two versions (or several for a longer campaign) that can rotate keeps your messaging fresh.
- You can submit approved scripts, or send talking points and let the host, producer, or network craft for you.
5. How to measure and track results
- Offer codes are the most common method for tracking direct sales. A unique code for each show will ensure the results are attributed accurately.
- To track overall traffic your campaign generates, a custom link/URL can be used instead. These should also be unique to the individual show and lead to a dedicated landing page.
- Don’t stop now! Results won’t happen overnight, so switch up your copy, try a new offer, or bring in new shows or personalities into the fold.