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January 2007
Cheat Sheet: Podcasting primer
Tips on using podcasts to promote your event, spread brand loyalty and educate your audience
By Linda C. Chandler
What’s a podcast?
• Podcasts are commonly called the “radio shows” of the Internet generation, except that radio is live and podcasts can be heard at the listener’s convenience.
• Podcasts are likened to audio e-newsletters. They can be produced regularly or as needed and may or may not have a subscription element.
• Unlike Webcasts, which usually are limited to specific times of presentation on the Internet, podcasts can be downloaded and listened to at any time either on the Web or on any MP3 device.
• Currently most podcasts are audio-only but video podcasts are seen as a next step.
• Podcasts can be made available by subscription and can be downloaded from Internet sites at random. “Podcatcher” software enables users to automatically download new podcasts to their computers then transfer them to portable players.
• Podcast downloads require high-speed/broadband connections.
What does it cost to produce podcasts?
• Podcasts are gaining popularity because they can be easy and inexpensive to produce. Interviews are the quickest way to get content. A do-it-yourself product requires a microphone, land-line phone and a digital taping device, many of which can be had for less than $100. Even higher-quality digital devices such as those used on radio call-in shows cost about $600, a good investment if you want to do interviews by phone.
• Podcasts from convention settings where an A/V company is already set up may incur the cost of patching into the A/V equipment and adding an RSS feed.
• Free information about producing podcasts and software for editing podcasts can be had on the Internet.
• Specialty service companies can assist in making podcasts more professional, adding music, helping to script and posting podcasts to download sites.
• If you don’t have an experienced volunteer with a good speaking voice, professional talent (interviewer, reporter, voice talent) may add to costs but can help make longer podcasts more consumer-friendly.
• Although simple podcasts can be recorded in a quiet office, higher production values may require recording in a studio.
Podcast applications for shows
• Use podcasts for making save-the-date messages, deadline for registration alerts and other announcements, with increasing frequency before a show. These may be 2–5 minutes.
• Produce short interviews (5-30 minutes) with exhibitors about new products to be showcased at a show.
• Keep customers engaged between events with information about issues affecting their industry, updates about legislation, or commentary from industry or association leaders. Try a point/counter-point format to explore different sides of an issue.
• Spread out content from an annual or semi-annual meeting over time to accommodate those who didn’t attend or couldn’t attend concurrent sessions. Edit hour-long sessions to a half-hour or interview presenters about key points.
• Produce audience-specific podcasts. For example, interview your contractor about exhibitor issues and offer the content to exhibitors.
Revenue opportunities
• Podcast sponsorships can be sold or used as a value-added for overall event sponsors, just another piece of a package.
• Regular short podcasts may be sponsored by one exhibitor. For example: “This three-minute tip of the week from 123 Expos is brought to you by XYZ Company.”
Linda C. Chandler is a freelance writer and editor based in Tyler, TX. She has written for association and convention publications for 18 years and is an active member of Tyler CVB’s tourism committee. Contact her at linda.chandler@earthlink.net.
• Corbin Ball, Corbin Ball Associates, (360) 734-8756, www.corbinball.com
• Tim Bourquin, TNC New Media Inc., (800) 485-0422, ext. 15, www.TNCNewMedia.com
• Michelle M. Jones, CMP, DMCP; The C.W. Allen Group, (205) 263-0552, www.cwallengroup.com
• Warren Pickett, Ad-tech Expositions, (970) 419-8207, www.ad-tech.com
Find additional Web-only content, including:
Podcasting do’s and don’ts
• Don’t make podcasts into commercials or blatant PR. Content should reflect the face of the company or industry leadership, not the sales team.
• Don’t assume podcasts will replace any of the other media you currently use. It’s an additional tool, not a substitute.
• Don’t give total responsibility to an outsourcer. Be sure you know and approve the content that’s being produced before it’s posted for download.
• Do publicize the availability. Be sure there’s buy-in and support, such as a link on the Web site homepage and mentions in e-newsletters, printed materials and direct mail.
• Don’t produce a podcast when you have nothing to say. It’s better to skip a week than put out something lame.
• Don’t overlook legal requirements such as permissions and music licensing.
Rules of thumb
• Although podcasts are named for a specific type of MP3 player (iPods), 60 percent of podcasts are consumed via personal computers, so if your audience is not yet immersed in the technology, you can still make use of podcasting.
• Track podcast metrics like you do Web site click-throughs. Whether you’ve posted on your own Web page or through directories, it’s important to keep tabs on downloads, subscriptions and cancelled subscriptions.
Links to online resources
• www.feedburner.com
• www.imediaconnection.com
• www.newmediaexpo.com
• www.podcastfreeamerica.com
• www.digitalpodcast.com
• www.theshowchannel.com
Plus, find related archived EXPO articles, including:
• Best Practices: Launching a podcast, January 2006 |
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