Do you ever listen to podcasts? Have you ever thought of doing one yourself? As we all adjust to more and more time spent with our digital devices, podcasting has become a strong, mainstream source of information for both B2B and B2C marketers. It’s not surprising that listening to a podcast is something people do when they exercise, cook, garden or just sit and relax. For many business-people, it is also something they do both attentively and while they multi-task! Which means that if you are going to do a podcast, it better be interesting.
In February, Bev Oster, President of Oster and Associates attended United Fresh Brandstorm in Austin, TX, meeting a variety of produce marketing people with a plethora of talents. Two ladies who caught her attention were Lori Taylor with The Produce Moms and Katie Mleziva with Real Food Brands. Both are successful podcasters focusing on different types of stories and different audience segments. Having since spent time with both Katie and Lori, it seemed this is a vehicle that more produce people have been slow to implement but that can provide an exciting opportunity when used correctly.
Let’s first start with the fact that there are more and more podcasts in the food industry. It is safe to say that podcasting is a commitment, so our recommendation is not that you start a podcast of your own. A better approach is that podcasting can become a part of your public relations program, where we are always trying to tell stories, and this is a great way to tell your story and have it continue to be live online for a long period of time. Think of this as you would a radio talk show, where you can be the guest of an interviewer who will lead you into telling what is most interesting about your brand.
“Start with your objectives when you seek to be a podcast guest,” says Katie Mleziva. “You want to first think about how a podcast appearance can help meet your goals so you can understand which podcasts are best for you. It’s important that you know what your most important brand messages are, but equally important is to be able to show the podcaster how you will bring value to his or her audience.” Katie works with emerging food and beverage companies across US. She engages with those companies a variety of ways, but her podcast is a key element for her to build relationships with industry partners and clients.
Oster and Associates doesn’t have a podcast because it’s an extensive undertaking onto itself. We’re not suggesting that our clients start their own podcasts either. But searching out podcasts, finding the right fit for the brands we represent and pitching great story ideas to podcasters is part of today’s PR strategy for many clients. As society moves ahead with its “new normal,” whatever that may be, we think podcasts will be an important element in storytelling for the produce industry. Your story is fascinating. Let’s share it!