My TMC back on February 2, 2020, which was for the most part “pre-pandemic,” was about podcasts and their value. As I noted then, any great product has to fit and work in the situation. A great radio campaign is worthless if the audience is not there. TV does not work if the messaging is wrong. Creative on social media needs to be appropriate to the audience. Recently, the topic of podcasts came up in a conversation. I was asked two things.

• How can podcasts work with a sponsorship program?
• What are some podcasts that I love, or would recommend and why?

First, let’s look at how you can utilize or integrate podcasts into a sponsorship program. Here are a few key ideas from that discussion.

• Determine if your property or brand has a place for a podcast. If you are a theatre production company, national sport body, or conference, do you have content year-round that your audience would value and want to listen to? Perhaps it is a podcast on acting, stories from the archives or interviews with actors and how they got where they are. As a national sport organization, perhaps it is an athlete-focused podcast on training and nutrition with content on in-season and off-season training regimes, or interviews with nutritionists and coaches specific to your sport. If you are an industry specific conference such as a nurse’s union, what content does your membership want that you can provide weekly or monthly in a podcast that they will listen to? Then tie in your partners as guests to talk indirectly about their products, but more importantly, share their sector insights. They can be a presenting sponsor and align with the marketing side, or provide services or content. There is lots of inventory here that is of value and beneficial to the property, sponsor, and audience. Just remember that the podcast is developed for the listening pleasure and value to the audience. It is not an infomercial!
• As a brand, you can easily find a reason for a podcast. Look at what your consumer is seeking about your product or affiliated products. As a manufacturer of running shoes, perhaps it is a podcast on lifestyle athletes, discussion or guests on walking, running, or casual and fashion wear. Your associated partner property, like a marathon or track centre, might be able to supply guests and content as well, and enhance the sponsorship and audience reach. Perhaps celebrities are part of it. If you are a restaurant, it could be a podcast sharing recipe ideas and the history behind menu items, or perhaps wine experts for sharing and pairing. Perhaps you are a chartered accounting firm and the podcast is dedicated to small businesses. It might be how to do all the accounting sides, but also have a sponsorship professional on a show that lets the audience know how to invest in sponsorship wisely. Your partner properties could do this!
• Remember, well-produced podcasts reflect not only on you, but also on your guests and partners, so make sure it is produced well. As I tell our clients, do it well or don’t do it at all. A podcast that sounds like it was produced in your basement over a few beers says that is the product you deliver. If that is not how you want to be portrayed, then don’t produce a podcast like that. But make sure it is authentic. If you are two “downhome boys” talking about fishing, that’s cool and Cabela’s might be the perfect match for sponsor integration here and at your derby events. If you are a couple of Bay Street big wigs talking about investing and come across as such, then Cabela’s is probably not your sponsor, but someone is. Be authentic, but be professional. The Red Green Show looks like it was “off the cuff,” but it was just well produced. There is a difference between looking and sounding unprofessional and being produced to appear that way. Be the latter, not the former. Audiences can tell!

Second, my favorite podcasts and why.

• Under the Influence – Terry O’Reilly – Probably one of the best produced podcasts I listen to. Great research, interesting topics, and all about marketing—fun and education all wrapped into one.
• Braintrust Philanthropy – Vincent Duckworth – Great guests. Vincent moderates a panel of fundraising professionals and asks the tough questions. I really like the backgrounds that Vincent delves into. It is about the people, then the topic.
• Chatter That Matters – Tony Chapman – This is an ever-evolving series of podcasts I am enthralled with. Tony opens the mic to celebrities and everyday people. It’s a terrific series about small business and entrepreneurs, as well as the important words in individuals’ lives. Each interview is supplemented by insights from others, including Tony himself. I really like the fact that the series is sponsored by RBC!
• Gastropod – Cynthia Graber & Nicola Twilley – What can I say? I love food. These two ladies bring together the science and history of food for a well-produced and integrated mix of conversation and interviews. I gain a lot of insights into the food side, understanding the science of the food we eat, as well as the history of foods. And it is all done with great American/British humour and integration of sponsors.
• Influencers of Sponsorship Marketing – Gavin Roth – I love this podcast because it is simple, straightforward, and insightful. With his decades of experience in the field, Gavin has a plethora of contacts and interviews with casual “downhome” fashion leaders and underdogs from our sector. I like that, in the opening, he asks his guests to tell their story of how they got where they are. He closes by asking them what advice they have for others in the sector. The meat in the middle is chalk full of content, anecdotes, stories, and laughs to keep you both entertained and educated.
• Grammar Girl – Mignon Fogarty – I just find the understanding of words… how they came to be… how they are / were used fascinating. Also she delivers a really well produced podcast with great inclusion of sponsors through the content and messaging spots.

I hope this helps you better understand the power of podcasts in relation to sponsorship and that you enjoy the ones I have recommended.

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