Brands are launching podcasts as owned marketing channels

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by Anna Munhin Mar 23, 2023 News
Brands are launching podcasts as owned marketing channels

On March 22, the membership-based grocery platform launched its own show. The show will discuss topics like nutrition, wellbeing and sustainable living with guests.

Retail companies are trying to think outside the box with the ever changing marketing landscape in mind. Digitally-native brands have been working with popular hosts to promote their products through unique discount codes.

It's a bet on investing in owned media when you launch a podcasts. The general public likes to listen to branded podcasts. The neuroscience study shows that branded podcasts are more effective than TV or radio ads. Retail podcasts are not new. Inside Trader Joe's gives fans tips and a behind-the-scenes look at Trader Joe's operations. These types of panels and interviews used to be hosted by brands on platforms such as Meta, but now they want to own their content due to the changing nature of the internet.

The audio show format can be used as a customer acquisition and advertising tool.

A weekly comedy show called "Under the Influence" was launched by the hard seltzer brand Nectar. Jeremy Kim is a co-founder of Necatar and hosts the show with his friends. Each week, the co-hosts give out life advice on issues ranging from dating to career building. Over 127,000 people have subscribed to "under the influence" on both platforms.

While Nectar is talking about culture, brands like Thrive Market are launching podcasts as owned marketing channels to highlight their company mission to a larger audience. The show will feature guest interviews with executives who will discuss topics such as building sustainable businesses and creating better accessibility to organic and sustainable foods.

Climate change is discussed in the premiere episode of "But Are You Thriving?" Elizabeth Gilbert is the author of the book "Eat, Pray, Love" and Thomas DeLauer is a Thrive Market partner.

According to Modern Retail, the idea for the podcast came from the idea of telling a different aspect of the food supply chain. We had a large digital presence, but hadn't tapped into audio yet. Our approach to modern marketing includes this.

The audio format not only helps humanize our brand, but also features the day-to-day businesshappenings and industry changes. The casual conversations are a way to get to know the company's founders better.

The way in which the company rolls out new products from private labels is being promoted.

Many of the 1.2 million email subscribers are not annual members of the market. Most of the audience is not part of the paid membership program. New members are expected to come through this channel. The Thrive Market homepage banner, footer links, and dedicated email and SMS notifications have been used to promote the show.

The new show is being promoted with the help ofinfluencers. Many of the guests have strong audiences that look to their thought leadership. Employees of the company shared link previews with their friends and family during the campaign.

Both members and prospective customers will be tracked by the marketing team. People interested in learning about new better-for-you brands from their creators are what Thrive hopes to attract.

The second season of "But Are You Thriving?" will be more of a member acquisition drive and an awareness play. This could mean partnering with them on an interview series, or sponsoring the show.

A brand is using the internet to create a conversation.

On March 16, the direct-to-consumer infant formula brand launched its own radio show. Modern day parenting and navigating controversial subjects are the focus of the show.

There are tips and resources for parents in the online publication named "Milk Drunk". Each episode will feature one parent of note and a parenting expert to discuss the topic on hand, according to the company.

Kim Chappell, vp of marketing and comms at Bobbie, has been talking about doing a show for a long time. I kept wondering if the world really needs another show.

After being at the forefront of the formula shortage last year, and subsequently launching in Target stores nationwide in summer 2022. It is an extension of the conversations our community is already having online. It is a way for people to understand why we invest in parenting resources and why we are a values based company.

Chappell said that it feels like a dead end with video reels on their way out. She said that the brand owns and controls the content, as opposed to having it live on social media.

The first three episodes of "Milk Drunk" are now available on a number of platforms. Laura Modi and Sarah Hardy discuss how to build a formula brand in the first episode. The second episode features Tan France speaking about his first year as a father. The third episode of Milk Drunk features a model talking about the difficulties of being a second time parent. The Formula Mom and Dr. Shefali are two of the parentinginfluencers featured in the episodes.

podcasting is an investment for startup companies.

Unlike typical marketing campaigns on platforms like TikTok, podcasts often take months, or even years, to build an audience and make money. There is a lot of logistics involved in recording and it takes a lot of time. Chappell said that "Milk Drunk" is part of a new lifestyle move by the woman.

Chappell says that over the past few weeks the show was teased out to email and phone subscribers. Business owners and entrepreneurs are requesting to be guests.

Milk Drunk can become a marketing and customer acquisition channel once it establishes a listeningship. Chappell said that they are not doing advertisements in the beginning. We are expanding our product line this spring and I hope we can use it to do our own mini ad rolls. Behind-the-scenes R&D content could possibly be shown in these spots.

The fact that brands are launching podcasts shows how marketing has changed over time. She said that the goal is to be a top destination for online health resources.

These companies use podcasting to show the behind-the-scenes of how they work. It is a potential community building tool. Chappell said that their goal wasn't to be the no. 1 show on Apple, but to have a cult following.