Marketing Workshop - Public Radio International

In June 2014, I gave a marketing workshop to Public Radio International to help them market some of their podcasts. Here are the slides from my workshop.

Transcript

1. WHO IS THIS GUY?
2. GETTING STARTED
3. D E F I N I N G YO U R S H OW ’ S AVATA R
4. D E F I N E YO U R S H OW ’ S AVATA R • One, single person • Your ideal listener or customer • THE person who you are creating your content for
5. D E F I N E YO U R S H OW ’ S AVATA R BAD AVATAR “My avatar is anyone who likes the topic X and wants to learn more about it. BETTER AVATAR “My avatar is 25-35 years of age, works a full-time 9-5 job, has a family with 2 kids and finds themselves frustrated and feeling alone every day because they don’t know where to find the knowledge that I’m going to provide them about X.”
6. D E F I N E YO U R S H OW ’ S AVATA R REALLY GOOD AVATAR “My avatar is 32. Her name is Melissa, and she is a writer. She’s been wanting to start a blog for months now, but she doesn’t know where to start. She’s a good writer, but she could really use some help on how to structure and format a blog post – plus, she’s not really sure what exactly she wants to write about most of the time. She is working part-time and earning her graduate degree online, so she’s usually studying up on how she can start her blog on the weekends. Melissa lives with her boyfriend and they both want to travel more, hate their jobs and don’t make enough money.”
7. 1 ,0 0 0 T R U E FA N S
8. “A creator, such as an artist, musician, photographer, craftsperson, performer, animator, designer, videomaker, or author – in other words, anyone producing works of art – needs to acquire only 1,000 True Fans to 
 make a living.” ! - Kevin Kelley
9. 1 ,0 0 0 T R U E FA N S WHAT IS A TRUE FAN? A True Fan is defined as someone who will purchase anything and everything you produce. They will drive 200 miles to see you sing. They will buy the super deluxe re-issued hi-res box set of your stuff even though they have the low-res version. They have a Google Alert set for your name. They bookmark the eBay page where your out-of-print editions show up. They come to your openings. They have you sign their copies. They buy the t-shirt, and the mug, and the hat. They can’t wait till you issue your next work. 
 
 They are true fans. http://kk.org/thetechnium/2008/03/1000-true-fans/
10. LEVERAGING PODCAST DIRECTORIES
11. I T U N E S • 525 million active users (active within the last month - almost double the population of the United States) • 45 million use the search bar every month • 315 million people access iTunes on their iPhone
13. A P P L E C A R P L AY • Available on select new cars in 2014 • The Podcasts app and Stitcher are supported immediately • Podcasts are perfect for drive-time. Should help overall podcast listening continue to increase.
14. S O U N D C LO U D • Initially started for bands • More features than iTunes: • One-click play anywhere on the web • Better social sharing & reposting • Embeddable player. Each track has unique URL. • Can organize tracks into groups / sets. • Better analytics, including listeners
16. S T I TC H E R • Pro: Provides additional reach • Con: They take your feed and put it on their servers • So you can see your analytics but it won’t be direct downloads from your main feed, so use your own discretion based on your goals • Available in CarPlay
17. GETTING FOUND