Podcasts are incredibly hot at the moment, but that doesn’t mean that podcasting is the right medium for every organization. If you run a company that repairs kitchen appliances or processes credit card payments, podcasting probably isn’t going to be the most effective way to reach customers. But for arts and entertainment organizations in particular, podcasting can be an incredibly effective medium. Here’s why:
1. Arts and entertainment organizations don’t just have customers; they have fans.
Whether it’s a concert venue, a museum, a comedy club, or a restaurant, there’s something that makes arts and entertainment organizations different than other businesses: their customers develop emotional attachments. Your organization touches the hearts of consumers, and in the process, you turn them into much more than just customers; they become fans. There’s a connection between you and them.
So your organization’s marketing needs go beyond what the local tax prep service or hardware store needs. Typical marketing channels like billboards, television advertisements, search engine optimization, or social media ads can help raise awareness of your organization, but they do nothing to nurture and strengthen the emotional connection you have with your fans. But podcasts can, because…
2. Audio offers unparalleled intimacy.
Sounds trigger emotions. Neuroscientist Seth Horowitz, the author of The Universal Sense: How Hearing Shapes the Mind, says, “Emotion is one of the most complicated things that the brain has to carry out, and one of the most important drivers of emotion is sound.” The sound of a cat purring relaxes people, while the sound of a blaring police siren can induce anxiety. By the same token, when we hear people talk, we get to know them, and we develop a bond. Think of your favorite radio morning show as a teenager; did you feel like you knew the DJs even though you had never met them? That’s the power of sound, and it makes audio one of the best ways for arts and entertainment organizations to deepen their connections with fans.
3. Podcasts allow your organization to stay at the top of fans’ minds even if they don’t visit you often.
While the fans of arts and entertainment organizations are passionate, few come into daily or even weekly contact with the objects of their affection. How often do you visit your favorite museum? See a show at your favorite theatre? Or imbibe at your favorite cocktail bar? A podcast lets you stay connected to your fans even when they aren’t in close physical proximity. It keeps your organization at the top of their minds, and increases the likelihood that they will come see you again.
While we love podcasts, we don’t think this medium is an effective marketing tool for everyone. Arts and entertainment organizations, however, are special. By their very nature, they are looking to develop deeper connections with fans, and podcasts are the perfect way to do this.