August 7, 2025 • 32 mins
Is Podcast Advertising Worth It?
Podcast advertising has grown into a multi-billion-dollar industry, but does it work for B2B? In this episode, we're exploring the role of podcast ads in a modern marketing strategy.
The Appletini was first crafted in the 1990s at Lola’s in West Hollywood, quickly becoming a pop culture staple (Scrubs and Sex and the City). While it sometimes gets written off as a “novelty” drink, its crisp flavor and iconic green hue have kept it relevant.
Ingredients:
- 1 1/4 oz. vodka
- 1 oz. Calvados
- 1 1/4 oz. Granny Smith apple juice
- 1/4 oz. lemon juice, freshly squeezed
- 1/4 oz. simple syrup
- Garnish: brandied cherry and Granny Smith apple slices
Directions:
- Add crushed ice into a cocktail glass and set aside to chill.
- Add the vodka, Calvados, apple juice, lemon juice and simple syrup into a shaker with ice and shake until well-chilled.
- Discard the ice from the cocktail glass and double-strain the mixture into the glass.
- Garnish with a skewered brandied cherry and 3 Granny Smith apple slices.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:07):
oh, we are back with another episode.
It's a.
It's a podcast about podcastingzach a podcast about podcast
advertising yes, should podcastadvertising be part of your
marketing mix?
Um, are you doing it?
Are you not doing it?
Should you be doing it?
Should you not be doing it?
Speaker 2 (00:23):
lots of questions yeah, and I think so too,
percent.
I think this is a reallyinteresting form of advertising.
I think a lot of peopleoverlook it and, uh, if you
listen to as many podcasts asprobably both you and I listen
to, you've probably run into aton of ads, so it'd be fun to
talk about them.
Speaker 1 (00:42):
Yeah, so, um, really interesting.
It's a it's a multi-billiondollar industry, right, like
it's its own kind of broadcastbeast.
Um, people like to loop it inwith like streaming audio.
But streaming audio is sogeneral, like it's really big.
That includes like the over theair through an app, or like
sirius xm's app or pandora orspotify and there's all kinds of
(01:03):
things in streaming audio.
But podcasting is kind of thissubset of it that is huge and
it's starting to survive on ads,right, because we don't pay for
a lot of podcasts.
I mean, you can usually pay fora premium a lot of times, like
they'll have extended episodesor like there's one that I'd
listened to, that if you're aPatreon member at a certain
level, you get a second episodeeach week that's shorter but on
(01:26):
a different topic and a littlebit more raw and gritty because
it's not actually out there inthe wild.
But it's something that you canthink about in your marketing
strategy.
We've done a little bit.
We've promoted our podcastthrough podcast advertising on
Spotify kind of mixed results onthat.
But yeah, I'm excited aboutthis one oh, 100 and uh oh, go
(01:49):
ahead.
I was gonna say I was notexcited when I saw the drink
appletini seriously zach.
But I appreciate when we get tothe recipe and the history of
this.
It is not all about schnapps atall, so yeah, so about schnapps
at all?
Speaker 2 (02:09):
so, yeah, so appletini.
Uh, I was looking for cocktailsfor this quarter and I was like
I need to find something that'slike older but not too old,
like something that's more, likesomething that people know but
maybe like haven't heard of in awhile.
And I've stumbled across a listthat said what disco drinks
need to come back and,surprisingly, this was on there
and, uh, I'd never heard of ityou've never heard of an
appletini never, no.
(02:31):
So I thought it'd be interestingto uh kind of just like look
into this, look into this drinkmore because I didn't know much
about it.
So the appletini was firstcrafted in the 1990s at lola's
in west hollywood, quicklybecoming a pop culture, a pop
culture staple.
It was in scrubs and sex in thecity and a lot of people
consider it a novelty drink.
(02:53):
But uh, it has kind ofwithstood the test of time.
It's starting to come back.
Speaker 1 (02:57):
More people are uh kind of uh enjoying this drink
and I think this uh recipe wehave below is a little bit of a
elevated version of what you'dnormally think of from an apple
yeah, because usually it's thatlike electric green, is it
dekypers, like schnapps, likeyeah and vodka, and I don't know
if there's anything else reallyin it besides those two things,
(03:19):
typically, and it's justthey're, they're wild.
Um, I am surprised you hadn'theard of this.
It's kind of like a I would putit in like that fruity drink
with like a lemon drop and akamikaze.
They all kind of live in thatsort of sweet with a little bit
of sour to them, and they're allvery colorful, obviously.
So if you're going to make this, you are going to need a
(03:42):
cocktail shaker.
Going to need a cocktail shakerand you're going to take one
and a quarter ounces of vodka,an ounce of calvados which I had
to look up, but it's an apple,it's a brandy, made out of
apples or pears typically, um,so that's where you get some of
your like.
It's probably some pretty deepapple or pear flavor in this.
Then, um, one and a quarterounces of Granny Smith apple
(04:04):
juice.
I have never juiced an apple,but I'm sure you.
I mean, I guess you can Quarterounce lemon juice, freshly
squeezed, quarter ounce ofsimple syrup, and then you've
got a couple of garnishes justdone aside Granny Smith apple
slices and a brandied cherry.
So, yeah, so you take somecrushed ice and put it in a
cocktail glass and set it asideto chill.
(04:24):
Typically these are in amartini glass.
You don't have to, you canserve any drink in any glass.
Really, um, they're really funin a coupe glass.
They just look a little bitmore elevated, I guess, than a
martini glass.
Um, so vodka, calvados, applejuice, lemon juice and simple
syrup all go into the shakerwith ice and you shake those
until your hand is freezing, uh,and that means it's well
chilled.
And then you toss the ice outof the cocktail glass and double
(04:48):
strain the mixture into theglass.
So we're using granny smithapple juice, so you're gonna
have like some fibers, I guess,like apples don't really have
pulp, right?
Speaker 2 (04:58):
no, it can be.
Yeah, unless you have like asuper good juicer that like
strains out everything, you'reprobably going to have some
residual stuff.
Speaker 1 (05:07):
Yeah, so you double strain it into the glass and
then, when you've done that, itshould be pretty clear, and I
don't know how green this onewould be.
I don't know if any of it'sgreen yet, Because yeah, the
Calvados would be more of abrownish color because it's a
brandy, and the granny smithapple juice is going to be
(05:27):
almost clear, like apple juice,like it's not red apple juice.
You're not mixing in the well,I guess if you are juicing the
peels as well, like if you'vegot a juicer and you're putting
the whole thing in, it might begreen, um, I don't know.
So garnish with that brandycherry and the grannyite with
apple slices and you are good togo I'm looking up a picture of
(05:47):
it and it is a little bit oflike a green hue.
Speaker 2 (05:50):
it's not like a bright green, it's more of like
a yellowish green.
So the recipe is from uh,lookercom and um, yeah, I'm like
kind of reading this a littlemore and it's definitely like an
elevated version and I'm tryingto figure out it must be from
like the peel itself Like addingsome green.
Speaker 1 (06:10):
It would be using a juicer and juicing the whole
apple peel and all I mean,because juicers like they take
out like the bad bits of thecore and the seeds and all that
stuff.
Right, they typically splitthose out.
It's really beautiful and it'skind of in a deep coop glass.
I guess is what I would callthat on here.
Speaker 2 (06:27):
And I like how they garnish with the apples with the
little fan.
That looks nice.
Speaker 1 (06:32):
Yeah, so using a skewer honestly, buying cocktail
skewers for garnish is one ofthe best things we ever did.
We've got some nice metal onesand they wash up really easy,
just in hot soapy water.
We generally put them in a bowlbecause they're so small.
You don't want to lose themlike in the dishwasher or
something.
But yeah, you skewer the cherryand then the three apples in
like a little fan in the skewerand then just kind of rest it
(06:54):
across the glass.
Very elevated, zach, I like it.
Speaker 2 (06:58):
So would you try this over the normal Appletini?
Speaker 1 (07:02):
Oh yeah, I won't drink a regular appletini.
Speaker 2 (07:08):
They're so like artificial and like, yeah, it's
neon green.
Speaker 1 (07:10):
Um, there is a restaurant here that does a
lemon drop that I really like attaxis.
Um, and they also have.
Well, they did have.
I don't know if they still do.
I haven't been there in a while.
Um, a lemon, um, molten lavacake, a lemon lava, oh, what the
?
Heck, it's a lemon cake, but ithas a vanilla cream in the
(07:30):
middle that's molten that's wow.
Speaker 2 (07:32):
I've never heard of anything but chocolate molten
cake.
I'm gonna right chloe likeslemon.
I'm gonna have to try that it'sso good.
Speaker 1 (07:39):
Well, you got a little bit of time.
If you're still in om, maybetaxis for dinner tonight.
Monday is Martini Monday.
They do discounts on martinison Mondays.
Speaker 2 (07:47):
I might have to check it out.
Speaker 1 (07:49):
It's up at like it's on Blondo, I think, ish 120th,
132nd somewhere up in there.
Anyway, I digress Alright, soshould we get into this podcast
advertising the ins and outs andwhat to do after the break sack
?
Let's do it oh, we are back totalk podcast advertising yep,
(08:22):
we've done a little bit of it onspotify we've done a little,
yeah, um, so it's different thanother types of digital ads,
right?
like even other types ofstreaming ads, podcast
advertising tends to be a littlebit different and there's
multiple ways you can go at it.
Um, so let's just talk throughsome of those.
So, um, first of all, why?
Why is advertising in a podcastdifferent than just advertising
(08:45):
in a Spotify audio stream ofmusic?
Speaker 2 (08:49):
Well, for me, I think it's a little more niche.
With podcast advertising, youcan really focus in on specific
topics that you know your targetaudience is engaging with, and
there's a lot of very nichetopics with podcasts Like ours,
for example we're a marketingcocktail podcast.
It's a lot of very niche topicswith podcasts like ours, for
example we're a marketingcocktail podcast.
So it's a weird ditch, yeah,but um, you're able to find, uh,
(09:12):
I mean I think it's just moreof an intimate experience, right
, like they're harder to skip.
They are, um, easier to listento because most times they're
integrated with the actual likeepisode themselves.
So something interesting withthat.
Though with Spotify, um, someof those are just like before
the actual podcast.
(09:33):
I've noticed that you can getlike 30 second or 15 second ads
and that's kind of what we didwhere it's not the host
necessarily reading it.
It's like us reading, like ourscript and like putting that out
there.
But with other podcast ads,it's like the hosts themselves
have agreed to do this ad foryou and it's a part of their
episode.
(09:53):
So I mean, mean, some peopleprobably skip that.
I find myself listening tothose more because it's just
more natural flow with theactual like episode itself, so
it feels more like you know, afriend making a recommendation,
rather than somebody trying tosell you something yeah, and I
(10:14):
and I think you've like, you'vekind of hit the nail on the head
.
Speaker 1 (10:20):
So you can do traditional, where you just
create a 15 or 30 second spotand you throw it in there and it
airs before it or after it orwhatever, and it's all good.
But the ones that are moreinteresting and I think so, like
Amy Poehler's podcast, goodhang is interesting because she
reads all of her sponsorshipsobviously, big podcasts, big
(10:42):
listenership, has multiplepeople dealing with her
endorsements and things, but sheinjects her personality into it
and a lot of times they'll alsoonly do things that they
believe in.
They're not going to advertisesomething they're morally
opposed to or that they don'tlike.
So you do have some of that inthere.
But I think that the plus sideof that is exactly what you said
.
You get this sort of intimateconversational ad coming.
(11:03):
It's kind of like old radioremotes, right when the radio
talent would like be on locationand be like talking about your
brand and doing other stuff.
It's just, you know, completelydifferent than that because
it's podcasts.
Speaker 2 (11:20):
Yeah, and I think it's really different from a lot
of digital ads because, again,like these are highly engaged
listeners.
If they're listening to a nicheshow about something within
your industry, then they'reprobably more likely to act on
what they're hearing.
I wanted to think of a funexample, but basically, for
(11:44):
example, if a cocktail or liquorcompany advertised some of
their spirits in our episode andwe created a recipe, or they
helped us create a recipe forour actual like podcast cocktail
, I think a lot of people wouldbe willing to try it or, like,
go out and buy that specificspirit because it's something
they're interested in.
Speaker 1 (12:03):
Give it a whirl I think a good example would be if
you have a fitness podcast andyou sell protein shakes, um,
being in that fitness podcastwith your protein shakes is
going to make sense right,especially if you've got the
hosts endorsing it almost.
And that's, I think, wherepodcasts kind of blur the line.
It's not just and sometimesthey do come off as just ads
(12:25):
that are being read by a person,totally fine, but they also do
generally come off as kind of anendorsement by the hosts of
that podcast, which can bereally interesting, and
obviously that version is alittle harder by the hosts of
that podcast, which can bereally interesting and obviously
that version is a little harderthan just popping an ad on
(12:45):
Spotify and letting it run.
Speaker 2 (12:46):
Yeah, and it's almost like a trusted voice telling
you to buy this product, ratherthan just someone random on the
internet, because podcasts haveloyal followings.
So a lot of the podcasts that Ilisten to have a lot of the
same ads and it makes me wonderoh, like, obviously, like, I'm
the type of person that wouldlike this ad, so I don't know.
Whenever I get a podcast ad, Ifeel like it's definitely
(13:08):
tailored towards me.
Speaker 1 (13:11):
Yep, um.
So I think the big questionthen is does it work, like, and
and if you're a small business,especially, or medium business,
and you're just trying this forthe first time, how do you know
it works, how do you know you'renot wasting your money?
Speaker 2 (13:24):
so there's a several, a few different ways you could
track your success.
Um, if you're like a b2cbusiness and you're trying to
sell a product using like apromo code, that's also true on
like youtube.
A lot of youtube channels havepromo codes with that specific
uh creator like tied into thecode.
Yep, you could do a url to likea landing page or like visit us
(13:47):
.
At this that's a little moretricky because it's audio, so
nobody's going to be like reallyclicking.
You can include in the shownotes, but it's less likely that
people are going to click onthe show notes and stuff like
that.
And then another is just likedirect traffic to your uh like
website or like brand, because alot of what podcast advertising
(14:07):
is designed to do is toincrease your brand recognition
and brand recall.
Because, at the end of the day,like most ads don't last that
long out in the wild.
But because podcast episodesintegrate their ads, um, those
aren't changing.
People will go back to oldpodcast episodes and listen, so
(14:28):
the longevity of them issomething to think about as well
.
But yeah, those are some waysthat you can track success yeah.
Speaker 1 (14:34):
So you've got to be careful not to do like a promo
for just like this week, like ithas to really be like a new
subscriber, new purchaser kindof thing that you're going to
leave on.
That's almost evergreen ifyou're going to do that.
A lot of times they just use areferral from the person.
Like you said, it's the name ofthe show or it's the name of
the person.
You see that on Instagram aswell.
(14:56):
You see that on you know, likeyou said, youtube.
But that's one way to track andI think what's interesting about
that is, in a podcast, thepeople who are listening like
that host, they like thatpodcast and they have like some
sort of a personal affinity forthat person podcast and they
(15:16):
have some sort of a personalaffinity for that person.
So they're generally morelikely to put in a slash Zach if
you're listening to thispodcast and go for a promo than
if they're just kind of out inthe wild and it's slash promo
2025 or something, because theyknow that that podcaster is
going to get credit for that andthey feel like that's probably
going to keep the podcast goingand this advertising is what
(15:37):
supports it.
And I think that's another bigpiece is podcasters can just
explain to you in the moment,like this is why we have
advertising.
It's because you know, so wecan stay on the air, and so I
can do more of this Because it'sa commitment.
It takes a while to do a podcastlike and for some of these that
are very high produced, I meanit's like a 30 minute tv show
(15:58):
just in audio, like there's somethat I listen to, I know they
record it in pieces, they editit together, they add extra
snippets, they do interviews, um, you know, there's a studio
involved sometimes, um, it canbe a lot.
So I think that that loyaltyand that affinity can rub off a
(16:19):
little bit, which is really nice.
Speaker 2 (16:21):
And the more of a relationship as if you're
wanting to do podcastadvertising the better
relationship you can build withthat host.
It's kind of stepping intoinfluencer marketing now, but
the better relationship you canbuild with them and the happier
you can make them to work withyou, it really shines through in
their promotion.
If it's a product they cangenuinely get behind, because I
(16:43):
know a lot of podcasters or atleast some of the ones that I
listen to genuinely care aboutthe products they're promoting.
They don't just want to promoteanything.
So if it's a product or servicethat, like, really aligns with
that host, then it's, it'sreally going to be a good ad and
I think that's anotheradvantage of this.
Compared to just normal likeaudio ads that go in between,
(17:07):
like songs on Pandora or Spotify, I think the host actually
promoting your service orproduct really can hit home with
a lot of listeners.
Speaker 1 (17:17):
Yeah, and I think there's a couple caveats to that
.
You've got to be ready for themto inject their personality.
I know that with a lot of themsometimes I know they're kind of
like ad-libbing.
They're just kind of going offon what the product is.
They take a little tangent andit's totally fine.
So you've got to be okay withthat looseness and trust them.
Obviously they're not gonna dosomething to damage your brand
(17:38):
because they want you to comeback.
They want your money, like youknow, and hopefully they like
your brand as well.
But yeah, it really does blurthat line between like um, you
know, endorsement, influencer,radio ad, like it's all kind of
messy and mixed up in there andmaybe that's good.
Maybe it's confusing our brainsinto like wanting to buy the
(17:59):
things that we hear about them.
Speaker 2 (18:01):
If a friend recommends your service, it's
different from an adrecommending your service, yep.
Speaker 1 (18:09):
Okay.
So what about like social orpaid search?
So if we're talking aboutinfluencers like, let's talk
about like an influencer, paidsearch.
So if we're talking aboutinfluencers like, let's talk
about like an influencer oninstagram versus a podcaster,
like sharing um your info, like,how does that?
Like, how does that work?
Like, is it is one better thanthe other?
Does it depend?
Speaker 2 (18:29):
um, in terms of like an influencer on social sharing
and then a podcast ad, I'd saythey're pretty similar in terms
of like what you're trying to dowith them, but in terms of like
how both work, again likepodcast episodes.
A social post is very in themoment and algorithm based.
I think it doesn't last.
(18:50):
It still does not last as longas a podcast episode.
Yep, very rarely do people gothrough influencers profile and
go back through old posts.
I mean looking for that ad thatI really wanted from that
product exactly that stuff dieson the vine quicker than
something like you know apodcast episode or even a
(19:11):
youtube video which a lot ofpodcasts are on, and that's a
whole.
That's a whole.
Another, uh, like I guess likeangle of this too is like if you
do a video podcast, then youprobably could have a link pop
up on the screen.
So that's just another reasonto consider, because then that,
because then you have a YouTubevideo and you have an audio
(19:32):
version.
So that's two different thingsthat you know your ad you paid a
one-time fee for your ad toexist forever.
Maybe, I mean maybe, it's asavvy podcast.
Speaker 1 (19:42):
that's like charging separately for both of them.
That would be hard to do,though, because, like you, don't
want to record your podcasttwice, but I guess you could
record it, and then you couldrecord your ads and insert them
if you wanted to.
Speaker 2 (19:54):
Some people do do that, where they record an ad
spot and it just integrated intothe actual video and then they
go back to the real episode.
I've seen that before, yeah.
Speaker 1 (20:03):
Yeah, I mean, we record this podcast without ads,
in two or three segmentsusually.
So you know editing can be yourfriend.
I think the other thing is thatyou're going for the audience
that this podcaster has.
So it's almost like buying TV,like buying a TV show.
You're going for the people whoare aligned with that podcaster
(20:24):
and if you're getting into someof the larger podcasts, they
know who their audience is, theyknow the demographics, they
know who the people are, etcetera.
But you're also aligning withthem and looking for somebody
like-minded like that influencerpiece.
So there's audience plusinfluencer versus something like
paid search where somebody'slooking for a particular thing.
(20:45):
They may not be looking forwhat you're offering when they
listen to the podcast, but itmight pique their interest just
because this podcast that theylove talked about it and all of
that.
I know I've gone to occasionally.
I've heard an ad on a podcastand I've gone and like
investigated, like the product,if I was something I was sort of
in the market for anyway, andI'm like, oh, I should go look
(21:06):
at that.
You know, seems interesting.
Um.
Speaker 2 (21:11):
I feel like the biggest ads I get on podcasts
are like for better help, so Idon't know what that says about
me.
Speaker 1 (21:18):
Maybe you need a therapist, zach.
No better help is out there.
I Maybe you need a therapist,zach.
No BetterHelp is out there.
I think in part because it's aneasier one to have somebody
endorse yeah.
Speaker 2 (21:30):
Because therapy is relevant to basically any
audience.
Probably.
Speaker 1 (21:34):
I mean they had I don't know if it was BetterHelp
or if it was one of the otherones, but Michael Phelps did one
of those for a mental healthawareness therapy thing because
of his struggles that he wentthrough with like being an
Olympian and the stress of thatand then getting out of that,
and then now you've got thisloss of this thing that was your
whole life and then he starteda family and all that.
And I think the same thing canhappen with podcasters,
(21:59):
especially if, like, they'revery open about their lives
usually, and so if they knowthat they've been struggling
with, like you, depression oranxiety or something like that,
you know they might actually bea better help user.
But I think I think better helphas done a really good job of
finding people who can advocatefor what they do and what they
have, um, and make it feelgenuine.
Speaker 2 (22:17):
Yeah, and that's a good example of the type of
product or service that doesreally well for podcast
advertising.
You just need people to knowwho you are and what you're
about.
You don't necessarily need tosend them to a very specific
landing page or some kind oftherapy offer.
I just think it's interestinghow podcast advertising
(22:43):
definitely has its likestrengths and I think it's like
compared to like paid search,which is very intent based.
Like you said, where you'researching, you're searching for
something.
This, like these people thatyou're targeting may not be
searching for you, but they'llremember you if the ad is
engaging enough.
Speaker 1 (23:02):
Well, I think you also get some frequency there,
right Cause most podcasts areweekly and so and people, you
know, it's almost likeappointment, um, old appointment
television where, like if apodcast comes out on Thursdays
and you're really into thatpodcast, you're going to listen
to it, you're going to want tounderstand, you know where
they're going.
What's going on with this?
I'm more sporadic with mypodcast it.
What's going on with this?
I'm more sporadic with mypodcast it's.
When I'm in the car, usuallyI'll like just go through and
(23:23):
see what I've got, um, orsomebody will send me an episode
.
Caitlin sent me a couple um theother day, some Brene Brown
stuff, and I listened to those,um, those.
I was just sitting in theliving room like playing a game
and listening to them.
Then I realized I wasn't reallylistening, so I closed my
computer and just like focusedon the podcast podcasts.
(23:46):
But yeah, it's interesting.
So I think you've kind of gotteninto a good segue there with
like a good advertiser who thisis really right for, like
somebody who you know you justneed the awareness.
You don't necessarily have tohave an offer.
You can have an offer for newpeople that everybody sees when
they get there and you could useit.
I mean better help uses, promocodes too, I think, from some of
those podcasts, um, butsomething that can be explained
easily, quickly and simply, um,and that people can easily find
(24:08):
you, so that's a great one.
So if somebody is out there andthey're thinking like should I
get into podcast advertising,like beyond, I mean obviously
doing the 15 or 30 before orafter, you can do that anytime,
that's super easy, um, andthat's just part of a broader
audio strategy.
But getting into, like actuallyresearching and finding
podcasts that align with you andreaching out and trying to get
(24:29):
that tighter, you know, pseudoendorsement, pseudo influencer,
um, what makes that right?
Speaker 2 (24:37):
like yeah, I think, man, there's a lot of like.
I think there's a lot of thingsyou need to think about if
you're considering podcastadvertising.
Something that I think youshould ask yourself is what is
your actual goal for thecampaign?
Much like any campaign, youneed to determine what's your
primary goal, and that'll helpyou determine what platform or
(24:58):
form of advertising will workbest for you.
So, do you want to raiseawareness, educate someone on
who you are and your product, ordo you want direct conversions?
If you want direct conversions,I would stay away, maybe, from
podcast advertising.
It's not as effective.
If you're creative yeah, ifyou're creative, it might work.
Now that I'm thinking about it,the second most popular ad I
(25:20):
tend to get on podcasts are forlinkedin, like b2b advertising.
So that's kind of funny.
Just that, um, like it's likethe.
It's like it's the ad where thekid has like the show and tell
I don't know if you've heardthis ad or you like to bring
your parent to school day andtheir dad won't stop talking
about b2b advertising and Idon't know.
Speaker 1 (25:43):
It's kind of funny but oh, it's about be where
you're like.
Yeah, because the wholelinkedin campaign is about like
you got to get your message infront of the right audience and
this is not the right audiencefor that yes advertising these
kids right they've got a wholeseries of tv and stuff for those
too yeah, and I think like,like making people aware, like
(26:12):
B2B businesses aware, that youcan't advertise really well on
LinkedIn.
Speaker 2 (26:15):
that's kind of a funny brand awareness thing and
you have to be willing to bevery creative with the things
that you're doing.
I would say it's probably goingto work best for B2C over B2B,
but that doesn't mean you can't.
It depends on your service andif it's something that you know
(26:40):
because if you're selling likeindustrial, like parts, then
maybe it's not like the perfectplace, because I'm doubting,
like you know.
Speaker 1 (26:51):
Yeah, no, I get that.
I think that it matters ifthere are podcasts out there
that align with who you're in.
You know, I think of likeservice industries, like
architecture, like marketing,like business services, even
business furniture, like some ofthose you can actually get into
like a leadership podcast orCEO podcast or whatever, or
(27:13):
Shark Tank or something likethat.
But yeah, I do think that B2C isa lot easier because you're
looking for people who areinterested in a product that
probably aligns with theaudience that you're advertising
to, yeah, something that youcan, you know, really get into
if you're a service, a b2bservice that just needs people
to know that you exist, likethen yeah, like the linkedin
(27:37):
advertising stuff, I think it'dbe a good fit but I'm thinking
of some of the other ones.
Like me, undies did a lot ofpodcast advertising and that's
just a fun one, like that theywere in.
And there's other things thatare super, super niche.
Like as you, I won't get intosome of them, but as you get
into a podcast niche.
If it's like an advice column,what type of advice is it?
(28:00):
Is it advice for newlyweds?
Then now you've got the wholewedding industry could be a part
of that.
So really taking a look andseeing what that niche is, and
honestly I think the more nichethe podcast the better, because
they won't necessarily go offtopic then Because you don't
(28:23):
want to be like, oh, these threeepisodes I can be in, but then
the next three have absolutelynothing to do with my brand, and
most podcasts don't do that.
Like they kind of stick withthe theme and keep going.
But I could see you know wherethat's happening.
Speaker 2 (28:32):
Yeah, and I would say , if you're just like curious
and unsure if it's somethingthat will work for you, you can
always start with a testcampaign and with like the
minimum spends just to see ifit's something that would work
for you.
Um, again, you need to have astrong uh like story or like you
can kind of get creative withthese ads.
You don't want to be overlyscripted or something that is
(28:54):
going to sound like a pain forthe host to read out some.
You don't want to sound phonyyeah, the more you can work with
the host to make it as naturalas possible, the better.
I know, um, when I used to workat when I used to work at a
trucking company, one of thethings that, as an intern, one
of the things that we did was wereached out to a lot of uh
(29:17):
trucking youtubers andpodcasters to like see kind of
what prices they offered forlike ad spots and things like
that.
And something that we like veryquickly realized is that a lot
of them did not want to promoteuh, basically like what we
wanted them to promote, unlessthey had creative control over
it so again, you'll probablyhave to be willing to let go of
(29:41):
some of the creative controldepending on the host, because
and that's probably for the best, to be honest, just so they can
be natural with, like, maybegive them some guidelines so
they don't say anything likelegally detrimental to your
business.
But yeah, so that's somethingthat was interesting to me.
There's platforms that you canuse that podcasters use to
(30:07):
basically pull in advertisers,but reaching out directly is
also another way of doing that.
Yeah, and they might tell youlike oh, we're on this platform,
go here.
Speaker 1 (30:16):
They might not want to entertain that directly, but
that's totally fine.
Yeah, I think it's.
You know, think talking points,think the things that you need
them to hit, and then let themkind of roll with it.
But as long as they hit thepoints you want to and they
don't disparage your brand,they're going to do this in
their voice, not necessarilyyour brand voice.
(30:38):
It's not an ad.
So that's one of the thingsyou've kind of got to get used
to with influencers andpodcasters.
I still go back to the old radiostation remotes Like you had so
much control over that but nota lot.
Like you hit the points andthey would kind of they knew
their audience and they would gooff and make it work.
So I think that's the lastthing that you need If it's
right for your brand.
(30:59):
You've got got to be flexible.
You've got to be willing tolike kind of roll the dice a
little bit and take a little bitof a risk if you're going to
get into those more endorsementtype uh podcast yeah, you
definitely need to know whatyou're getting yourself into and
what kind of ads and goals willwork best for the platform yep,
all right.
(31:19):
Well, I feel like that's anepisode, zach, and, and we'll be
back.
Next week, we're going to haveanother team spotlight, this
one's wild.
So Caitlin's been doing theteam spotlights.
I haven't, but this isCaitlin's team spotlight, and so
I think I'm doing the askingand the interviewing on that.
Speaker 2 (31:34):
Yeah, a little guest host action.
So I'm the guest host in theteam spotlights because Caitlin
is the guest who's usually thehost, but somebody has to
interview her because she can'tinterview herself.
I mean, she could have, sheprobably could.
Speaker 1 (31:49):
She could probably make that work.
All right, you want to bring?
Speaker 2 (31:51):
us home.
You can find our agency atantidotes71.com, with links to
all of our socials there.
If you have a question you'dlike to send our way, head to
ctapodcastlive, to shoot us anemail or, even better, leave us
a voice message on our hotlineat 402-718-9971.
Your question will feature in afuture episode of the podcast.
Speaker 1 (32:14):
I just did the Boomer Gen X phone.
This is a phone.
This isn't a phone anymore.
It's like this is a phone thatblows my mind.
All right, I digress.
We will see you next, caitlin'sepisode, and have a great rest
of your day, zach thank you, youtoo.
oh, we are back with another episode.
It's a.
It's a podcast about podcastingzach a podcast about podcast
advertising yes, should podcastadvertising be part of your
marketing mix?
Um, are you doing it?
Are you not doing it?
Should you be doing it?
Should you not be doing it?
Speaker 2 (00:23):
lots of questions yeah, and I think so too,
percent.
I think this is a reallyinteresting form of advertising.
I think a lot of peopleoverlook it and, uh, if you
listen to as many podcasts asprobably both you and I listen
to, you've probably run into aton of ads, so it'd be fun to
talk about them.
Speaker 1 (00:42):
Yeah, so, um, really interesting.
It's a it's a multi-billiondollar industry, right, like
it's its own kind of broadcastbeast.
Um, people like to loop it inwith like streaming audio.
But streaming audio is sogeneral, like it's really big.
That includes like the over theair through an app, or like
sirius xm's app or pandora orspotify and there's all kinds of
(01:03):
things in streaming audio.
But podcasting is kind of thissubset of it that is huge and
it's starting to survive on ads,right, because we don't pay for
a lot of podcasts.
I mean, you can usually pay fora premium a lot of times, like
they'll have extended episodesor like there's one that I'd
listened to, that if you're aPatreon member at a certain
level, you get a second episodeeach week that's shorter but on
(01:26):
a different topic and a littlebit more raw and gritty because
it's not actually out there inthe wild.
But it's something that you canthink about in your marketing
strategy.
We've done a little bit.
We've promoted our podcastthrough podcast advertising on
Spotify kind of mixed results onthat.
But yeah, I'm excited aboutthis one oh, 100 and uh oh, go
(01:49):
ahead.
I was gonna say I was notexcited when I saw the drink
appletini seriously zach.
But I appreciate when we get tothe recipe and the history of
this.
It is not all about schnapps atall, so yeah, so about schnapps
at all?
Speaker 2 (02:09):
so, yeah, so appletini.
Uh, I was looking for cocktailsfor this quarter and I was like
I need to find something that'slike older but not too old,
like something that's more, likesomething that people know but
maybe like haven't heard of in awhile.
And I've stumbled across a listthat said what disco drinks
need to come back and,surprisingly, this was on there
and, uh, I'd never heard of ityou've never heard of an
appletini never, no.
(02:31):
So I thought it'd be interestingto uh kind of just like look
into this, look into this drinkmore because I didn't know much
about it.
So the appletini was firstcrafted in the 1990s at lola's
in west hollywood, quicklybecoming a pop culture, a pop
culture staple.
It was in scrubs and sex in thecity and a lot of people
consider it a novelty drink.
(02:53):
But uh, it has kind ofwithstood the test of time.
It's starting to come back.
Speaker 1 (02:57):
More people are uh kind of uh enjoying this drink
and I think this uh recipe wehave below is a little bit of a
elevated version of what you'dnormally think of from an apple
yeah, because usually it's thatlike electric green, is it
dekypers, like schnapps, likeyeah and vodka, and I don't know
if there's anything else reallyin it besides those two things,
(03:19):
typically, and it's justthey're, they're wild.
Um, I am surprised you hadn'theard of this.
It's kind of like a I would putit in like that fruity drink
with like a lemon drop and akamikaze.
They all kind of live in thatsort of sweet with a little bit
of sour to them, and they're allvery colorful, obviously.
So if you're going to make this, you are going to need a
(03:42):
cocktail shaker.
Going to need a cocktail shakerand you're going to take one
and a quarter ounces of vodka,an ounce of calvados which I had
to look up, but it's an apple,it's a brandy, made out of
apples or pears typically, um,so that's where you get some of
your like.
It's probably some pretty deepapple or pear flavor in this.
Then, um, one and a quarterounces of Granny Smith apple
(04:04):
juice.
I have never juiced an apple,but I'm sure you.
I mean, I guess you can Quarterounce lemon juice, freshly
squeezed, quarter ounce ofsimple syrup, and then you've
got a couple of garnishes justdone aside Granny Smith apple
slices and a brandied cherry.
So, yeah, so you take somecrushed ice and put it in a
cocktail glass and set it asideto chill.
(04:24):
Typically these are in amartini glass.
You don't have to, you canserve any drink in any glass.
Really, um, they're really funin a coupe glass.
They just look a little bitmore elevated, I guess, than a
martini glass.
Um, so vodka, calvados, applejuice, lemon juice and simple
syrup all go into the shakerwith ice and you shake those
until your hand is freezing, uh,and that means it's well
chilled.
And then you toss the ice outof the cocktail glass and double
(04:48):
strain the mixture into theglass.
So we're using granny smithapple juice, so you're gonna
have like some fibers, I guess,like apples don't really have
pulp, right?
Speaker 2 (04:58):
no, it can be.
Yeah, unless you have like asuper good juicer that like
strains out everything, you'reprobably going to have some
residual stuff.
Speaker 1 (05:07):
Yeah, so you double strain it into the glass and
then, when you've done that, itshould be pretty clear, and I
don't know how green this onewould be.
I don't know if any of it'sgreen yet, Because yeah, the
Calvados would be more of abrownish color because it's a
brandy, and the granny smithapple juice is going to be
(05:27):
almost clear, like apple juice,like it's not red apple juice.
You're not mixing in the well,I guess if you are juicing the
peels as well, like if you'vegot a juicer and you're putting
the whole thing in, it might begreen, um, I don't know.
So garnish with that brandycherry and the grannyite with
apple slices and you are good togo I'm looking up a picture of
(05:47):
it and it is a little bit oflike a green hue.
Speaker 2 (05:50):
it's not like a bright green, it's more of like
a yellowish green.
So the recipe is from uh,lookercom and um, yeah, I'm like
kind of reading this a littlemore and it's definitely like an
elevated version and I'm tryingto figure out it must be from
like the peel itself Like addingsome green.
Speaker 1 (06:10):
It would be using a juicer and juicing the whole
apple peel and all I mean,because juicers like they take
out like the bad bits of thecore and the seeds and all that
stuff.
Right, they typically splitthose out.
It's really beautiful and it'skind of in a deep coop glass.
I guess is what I would callthat on here.
Speaker 2 (06:27):
And I like how they garnish with the apples with the
little fan.
That looks nice.
Speaker 1 (06:32):
Yeah, so using a skewer honestly, buying cocktail
skewers for garnish is one ofthe best things we ever did.
We've got some nice metal onesand they wash up really easy,
just in hot soapy water.
We generally put them in a bowlbecause they're so small.
You don't want to lose themlike in the dishwasher or
something.
But yeah, you skewer the cherryand then the three apples in
like a little fan in the skewerand then just kind of rest it
(06:54):
across the glass.
Very elevated, zach, I like it.
Speaker 2 (06:58):
So would you try this over the normal Appletini?
Speaker 1 (07:02):
Oh yeah, I won't drink a regular appletini.
Speaker 2 (07:08):
They're so like artificial and like, yeah, it's
neon green.
Speaker 1 (07:10):
Um, there is a restaurant here that does a
lemon drop that I really like attaxis.
Um, and they also have.
Well, they did have.
I don't know if they still do.
I haven't been there in a while.
Um, a lemon, um, molten lavacake, a lemon lava, oh, what the
?
Heck, it's a lemon cake, but ithas a vanilla cream in the
(07:30):
middle that's molten that's wow.
Speaker 2 (07:32):
I've never heard of anything but chocolate molten
cake.
I'm gonna right chloe likeslemon.
I'm gonna have to try that it'sso good.
Speaker 1 (07:39):
Well, you got a little bit of time.
If you're still in om, maybetaxis for dinner tonight.
Monday is Martini Monday.
They do discounts on martinison Mondays.
Speaker 2 (07:47):
I might have to check it out.
Speaker 1 (07:49):
It's up at like it's on Blondo, I think, ish 120th,
132nd somewhere up in there.
Anyway, I digress Alright, soshould we get into this podcast
advertising the ins and outs andwhat to do after the break sack
?
Let's do it oh, we are back totalk podcast advertising yep,
(08:22):
we've done a little bit of it onspotify we've done a little,
yeah, um, so it's different thanother types of digital ads,
right?
like even other types ofstreaming ads, podcast
advertising tends to be a littlebit different and there's
multiple ways you can go at it.
Um, so let's just talk throughsome of those.
So, um, first of all, why?
Why is advertising in a podcastdifferent than just advertising
(08:45):
in a Spotify audio stream ofmusic?
Speaker 2 (08:49):
Well, for me, I think it's a little more niche.
With podcast advertising, youcan really focus in on specific
topics that you know your targetaudience is engaging with, and
there's a lot of very nichetopics with podcasts Like ours,
for example we're a marketingcocktail podcast.
It's a lot of very niche topicswith podcasts like ours, for
example we're a marketingcocktail podcast.
So it's a weird ditch, yeah,but um, you're able to find, uh,
(09:12):
I mean I think it's just moreof an intimate experience, right
, like they're harder to skip.
They are, um, easier to listento because most times they're
integrated with the actual likeepisode themselves.
So something interesting withthat.
Though with Spotify, um, someof those are just like before
the actual podcast.
(09:33):
I've noticed that you can getlike 30 second or 15 second ads
and that's kind of what we didwhere it's not the host
necessarily reading it.
It's like us reading, like ourscript and like putting that out
there.
But with other podcast ads,it's like the hosts themselves
have agreed to do this ad foryou and it's a part of their
episode.
(09:53):
So I mean, mean, some peopleprobably skip that.
I find myself listening tothose more because it's just
more natural flow with theactual like episode itself, so
it feels more like you know, afriend making a recommendation,
rather than somebody trying tosell you something yeah, and I
(10:14):
and I think you've like, you'vekind of hit the nail on the head
.
Speaker 1 (10:20):
So you can do traditional, where you just
create a 15 or 30 second spotand you throw it in there and it
airs before it or after it orwhatever, and it's all good.
But the ones that are moreinteresting and I think so, like
Amy Poehler's podcast, goodhang is interesting because she
reads all of her sponsorshipsobviously, big podcasts, big
(10:42):
listenership, has multiplepeople dealing with her
endorsements and things, but sheinjects her personality into it
and a lot of times they'll alsoonly do things that they
believe in.
They're not going to advertisesomething they're morally
opposed to or that they don'tlike.
So you do have some of that inthere.
But I think that the plus sideof that is exactly what you said
.
You get this sort of intimateconversational ad coming.
(11:03):
It's kind of like old radioremotes, right when the radio
talent would like be on locationand be like talking about your
brand and doing other stuff.
It's just, you know, completelydifferent than that because
it's podcasts.
Speaker 2 (11:20):
Yeah, and I think it's really different from a lot
of digital ads because, again,like these are highly engaged
listeners.
If they're listening to a nicheshow about something within
your industry, then they'reprobably more likely to act on
what they're hearing.
I wanted to think of a funexample, but basically, for
(11:44):
example, if a cocktail or liquorcompany advertised some of
their spirits in our episode andwe created a recipe, or they
helped us create a recipe forour actual like podcast cocktail
, I think a lot of people wouldbe willing to try it or, like,
go out and buy that specificspirit because it's something
they're interested in.
Speaker 1 (12:03):
Give it a whirl I think a good example would be if
you have a fitness podcast andyou sell protein shakes, um,
being in that fitness podcastwith your protein shakes is
going to make sense right,especially if you've got the
hosts endorsing it almost.
And that's, I think, wherepodcasts kind of blur the line.
It's not just and sometimesthey do come off as just ads
(12:25):
that are being read by a person,totally fine, but they also do
generally come off as kind of anendorsement by the hosts of
that podcast, which can bereally interesting, and
obviously that version is alittle harder by the hosts of
that podcast, which can bereally interesting and obviously
that version is a little harderthan just popping an ad on
(12:45):
Spotify and letting it run.
Speaker 2 (12:46):
Yeah, and it's almost like a trusted voice telling
you to buy this product, ratherthan just someone random on the
internet, because podcasts haveloyal followings.
So a lot of the podcasts that Ilisten to have a lot of the
same ads and it makes me wonderoh, like, obviously, like, I'm
the type of person that wouldlike this ad, so I don't know.
Whenever I get a podcast ad, Ifeel like it's definitely
(13:08):
tailored towards me.
Speaker 1 (13:11):
Yep, um.
So I think the big questionthen is does it work, like, and
and if you're a small business,especially, or medium business,
and you're just trying this forthe first time, how do you know
it works, how do you know you'renot wasting your money?
Speaker 2 (13:24):
so there's a several, a few different ways you could
track your success.
Um, if you're like a b2cbusiness and you're trying to
sell a product using like apromo code, that's also true on
like youtube.
A lot of youtube channels havepromo codes with that specific
uh creator like tied into thecode.
Yep, you could do a url to likea landing page or like visit us
(13:47):
.
At this that's a little moretricky because it's audio, so
nobody's going to be like reallyclicking.
You can include in the shownotes, but it's less likely that
people are going to click onthe show notes and stuff like
that.
And then another is just likedirect traffic to your uh like
website or like brand, because alot of what podcast advertising
(14:07):
is designed to do is toincrease your brand recognition
and brand recall.
Because, at the end of the day,like most ads don't last that
long out in the wild.
But because podcast episodesintegrate their ads, um, those
aren't changing.
People will go back to oldpodcast episodes and listen, so
(14:28):
the longevity of them issomething to think about as well
.
But yeah, those are some waysthat you can track success yeah.
Speaker 1 (14:34):
So you've got to be careful not to do like a promo
for just like this week, like ithas to really be like a new
subscriber, new purchaser kindof thing that you're going to
leave on.
That's almost evergreen ifyou're going to do that.
A lot of times they just use areferral from the person.
Like you said, it's the name ofthe show or it's the name of
the person.
You see that on Instagram aswell.
(14:56):
You see that on you know, likeyou said, youtube.
But that's one way to track andI think what's interesting about
that is, in a podcast, thepeople who are listening like
that host, they like thatpodcast and they have like some
sort of a personal affinity forthat person podcast and they
(15:16):
have some sort of a personalaffinity for that person.
So they're generally morelikely to put in a slash Zach if
you're listening to thispodcast and go for a promo than
if they're just kind of out inthe wild and it's slash promo
2025 or something, because theyknow that that podcaster is
going to get credit for that andthey feel like that's probably
going to keep the podcast goingand this advertising is what
(15:37):
supports it.
And I think that's another bigpiece is podcasters can just
explain to you in the moment,like this is why we have
advertising.
It's because you know, so wecan stay on the air, and so I
can do more of this Because it'sa commitment.
It takes a while to do a podcastlike and for some of these that
are very high produced, I meanit's like a 30 minute tv show
(15:58):
just in audio, like there's somethat I listen to, I know they
record it in pieces, they editit together, they add extra
snippets, they do interviews, um, you know, there's a studio
involved sometimes, um, it canbe a lot.
So I think that that loyaltyand that affinity can rub off a
(16:19):
little bit, which is really nice.
Speaker 2 (16:21):
And the more of a relationship as if you're
wanting to do podcastadvertising the better
relationship you can build withthat host.
It's kind of stepping intoinfluencer marketing now, but
the better relationship you canbuild with them and the happier
you can make them to work withyou, it really shines through in
their promotion.
If it's a product they cangenuinely get behind, because I
(16:43):
know a lot of podcasters or atleast some of the ones that I
listen to genuinely care aboutthe products they're promoting.
They don't just want to promoteanything.
So if it's a product or servicethat, like, really aligns with
that host, then it's, it'sreally going to be a good ad and
I think that's anotheradvantage of this.
Compared to just normal likeaudio ads that go in between,
(17:07):
like songs on Pandora or Spotify, I think the host actually
promoting your service orproduct really can hit home with
a lot of listeners.
Speaker 1 (17:17):
Yeah, and I think there's a couple caveats to that
.
You've got to be ready for themto inject their personality.
I know that with a lot of themsometimes I know they're kind of
like ad-libbing.
They're just kind of going offon what the product is.
They take a little tangent andit's totally fine.
So you've got to be okay withthat looseness and trust them.
Obviously they're not gonna dosomething to damage your brand
(17:38):
because they want you to comeback.
They want your money, like youknow, and hopefully they like
your brand as well.
But yeah, it really does blurthat line between like um, you
know, endorsement, influencer,radio ad, like it's all kind of
messy and mixed up in there andmaybe that's good.
Maybe it's confusing our brainsinto like wanting to buy the
(17:59):
things that we hear about them.
Speaker 2 (18:01):
If a friend recommends your service, it's
different from an adrecommending your service, yep.
Speaker 1 (18:09):
Okay.
So what about like social orpaid search?
So if we're talking aboutinfluencers like, let's talk
about like an influencer, paidsearch.
So if we're talking aboutinfluencers like, let's talk
about like an influencer oninstagram versus a podcaster,
like sharing um your info, like,how does that?
Like, how does that work?
Like, is it is one better thanthe other?
Does it depend?
Speaker 2 (18:29):
um, in terms of like an influencer on social sharing
and then a podcast ad, I'd saythey're pretty similar in terms
of like what you're trying to dowith them, but in terms of like
how both work, again likepodcast episodes.
A social post is very in themoment and algorithm based.
I think it doesn't last.
(18:50):
It still does not last as longas a podcast episode.
Yep, very rarely do people gothrough influencers profile and
go back through old posts.
I mean looking for that ad thatI really wanted from that
product exactly that stuff dieson the vine quicker than
something like you know apodcast episode or even a
(19:11):
youtube video which a lot ofpodcasts are on, and that's a
whole.
That's a whole.
Another, uh, like I guess likeangle of this too is like if you
do a video podcast, then youprobably could have a link pop
up on the screen.
So that's just another reasonto consider, because then that,
because then you have a YouTubevideo and you have an audio
(19:32):
version.
So that's two different thingsthat you know your ad you paid a
one-time fee for your ad toexist forever.
Maybe, I mean maybe, it's asavvy podcast.
Speaker 1 (19:42):
that's like charging separately for both of them.
That would be hard to do,though, because, like you, don't
want to record your podcasttwice, but I guess you could
record it, and then you couldrecord your ads and insert them
if you wanted to.
Speaker 2 (19:54):
Some people do do that, where they record an ad
spot and it just integrated intothe actual video and then they
go back to the real episode.
I've seen that before, yeah.
Speaker 1 (20:03):
Yeah, I mean, we record this podcast without ads,
in two or three segmentsusually.
So you know editing can be yourfriend.
I think the other thing is thatyou're going for the audience
that this podcaster has.
So it's almost like buying TV,like buying a TV show.
You're going for the people whoare aligned with that podcaster
(20:24):
and if you're getting into someof the larger podcasts, they
know who their audience is, theyknow the demographics, they
know who the people are, etcetera.
But you're also aligning withthem and looking for somebody
like-minded like that influencerpiece.
So there's audience plusinfluencer versus something like
paid search where somebody'slooking for a particular thing.
(20:45):
They may not be looking forwhat you're offering when they
listen to the podcast, but itmight pique their interest just
because this podcast that theylove talked about it and all of
that.
I know I've gone to occasionally.
I've heard an ad on a podcastand I've gone and like
investigated, like the product,if I was something I was sort of
in the market for anyway, andI'm like, oh, I should go look
(21:06):
at that.
You know, seems interesting.
Um.
Speaker 2 (21:11):
I feel like the biggest ads I get on podcasts
are like for better help, so Idon't know what that says about
me.
Speaker 1 (21:18):
Maybe you need a therapist, zach.
No better help is out there.
I Maybe you need a therapist,zach.
No BetterHelp is out there.
I think in part because it's aneasier one to have somebody
endorse yeah.
Speaker 2 (21:30):
Because therapy is relevant to basically any
audience.
Probably.
Speaker 1 (21:34):
I mean they had I don't know if it was BetterHelp
or if it was one of the otherones, but Michael Phelps did one
of those for a mental healthawareness therapy thing because
of his struggles that he wentthrough with like being an
Olympian and the stress of thatand then getting out of that,
and then now you've got thisloss of this thing that was your
whole life and then he starteda family and all that.
And I think the same thing canhappen with podcasters,
(21:59):
especially if, like, they'revery open about their lives
usually, and so if they knowthat they've been struggling
with, like you, depression oranxiety or something like that,
you know they might actually bea better help user.
But I think I think better helphas done a really good job of
finding people who can advocatefor what they do and what they
have, um, and make it feelgenuine.
Speaker 2 (22:17):
Yeah, and that's a good example of the type of
product or service that doesreally well for podcast
advertising.
You just need people to knowwho you are and what you're
about.
You don't necessarily need tosend them to a very specific
landing page or some kind oftherapy offer.
I just think it's interestinghow podcast advertising
(22:43):
definitely has its likestrengths and I think it's like
compared to like paid search,which is very intent based.
Like you said, where you'researching, you're searching for
something.
This, like these people thatyou're targeting may not be
searching for you, but they'llremember you if the ad is
engaging enough.
Speaker 1 (23:02):
Well, I think you also get some frequency there,
right Cause most podcasts areweekly and so and people, you
know, it's almost likeappointment, um, old appointment
television where, like if apodcast comes out on Thursdays
and you're really into thatpodcast, you're going to listen
to it, you're going to want tounderstand, you know where
they're going.
What's going on with this?
I'm more sporadic with mypodcast it.
What's going on with this?
I'm more sporadic with mypodcast it's.
When I'm in the car, usuallyI'll like just go through and
(23:23):
see what I've got, um, orsomebody will send me an episode
.
Caitlin sent me a couple um theother day, some Brene Brown
stuff, and I listened to those,um, those.
I was just sitting in theliving room like playing a game
and listening to them.
Then I realized I wasn't reallylistening, so I closed my
computer and just like focusedon the podcast podcasts.
(23:46):
But yeah, it's interesting.
So I think you've kind of gotteninto a good segue there with
like a good advertiser who thisis really right for, like
somebody who you know you justneed the awareness.
You don't necessarily have tohave an offer.
You can have an offer for newpeople that everybody sees when
they get there and you could useit.
I mean better help uses, promocodes too, I think, from some of
those podcasts, um, butsomething that can be explained
easily, quickly and simply, um,and that people can easily find
(24:08):
you, so that's a great one.
So if somebody is out there andthey're thinking like should I
get into podcast advertising,like beyond, I mean obviously
doing the 15 or 30 before orafter, you can do that anytime,
that's super easy, um, andthat's just part of a broader
audio strategy.
But getting into, like actuallyresearching and finding
podcasts that align with you andreaching out and trying to get
(24:29):
that tighter, you know, pseudoendorsement, pseudo influencer,
um, what makes that right?
Speaker 2 (24:37):
like yeah, I think, man, there's a lot of like.
I think there's a lot of thingsyou need to think about if
you're considering podcastadvertising.
Something that I think youshould ask yourself is what is
your actual goal for thecampaign?
Much like any campaign, youneed to determine what's your
primary goal, and that'll helpyou determine what platform or
(24:58):
form of advertising will workbest for you.
So, do you want to raiseawareness, educate someone on
who you are and your product, ordo you want direct conversions?
If you want direct conversions,I would stay away, maybe, from
podcast advertising.
It's not as effective.
If you're creative yeah, ifyou're creative, it might work.
Now that I'm thinking about it,the second most popular ad I
(25:20):
tend to get on podcasts are forlinkedin, like b2b advertising.
So that's kind of funny.
Just that, um, like it's likethe.
It's like it's the ad where thekid has like the show and tell
I don't know if you've heardthis ad or you like to bring
your parent to school day andtheir dad won't stop talking
about b2b advertising and Idon't know.
Speaker 1 (25:43):
It's kind of funny but oh, it's about be where
you're like.
Yeah, because the wholelinkedin campaign is about like
you got to get your message infront of the right audience and
this is not the right audiencefor that yes advertising these
kids right they've got a wholeseries of tv and stuff for those
too yeah, and I think like,like making people aware, like
(26:12):
B2B businesses aware, that youcan't advertise really well on
LinkedIn.
Speaker 2 (26:15):
that's kind of a funny brand awareness thing and
you have to be willing to bevery creative with the things
that you're doing.
I would say it's probably goingto work best for B2C over B2B,
but that doesn't mean you can't.
It depends on your service andif it's something that you know
(26:40):
because if you're selling likeindustrial, like parts, then
maybe it's not like the perfectplace, because I'm doubting,
like you know.
Speaker 1 (26:51):
Yeah, no, I get that.
I think that it matters ifthere are podcasts out there
that align with who you're in.
You know, I think of likeservice industries, like
architecture, like marketing,like business services, even
business furniture, like some ofthose you can actually get into
like a leadership podcast orCEO podcast or whatever, or
(27:13):
Shark Tank or something likethat.
But yeah, I do think that B2C isa lot easier because you're
looking for people who areinterested in a product that
probably aligns with theaudience that you're advertising
to, yeah, something that youcan, you know, really get into
if you're a service, a b2bservice that just needs people
to know that you exist, likethen yeah, like the linkedin
(27:37):
advertising stuff, I think it'dbe a good fit but I'm thinking
of some of the other ones.
Like me, undies did a lot ofpodcast advertising and that's
just a fun one, like that theywere in.
And there's other things thatare super, super niche.
Like as you, I won't get intosome of them, but as you get
into a podcast niche.
If it's like an advice column,what type of advice is it?
(28:00):
Is it advice for newlyweds?
Then now you've got the wholewedding industry could be a part
of that.
So really taking a look andseeing what that niche is, and
honestly I think the more nichethe podcast the better, because
they won't necessarily go offtopic then Because you don't
(28:23):
want to be like, oh, these threeepisodes I can be in, but then
the next three have absolutelynothing to do with my brand, and
most podcasts don't do that.
Like they kind of stick withthe theme and keep going.
But I could see you know wherethat's happening.
Speaker 2 (28:32):
Yeah, and I would say , if you're just like curious
and unsure if it's somethingthat will work for you, you can
always start with a testcampaign and with like the
minimum spends just to see ifit's something that would work
for you.
Um, again, you need to have astrong uh like story or like you
can kind of get creative withthese ads.
You don't want to be overlyscripted or something that is
(28:54):
going to sound like a pain forthe host to read out some.
You don't want to sound phonyyeah, the more you can work with
the host to make it as naturalas possible, the better.
I know, um, when I used to workat when I used to work at a
trucking company, one of thethings that, as an intern, one
of the things that we did was wereached out to a lot of uh
(29:17):
trucking youtubers andpodcasters to like see kind of
what prices they offered forlike ad spots and things like
that.
And something that we like veryquickly realized is that a lot
of them did not want to promoteuh, basically like what we
wanted them to promote, unlessthey had creative control over
it so again, you'll probablyhave to be willing to let go of
(29:41):
some of the creative controldepending on the host, because
and that's probably for the best, to be honest, just so they can
be natural with, like, maybegive them some guidelines so
they don't say anything likelegally detrimental to your
business.
But yeah, so that's somethingthat was interesting to me.
There's platforms that you canuse that podcasters use to
(30:07):
basically pull in advertisers,but reaching out directly is
also another way of doing that.
Yeah, and they might tell youlike oh, we're on this platform,
go here.
Speaker 1 (30:16):
They might not want to entertain that directly, but
that's totally fine.
Yeah, I think it's.
You know, think talking points,think the things that you need
them to hit, and then let themkind of roll with it.
But as long as they hit thepoints you want to and they
don't disparage your brand,they're going to do this in
their voice, not necessarilyyour brand voice.
(30:38):
It's not an ad.
So that's one of the thingsyou've kind of got to get used
to with influencers andpodcasters.
I still go back to the old radiostation remotes Like you had so
much control over that but nota lot.
Like you hit the points andthey would kind of they knew
their audience and they would gooff and make it work.
So I think that's the lastthing that you need If it's
right for your brand.
(30:59):
You've got got to be flexible.
You've got to be willing tolike kind of roll the dice a
little bit and take a little bitof a risk if you're going to
get into those more endorsementtype uh podcast yeah, you
definitely need to know whatyou're getting yourself into and
what kind of ads and goals willwork best for the platform yep,
all right.
(31:19):
Well, I feel like that's anepisode, zach, and, and we'll be
back.
Next week, we're going to haveanother team spotlight, this
one's wild.
So Caitlin's been doing theteam spotlights.
I haven't, but this isCaitlin's team spotlight, and so
I think I'm doing the askingand the interviewing on that.
Speaker 2 (31:34):
Yeah, a little guest host action.
So I'm the guest host in theteam spotlights because Caitlin
is the guest who's usually thehost, but somebody has to
interview her because she can'tinterview herself.
I mean, she could have, sheprobably could.
Speaker 1 (31:49):
She could probably make that work.
All right, you want to bring?
Speaker 2 (31:51):
us home.
You can find our agency atantidotes71.com, with links to
all of our socials there.
If you have a question you'dlike to send our way, head to
ctapodcastlive, to shoot us anemail or, even better, leave us
a voice message on our hotlineat 402-718-9971.
Your question will feature in afuture episode of the podcast.
Speaker 1 (32:14):
I just did the Boomer Gen X phone.
This is a phone.
This isn't a phone anymore.
It's like this is a phone thatblows my mind.
All right, I digress.
We will see you next, caitlin'sepisode, and have a great rest
of your day, zach thank you, youtoo.
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