Brian Bloom – Liggett Stahower
Heather Stefick – Hentel – Duck brand duct tape
Michael D. Moore – Director – Purina Interactive
Robert Claypoole – Product Director – Vistakon
Moderator: Henry Copeland, CEO, Blogads.com
Heather: Duct tape was invented in World War 2. Used afer the war and use spreads to this day. Fun, Friendly, Helpful, Imaginative. Expand market to tech-svvay audience. Duct tape has a cult like following. 30 million hit of duct tape during prom dress contest month. World’s largest duct tape flag – as large as a basketball court. Festival – 25,000 event visitors (personal engagements), 4,903 website hits, 27.5 million impressions.
Purina – Michael D. Moore – Purina.com/downloads
Re-purpose existing assets; little to no new content creation
Created podcast from radio show. Ties in heavily with event marketing. Numerous usage of RSS feeds. SMS tips, wallpapers, ringtones. Audio outpacing Video by 4x.
Uses Arc Worldwide – based in Chicago.
Vistakon – Robert Claypoole – Editorial strategy of podcasts – tracking, cross-promotion are very important.
Authentic content, integrate it in future marketing initiatives. “If only our lawyers were as excited about this as everyone else was.”
Question: How do you promote the podcasts?
Answer: Feedburner, other content, banner ads, Yahoo front page (Purina) and mentioning in other podcasts (Vistakon).
Podcasting is an intermediate step to blogging.
How do you make a podcast search engine friendly?
Michael – not yet. No transcripts used currently
Direct response – wireless comparable to e-mail. RSS – publisher mindset.
Change Management – support is critical.
Vistakon & Purina – testing and learning. No management barriers, support, small tests, low risk, raise the profile to legal, etc.
Many podcasts led to page on Itunes site for Purina. Media choices – shifts from traditional advertising also being seen at Purina.