The best techniques to help produce optimal results for podcast sponsorships.
Sponsoring an SLM podcast can help you increase brand awareness, drive website traffic, and educate a target audience that aligns with your brand. Here are some best practices for your podcast ad:
Target a Relevant Audience
- Identify goals and objectives
- Choose a podcast that aligns closely with your target audience
- Tailor your message to that audience and their interests
Have a Powerful Message
- Episodes will be recorded up to a month prior to airing—make sure your message will be relevant at the time the episode is released.
- You only have 30 seconds! Make it succinct but conversational to fit in with the friendly tone of the podcast. Think of it like a dialogue with the listener.
- When writing your ad script, aim for around 100 words.
- The ad must be in third-person. Do not use "we" or "I" statements.
- Consider using royalty free music or sound effects in your ad. Keep it subtle.
- Include pronunciation notes for the person recording the ad, if necessary.
Drive Engagement
- Send the right message at the right moment. Align the content with what is happening during that month, season, etc. Try beginning with a bold or attention-grabbing statement to get the listener’s attention.
- A call-to-action is a must. Give clear directions to the listener to your website or ("Purchase tickets at...; Schedule an appointment at...; Follow us on Instagram at...")
- Have a brick-and-mortar? Let the listener know where you're located.
- Consider offering promo codes that are unique to SLM podcast listeners. ("Use code stlmag50 at checkout to claim your offer...")
Keep Things Fresh
- If you sponsor more than one episode, adjust the messaging throughout your sponsorship campaign to keep content fresh and engaging for the audience.
Examples
Westport Plaza's Arch Eats podcast sponsorship | Listen Above
Why it works: Westport Plaza's ad placement has a seamless alignment with Arch Eats' target audience, individuals that share a strong interest in food, dining, nightlife, and entertainment. Their ad highlights a timely and enticing seasonal promotion, providing a sneak peek into the exciting new dining experiences soon to join Westport Plaza. This not only keeps the business at the forefront of listeners' minds as they plan their fall and winter activities but also stirs their curiosity and enthusiasm. Lastly, the ad concludes with a compelling call to action, inviting potential customers to "Experience the Unexpected at Westport Plaza". This call to action not only encourages them to delve into the culinary and entertainment delights that await but also prompts them to stay well-informed about upcoming events and giveaways through Westport Plaza's active social media channels.
Mosby Building Arts' House of Lou podcast sponsorship | Listen Above
Why it works: Mosby Building Arts aligns perfectly with House of Lou's intended purpose, exploring the local home, retail, and style scene, offering a platform for sharing home inspiration ideas, highlighting design-related events, and connecting listeners with local artisans and designers. Mosby's ad establishes their long, successful, and trusted reputation instilling confidence and credibility to their brand. Their ad strategically emphasizes the wide array of services they offer, emphasizing their commitment to delivering the highest level of customer service. This approach effectively communicates the values and attributes they hold in the highest regard. To conclude, the ad provides a clear call to action, guiding potential customers to visit Mosby Building Arts' website and take the next steps towards realizing their home improvement dreams. This well-crafted call to action not only bridges the gap between inspiration and action but also reinforces the ad's goal in driving engagement and conversions.