Mark Mars
23rd November 2018 - 5 mins read
G

etting people to listen to your story or message for 15 minutes to an hour is challenging when you think about how short our attention spans have become (just eight seconds according to recent research). But businesses are increasingly realising the power of podcasting.

Savvy brands are recognising that well produced podcasts differentiate them from many of their competitors.

The most successful are those where products and services are subtly woven into the story the podcast is telling rather than being pushed as a hard sell.

Here are some of our favourites:

 

InterContinental Hotels

The hospitality chain launched its podcast series exploring unique features about its hotels with the goal of tapping into a traveller’s passion for new discoveries.

For example, one episode revealed that deep within the InterContinental New York Barclay Hotel’s basement there is a hidden tunnel which was used to transport wealthy travellers to and from Grand Central Station in the 1920s.

The 20-minute Stories of the InterContinental Life podcast is aimed at reigniting the guest’s passion for travel and intrigue in discovering new places. It is produced to inspire travellers to experience the world and create their own stories.

The podcasts were created as part of a global marketing campaign to drive engagement by connecting the InterContinental brand to what is relevant in culture.

There are now a series of videos to go alongside the podcasts to really bring the stories to life.

 

General Electric

This multinational company which operates in many sectors including aviation, digital, healthcare, oil and gas etc. launched its first podcast series, The Message, in October 2015 and garnered 4.4 million downloads.

The sci-fi podcast show managed to reach the No. 1 podcast spot on iTunes and fans called for the series to be made into a film.

It was a huge success with an average of 450,000 people tuning into each episode. When the podcast series ended the episodes were collectively listened to another 90,000 times.

A new series, LifeAfter, was launched in 2016 and explored the question of what happens to our digital identity when we die, and the role AI can play in the grieving process.

The goal of the podcast series is to tell a really good story that touches on a theme that reflects General Electric’s work in science and technology.

It’s clear to see General Electric saw an opportunity in the story telling space and took it. They learned that quality generates an audience reaction and being clear on their objectives and not naming General Electic and its products in every other word builds value and trust. Something that clearly brings listeners back again and again.

 

Tequila Avión

The Rich Friends: The Elevated Conversation podcast by spirits firm Tequila Avión, launched in 2016 in association with GQ associate editor Mark Anthony Green and The New Yorker nightlife editor Matthew Trammell.

Its podcast explores current affairs, music, lifestyle, art, culture and fashion in New York.

Both men bring their own unique tastes to each episode with their experience in fashion and lifestyle magazines. The dynamic, enthusiastic and opinionated hosts make this podcast feel like you’re with them exploring the best of what ‘the city that never sleeps’ has to offer.

Tequila Avión’s forward thinking attitude combined with Matt and Mark Anthony’s cultural backgrounds makes this the perfect podcast partnership which has resulted in a unique piece of programming.

Topics are always discussed with a cocktail in hand and in any way the duo see fit. Founder of Tequila Avión, Ken Austin said “When we came in, we said, we’re willing to sponsor this thing, but I said to the guys, I don’t want to tell you what to say […] it was more about the audience and the listener versus a brand dictating anything”.

With 24 episodes under their belt, it seems the elevated conversation continues.

 

Slack

The Slack Variety Pack podcast launched in 2015 and is held to be the gold standard of branded podcasts. This is down to the fact it understands its audience very well.

As a result, the company – a cloud based collaboration tools and services firm - has grown dramatically, predominantly due to word of mouth in Silicon Valley and among other American workforces, and it is now slowly making its way across The Pond.

The podcast drew in the ‘tech-savvy, young, curious and light-hearted’ with their stories about ‘work, life and everything in between’.

The 20-40 minute long episodes that included work-life anecdotes and self-contained stories, as well as Slack’s signature quirky and curious personality, enabled the podcast listenership to grow with every episode.

With success like this, we can only assume that Slack will continue to create podcasts.

 

Shopify

‘Thank God it’s Monday’ is not something everyone utters as they walk into work (although we do, in case you are reading boss), but this is the title of Shopify’s podcast.

It was created for ambitious entrepreneurs who can’t wait for a new week to begin. Shopify aimed to inspire listeners by telling success stories of like-minded innovators.

In addition to a very successful blog, Shopify created the podcast in order to capture a part of this growing marketThey identified that many people prefer audio to text as a learning format, and as portable content, anyone can listen to it wherever they are.

By interviewing high-powered businesspeople including marketing guru Seth Godin, Hootsuite CEO Ryan Holmes and serial start up entrepreneur Gary Vaynerchuk in 30-45 minute episodes Shopify creates quality content that people want to listen to.

Mark Macdonald, content manager at Shopify, said: “We would much rather be the content than the advertising. We are creating something that people want to consume, rather than interrupting them with something they wish to ignore.”

 

 

At Thirty Seven, we offer content marketing and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is a podcast or blog post.

Marketing

Gold rush – the secrets of writing a winning awards submission

Adam Fisher 6th July 2018 — 3 mins read
W

e use the word ‘daunting’ because the entry process can seem time-consuming with no guarantee of a return.

So how can you ensure your awards submissions stand out and capture the judges’ interest?

Here are eight tips to help you ensure your award entry is a success:

 

Captivate the judges

If the award is worth winning, the judges will probably have hundreds of entries to read through.

So your submission needs to stand-out. This means you need a strong opening to draw them in and encourage them to keep reading.

The key is to get to the really strong part of your entry early on and not leave it until the end of your submission.

Some journalistic principles also apply here to ensure interest and focus is maintained. Ensure sentences are no longer than 30 words and start each sentence as a new paragraph so that judges don’t face daunting passages of text.

Also, think about what makes something ‘newsworthy’ to a journalist and apply the same principle. For example, what makes your entry unusual?  Is it because what you have achieved is a first, or the biggest, or the smallest? This will help you find that all-important ‘wow’ factor.

 

Storytelling

People love stories. They want to read and hear stories.

And your awards submission will be much more memorable if it includes a story.

Like all good stories, your tale will need a hero (you or your organisation) and a villain (the problem you have solved) and if it has an innocent victim (your customers) then it will be even stronger.

And it should have a beginning, middle, and end.

Get straight into your story in the submission - don’t feel compelled to introduce it by saying something like ‘here’s a story which shows that…’ or through a sub-heading called ‘our story’.

 

Put people in your story

People love stories that involve people, and including them directly in your award submission will help it stand-out.

Quotes from colleagues, customers, and stakeholders about the impact of what you have achieved will help bring the crucial human element into the entry.

 

Substantiate claims

It could be tempting to fill your submission with bold claims about your success.

But, unless you can back these up with facts, figures, and examples then they are just claims and ultimately are pretty meaningless.

Judges will be looking for evidence to ensure that claims are more than just rhetoric.

 

Show don’t tell

Do you always ‘put customers first’? Is your business ‘client-centred’, ‘visionary’ or ‘innovative’?

These tired adjectives are not only overused but they are also all rather hollow.

A much more effective approach in awards submissions is to show how you do these things, rather than telling us that you do them.

Show how you are putting your customers first and how you are being innovative. Examples, case studies, stories, quotes and testimonials will all help here.

 

Avoid the jargon

You may understand the technical language and acronyms used in your organisation and industry but there is a good chance it will not mean anything to the judges.

And that could cause them to lose interest.

Stick to everyday language that everyone can understand. Think about how you would explain what you have achieved to a friend or a colleague.

 

Paint a picture

A picture is a worth a thousand words, as the saying goes, and that idiom is particularly true when it comes to awards submissions where there are often word limit constraints.

Images, tables and, infographics can bring entries to life and help make the complex easily understandable.  

 

Proof

You’ve told your organisation’s story. You’ve got facts and figures to support your points and some strong quotes from customers and colleagues.

What a shame it would be then if all that work was undermined by typos, spelling mistakes, and punctuation errors.

The simple fact is that these mistakes make award submissions memorable for the wrong reasons and can ruin otherwise strong entries. Details matter.

We love helping our clients with their award submissions. Our journalist-led approach ensures all our content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content, award submissions or a whitepaper.

 

 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper.

 

Aimee Hudson
3rd October 2017 - 8 mins read

Every company wants to be an authority in their sector - those that engage the media usually are

Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.