The world of podcasts continues to expand. In a recent article, Forbes stated that over 100 Million Americans listen to a podcast every single week which equates to 34% of Americans ages 12+. This incredible media channel offers podcasts for all sorts of topics and audiences. Why not incorporate the power of audio with the tactile experience of print. By combining direct mail and podcasts, you can create a multi-sensory experience for your recipients that leaves a lasting impression.
Why Combine Direct Mail and Podcasts?
- Cut through the Clutter: The unique nature of this combination stands out in a crowded marketplace and offers your recipients something fresh to discover.
- Enhanced Engagement: By engaging multiple senses, you can create a more immersive and memorable experience for your prospects. In addition, a multi-touch approach helps build brand awareness and trust.
- Deeper Connection: Storytelling, especially in an auditory format, builds emotional connections with consumers and draws them in to what you have to share.
- Measurable Results: Since you can send direct mail to individuals, you have more trackable elements that can provide valuable insights into the campaign’s performance and what your prospects interacted with.
How to Execute a Direct Mail and Podcasts Campaign
Define Your Target Audience
Who do you want to target and why? Use data analytics to study your top consumers, create a model, and identify other prospects who look just like your raving fans. Clearly defining who you want to reach will aid you in building a strong direct mail and podcasts campaign that resonates with your recipients.
Develop a Compelling Story
What matters to your audience? What do they need? Use that information to tell a compelling story. Show how your brand can help them fill that need or reach their goals.
Design an Engaging Mailer
Successful Omni-channel campaigns present a unified front. Your mailer should complement the podcast and entice recipients to listen. Be sure to include a QR code for them to easily access the audio portion.
Produce High-Quality Audio
Invest in professional audio production to ensure a great listening experience. The quality of your audio should match the quality of the mailer. Create a seamless experience for your audience across channels. In the show notes, include links redirecting listeners back to the website or highlight a special offer just for them.
Measure and Optimize
Set up ways to track key metrics like listenership, website traffic, links clicked, and conversion rates to refine your strategy. What do people respond to? Are there any elements they didn’t react to and why?
Direct Mail and Podcasts Integration Ideas
Audio-Enhanced Product Catalogs
Include QR Codes linking to podcasts where someone reviews the products shown on the page, shares creative ways for using the item, or tells a story about their experience with it.
Personalized Podcast Recommendations
Have your show host curate a list of products to create the ultimate fall dinner party, walk through each product, why they chose it and how they used it. Want to highlight your dorm room decor? Have the host discuss how they maximized the space and brought a homey feel to their dorm with your products.
Testimonials
Trying to sell lawn care services? Have a customer talk about all the problems they had with their yard and how hard it was for them to enjoy it. They can then share which services they purchased, what their experience was like working with your team, the transformation, and wrap up the episode with how they are now using their yard.
If you are trying to sell apartments at your senior living community, have current residents share their story. What were they concerned with prior to moving? What helped them make the decision to move? Do they have recommendations for making the transition smoother for others? What has their experience been like at your community? What do they enjoy most? Give your listeners an insider’s view as to what life could be like for them at your residence.
Behind the Scenes
Satisfy consumers’ curiosity with behind-the-scenes audio. Have podcast episodes about your company’s origin story. Why did you design a product the way you did? What frustration led you to create the amazing service you now offer? How long does it take to turn an idea into a product on the shelf? What is that process like? Talk through failures and successes. Share about a difficult, last-minute challenge your team overcame. Draw your listeners in with exclusive content from behind-the-scenes, giving them an even greater appreciation for the products you offer.
Next Steps
By carefully planning and executing a direct mail and podcasts campaign, you can create a truly unique and impactful marketing experience. When you combine the best of both worlds, you can forge deeper connections with your audience and drive measurable results.
If you want to learn more about identifying your best prospects, let’s connect!