Paul Philpott, Fresh Air Studios
Workshop title - Using podcasts and audio to enhance and build brand recognition
Workshop Summary
In a crowded digital world, audio has the power to create meaningful brand engagement. But how do you make a podcast that people actually want to listen to—and that delivers real value to your brand?
Driven by a case study, this session will explore how podcasting can be used to enhance a brand – although, not always in a way that is obvious.
Focussing on the real-world success of “The Procurement Show”, Paul will be joined by Jonathan O’Brien (CEO of Positive Purchasing, a global leader in procurement consultancy) to examine how the show was developed, and how it has grown to play an important part in the business’s marketing strategy.
We’ll explore how the format was created, what makes it different and unique, but more importantly the long term strategy which took it from a handful of listeners to over 100,000 listens in less than 50 episodes – representing an extensive, and heavily targeted brand exposure.
We’ll attempt to cover, as much as possible:
How do you engage with and grow an audience?
Understanding the audience’s needs and how to attract them.
How do you make a podcast sound, well, not naff.
Repurposing content to get greater value from the money and time invested.
Content plan and marketing plan, integrated.
Why niche audiences can be more valuable than mass appeal.
Where does podcasting fit in the marketing mix?
While it’s fair to say that anyone can record a podcast (which is great!), let’s explore the different quality standards together, and discuss at what point it becomes important to ‘raise the bar’.
Paul and Jonathan O’Brien from Positive Purchasing in the studio
About Paul & Fresh Air Studios
Paul Philpott is CEO of Fresh Air Studios, a leading audio production company, headquartered in Plymouth, providing production, consultancy, branded programming and studio services to agencies, production companies and broadcasters across the UK and beyond.
Established in 1998 (before podcasting was even a thing!) Fresh Air Studios’ national clients include Audible, Netflix, Royal Mail Group, National Grid, E.ON, Sony Entertainment, M&S Food, two major universities and two of the UK’s leading banks… with six series of French & Saunders “Titting About” being recorded with us. In addition to ‘public facing’ content, the business also creates material for internal audiences – with more than 2,000 episodes across various production genres.
Paul has a background in media and broadcasting, having spent over a decade as a radio presenter at stations in the region while building the business. Not wanting to age him too much, Paul remembers editing on tape, and a time where the closest thing to podcasting was duplicating audio onto CD and posting it out to a mailing list!
An advocate for all things small business, he is also Vice Chair of the Plymouth Chamber of Commerce, Director of the Devon Chamber of Commerce, a founder member of the Audio Marketing Association, Co-Founder of Voiceovers Ltd (one of Europe’s largest voiceover businesses) and has delivered numerous talks on audio production.
Early this year, Fresh Air Studios’ opened their new studio complex representing a considerable investment for an SME. Their facilities consist of 7 studios and creative spaces, including a full video studio and production gallery, and is one of (if not the) largest of its kind West of Bristol.
Connect with Paul:
LinkedIn: https://www.linkedin.com/in/paul-philpott/
