KerberKasts – Taking Pool & Spa Promotions To The Next Level
In the exciting new world of marketing, there is an excellent - and affordable - means of promotion that promises to revolutionize communication. Podcasts, so named because of their popularity as a form of programming with Apple's famed iPod device, are a series of digital audio files accessible either directly by computer or most standard MP3 players. With some simple software and a microphone, you, too, can enter this broadcasting arena.
For the pool and spa industry, podcasts are an excellent way to educate both consumers and fellow retailers about technical issues, noteworthy trends, business ideas and other sundry matters that are both informative and entertaining. In fact, my own company, Jeff Kerber Pool Plastering, Inc. (www.JeffKerber.com), recently inaugurated our very own podcasts, or "KerberKasts," which are a hit with the diverse clients we serve. The feedback and meetings that inspire these broadcasts are a powerful form of confirmation that there is a genuine demand among the public for the sort of content we regularly produce.
The first rule about developing these KerberKasts starts with a simple yet undeniable premise: audio content deserves a compelling narrator. In releasing these files, we personally interviewed and auditioned several highly talented voice-over actors, each of whom read a collection of proposed broadcasts about a wide range of topics. Translation: the listener must believe the narrator, and ultimately the speaker must convey helpful information.
Now, while I write the text for these clips, I prefer using a voiceover performer who enjoys this medium and collaborates directly with me. This decision is merely a personal preference, not a vote for style over substance. In fact, credibility rests entirely with the information a podcast delivers. Let listeners learn something; give them educational material, and your reputation – your fluency with the issues that matter – will inevitably rise.
Secondly, timing is everything. That is, these KerberKasts are purposefully educational but brief; too much technical data or industry jargon may overwhelm the listener. Remember: for a first-time consumer, there is a limit to one's ability to absorb a lengthy seminar about pool remodeling or salt chlorinators or concrete plastering, to cite just a few of the many topics we cover. Brevity is essential in these circumstances because, to put things bluntly, people will not listen to a long and boring discourse, no matter how heavily a company advertises such a campaign. As a result, we directly query our customers and staff to develop shows that reflect the needs of our listeners. Our KerberKasts are more like bits of wisdom, reminders and tips that help consumers ask the right questions and purchase the correct materials. Future shows will address industry developments, environmental concerns and building techniques that are serious economic priorities.
Thirdly, we aggressively market our KerberKasts through multiple sources, including our own website, positive word of mouth and promotional materials we distribute among both retailers and consumers. Each of these outlets depends on proactive measures that motivate people to download the files and listen to them at their leisure. As I never cease to remind my staff: great content is worthless without an equally great audience, a group of people who regularly - and eagerly - access the material we provide. Thankfully, we place these KerberKasts prominently on our homepage and the numerous sections that detail our work.
Fourthly, we select topics that reflect the actual needs of consumers. Only the most relevant subjects are worthy of inclusion in these KerberKasts; esoteric issues or purely academic arguments do not increase sales. Period. For the ultimate barometer - the key measurement tool that distinguishes between theory and reality - is the proverbial bottom line. Just as TV networks use ratings as a way to schedule (or cancel) certain programs, we closely scrutinize the number, quality and subject matter of the KerberKasts we air. We distribute these programs throughout our website, allowing visitors to click on respective segments as they scroll through various pages.
Podcasts are an established part of the broadcasting universe. KerberKasts are an extension of this phenomenon, a medium that enables us to simplify complex issues and entertain listeners at the same time. By closely collaborating with staff, and by respecting the needs of my consumers, I have a new and effective way to reach people. The reaction among employees and critics alike is uniformly positive: we publicize these events and listen to the KerberKasts ourselves, learning valuable tips about both content and style. In the near future, we will expand these features and increase our delivery of these services. Happy listening!
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