The Power of Podcasting: What Exhibitors Need To Know


 The Power of Podcasting: What Exhibitors Need To Know

If you’ve never thought about your show’s sound before, now is the time. The power of podcasting and public radio could be a game changer for your exhibit marketing strategy.

Podcasts are inexpensive and easy to produce. They can be distributed across many mainstream platforms, making it possible for shows to reach new audiences outside of their regular broadcast market. Podcasts have a built-in community that wants to subscribe in order to hear fresh content every week or even day.

Before your show takes a serious look at podcasting, be sure you know what you are getting into. A lot of the time, it’s a bit like reading an article in People magazine and being surprised to see that it’s also available as a book.

The first step in building a successful podcast is figuring out exactly what you want to communicate. Here are some questions to help you along:
Why do I want to create this program? If you don’t have a clear answer for this question, then the entire process of bringing your idea to life will be difficult and frustrating. Your podcast will benefit from the clarity that comes when you can answer the question, “Why am I doing this?”

Who is my target audience? Before you put pen to paper, you need to know who is going to listen and who we are going to talk to. If your show appeals only to a small segment of your membership, then it’s probably not worth your time. However, if it can reach a wide range of members or nonmembers, consider it a worthwhile investment.

How long should each episode be and how often should I post? Decide how many episodes you will produce in a year and estimate their length. If you plan to produce fewer than 12 episodes in a year, then consider the DIY option and do the work yourself. If you plan to produce more than 12 episodes, then you’ll need more help from a producer or audio engineer.

What equipment will I need? Podcasting equipment ranges widely in price and quality. In addition, there are an endless number of podcasting options out there, so the equipment may not be right for your needs. At this point it’s especially important to make sure that the equipment is compatible with your computer or phone system.

What hours of the show will it run? Most canned shows run from 10 a.m.–noon ET on weekdays and 4–5 p.m. on Sundays. However, you should feel free to shift the running hours in order to accommodate your audience and volunteers.

How do I get my show on the air? Many stations operate a phone system that can be easily programmed for podcasting. If you aren’t sure how to dial into your station, reach out and ask whoever is in charge of programming and automation for help.

Should I produce a theme song? Podcasts need a theme song or music bed to lead into the program. The theme song will help listeners know when your podcast is about to begin or end, while also offering some consistency between each episode.

If you are looking for a freelance programmer or sound engineer to help with your podcast, be sure to look for someone who has a good understanding of the show and the technology involved. If you’re not sure what it takes to produce a good podcast, check out several different options at

Building a successful podcast is an involved and long-term process. If you are in the early stages of creating your program, consider starting with a single episode and then expanding your listenership over time. Once you have your product ready to go, there are many ways to reach new audiences: distribute it as an MP3 file to iTunes users or use unique audio marketing tactics (like background music).


The ability to effectively market your programs using social media has a direct impact on your audience and the quality of programming. It’s important that you get involved in these forms of marketing as soon as possible. Put a plan in place and use it to grow your audience, boost ratings, build word-of-mouth buzz, and build your membership base. More than likely you won’t be able to control everything that happens online, but you can take advantage of the great tools available today and start taking advantage of social media.

Source: http://www.chiaraferragni.

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