Dollars and Sense - The Podcasting Echo Effect

Came across a post this morning that described the cumulative effect of podcasting in clear financial terms that I had not seen expressed quite this way before.

I'm not a spelunker so I don't relate very well to the cave system, so I'm still looking for a good analogy to use, but I really appreciated seeing the costs and benefits outlined with dollar (or at least pound) values.

I've been trying to find an effective way of presenting the on-going benefits of podcast advertising (and podcast promotions through guest appearances) in a clear and concise way. Most forms of advertising have an end date. If you run a radio campaign, it has a clear start and finish (unless you've combined your radio campaign with listbuilding and other sticky features). The same is true of print campaigns, pay per click advertising and many other marketing investments.

Once you stop paying, the benefits stop.

This is not true of podcast advertising & promotion. The benefits continue until the show/recording is de-archived. Which can be anywhere from six months to several years depending on the podcast you choose to promote with.

You can be sure I'll be talking about this benefit (along with many hours) at my free online seminar on Thursday night.