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Kane and Ash examine the many types of companies that are ideal for podcast sponsorship, including established brands entering new markets, businesses with high-value target customers, and those unable to advertise on traditional platforms, as well as touching on the importance of brand awareness for high-ticket items and the potential for partnerships.

KEY TAKEAWAYS

• Established companies looking to penetrate new markets often seek partnerships with creators who are seen as thought leaders in those spaces. This helps build brand awareness and credibility among new audiences.
• Companies with high-ticket items, such as gold bullion or specialised software, benefit from podcast sponsorship as it allows them to reach decision-makers who require multiple touchpoints before making a purchase.
• Certain industries, like CBD, crypto, and gambling, face advertising restrictions on many platforms.
• Podcasts provide an alternative avenue for these brands to reach their target audience effectively.
• Companies launching new products often allocate advertising budgets for promotional campaigns.
• Targeting these companies during key times, such as Black Friday or Christmas, can lead to fruitful sponsorship opportunities.
• As businesses increasingly seek to build personal connections, partnering with influencers who have established personal brands can be a strategic move.
• A partnership approach allows companies to tap into existing reputations rather than building their own from scratch.

BEST MOMENTS

"If you've got a large company... finding a creator in that space who's seen as a thought leader is a really, really good way of doing that."

"Companies with high value target customers... often softwares, they make great sense for podcasting because..."

"You can't run Facebook ads for somebody to go, hey, do you want to buy blocks of gold?"

"If you know a company has a product coming out... then that could be a great person to target because they'll have budget ready to go."

"I think more of that will happen with those big companies that don't have a personal brand behind them."

VALUABLE RESOURCES

EPISODES TO CHECK OUT NEXT

Comparing Podcast Production Options | using AI?

Building a High Ticket Offer | The Best Way to Monetise a Podcast

ABOUT THE HOSTS

Ashley Morris (Podcast Consultant) and Kane Baron (Public Speaker) help independent podcasters launch, grow and monetise a podcast. They run the UK’s largest podcast agency for independent creators, Progressive Media. Progressive Media take care of all things production, copywriting, design and video for podcasters round the globe. They have also recently launched Pod Partnerships, a new venture created to connect established podcasters with valuable audiences and innovative brands to create and manage win-win sponsorship campaigns.

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Email: podcast@progressiveproperty.co.uk