What’s the most precious commodity in the world? Nope. Not gold. Not platinum. Not uranium. Not diamonds. The most precious commodity in the world is not something you can mine,The Power of Podcasting: What Exhibitors Need To Know Articles or harvest, or hoard in safety deposit boxes.
The most precious commodity is something you have an almost endless supply of. Major industries go out of their way to get it from you. Entire trades have sprung up for the sole purpose of enticing you to part with yours.
What is this precious thing?
Why, it’s your attention. I’m hoping by this point that I have yours. Capturing the attention of today’s mass-media savvy consumer is quite a trick. Consider the competition: streaming video on the desktop computer, television shows on your cell phone, video game consoles that allow you to play with competitors halfway around the world. How in the world are you going to get a consumer who has all of these entertaining options available to pay attention to your products and services?
Enter the podcast. Podcasts are audio or video files distributed over the internet. https://open.spotify.com/show/4gNS7sBxSHYQm1gRbHwc3A Listeners download the files, and either play them on the computer or a listening device, such as an I-Pod. Podcasts can be on any topic — there are regular podcasts devoted to life in Iceland!– and any length. Some are a few minutes, others go for over an hour.
Podcasts have two distinct traits that will appeal to exhibitors:
1. They allow the listener to multi-task: Many of our clients are busy, busy people. They may not have the time to sit down and read a magazine article, much less the new book you’ve just authored. Yet they can listen to your podcast while driving to work, going for the morning jog, even while working on some less-vital aspects of the day’s paperwork.
2. The feed the societal need for self improvement: Podcasting offers listeners the experience of attending a one-on-one lecture with some of today’s most foremost experts. Listeners who want to advance their careers, improve their health, or do a better job raising their kids are natural audiences for podcasting.
Podcasting can play an integral role in your development as an Expert. Regular podcasts that share industry information, insights, advice, and guidance will create the impression that you’re someone the public can turn to. This is an ideal time to display your expertise and speak directly to the topics that are relevant to your market and target audience. Considering the low cost of podcasting — you can get up and running for a few hundred dollars — can you afford to forgo this opportunity?
To be an effective podcaster, remember the four C’s. Your broadcasts must be Concise, Chatty, Clear and Consistent.
Concise: Each podcast should have a clear focus. Pick one point you want to concentrate on and select your material to support and illustrate that point. It is better to offer several short, clearly focused podcasts than one, long, rambling, self-indulgent diatribe.