What is a podcast?
The most popular platforms to discover and listen to podcasts are Spotify and Apple Podcasts.
Who listens to podcasts?
In the US, 37% of people listened to a podcast in the last month and 24% listened in the last week.
Why are they so popular?
Podcasts let younger audiences listen in on authentic conversations and offer the control and choice offered by popular streaming platforms such as Netflix and Youtube.
How are they different from other channels?
Episodes can go into depth and last upwards of 60 minutes, thereby packing in much more content
Podcasting is an intimate channel and listeners create an attachment with guests and their message
Can be recorded, edited and broadcast quickly and aren’t bound by an editorial deadline
Infinitely scalable and can be shared hundreds of times without an additional time or product cost
Recordings can be repurposed for offline training and presentations, and as content for social media, tasting notes or sales presentations
What does the process look like?
Best practice, live support and materials underpin the process to make sure you get it right first time.
During PREPARE you structure the story you want to tell on the podcast. Lawrence has a chemistry call with your chosen representative and prepare them for the interview.
PRODUCE sees Lawrence conducting and editing the full series. Giving you a private advance listening and the chance to give feedback before broadcast. Additionally editing three pieces of microcontent per episode to drive further listens.
PROMOTE is best practice for increasing episode engagement. Recommending how to share the episode and microcontent on social media, website and in person.
The service includes three monthly live Q&A calls and performance reporting
What types of episode can we produce?
WASHINGTON STATE WINE COMMISSION produced a two part series to support
their 2022 international event programme.
In Part 1, President Steve Warner updated the trade on the current state of Washington Wine. Part 2 featured an audio digest of their Grand Tasting held in London, featuring Masterclasses and interviews with local trade and Washington producers.
WINE OF BRITISH COLUMBIA recorded a two part series at 2022 Taste Canada trade tasting featuring interviews with ten winemakers from the Okanagan Valley; greatly expanding the impact of the live event.
The format featured producers in a relaxed format that transported listeners to the region and each estate.
HANDPICKED WINES, a boutique Australian wine producer based in Mornington
Peninsula, timed their episode to increase the impact of showing their wines at the 2022 London Wine Fair.
Attendees tasted the wines having already heard the story and the content gave Handpicked a second chance to engage those professionals who couldn’t attend or didn’t taste.
ESK VALLEY recorded an episode for the latest release of their icon wine Heipipi The Terrace, where winemaker Gordon Russell shared his story, winemaking philosophy and what went into making the wine.
It also delivered technical information in an easy to use format, which was shared with sales teams internationally, ensuring clear communication right across the world.
How quickly can you produce a podcast?
We prefer video. Can we still use podcast?
What makes a good podcast episode?
Does it matter if the guest is not a native speaker?
How long should an episode be?
We’re a wine region, how do we ensure coverage is inclusive?
When is the best time to produce a podcast series around a live event, a tasting, masterclass or press trip?
In advance – helps move attendees towards doing business.
Recording on the day – captures the excitement and enthusiasm
Afterwards – means your ambassadors will have the deepest possible understanding