If you are worried your marketing might be missing out or–even worse–getting stale, don’t just look at your competitors and peer institutions; take a look at industries outside your own. Marketing trends often span industries and because of this, one of the best ways to get new ideas and freshen up your campaigns is by taking a look at what others are doing.
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To help you get started, we’ve identified some interesting themes in sports marketing and will outline them throughout a series of posts. Read through and consider how they might play a part in your Higher Ed marketing mix.
The Return of Radio… Sort of
While radio in general may not be as popular a marketing tool as it once was, audio’s popularity is returning. However, this isn’t exactly the radio of yesterday; the audio revolution of the 21st century is largely thanks to podcasts. As a refresher, podcasts are digital audio files, usually in a series, that are downloaded and listened to through the web or mobile devices. And they are becoming an increasingly important part of a brand’s marketing and content mix.
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Their popularity is largely due to their personalized nature. Ann Friedman, a journalist and podcast host, details in length the podcast boom in an article for the Columbia Journalism Review. She says, “Unlike the audience online, which tends to click through and then bounce away quickly, podcasts draw people in for the duration of the episode. They feel a deep, personal connection with the hosts.” When people find a podcast they like, they become loyal listeners.
Sports Illustrated, one of the most well-known sports media brands in the country, is betting on the continued popularity of podcasts with the release of three new installments solely for the football season this year. Sports personalities and other sports media companies consistently place among the most popular podcasts. They have interested, engaged fan bases and reach a huge number of loyal followers. Fans can listen to their favorite podcasts during their commute to and from work or throughout any breaks in the day, providing easier access than television and online articles while overcoming the regional radio barrier sports fans experience outside of their home team’s town.
Due to the large number of podcasts, creators have more freedom in their content and create more choices for their audience. Listeners tune in from around the world to hear their favorite reporters, journalists and personalities personalized takes on sports subjects they care about.
Lesson Learned: Podcasts engage your audience and are a great way to showcase happenings, events and thought leadership for your institution. Professors, graduates, faculty, or any other reputable stakeholder, can create a branded University podcast. Create loyal followers and turn them into brand fanatics, keep students and alumni up to speed and give your audience an opportunity to listen to what your University (and your brand) has to say.
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Remember to think outside of the Higher Ed world. Keep your eyes open to any marketing campaigns you see. You never know what you might learn! Make sure to check back for the next two lessons from sports marketing.
Want to learn more about how podcasts can play into your content mix? Contact us today!
