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Book Clubs Are So 1997

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Book Clubs Are So 1997

Mums in business are leading the charge as early adopters of podcasts in Australia. As experienced multitaskers, mums are listening to podcasts while in the car, exercising, commuting to and from work, cooking, doing the laundry, travelling – whenever they can get a moment. This presents an enormous opportunity for businesses wanting to connect and build relationships with Australia’s most powerful consumer.

Mums love the intimacy of podcasts. They find them real, reliable and personal and are attracted to podcasts by other mums in business. Because they can be listened to on demand they are appealing to mums who want to use their time efficiently. Business podcasts are the most popular genre amongst mum-led business owners for development of skills and knowledge at a time convenient to them.

Speaking with a mum of three and Co-Host and Producer of #BusinessAddicts podcast, Loren Bartley, she believes mums in business are attracted to podcasts as they allow mums to get quick actionable tips on her chosen topics on demand. She believes that mums are able to get access to advisors and experts that they may otherwise not. Along with a strong interest in business podcasts, we also see her interests are wide and varied with general knowledge, parenting, spirituality, health, comedy and self-development also popular, reflecting the diverse nature of mums.

Podcast clubs are starting to replace traditional book clubs. Business owner and a mum of two, Dr Leandra Brady-Walker, is one of a growing number of mums in Australia who are part of a podcast club. Each month one mum chooses a podcast which they all listen to and then they get together and talk about it over cheese and wine. Mums are encouraged to listen to as many episodes as possible of that particular podcast. A different podcast is selected each month providing rich discussions around different topics from feminism to wellness. Leandra enjoys the friendships she develops whilst learning new things and engaging in stimulating conversation.

One step further is Podcast Brunch Club, an online website which brings together podcast listeners online and in person. Founded in Chicago by Adela Mizrachi, Podcast Brunch Club curates up to five hours of listening each month around a particular theme and then members meet up across the world, including a chapter in Melbourne.

Podcasts present a great opportunity to build a relationship with an engaged audience of mums. Brands can connect with mums in an uncluttered and uninterrupted way that has none of the distraction of other advertising mediums. Sponsoring a podcast is a great opportunity where your business is introduced to listeners by the podcast host; typically, at the beginning, in the middle and at the end of the podcast. The commercial advantage of podcast sponsoring is significant with a US research reporting that 60% of respondents would prefer to buy from the companies that advertise on their favourite podcasts. Certainly, if you are targeting mums in business, podcasts are a growing trend you just can’t ignore.

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