3 Reasons Why Podcasting Is The Best Word Of Mouth Marketing In The Firearms Industry
We now live in the Digital Age (also known as the Information Age). The US firearms industry began in the Industrial Age with Samuel Colt’s patent of a revolver in 1836. Between then, and now, the tech has changed, but word of mouth marketing is still good. This applies outside the firearms community as well but works exceptionally well because the gun community is a niche onto itself.
Today marketing for your products and services can be more targeted because of social media and technology. Reaching your customers can even be less expensive, if you understand who shares your target audience. I will give three reasons why podcasting is the best word of mouth marketing for the firearms industry. Before I get there, I have to define some terms so we can to speak the same language.
A podcast is an on-demand-audio recording that is listened to on smart phones, Mp3 players and the computer. It is time-shifted; meaning subscribers can listen to their episodes whenever they want to, after it has been released. Listeners can easily “subscribe” to podcasts (most are free) by clicking on its RSS icon or subscription button. The listener is then walked through how to add that podcast’s syndication “feed” to an application of their choosing. So, when a podcaster releases a new episode, subscribers are automatically notified without having to constantly check back with the podcast’s website to see if a new show has been produced. Podcasts can be produced by just about anyone wanting to share and communicate with the world.
It’s not radio. Radio broadcast their content to appeal to as broad of an audience as possible for advertising purposes. It is assumed that everyone listens.
The person that chases two rabbits catches none. –Grandma
But in podcasting, the host(s) is able to specialized and narrow its content down to only those who choose to listen. So while a particular podcast’s audience may be considerably smaller than the audience of what radio says their reach is, one could argue that the podcast’s audience is a much more targeted and interested in the content being downloaded. They subscribed. Podcasts are a community of individuals sharing a common interest.
A successful podcaster is a digital influencer. A digital influencer is the one that is trusted by his or her community to test, review, share, comment for the group. It is a huge part of social networking. People on the internet look for someone to cut through the barrage of noise and content. It is a position of trust. The best digital influencers use the written word through blogs, visually through video (YouTube) or through audio (podcast).
It has been hard to keep up with all the elements of new media (Twitter, Instagram, Snapchat, Facebook) but most are channels or vehicles to lead audiences to a picture, written word, a video or a podcast. Podcasting can be the secret weapon to your marketing efforts.
People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than a best broadcast message. – Mark Zuckerberg
1 – Word of Mouth
A good podcast for you to invest in has a solid following. Let’s say your company sells rifle stocks. To target your message to potential customers, the old way was to advertise in a firearms publication. Ten years ago, that was the thing. Today, I can’t remember when the last time I bought a magazine to read. So in the end, some of the ad dollars are wasted.
2 – It’s like a referral
If you sponsored a podcast, the host would tell his or her community about your product or service in a much more personal way. It could spark a conversation. People listen to podcasters that they like, and trust. Since we tend to trust our friends more than we trust ads. Word of mouth is also more targeted. This in turn can benefit your company.
According to Nielsen’s latest Global Trust in Advertising Report1, 92% of consumers trust recommendations from family and friends above all other forms of advertising. If a friend tells you about a bad experience with a certain brand or product, it might deter you from purchasing something from the same brand. Similarly, if someone you know raves about a certain gun, you might check it out for yourself.
If you had a business, wouldn’t you want someone to whisper about your product in the ears of your ideal customer? Wouldn’t you want word of mouth to send folks to your website or into your shops? You know that before making a purchase, people tend to listen out for what others have to say. That is why 90% of folks look for reviews before purchasing your stuff. A consumer is 50% more likely to buy a product if it is recommended by a friend or family.
3 – It’s Cost effective
Sponsoring a podcast can do wonders for the show. It can motivate the host to keep going and grow the audience. It can help defer travel cost to shows and conventions which in turn allow new people and current fans to meet their host, exposing your product to more people. Sponsoring a show can endear the community to your product or service because you supported their host.
Customer loyalty is a key aspect of any company’s strategy, not least because customer retention is far more cost-effective than securing new customers. A good podcaster knows their audience and speaks the language of your customer. They can help answer who is has actually downloaded their content.
Your audio ad/referral doesn’t expire. A produced commercial that I place on my podcast this week about your product will be heard from this week on, until I cancel the show and remove the files from the internet. If someone likes my show and binge listens to all my shows with your commercial or referral on it, months from now, you get the benefit. I tend to keep my show evergreen for that purpose.
According to statistics I found on the web but have no certainty of accuracy:
- 86% skip TV Commercials
- 44% of Direct Mail is never opened
- 91% unsubscribe from mailing list
I bet, you can sponsor fifty (50) podcasters and other digital influencers at the cost you currently spend elsewhere. Word of mouth advertising has a long tail but is profitable and smart for the gun industry.
It’s all about the story.
I heard that there was a tractor company that survived since the Great Depression because it endeared itself to the farmer. According to The Independent, this company refused to repossess farm equipment from families who were in dire financial straits during the Great Depression, as the business recalled the humble beginnings of its founder and did not strip these Americans of something necessary to their livelihood. Irrigation and Green Industry reported that the company lost revenue because of this decision, as the company extended its financing options and delayed payments on the used farm equipment. This gesture both endeared the agricultural giant to its customers and developed a loyalty to the brand, as farmers would recount the stories from the Depression to their children.
According to the news source, this company stayed in the minds of many Americans during World War II, as the company joined the war effort by making tractors, aircraft parts, ammunition and other necessary products for the armed forces.
The quality of the products also impressed many Americans, again helping to inspire brand loyalty, as the mentality of the company’s founder persisted through the years.
You probably know that I am talking about John Deere, the familiar yellow and green logo that is celebrating 175 years in business.
Don’t you want the firearms industry, and your business in it to make it past political and social-economic hard times?
Today I tell my stories on my podcast. Shouldn’t you?
If you are in business don’t sleep on using podcasts to get your messages out.
Kenn Blanchard has been producing podcast since 2007. He is a sought after trained speaker. He now produces the Womens’ Gun Show, Black Man With A Gun Show, Kenn Blanchard Show, and Warriorcast podcast.