MicroBrewr 051: Augment your brewery’s marketing plan with a podcast

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Podcasting is exploding. Even breweries are using podcasts to share their story or as part of their marketing plan. John Lee Dumas, founder and host of Entrepreneur On Fire, in San Diego, California is the expert on podcasting and starting a podcast. He sheds light on using a podcast for a brewery.

Podcasting can be a great way to gain access to experts in your field. People who wouldn’t normally have time to set aside and give you their tips, are more willing to do it to gain exposure through your podcast.

Podcasting is also a great way to increase online sales. Podcasts are accessible to anyone around the world who has internet access.

If you hire dedicated staff or contract with someone to produce your brewery’s podcast, you can sell advertisements to offset the cost. Just make sure the advertisements are relevant and useful to your listeners. “Whenever you’re offering your listeners value and you’re doing it in a classy and genuine way, it’s a good thing,” says John.

The podcast demographic is growing rapidly. And the podcast audience overlaps the craft beer audience considerably.

According to John, the current podcast demographic is mostly 24- to 38-year-olds. “You’re definitely starting to see the age range increase,” says John.

Podcast listeners are 57% male. “Right now it’s skewed male, not by a ton, but seeming to get less so.”

The most important thing for starting a podcast also applies to your brewery as a whole.

“The most important thing,” advises John, “is to sit down and sketch out your perfect listener. Once you know who that perfect listener is, every single decision after that point, number one become easier, but number two becomes correct because you know what your perfect listener would want on that decision and you take action on that knowledge.”