October 2020

D riven by the change in the way people consume television programmes, which has seen a significant shift to on-demand services like Netflix, Amazon Prime and BBC iPlayer, the country’s listening habits are being transformed. Until the recent stay-at-home warnings, the number of people listening to live radio had been dropping and is expected to do so again once the Coronavirus crisis has passed. Conversely, those choosing to listen to podcasts has increased significantly, with the latest RAJAR data reporting almost a quarter of 15 to 34-year-olds now listen regularly to podcasts. A podcast is a set of digital audio files that are made available on the internet for people to listen to immediately or download for later use. Users can subscribe to specific podcasts to ensure they receive it as soon as a new one is uploaded. The biggest brands in the world, like Jaguar Land Rover, Nike and Microsoft understand the power of branded podcasts, but regardless of the size of a business, podcasts are a great way to communicate your value proposition to an engaged and captive audience. This on-demand format reflects the growing trend amongst the public and lets brands tell their story anywhere, anytime. For a small garage owner with local clients, there may not be an urgent need for a high-quality global podcast in normal circumstances, however, the current coronavirus 12 AFTERMARKET OCTOBER 2020 BUSINESS www.aftermarketonline.net POD LIFE... Garage owners could benefit from the popularity of podcasts to communicate with potential customers BY Ben Anderson Managing Director, Sound Rebel crisis has caused uncertainty for businesses of all sizes. This uncertainty has led to a slowdown in business, with many workplaces temporarily closing their doors to adhere to the government’s social distancing measures. During this period, it’s crucial that garage owners maintain their existing relationships and communicate frequently with customers, offering advice or guidance to those who need it most. For this reason, podcasts could be an effective way of keeping in touch with clients, allowing them to take information from podcast episodes and feedback on posts with further mechanical questions. Once you get started, you may find that the podcasts are offering value as a separate forum to promote your business and it could be an idea you want to maintain when business eventually returns to normal. Businesses now use podcasts for a variety of purposes, including sharing information about new products, company news or general information related to the sector in which they operate and even information aimed only for the ears of their employees. Incorporating podcasts into your marketing strategy offers numerous benefits for your business and there’s never been a better time to get started. Your podcast is the opportunity for you to demonstrate, then share your experience and expertise to listeners. Traditionally, you may have relied on the written word, but podcasts are a better way to show your true personality and enthusiasm for what you do. Regular podcasts offering information, opinion and new