Case Study: Branding for an Independent Podcast

Intro

In today's digital era, creating a strong online presence is crucial for any business. Our client, a small local bakery, faced significant challenges in attracting new customers and increasing their brand visibility. Despite having a loyal customer base, they struggled to expand their reach beyond their immediate locality.

Recognizing the potential of video marketing, they approached us to help enhance their online presence and engage a broader audience. This case study explores how our video production services were instrumental in transforming their business.

Video as Marketing

The first thing Accentrik Productions did was break down the structure of our client's radio show and convert it into a visual rundown. While independent radio is great, we were in the video era. Podcasts weren't invented yet so the ideato incoporate live video to the audio based show was revolutionary (it hadn't caught on yet). For a music show, even something done online, one had to look at shows on MTV for templates. Basically, turn Underground Section into a smaller, more intimate version of TRL or Unplugged. In this case, the show would feature sit-down interviews with live DJ sets for intros and outros and then a freestyle "performance" to close out. For musicians, optics play a large part in branding so just being seen performing and answering questions is an exponential improvement over just being heard on a radio.

templates

Using the show rundown, a stoyrboard was created that incoporated the sponsors, the hosts, the live presentation, promotion and post-production work. Every week ran the same and basically ran like this:

Monday: Promote the channel and sponsor through social media.

Tuesday: Promote the upcoming show with evergreen content from the hosts along with the press kit of the guests.

Wednesday: The show airs live on all available connected platforms. We also had a crew member live reporting during the show.

Thursday: The live show moves into broadcast while post-production starts with the full show as a replay and for archiving purposes.

Friday: Highlights and clips are created and posted for social media and distributed to all involved parties.

Saturday: Post-production promotion to tie in with any advertised appearances of the guests and confirming the appearance of the next guest for next week.

Sunday: Formatting the next show to accomodate woth the next guest and posting the next guest press kit exclusively before advertising them with Underground Section.

Thanks to this, and through collaboration, all parties had consistent content for growth.

Implementation and Execution

The implementation phase involved a series of promotional videos that were strategically released on various platforms. Each video was designed to showcase different aspects of the bakery, from their signature pastries to behind-the-scenes glimpses of their baking process.

To maximize reach and engagement, we utilized multiple distribution channels including social media platforms, the bakery's website, and local community forums. These efforts ensured that the videos reached a wide and relevant audience.

The Results: A Sweet Success

The impact of our video production services was immediately noticeable. The bakery reported a substantial increase in foot traffic and online inquiries within weeks of launching the video campaign. More importantly, the videos helped build a stronger brand identity and fostered a deeper connection with existing customers.

Conclusion

Accentrik productions built the social media prescense of Underground Section and was able to connect with other shows and record labels to work with them. Our highest viewed segment comes in at over 100,000 views and we've worked with Red Bull as well. This just shows that audio and video go hand-in hand so never try to exclude one from the other.