Archive for the 'global branding' Category

Kathrin Bussmann Offers Tips and Advice on Global Podcasting

Kathrin Bussmann, Ph.D. is someone that everyone should know. She is Founder and Principal of Verbaccino and has been hosting the famous Worldly Marketer Podcast for as long as I can remember, more than 100 episodes, and she doesn’t just host it well, she hosts it magnificently. Each podcast features a different expert in the field of global marketing to learn more about the challenges and the rewards of reaching out to a multi-regional, multilingual and multi-cultural audience. Anyone who has been on her show, like I have, knows she’s a real pro.

Recently at WEGG, we had the good fortune to have Kathrin present a WEGGinar™ on “Building Your Global Brand Through Podcasting.” You can access it here: https://register.gotowebinar.com/register/3759262530790572546 along with her SlideShare deck. Her bio can be found on Slide No. 46.

In follow up to Kathrin’s talk, I passed along five questions from WEGGinar™ participants that we didn’t have time to address. What follows are the questions and her answers.

1. WEGGinar™ Participant: How will Artificial Intelligence (AI) affect podcasting?

Kathrin Bussmann: The thing about podcasting is that it’s a very human, very personal medium. That’s a big part of the appeal. As a listener, you’re getting a real sense of the person behind the microphone. You’re listening to the sound of the podcaster’s voice, often through a set of earbuds, and you’re forming a picture in your mind of the podcaster’s personality. So it’s a much more intimate experience than if you were reading a blog post by that same person, for example. The only medium that’s potentially more personal is video. But as a content creator, you can’t expect to hold people’s attention for more than a few minutes at a time with video, whereas an audio show can keep people tuned in for 30 minutes or more. That’s the beauty of an eyes-free, hands-free format. As for the potential influence of AI, the only way I see it contributing to podcasting in the future is in the way it might help to better connect podcasters with their target audience. There’s still a lot of people out there who have never tuned into a podcast, and who may not even know what a podcast is, let alone where to go looking for one. That’s starting to change, as more and more people discover the world of on-demand audio, and AI can definitely help people find more of the kinds content that is likely to interest them.

2. WP: Do you think the podcast bubble is going to pop?

KB: Bubble? What bubble? I think podcasts are only just getting started as a medium. Surveys show that the vast majority of people have yet to discover them. Yet, in the Digital Age, we’re getting used to consuming content on our own terms, on our own schedule. In the same way that more and more people are switching from traditional TV to Video-On-Demand platforms like Netflix, I think audio consumption will go through a similar shift. It’s just the way things are going now: people are looking for more specialized content, greater convenience, and less advertising. I don’t think those are temporary trends. No wonder public broadcasters like NPR, CBC Radio and BBC Radio are now offering podcast versions of all their most popular programs. They’re doing what they need to do to retain the audience they already have.

3. WP: There are a lot of podcasts to choose from; how do you make yours relevant and distinctive enough for people to sign up?

KB: First of all, you need to do your research. Who is already producing a podcast in your category? Listen to those podcasts, and take notes. What are they covering? What aren’t they covering? Which ones appeal to you, and why, exactly? Quite often, a big part of the appeal is the person behind the microphone. If you’re already a fan of the genre, you probably have some favourite podcasts. So ask yourself: what keeps you tuning in regularly? It probably has something to do with the host(s), their personality, and how they deliver the content. So as a podcaster, you need to be willing to make yourself part your show’s Unique Selling Proposition. Don’t be afraid to let your personality shine through. Your style might not appeal to everyone, but that’s OK. You’ll attract and retain those listeners who do connect with your approach, and at the end of the day, that’s your target audience.

Of course, you also need to deliver valuable content on a consistent basis. You’re asking people to give you their most precious commodity: their time. Never take that for granted. Make it worth their while to tune in. And make it easy too, by having a predictable schedule. Show up with new content on a regular basis, so your growing audience has something to look forward to. Of course, that takes time, effort and an ongoing commitment on your part – something that a lot of podcasters can’t manage in the long run. In fact, a lot of your success as a podcast producer will depend on sheer endurance and outlasting your “competition”.

As for getting people to sign up, just know that most people prefer to stream their podcasts, rather than subscribing and/or downloading them. When you look at your analytics, don’t get discouraged by the number of downloads. Try to engage your audience in other ways. Give them calls to action that will reward them for their loyalty in some way. And make it easy for them to interact with you and to share your content on social media.

4. WP: How do voice-activated devices — smart speakers — such as Amazon Echo and Google Home play into the future of podcasting?

KB: There’s no doubt that smart speakers are going to facilitate the consumption of on-demand audio generally, and that includes podcasts. As podcasts become more widely known as a medium, as platforms like Spotify make them more easily available than ever before, and as people get used to searching for content through voice-activated devices, the future podcasts looks very bright.

5. WP: How do you embed a podcast into a website or blog?

KB: There are different ways to do it, and your podcast hosting platform (e.g. Libsyn) should be able to provide exact instructions. It involves generating a HTML code, and then embedding that code into the page where you want the podcast displayed for downloading and/or streaming purposes. If you’re not a techie, there’s a bit of a learning curve. But there are lots of online communities of podcasters where you can ask for help. There are also lots of online courses you can take now, to teach you all the basics of starting your own podcast. And once you’ve learned the basics, it’s really a matter of developing a repeatable system that works for you.

Welcome WELA

Kenyanwoman

The Women Entrepreneurship and Leadership for Africa (WELA) in Kenya aims to empower female executives in the small and medium enterprise (SME) segment. Kenyan female entrepreneurs will benefit from a mentorship program recently launched by industry lobbyists  and world renowned business think tanks.

For all Kenyan women entrepreneurs, this is a good way to rebrand your business, explore new markets and forge strategic relationships in order to grow.

Read more:  Kenya launches program to empower female entrepreneurs 

Photo courtesy:  Flickr

(Have a minute?  Please vote for my new “Exporting” book, which has been nominated for the Small Business Book Award in Technology!  Click on the box below and then click VOTE.  Thanks so much in advance.)

Posted by:  Laurel Delaney

The World’s Most Glamorous Couple

VictoriaAndDavidBeckham

According to the London Evening Standard, the world’s most glamorous couple is David and Victoria Beckham (as shown).  Not only are they considered the golden couple (it can’t hurt that they are pretty good looking too!) but everything they do seems to turn to gold as well:

The former Spice Girl and her husband generate almost £100,000, 365 days a year. They are already one of the wealthiest celebrity couples in the UK, with a fortune estimated at £190m. Next year, with the arrival of the first Victoria Beckham store, on Mayfair’s Dover Street, that’s tipped to soar to £300m. So how has the Beckham Supremacy been achieved?

Read the entire article here.  From Spice Girl to a global fashion powerhouse, Victoria Beckham is making her mark in the world.

Photo courtesy:  friskytuna

Posted by:  Laurel Delaney

Take a Peek at Oprah’s OWN Global Network

Oprah’s OWN — Oprah Winfrey Network — is more than a television network, it’s a 24/7 cable network of people just like you, me or anyone else on this planet who is interested in self-discovery.  OWN is designed to bring more better into your worldly life.  Launch date is set for 1/1/11.

Check it out here.

Illustration credit here.

Posted by:  Laurel Delaney

How a Small-Town Indiana Girl Made Burberry a Global Success Story

With her no-nonsense Midwestern (a Ball State University graduate) sensibility, American businesswoman Angela Ahrendts (pictured above) has brought the U.S. $2 billion iconic fashion label Burberry to the top of its global game in just four short years.

Read about how she is propelling the company into the digital age (shouldn’t we all?) without comprising the brand’s soul or her own.

Earning Her Stripes by Nancy Bass

Photography credit:  Frederike Helwig

Related story: Off the Catwalk, Burberry Gets a Makeover

Posted by: Laurel Delaney

Look Out Oprah, Here Comes Yang Lan

One of China’s biggest celebrities, T.V. host Yang Lan (pictured and her reality show is New Girl in the Office), wants to become the Oprah of China.  Think she can do it?

Yang has created new programming for TV — including one of the first shows targeting women — and set up sites on the burgeoning Chinese-language Web. She has bought print publications; she sells credit cards; she’s even hawking a co-branded jewelry line with Celine Dion. She and her husband, Bruno Wu, are one of China’s richest couples; Forbes has estimated their wealth at about $300 million. All of which has led the foreign press — and her own handlers — to rarely miss an opportunity to call her the Oprah of China.

Read her story about fame and ambition:  “A Star in the East” — Fast Company Magazine

Posted by:  Laurel Delaney

Girl Band With Global Impact

The Runaways (including guitarist Joan Jett pictured at left) were the first girl rock group to make a global impact.  Under-age, under-dressed, rebellious and over-the-top, their story is now a movie (in case you get impatient with the first link, go here).

A review of a performance back in 1976:

“Runaways brought the house down with some hot, hard, bitching rock and roll, the fact that they are young and extremely horny teenage females was a bonus” – words which might have earned him some censure in today’s changed social climate.

And discover how fans worldwide took a fancy to the group nearly instantaneously:

Japan took to The Runaways to such an extent that, astonishingly, they were the fourth most popular overseas act in the country, behind Abba, Kiss and Led Zeppelin. During a Japanese tour in the summer of 1977, promoting their Queens of Noise album, Jackie Fox quit, Joan Jett taking on her bass-playing duties for the remaining dates until Vicki Blue took over. When Cherie Currie walked out at the end of the shows, Jett took on the lead vocalist mantle. The next year The Runaways split with both Kim Fowley and Mercury Records, and then themselves split up, playing their final date on New Year’s Eve 1978.

Read more about this incredible story here.  And learn more about the new movie here.

Does your business rock the world as hard as the Runaways?

Posted by:  Laurel Delaney

Photo:  Members of the 1970s female rock group The Runaways (from left), Joan Jett, Sandy West, Cherie Currie, Vicki Blue and Lita Ford in 1977.


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