A recent conversation on one of the lists produced the following list of items in promoting your podcast…

• I have postcards (just got them), business cards, and new travel posters (http://AmateurTraveler/posters)
• I reply to ALL my listener email
• I post on topic-relevant forums
• I sell T shirts, mugs, etc (only to myself in the year I have had them), I use them in
  contests like this month’s trivia contest (http://amateurtraveler.com/board/viewtopic.php?
  t=781)
• I have a weekly newsletter with links to the show and news (small but growing)
• I have discussion boards
• I include my site URL & podcast names/descriptions in sign lines for emails & forums
• I put a Flash mp3 player on my website
• I (try to) make it easy to subscribe or direct-download
• I reply to other people’s complimentary blog entries about my podcasts and thank them
• I write thank-you emails to Apple iTunes Support when they have featured my podcasts
• I will give an interview to practically anyone who asks for one
• I have an about me page with backgrounnd information and press info
• I announce each new show on MySpace, facebook, PodcastingNews.com, PodcastPickle.com, popcurrent.com, netscape.com, onlywire.com, reddit.com, groups.google.com, stumbleupon.com
• I email editors of About.com when I talke about an area they cover
• I invite on other podcasters, authors and bloggers as guests who often cross promote
  the show
• I have unique logos for each podcast
• I DJ parties & events for free where the exposure will be good for the podcasts, and I prominently display posters & flyers for my podcasts
• Per above, I have 4 x 6 flyers, business cards, and posters
• I reply to ALL my listener email
• I post on topic-relevant forums
• I sell T shirts and give away promo shirts
• I have a newsletter with background info, discounts, contests, and access to exclusive content
• I have a Yahoo Group for listener discussions & resources
• I include my site URL & podcast names/descriptions in sign lines for emails & forums
• I put a Flash mp3 player on my website
• I (try to) make it easy to subscribe or direct-download
• I provide playlists for the tracks on the mixes in the mp3 ID3 tag, on the site, and in the mix’s dedicated popup page
• I provide links to the original tracks on Beatport.com
• I reply to other people’s complimentary blog entries about my podcasts and thank them
• I write thank-you emails to Apple iTunes Support when they have featured my podcasts
• I provide code for a feed player that can live on the listener’s own site
• I will give an interview to practically anyone who asks for one
• I find addresses & email addys for publications (hard & soft) relevant to my podcasts, and I send them occasional PR releases when there is something to announce. I thank these publications when they run them
• I have a ready-to-go media kit with long & short bios, podcast descriptions & latest PR releases, logos, headshots, and links.
• I do not publicly denigrate other podcasts that are potential competitors; by the same token, I try to respond to criticism in the most positive manner I can. This last point is probably the hardest for me.

I’m sure we can come up with a few more, but that will keep us busy for a while.

Justin Kaiser
Creative Identity Group

Steve Bingham recently share the secret of a good LMA.  The SECRET is getting a good sales rep (Underwriting Manager) - an experienced one. Perhaps older (maybe semi-retired, as mine is) - maybe much older BUT energetic. Then cut him/her lose with TONS of suggestions, help, and encouragement. Daily. It is a 30-40 hour a week job. I pay 20%. You might want to start out with more. Without a real sales rep you are dead in the water. Ours brings in around 100K plus and growing. Not a lot, but certainly enough for a small station in a small town of 16,000 (plus surrounding communities. Remember, it’s a BUSINESS and needs to be treated as such.

1. Then improve your programming to the best it can be. Arbitron rated us 2nd in our entire County.
2. Then embrace the community with everything you can muster.
3. Do remotes. I call mine “charity remotes” as we promote a charity in front of a business. The business is then a hero. We are a hero. The charity wins. Somewhere down the     line the business always seems to underwrite our station as they consider us “the good guys”.
4. Have listener call ins
5. Do in studio interviews
6. Do phone interviews
7. Add local or National news. We have both.
8. Have a community events bulletin (ours is once an hour)
9. Do a pledge drive. Ours started Monday and a lady walked in with $500 check. It will end Friday with a big party - raffles, food, music, etc, etc, etc.
10. Be friends with your local full time commercial station. Most will help!

Thanks Steve!

Justin Kaiser
Creative Identity Group

Three Reasons that you’ll be podcasting sooner or later:

1. Your target market wants it. (They want choices for how they consume your content.)
2. Your competitors want it. (They want to partner on and swap audio content.)
3.  You want it. (You know that you do!)

So just do it!

Justin Kaiser
Creative Identity Group

Promoting an internet radio show is accomplished pretty much the same way that promoting a website is.

You need to create a website with enough content for the search engines to read and know what you are about. If you write two or three paragraphs about each show and archive several months worth of these show descriptions, that will accomplish a minimum of content.

You should also consider using some topic specific articles on the website and definitely add a blog. This will also help to feed the search engines.

To attract listeners you can:

• Write and distribute press releases about your show.
• Write and distribute articles on your topics.
• Submit your website to directories.
• Submit your blog to blog directories.
• Submit your podcast feed to podcast directories.
• Put ad in ezines and on related websites.
• Try Pay Per Click advertising.
• You must set up a ‘Link to Us’ page with text links and graphics for your fans to grab and use to link to you.
• You may also want to try setting up a link exchange directory and trade links with complimentary websites.

When you have your voice over expert create your show intro and commercial segues, you will also want to order a 30 second show promo that can be traded with other show hosts. The promo should identify your show name, topic and web address.

Definitely consider promoting your show offline. Put your web address and show title on the back window of your car in vinyl letters. Carry business cards with listening instructions with you and pursue every opportunity to appear as a guest on offline radio programs.

I’ll be staying in touch with regular tips, tricks, tech and promotional updates. Internet Radio is booming and as I spot trends or learn something new that can help you, I’ll be sure to share it with you.

Justin Kaiser
Creative Identity Group

If you are creating a show to promote yourself, you may not be concerned with attracting sponsorship - but most shows are at least open to the idea of having paid advertisers on their program.

I get asked all the time, how do you find a sponsor?

I’ve been blessed. We aren’t always sold out but we do always have some level of support each month.

I want to be sure to warn you. You won’t be getting rich from selling ads on your show. Internet Radio is still new and advertisers really need to be educated about the value of placing ads on internet radio shows - so be prepared to educate and sell on a regular basis.

If you don’t like selling, you may want to seek out and hire an advertising manager who will do the selling for you in exchange for a percentage of the income. (Usually at least 20%)

To begin your search, take a good look at your target listener.

Who are they and what are they interested in. If you have chosen a tight focus like I recommend, this will be an easy step.

If you’re producing a show about children - you know that there are any number of businesses out there that want to market to parents.

Brainstorm and list some products and services that your listeners would be open to hearing about during your show.

Go to the web and search for companies that offer these products and services. If they offer an affiliate program, you should definitely sign up and look for ways to promote them on the website and during the show. If they do not offer an affiliate program, they are a good lead to add to your contact list.

Now, you or your advertising manager needs to do some simple research. Find a phone number (look in the whois) and call to find out who is in charge of marketing or advertising. Ask to speak with them.

You don’t have to press a hard sell during the first call. You’ll want to just ask them a couple of things.

Have they ever thought about advertising via internet radio on a show that reaches their target market?

Whether they say yes or no, you can ask them if they would they like to receive some more information.

If they say yes, you can ask for their email or snail mail address and promise them some information about your show, target market and advertising rates.

Don’t worry about being a pest. You are offering them a valuable opportunity to reach their target market. The worst that can happen is that they say no thanks
You may find that as you create your show website, send out an initial press release and start creating a buzz for the launch, that advertisers come to you to ask about your ad opportunities. I’ve seen it happen more than once.

If you have trouble attracting sponsorship, it may be a sign that you need to go back to the drawing board and rething or tighten up your topic.

Justin Kaiser
Creative Identity Group