03-11-21 – Traci’s Coaching Call- All about sponsorships
Unknown Speaker 0:29
So happy to see everybody. I mean, I’m
Unknown Speaker 0:34
always happy to see everybody, but I’m especially happy to see everybody today. That means everybody got the link, and everybody’s gotten back. We all survived.
Unknown Speaker 0:54
Unknown Speaker 1:14
Okay, yay, I’m so. So Tori, you’re going to take over admitting everybody, right? She’s muted, but yes, I am. Okay. Um, so, so I don’t want to spend a tremendous amount of time on this. But I would be remiss if I didn’t address it in that last week’s call, it did end rather abruptly, because we did, I’ve learned so much about the sense, I never even knew that there was such a thing as a zoom bomber, I knew that there were things that that I’d heard at the beginning of the pandemic last year that do have a lot of issues, you know, with security and things like that. But I thought that they had fixed all that. But apparently, there’s a new thing out there called a zoom bomber, where they just randomly put in zoom links, and they just tried to land on one that is a back of call. And so that’s what happened last week. And it you know, I always like to look at the positive, like, what can I learn from this experience. So what I learned from the experiences a what is in bomber was, but I also learned that that I have the most amazing supportive community because everybody was so super kind and really, so understanding and supportive, and not that I would expect anybody to be any other way. But it was. So it really, really just meant so much to me personally, because I just was horrified by the experience that happened. And so thank you for that. And then I also learned that, that other people took away from it that they had not had that experience before. So they were up leveling their zoom experiences to ensure that it didn’t happen to them. So if we can all take away a positive and learn from it, then it makes the negative experience so much better. What we have done for the community is that we have added a password. So you guys all got the link. Luckily, and I’m so excited, because I see a lot of our familiar faces on the call today. So we we have a new link that’s encrypted. So we shouldn’t be have that issue maybe ever again, we also are going to be able to just maybe ask everybody to be as punctual as possible, which you almost always are. Because after 15 minutes if you’re not in the call, and we don’t recognize you, as you know, somebody that’s been on the call for a while, then we’re not going to be admitting anyone after the first 15 minutes. Because in a way, I’m really, I like implementing that from a leadership perspective, because it can be very distracting once because we’re really in a good groove. And then it can be disruptive regardless. But also just as a precautionary measure. So I just wanted everyone to know that this is absolutely still a very safe space, and that we’ve taken every precaution that we can do on our end to avoid it ever happening again. And that we don’t I mean, I don’t, I think the odds would be tremendously like getting struck by lightning twice, but who knows I’m not willing to take that chance. And so with that, that’s my win is. My one is that you guys are all here and that we learned from it and we’re moving forward. And also, I’m going to start off into our real depth of our call right now by saying that my podcast turned five on March 8. And it was journey to their turn five on March 8. And then that was also the precursor for journey to their journey to there was also the precursor for produce your podcast. So it was truly one of the best decisions that I ever made. And as a result of journey two, they are waiting to produce your podcast that led to prod have an all these amazing partnerships with all of these organizations and bringing you all into my life. So what kind of when is better than that? For me? I don’t know. But, but yeah, so I’d love to start out with that, and then open it up to anybody else who wants to share when
Unknown Speaker 5:38
is he really quick? Before we start with everybody else? Well, you just make me the host, so I can control the waiting room.
Unknown Speaker 5:44
Sorry. Yes, I can do that. Mmm hmm. How do I do that? I think you should just be able to hover over if you click on participants at the bottom. There you go. There you go. Thanks, intro. And before we start Judith Hold that thought one second. Tori is not on video. But she is our newest member to the producer, podcast team. And she’s basically just been an amazing she’s about to graduate from the University of Alabama with a degree in advertising. And she works for Disney, which makes her exceptional in so many fun and customer service focus ways and bless her heart, I’ll use my Southern race to say she’s been hired on as my executive assistant, and God bless her. But boy,
Unknown Speaker 6:37
am I happy. So that’s my other wins.
Unknown Speaker 6:43
I happen to be here. So Hello, everyone, I’m going to be on these meetings from now on.
Unknown Speaker 6:47
I am on mute, because I’m just sitting outside and the bright sun. So are my cameras off, I’m not on mute. So I’m just gonna hang out, listen, and I’ll be here most of the week. So I’m looking forward to meeting all of you. And she’s also going to be manning the chat and the waiting room so that I can focus on y’all. So I’m excited about that. Okay, Judith, let’s start out with a win.
Okay, two wins. First of all, the biggest win is that I get to know Cheryl hauling Cheryl, I am completely remiss several weeks ago in not Thanking you in front of everybody and endorsing you that when I was looking for a very specific child’s voice, I went to you because you’re in our community. I love your voice. You cannot know how much I love your voice. Your demo tracks are phenomenal. But you said once you said something, you said look, sometimes only a child’s voice can communicate that that essence that only a child has. And you were right about that. But and I’m telling this to everybody, Cheryl, immediately within minutes put demo track together for me just to see if if she was in the area or not with what I was looking for. You can’t know how much that meant to me that you just did it. It wasn’t about money. It wasn’t about anything other than who you are as a human being. And as a professional. And I just wanted to tell you, I am so grateful to you. And I will be back to you in the future. And thank you for that.
Unknown Speaker 8:26
I’m totally for class.
And you want to say anything, Cheryl. You’re fabulous. Cheryl.
Unknown Speaker 8:33
I said I’m totally for clamped. So
as you should very
Unknown Speaker 8:39
kind of view I’m really happy that you found who you who you wanted. And then it worked for you. Because that’s really, I think what any of us want to do for each other, right? I mean, if it’s about a fast buck, we’re in the wrong. We’re in the wrong, you know, we just getting it wrong. So thank you. I It was my pleasure to to thank you well,
and thank you. I’m so happy I know you. And this is the beginning March is the beginning of my third year in podcasting. So that’s what I wanted to say.
Unknown Speaker 9:14
Yes, and you had to win. So what’s your second one?
That was it. This is my third year. Cheryl was my first land and I got to know her. My second one was, this is the beginning of my third year.
Unknown Speaker 9:28
This is why Tori is managing the chat because that last sentence because my eyes are not looking at the chart. Again, yes. Congratulations. Okay, who else has a win?
Unknown Speaker 9:49
Think you’re muted?
Unknown Speaker 9:50
I know. I know. People have been trying to do that for years so
you will be bad
Unknown Speaker 10:00
It’s good to be back. The past couple of weeks I’ve been it. I did a little bit of vid Fest, which is the pre fast to pod fest. And then I was really immersed in pod fest and was going to do another Women’s International Conference online for a pod. podcasting. I just was like, my head was so full. I said, No, let me just take it in. And so I’ve implemented a couple of things that I’ve learned about back end on your website and how to things to say about your podcast, which for me is a big deal because even though I’m pretty tech savvy, I get frustrated with anything remotely coding, which really this isn’t coding. It’s just learning basics and back end, and then the podcast that I did was Sennheiser is getting a lot of really good response. And I reached out to the Sennheiser rep actually mentioned Sweetwater in the course of our podcast. So I reached out to my Sweetwater rep told him about him being mentioned that we both talked about Sweetwater so I’m proposing not only to Sennheiser but also Sweetwater about doing and just to help me with kind of the verbiage on this. He is doing like a tech spotlight once a month, where it’s their own episode, that’s maybe five to 10 minutes talking about a particular product. And we’ll see. So my win is that I did the interview with Sennheiser went really, really well. There were I had about six to eight different reps in Sennheiser won in India, saying I’m so looking forward to listening your podcast, we’re really happy to see that Brian, who is the rep that I interviewed is getting this attention because he’s stellar. And anyway, so that’s my win is that my I did my interview with them, it went well. And now I might perfectly get some sponsorship out of this.
Unknown Speaker 11:51
Congratulations. And for those of you who aren’t familiar with Sweetwater, they’re actually our preferred vendor for produce your podcast. It’s who we used to ship in source and ship all of part of our services that we do with produce your podcast is that when people are starting a new podcast, and they don’t have any equipment, we sourced and ship the equipment directly to them and do a sound check with our engineer with them and help them set it up and everything. And for five plus years, we’ve been working with Sweetwater and they are just a great, great company. They we have literally in a knock on wood, but never had any glitch in any way with them at all. And they’ve just been great. So yay, yay, sweet water you.
Unknown Speaker 12:36
And why Tracy? I’m glad you clarified that because that’s my local brewery in Atlanta. And that’s
Unknown Speaker 12:42
Oh, that’s so fun.
Unknown Speaker 12:45
Well, I’m pretty sure that based on the members I’ve met from their team that they probably would love to have a brewery here to all local brass anyway. Right right now that’s fantastic. Okay, who else has a when?
I guess that
Unknown Speaker 13:08
I finally sent out my first newsletter yesterday. I’ve been just not on top of it. When it comes to my newsletter. I’ve been like stalling and stalling and stalling. But with all of the virtual events that have been happening and with the merchandise and being a weekly like wanting to, to highlight the guests. I knew I needed to do it. So I finally sent it out. And I had almost a 60% open rate just Oh,
Unknown Speaker 13:40
that is huge. Congratulations. I think the average open rate is somewhere let me definitely less than 10%. Typically there.
Unknown Speaker 13:49
Yeah. So I’m starting out. It’s already growing because I started out with probably, I think a little over 100 emails for my first one. So I’ve already started getting things coming through like add me to your to add to the newsletter. So really excited.
Unknown Speaker 14:06
Congratulations. Yeah, newsletter marketing is one of the things I want to say about today. Because we didn’t we were going to address it, or we were going to get to it last week. But we didn’t is our request to talk about winning workflows and things of how we operate and launch our podcasts. And so the newsletter marketing piece of audience growth is a really, really nice enhanced support, supportive way and good way to grow and sustain your audience. So we’ll definitely talk through that and and how that works for you, and maybe you can share how you got to that place. And but yeah, so we’re definitely going to talk about workflows today. But just want to make sure before we move into any part of that conversation that we are also getting giving everybody a chance to share their wins. So does anybody else have it
Unknown Speaker 15:00
Unknown Speaker 15:00
Oh, good Hello.
Unknown Speaker 15:04
Um, so I do really kind of non traditional sponsoring for my podcast. So I have a client that we do more for sponsored a more in depth sponsored episode. But anyway, I created it with with them it fit their needs, and it fit, you know, for me really well. And we completed a first year and I love this client love working with them. But I really didn’t know how I would price it based on value. I don’t like doing like hourly things, but I just assigned a value that was worth it to me to do the work I was going to do with them. And and to help them get the outcome and it got approved. And we had the first year contract. And about seven or eight months into it, I realize manage a lot more hands on than I expected. I wanted to really raise the price. So we got Tom to the end of that first year. I approached him with renewing it and increasing it. So essentially, it was an easy, unofficial, yes, because they get their funding from a very large grant source. And they just they had make some revisions. So when I spoke with the director about the increase, she was like, Well, yes. And I kind of explained to her why. And so unofficially, she said yes, but I still waited for everything to actually happen. So I got the official approval and it’s increased, it’s 67% increase in the contract that we renewed. So I’m doing the same work, but now get paid at a price that makes me feel even males happy, really happy with that game before. But now I’m really, really happy. So that’s a major win for me.
Unknown Speaker 16:38
Major win and in establishing the value for your work is, is such a complicated equation sometimes, especially if you’re in a service based industry. And, and with podcasting, it’s a little bit easier to quantify, because you know what your hard costs are associated with your podcast. But a lot of times what we don’t take into consideration is the time we spent outside of what our actual hard costs are. So I love that you brought that up, because in creating a formula for your podcast sponsorship, especially if it’s more of a non traditional type sponsorship is not only taking into consideration what your hard costs are on getting your podcast produced release marketing, and that, but also like putting a value around your app, like establish an hourly rate for yourself, and then equate and then take into consideration in the equation, how many hours that you are spending that either may be allocated to integrating that sponsorship, or just allocated and creating your content itself. And then really make that your hard cost. So the cost of your platform, the cost of your any outsourcing that you do, and establishing an hourly rate for yourself for the amount of hours that you’re spending outside of that. And that becomes what it is your cost to produce your podcast, and then getting that sponsorship or sponsorships to add up to that number exceed that number. And then yes, that’s like such a happy, happy Win win. Because instead of feeling like it’s drudgery or like that you’re underwhelmed by the income that you’re getting, then you are feeling really positive about what you’re doing, not only for your podcast, but for your sponsor. So that’s a good that’s a
Unknown Speaker 18:19
that was a great way to describe it. Because that first year was all about trying to figure out the thing you just described, like trying to figure out what is it going to cost and what’s involved and what’s needed. And so we renegotiated and now that I know what this new number is, I see really what the costs are and what it’s covering, like, it really puts my podcast in a profit margin now and when it covers so much more, and I can actually get you know, I can draw from that. So it definitely for you know, overall with, you know, other products and services and things that I offer, but it really makes the podcasts it justifies it spot, you know, like in my business. So yeah, it’s it’s it, it was definitely a big one.
All right, Tracy, Charlotte, and anybody on this call, this is just this has been on my mind. And I have to ask, listening to all of these accomplishments is wonderful. But I need to know what goes underneath that. So if this is too personal a question just say, Judy, it’s too personal. But how many listeners do you have? How many downloads? What are you charging? That to me allows me to learn and move forward? Because right now I’m I don’t have the information behind what you’re saying, to know how to process this for me even. Is that a fair question to ask everybody?
Unknown Speaker 19:39
Yeah, I think it’s a very fair question and maybe I’ll talk to I’ll speak to that in a broader sense. And then if anybody wants to share on a more personal like personal podcast perspective, so for a sponsorship, the average the the formula for creating the cost for sponsorship is anywhere between 20 $5 and $40 cost per 1000. And that is typically on a per episode basis. So that is a scary formula if you are falling underneath that 1000 1000 downloads per episode number at this point in your podcast process. But if you just want to know like, what’s the industry standard? So the industry standard is somewhere between 25 and $40 cost per 1000 per episode. In general, if you are working with a podcast agency or someone who is representing you, typically they’re looking for 10,000 downloads per episode, which seems like that’s pretty difficult to obtain. But a lot of people do want to know, like, Where do I have to get in order to be marketed, like on behalf of an agency who what they do is they go out, and they talk to Toyota, and they talk to the dove brands or the wine brands or things like that, and then they have podcasts that they represent, and they sell ads within their shows, and you get a revenue share off the bat, or a network. For example, for indie, what I consider to be indie podcasters, who may not be at the level to work with an agency yet, and may not have the 1000 downloads per episode, that does not prevent you from being able to get sponsors for your podcast, the best way to begin work in that level. So if you’re in the 200 to 500, let’s say downloads per episode, then what you would want to do is you would want to not just focus just on your downloads, but what are the other things that you’re doing? What is your social media outreach? If you’re sending out a newsletter consistently? What is what are those numbers? What are the what are your LinkedIn, like, you may only have X amount of 100 downloads on your podcast, but you may have 1000s and 1000s of followers on your LinkedIn that’s valuable. So for a podcast that is getting just getting started or hovering in those lower numbers in terms of audience numbers, bundle that sponsorship with the other outreach that you have, and how are you doing that? So is that through social media? Is that through doing newsletters is that through other outreach? Jessica has been a perfect example of monetizing her podcast in non traditional ways. We don’t have any, we don’t know what your numbers are. But we know that you have reached out to people that are very specific to the niche of your podcast. And that’s very important to people. I’m using Jessica as an example. Because it’s very often with podcast advertising, it’s about that vertical loyalty and engagement. So you might have a mighty
Unknown Speaker 23:03
engage listenership. But it may not be the numbers that you think that you have or need for sponsorship. But what they what people are looking for is engagement. So if you have a consistent audience that’s highly engaged, like just because audience specifically, because of the events that she does, because of the happy hours and the things that are the things that she does around her podcasts and the other outreach, that’s a value to a sponsor, because they’re reaching people who are engaged with her as a host ripe and ready to purchase wine because her podcast is based on that so and so there’s a lot of different facets to sponsorship. And then the third thing that I want to say and we’ll open it up for other people to comment is that think about the people you already have existing relationships with. Think about one of our best success stories with produce your podcast, or is an interior design podcast. Joanne is one of the CO hosts she’s popped in here before you may remember. But they may 1 of all interior design is a very visual medium, so it’s even more ever successful for them that they have been doing this podcast for three years. Their downloads do exceed the 1000 they’re probably I don’t really know their latest stats, but I know that they probably have some are just Judas because you’re asking specifically about audience members, they probably somewhere around the 2500 to 5000 downloads per month right now. I mean per episode right now, but before they ever even broke that 1000 milestone. They were able to because of the type of relationships they have with vendors like Sherwin Williams and wallpaper manufacturers carpet, you know, people that they’ve been doing business with for a really long time as a business knew the point have things that they had done before, like in their blogs, and may had relationships with people from going to the furniture market. So they reached out and let them know that they were starting a podcast or we’re doing a podcast. And since they had the quality of work and relationship with these vendors, they took a chance on them, and knew that the podcast was going to be successful. And now as recently as about two weeks ago, they were contacted by waves in Sonoma with Marlo Thomas. And Marlo Thomas was a guest on their podcast promoting her new table on they didn’t even solicit that I know, I’ve shared that piece of the story before. But I just wanted you to know like starting from zero scratch with a visual medium foray into podcasting, utilizing a bundled approach of collective outreach, and relationships that they had enabled them to get sponsorships before they even realized or thought that they were ready or even viable. And then they put it on their website, if you’d like to sponsor the podcast, and they literally got sponsorships from people going to their website. So that is sort of a very long, but detailed explanation. And, but if anyone else would like to share in that regard to Judith, and I do want us to be more tactical, you don’t ever have to feel like you have to share your audience numbers. But that’s why, you know, in this session today, we want to talk about workflows. Because I want you to have not only does inspiration and motivation, which we are not short on in any way, but some tactical tools and tips to make sure that you have that as well as part of this. That’s a very important part of call for me. So
Unknown Speaker 26:48
can I do a quick follow up? question that amount of the like, 25 to 40?
Unknown Speaker 26:55
You know, per 1000 per episode, is that for just one sponsor? Or could you have multiple folks there as part of that number? You promising that they’re
the only sponsor for that episode?
Unknown Speaker 27:07
Okay, I’m sorry, will you ask me that again, just so I can make sure I heard you correctly. Is that number four exclusive sponsorship of an episode? Or is that number? Could you have multiple folks paying the 25 to $40? per episode? Okay, so that’s a great question. So the 25 to $40 cost per 1000 formula is for things like mid roll or live reads that go within like, there’s three basic positions for advertising and podcast, there’s the pre roll, which is done prior to the start of the podcast, there’s the mid roll that is about, you know, let’s say 20 minutes into a 30 minute podcast. And then there’s actually people who will buy ads at the end of the podcast as well, that formula is for is to establish a value to those specific slots, you know, inside of podcast. So you could essentially, to answer your question, you could have a pre roll, you could have a mid roll, and you could sell something at the end of the clothes. That’s just like a straight up. It’s like a traditional radio advertising model, if you will, if you think about when you listen to talk radio, and they have the commercials inset in there, what I’m talking about in terms of bundling your audience, I would consider that more you want to think of that more as like the amphitheatre sponsorship. So naming rights, for example. So when you see like the Verizon Wireless amphitheater, you could do something to the effect of the studios are powered by Sherwin Williams, to stay in. And it has to be in alignment with your content, it has to feel good to you, it has to make sense to you. So it would every time you would open the mic if you did if you did a power, what I call power up sponsorship, then you could bundle a sponsorship where they could be anywhere from you have lower audience members, you can look at anywhere from let’s say 750 to 15 $100 a month. But what they’re getting for that is they’re getting exposure and all of your other outreach areas they’re getting every time you open the mic. In terms of opening your show. You’re like Welcome to journey today air powered, our studios are being powered by dubstep, whatever and, and, and a maybe a tagline that they have, then they might get a mid roll in as part of that sponsorship. And then what I like to also say is a gratitude mentioned at the end. So they’re featured at the beginning and in a naming rights capacity. They have live read or recorded, live reads are much more effective and live reads are basically the host endorsing the product, they’re actually stopping down from their content to say, we’re going to take a moment, and we’re going to talk about how to be a part of something beautiful. And dub has a new line, that’s x, y, z, and I’m using it and it’s great, my skin’s never felt better, never looked better, and blah, blah, blah. And then at the end, when you’re wrapping up the show before your pre recorded or your recorded close, then you would do what I call gratitude mentioned where you would thank them for supporting and being a part of the show. So that is a pretty comprehensive, and I would consider that to be a pretty exclusive package, because you don’t want to clutter up your content so much that you would have really anybody outside of that. So if you are going to have a premium sponsorship like that, you would want to do with what Charlotte was talking about, in making sure that that was priced in a way that you didn’t need any other sponsors that you felt really, really good about, that’s covering your hard costs and making some money with that. Um, if you wanted to have a two sponsorship, so let’s say you had you decided to do your premium more on that lower price point, you could give them that the premium naming rights, and then you can sell the mid roll to someone else. And so that way, you could maybe generate that total number that you’re looking for. But you might get it have it from two separate places. So the middle person is not going to get as much maybe they don’t get as much outreach outside of the podcast. The premium sponsorship gets everything outside of the podcast plus the naming rights.
Unknown Speaker 31:46
trucy have a quick question how like, I know that it’s normally, and I don’t have 1000 per episode, honestly, I average, most of my episodes average 150 to 200 downloads per episode. But my episodes most of mine are evergreen as well. So a lot of times I noticed that the episode that’s launched, it takes a while to get because people are listening to older episodes. So that’s what I’ve noticed on mine, most of my I have a few that aren’t necessarily evergreen, but most of them are. So people are going back listening to these to these episodes. But who is the one who decided because cost per you know, cost per 1000 is a very TV and print centric way of advertising dollars. It is and because I used to work in both of those. And I used to calculate those. So when I heard that, four, that’s how it’s being calculated for cod for podcasts. To me, that doesn’t make any sense because podcasts are some so much more niche, then television and radio. And how like, Is there something? I mean, obviously, I found a way to to still do that, and to still work with that. But as a collective as an industry within Odoo, you know, within this audio forum, is there a way that we can move the needle in regards to change it because, you know, larger advertisers are looking at that. But if you’re looking to reach a Latino community, you know, you’re not there most of those podcasts that are there are only a handful of those that have those types of numbers. Not very many are going to have those types of numbers. But like you said, like, but many of us have very loyal followings. And if I’m someone who I won’t work with something I don’t believe in. So if it’s something that I’m putting out, and I’m saying yes, I’m doing this, people know, like, for example, there was an opportunity to work with I think it’s called hair food or something and, and I was like, Well, everybody knows if you go to my social media, I’m constantly raving about resource curls. I love resource curls. They don’t pay me for it. They’ve just really just helped me with my hair so much. So if I went on my podcast all of a sudden talking about some other hair product. People will be like what the hell like this love resales girl. Yeah, exactly. Which they did end up sending me something but but so is there a way as an industry that we’re able to move the needle to more focus on the niche of what podcasts and who they serve, versus the cost per 1000?
Unknown Speaker 34:39
So first of all, you’re like, amen sister like you I could not agree with everything that you said more. The challenge with the and this is more of a philosophical situation is that in and I’ve mentioned this a couple of times on the other calls, but very briefly in terms of advertising agencies do not understand podcasting. Like they, we work with a couple of agencies that we produce podcasts for. And the amount of education that the time that we spend in educating these agencies just to produce their clients is unbelievable. It’s what they know. And so with click through, even with digital marketing, you can pay per click, you can track clicks throughs. With TV, you’ve got Nielsen ratings with radio, you’ve got Arbitron ratings, and so eight advertising agencies in general, our their business model is built on what I call checking the box. So they are focused on being able to be able to say we deliver X amount of people to X amount, you know, your brand X amount of people that reach X amount of people, like in magazines, it used to be 2.5 readers per issue. Well, who what’s a half a person? Like, that’s crazy, you know? And so the answer is, it’s like, to me, it’s almost like trying to take a grain of sand and throw it in the ocean and change the tab. It’s not, it’s not impossible, but we as a collective as podcasters have to embrace a more non traditional sponsorship model, which is why I am always talking about these premium sponsorships, these title sponsorships, these creating a vignette of copy within the episode that you produce that then they can attach their brand or their name to, to do things that we we are, we have to educate people, and we have to be able to get people excited and motivated. And the way we do that is by communicating, talking, asking, having conversations to Cheryl’s point. If you know, she may or may not get sponsorships from the from sweetwaters then has her but she’s having conversations with them about her podcast. She’s educating that marketing director, that marketing director is learning something. It’s why even though podcasting is the strongest it’s ever been, it’s still the Wild Wild West. And we have to take Jessica’s like, what is your thing that you always say about if the if you don’t ask the answers now, is that that’s your answer. Don’t ask
Unknown Speaker 37:23
the question. The answer is always No.
Unknown Speaker 37:25
Right. So if you don’t have the conversation with these alternate methods of gratitude mentions, and vignette sponsorships, and bundled outreach, I mean, those are the ways that we get around as independent podcasters. with smaller audiences, those are the way that’s the way we get around this whole obsession with cost per 1000. Because that’s like, that’s not attainable for most podcasters to your point. But what is attainable is a highly engaged, loyal audience. And people that respond to you that show up for you every single time you release an episode. Listen to what you have to say. And that in radio world and TV world is called an endorsement. And people in morning drive radio and afternoon drive radio, midday radio, those air talents get paid a lot of money, if they are aligned with an endorsement for the very reason that it’s about implied affiliation. They know the power that those voices have in connection to the audience’s that they’re reaching. And the beautiful thing about podcasters is that you all have that same power. And whether it’s 200 people, 2000 people or 200,000 people, they’re listening to you. But can you change it? You can have a conversation with with people, and that can change it on a micro level, which would ultimately change it on a macro level. So keep having those conversations, even if the answer’s no, because you’re educating people with every conversation you have. Shall. Yeah, I
Unknown Speaker 39:10
just wanted to affirm what you were saying, Jessica, because I don’t have that many. I have about 100 downloads per episode too. But it’s also a cumulative, like I just got, I mean, out of the blue, I got four Apple podcast reviews on older episodes. And it’s very humbling. I mean, I’m incredibly grateful. I immediately took those and turn them into I went on Canva and did these, you know, testimonials or reviews and posting them on LinkedIn. I’m posting them on my website I’m using I’m going to use them in my marketing materials, because it just shows that like you said, it’s just you may put something out there and it’s evergreen and all of a sudden out of the blue people are going oh, I really love this episode. And it was Four or five episodes ago, and you’re thinking that’s, that’s really cool. Someone’s listening to something that I posted a couple of months ago or a month ago. So and the other thing is, I forgot what they, the numbers were. But for every one person who either calls in or writes a negative or positive review, it stands for a lot of how many more people who, who don’t take the time to reach out, but are still listening. And maybe Tracy, maybe you know those numbers. But, so if one person is actually writing in a review, you got to think well, how many may be thinking the same thing, but they’re just not taking the time to write in
Unknown Speaker 40:40
as well. And that’s sort of like the 2.5 readers per se, but they’re, I mean, it’s like, okay, so for every review that represents X amount of people, if you know that it’s the the hardest thing is to quantify these numbers. And that’s what UN agencies are typically the ones that are doing the cost per 1000 valuations, because they need to quantify, and in order to quantify they want numbers, but Charlotte, um, I see your message that you’d like to respond to Judith, I’m so happy about that. What Why don’t you give her your insight?
Unknown Speaker 41:13
Yeah, I could definitely relate to how she was feeling because it’s exactly how I felt when I was at the point where I’m in public health, and very niche group of public health. And I was frustrated with these numbers, I wanted to monetize the podcast, but it was just like a foreign language, nobody’s come up all these metrics that didn’t make any sense. And trying to track the numbers. And if you listen to the big podcasters, they have these numbers that nobody else seems to have. So I got frustrated and got, I just decided to stop with all that. And, and I just, I’m a consultant, and a career coach in my podcast is how I attract my audience into me, you know, first, this first level of touch, to hear, you know, what I can offer and how I can help them. And then from there, I hope to move them closer to sell products or services. So keep that in mind. And I know like my audience, I know my community. So I just put my creative hat on. And I started thinking, I know how my industry relates to public health. I know how they listen to podcasts, or how they receive information, where the problems are and as a consultant, we’re problem solvers. It doesn’t matter what industry you’re in. So I knew that these you know, my audience is not gonna care about, you know, Dove soap on my podcast, or, or any of the audible or all these other places that most people you hear on podcast episodes. But I have a very loyal family of people who listen to the podcast, people love Dr. Huntley when I go to conferences, you know, it’s kind of like I’m I like a little celebrity in my own little geeky, nice group. So I like thinking about all these things. So I just wanted to find I was just kind of open to what kind of like whatever person or product or opportunity I brought onto the podcast, needed to be something that I could be excited about, that I cared about, that I could talk about very naturally and organically. In conversation, it just needed to be a big win. So I was definitely looking for more of that premium connection. And I was at a conference, our big industry conference, and I love going through the expo because I’m always trying to look for what everybody’s doing, and assembled upon this organization that I didn’t even know existed, and they’re brought across the country. And it turns out to make a long story short, they had received a lot of funding from this big, big, big grant. And it was like for five years, and they have all this work they were doing they were building out this incredible resource, these incredible resources targeting. Well, the Native American, so epidemiology of Native American, Alaska Native communities around the country. So into me right away, it caught my attention because epidemiologists in their title, I’m an epidemiologist have epidemiology and my title thinking this is great. Where could we go with this? So like, I had never heard of you guys. So well, that’s one of our biggest problems. You know, we’ve been building capacity behind the lines, and nobody really knows. So we invested to be in the expo so that we can share with the industry about what we’re doing. So my little light bulb goes starts going off in thinking, Well, I have a podcast, I’ve got a great community who would love to hear about what you’re doing. I’m saying this sort of internally. But I found out the connection of who I needed to talk to, I kind of dropped something about us like, Oh, I have a podcast and the person that was at the table is like the admin person. Side note, they always know everything that’s going on in the office, even though they’re not the decision maker. So they don’t know they don’t have a filter. So she began to tell me, Oh, my gosh, we were talking about a podcast, we want to get our message out, but you know, we don’t know what to do or how to do it. So I was like, well, I need to talk to somebody. So she gave me She took my card information. We exchanged contacts. They were really excited because they were trying to solve this problem. Always remember, we’re problem solvers. They’re trying to solve their problem. Their problem is they can’t get Their message out. So I focused on the solution. So I just put my consulting hat on, forget about the metrics and, and podcast sponsors and what everybody else is doing. I focused on the solution. So I was like, I’ve got the audience you’re trying to reach. And they needed to solve that problem, they needed to get the information out. So I just started thinking, Well, I’m already I have an episode, I have an interview style that I lift my my guests up, I talk about their journey to public health, I’m all about displaying the creative ways that people are serving in public health and different things they’re doing. So they have 12 organism or 12 centers, I came back and I made it really, really simple. You have 12 centers, once a month, I could interview someone from one of your centers, to highlight what’s going on at your organization, talk about public health, my people are gonna love hearing about it. And they can, you know, over the 12 over the year, we can hit all of those centers that you have. And to get a well rounded view, they get a targeted episode that’s all about their organization. They get to take that embed it where they want, they have a collection of episodes all about what they do. And they don’t have the overhead of trying to figure out how to podcast and coming up with people to do it. So it became a win win, because I simply inserted them into the model already had. It required a little extra work. But I made it fit into what I was doing. And that’s how we got the first year and by kind of taking action and going through that the first year we figured out what worked what didn’t work so well what we liked. The audience loved it. They went back to CDC is where they get their funding from CDC a lot have a big connection with CDC, a lot of those people were already familiar with my podcast. I think all we’re so excited that you’re working with Dr. Huntley. So it was a huge win for the grant.
Unknown Speaker 46:53
And I just kept feeding them the testimonial. So when someone would say, Oh, that was such an interesting interview, or I didn’t even know that, that they existed and people were. And then I had a huge following of Native Americans in public health were starting to come out of everywhere to connect with me, because they were so great that because representation matters. So here I am having a podcast is highlighting their community needs. So ended up being a big win. I guess the moral of that long story with all the details is that it really comes down to if you kind of put it switch it around and look at problem solving, and look at how to make it fit with what you’re already doing. Instead of making it so complicated. The only metrics I ever look at is my monthly numbers. Because I decided a long time ago that mattered to me, I just want to keep improving each month. And I never talked about numbers, because then people will take it to mean something something totally different. Because my numbers are my numbers. And it wouldn’t matter at all to anybody else. If it matters to you, I average around 7000 a month in downloads. And I don’t really break it down per episode, because it’s a lot like Jessica, people go back and listen to those old ones. They’re always like, if I look at just a new ones, it’s probably about five or 600 downloads per episode, but they’re always going back to the old ones. And so that’s how I end up around 7000 every month, but that is the only number I look at. And that’s just to make sure that I’m continuing to grow and more and more people are listening overall. But from everything else, when I talk to the sponsors, it’s about the and I think you have a very niche targeted audience too. So it’s really about that connection and the relationship and, and solving the problem, you know, helping them get their message out. And that’s really what they care about at the end of the day. So,
Charlotte, thank you so much. And just to extend that I love what you said at the end other than 7000 a month, which I’m like, Oh, fuck. So I would love to have that frickin number. But to extend your approach what I was thinking, so I’m in the legal business, right? I’m a family law. And I was thinking, well, I should really reach out to the law firms that belong to the bar associations that I belong to, and set up interviews with all of their attorneys so that they can promote themselves on their websites, specifically set up the interview with that intention in mind. And so thank you for adding that, that that was a we all do that in our fields. Jessica, you probably do that with your vintners, right, something like that.
Unknown Speaker 49:26
What was the last part that you said?
You probably kind of do that with promoting your vintners. Right. Yeah, I
Unknown Speaker 49:36
mean, I try and keep in touch with them because we’re doing I’ve now added a component for the wine tasting that more people listen, the podcast that attend the wine tastings. So I want these stories to be told. So now I’m put I’m having them schedule interview time, so they actually have a podcast for themselves. So it’s for the sponsorship part. I’m not doing that. All right, for the non Latino vendors, I’m not extending that. But now with the newsletter, I did double my price for my sponsorship, by the way. So it’s what I was doing 75 per episode now I’m doing 150 per episode because it’s also post they have to send me wine. But plus now that I have to talk about wine, how am I supposed to say this wine is great.
Unknown Speaker 50:26
If they don’t send me wine in sponsorship world would call that half cash, half trade? Yeah.
Unknown Speaker 50:35
But um, you know, now that I have the newsletter, there’ll be part of the newsletter. So that’s even an additional thing that they weren’t getting before. So yeah, it’s it’s, there’s so many ways that I’ve been able to kind of work these things in, and even the why the sponsor was like, you need to double your prices. And I was like, Okay, then, and I did it That afternoon, change the price. And when when the person who’s paying you tells you that that is the beautiful get specific question. This has been,
Unknown Speaker 51:04
first of all, or I can’t believe how fast his hours gone. It’s been amazing. We’ve talked all about sponsorship, Sandy, we did not get the workflows, but I swear, next week, everybody comes to the call prepared to provide one tip about your that helped you the most with your workflow. Can everybody do that to support Sandy next week? Okay.
We’ll see just as important this is it’s all learning and delay, you know,
Unknown Speaker 51:34
I know, but I really,
Unknown Speaker 51:36
I honestly, really think that, that’ll be a fantastic and you bet you’ve been so patient with your request. But what a great conversation around sponsorship, because, because it’s just, we all want to explore this. And we all want to monetize it. So thank you, for everybody who and I also really want to thank everybody for being so willing and open to share their downloads, because the mystery around that. I mean, we could be sitting here thinking that you have 10,000 downloads and it could feel defeating or that we could never get there. But to hear that people are getting sponsorships with 200 downloads, I mean, that’s motivating for people, it’s not defeating, for people. So but it only comes from people being willing to be open and honest about that. So I just love the container that we create in this community for people to feel safe. And in doing that.
Unknown Speaker 52:28
You have one thing, Tracy that I also did when I did my media kit, is I used to put my total downloads, but now I’ve switched it to my average downloads each month. Because I feel like that makes more of an impact. Then my because my total downloads, people could say, Oh my gosh, you’ve been doing it for a year and you haven’t, you’re just under 10,000 downloads like what the hell. But because it’s picked up in the last couple months, the my downloads. So now I’m like, you know what, instead of doing it by like my total downloads, now that I’ve done it per month, my average downloads per month, I’ve seen that it’s making more of an impact as well.
Unknown Speaker 53:11
And I just want to jump in and add that like in the print world. Jessica, what we’re doing is you can say it over a rolling 30 day period. Yeah, not necessarily like because the month of January may be horrible. But the month of May may be great, but the combination, you know what I mean? So you can do a rolling 30 day and then even do a quarter or three months. Because when you add three months together, it might even be better than one month.
Unknown Speaker 53:39
That was my February even though that we were short three days was actually better than January. Well, yeah. And sometimes things
Unknown Speaker 53:45
like that play into it too,
Unknown Speaker 53:47
at great. Tracy, I
Unknown Speaker 53:49
just wanted to ask you one question. Did you give a cost per 1000? Justice suggested of the 200 to 500 downloads? Like if you’re worth smaller scale at this point, what’s that? What’s just suggested? Even with some of that bloodline,
Unknown Speaker 54:02
yeah, it’s just really,
Unknown Speaker 54:05
I’m sure, but I just wanted to like I
Unknown Speaker 54:06
like what Jessica was saying in terms of what she you know, that price point feels really reasonable to me. Because you’re you’re really marketing that implied affiliation and that loyalty to your brand. And so but if you’re bundling, you know, then you’re not really looking at a cost per episode, you’re looking at a you know, an overall value. Right. Before we wrap up. I really I really want to get to this question that Diana said, Tracy would love to bring up a question from last week that we started to talk about, and that was before we wrap up and if we are getting to the top of the hour, so if you need to jump off I completely understand but I just want to make sure that that Diana that I get to answer your question for you.
We were talking about
Unknown Speaker 54:55
me and my co host and you are also going to bring up a story about co hosts do Dealing with. But mine was that I, you know, have a co host. And she is, you know, a busy mom and a business owner. And my podcast is on TV and film. And our main, most favorite show is going through the summer, which it hadn’t in the past because of COVID and everything and filming. So they’re going through the summer, but she wants to take the summer off. Because of her family, she has small children. And so I was trying to figure out how to navigate that. You know, giving her the time and space that she needs for her family. But also, it is my favorite show. It’ll be the last season of it. And it’s, you know, going through the whole summer. And so I was trying to figure out ideas of way to navigate that. And we just started to, you know, touch upon it last week. And then like I said, Tracy, you are going to bring up
how to deal with co host.
Unknown Speaker 56:04
Yeah, yeah, I
Unknown Speaker 56:05
haven’t I have you thought about bringing people like some of your listeners, because obviously, they listened to that show as well. And maybe bringing different ones on to discuss it with you. So that way, they’re getting a way to interact with with you on the podcast, but without your co host feeling like she’s being pushed out. Right. So that still allows like, people to listen and say, Oh my gosh, yeah, did you happen, you know, and, and interact in that way, but also, that feel like your co hosts still feel safe in her position of what she’s doing. Right. And
that’s what I want to do. I
Unknown Speaker 56:40
don’t want it because I was mentioned, well, maybe you can have a guess or use somebody else. But I didn’t want her to feel pushed out at all. So I was just trying to figure out how to navigate that. So thank you for
Unknown Speaker 56:53
everything because it’s filming TV, you know, people just love behind the scenes. And you have a little bit of time that it might be an interesting thing, if you could track down where it’s being filmed producers on location, like anything. Or like if there’s restaurants that are featured in the show, like with the town that it’s filmed in, like, you could do some really interesting things with the time that you have between now and the summer, to get people as guests on the show that a guest on the show with you to talk about really specific things like if, let’s say if we’re the show’s film, there’s a restaurant that they feature or something, you know, you can reach out and see if the owner of that restaurant or, you know, you could find out some interesting behind the scenes things of its, especially if it’s the last season, like there’s so much nostalgia and heartfelt connection to when someone’s favorite show is about to end. And so any of those ways that you could connect to that, to that audience through things that aren’t things. I mean, there are people that are so involved in these productions that aren’t the like the actors and the actresses, there’s the stylists, there’s the makeup artists, there’s the props, people there, I mean, everybody would want to hear from those people. And a lot of times it really would just be a matter of making a phone call and just seeing you know, and and so I think that’s one idea. guest hosting is another great idea. And my story was more associated with and I’m certainly happy to share it my my story is more associated with, it wasn’t working for me to have a co host anymore. And so I needed to make a change that I felt was what was best for the, for my podcast, based on feedback that I’ve gotten from our audience. And so for me, I did an entire rebrand around my podcast because when I launched journey two there actually had a male co host and my idea behind that it’s a female targeted audience. But my idea around it is because I talk about the intersection between personal business growth, that my co host was a stay at home dad who start who left a career have a lot of notoriety in the broadcast media world to start his own business to be a stay at home dad for his kids. And so I wanted the male and female perspective around personal business growth and it worked really well. And he was an amazing co host in terms of his professionalism and everything but the feedback that I was getting was that the women was that were listening to my show wanted to have deeper conversations. And though the deeper conversations weren’t happening because of the energy, the masculine and feminine energy and and based on that feedback, and it was it at first I was like well, I get I hear what you’re saying, but I like having those two dimensions. But then I started personally feeling it That I, I, how do I say this? It didn’t matter that he was a male or female. The reason why I ended up making the decision that I made is because he was heating get me in terms of like when I would put something out there that I was thinking he wasn’t connecting with my thought. And so our synergy wasn’t making the best show that it could be it wasn’t about male versus female wasn’t about deeper conversations, it was about the conversation we were having as co host wasn’t translating, because we weren’t on the same page about the conversations that we were it was basically like a marriage that started out really great. And then we just realized that we just didn’t see the world the same way we didn’t, you know, we, we just didn’t come from things from a perspective that match the energy of the show. And it was very positive, very amicable. I did not need a mediator. But if I had I know a really good but it was very, it was uncomfortable conversation for me to have. But I had to do what I thought was best for my audience and best for the show and best for me as a host, because what I started feeling was that I didn’t want to show up for my show. Like I wasn’t having I say on this call all the time. If you’re not having fun podcasting, you’re not gonna do it. Well, guess what? I wasn’t having fun podcasting on my own show anymore. And I had to address that because because I knew that it was keeping me from wanting to even record episodes, like it was like, I wanted to break up with him.
And I was either stopped doing the show,
Unknown Speaker 1:01:37
which I did not want to do, or have a difficult conversation, which is what I did. And I mean, we’re i mean he’s he’s a producer for producer podcast, he was an integral part of starting produce your podcast with me, we’ve been working together in some capacity since 1993. I mean, it really truly was like, it really was like a work Mayor or work, work wife work husband type situation, but I never I and then I rebranded my show in the first episode. And we’ve used this on this, this philosophy on I mean, we’ve used this strategy on some of our other podcasters here, I had someone interview me for the first episode of the new show. And so I was able to address how much I loved Russ and how much it had been so great to do the show with him up to this point, but that I just wanted to explore the show on my own as my own host and it’s been great I’ve never looked back. So that’s my story that that got hijacked. So it might be a difficult conversation. Most conversations that in the relationship no matter what type of relationship it is, are often difficult. But if it if that’s something you’re considering, and it’ll set you free, don’t waste any time.
Unknown Speaker 1:02:56
Thank you, Tracy.
Unknown Speaker 1:02:58
Yeah, and thanks for y’all that stayed on extra and really, really appreciate like I just feel so good and supported by everybody. Thank you so much. So see you next week we will be right everybody bring their tip of the one thing that makes their podcast process easier.
Unknown Speaker 1:03:18
Gave Alright everyone. Thank you.
Unknown Speaker 1:03:21