Micro Podcast
IN THIS ARTIFACT, I PRODUCED A MICRO-PODCAST FOR THE RED BULL BRAND USING ADOBE AUDITION. THIS PODCAST WAS CREATED TO INTRODUCE A GAME-CHANGING SUBCATEGORY INTO THE MARKETPLACE. A GAME-CHANGING SUBCATEGORY IS “A SET OF MUST-HAVES REPRESENTED BY AN EXEMPLAR BRAND, SUPPORTED BY A CORE CUSTOMER BASE, PROTECTED BY BARRIERS TO COMPETITORS AND PROVIDES A NEW OR MARKEDLY SUPERIOR BUYING EXPERIENCE, USE EXPERIENCE, OR BRAND RELATIONSHIP” (AAKER, 202, P.13). THE MUST-HAVES CREATE BRAND LOYALTY, RESULTING IN A COMMITTED CORE CUSTOMER BASE. “A COMMITTED CORE CUSTOMER BASE WILL PROVIDE WORD-OF-MOUTH RECOMMENDATIONS THAT ARE WELL-KNOWN TO BE THE MOST INFLUENTIAL AND VALUED BRAND COMMUNICATION BECAUSE OF THE SOURCE–AN UNBIASED PERSON THAT HAS FIRSTHAND EXPERIENCE WITH THE OFFERING” (AAKER, 2020, P.22).
I USED SEMIOTICS TO DELIVER INFORMATION TO MY AUDIENCE AND PROVIDE ENERGY TO THE STORYLINE. “SEMIOTICS IS THE STUDY OF THE USE OF SYMBOLIC COMMUNICATION. SEMIOTICS CAN INCLUDE SIGNS, LOGOS, GESTURES, AND OTHER LINGUISTIC AND NONLINGUISTIC COMMUNICATION METHODS” (CONTRIBUTOR, 2017, PARA.1). FROM THE DATA I GATHERED ABOUT THE RED BULL BRAND: THEIR VALUES, THEIR MISSION STATEMENT, THE TONE OF THEIR MESSAGING, AND THEIR “OUT OF THE BOX” THINKING, THIS ALL NEEDED TO BE REFLECTING IN MY COMMUNICATION. THE RED BULL BRAND IS BUILT AROUND EXTREME SPORTS, EVENTS, HUMOR, FUN, AND EXCITEMENT. I KNEW I NEEDED TO COMMUNICATE THIS THROUGH MY STORYTELLING IN THE PODCAST. I CREATED A FUN AND EXCITING TONE BY BEING AMPED UP WHEN I SPOKE DURING THE INTERVIEW AND HAD AN UPBEAT SONG PLAYING IN THE BACKGROUND. THE RHETORICAL CONTEXT OF THESE SEMIOTICS USED IS THAT THE PROVIDED MY AUDIENCE MORE BACKGROUND ABOUT THE RED BULL BRAND AND CREATED A LIKING FOR THE BRAND WHICH GAVE THEM A REASON TO JOIN THE BRAND COMMUNITY. A DIGITAL-ENABLED BRAND COMMUNITY DRIVES A COMMITTED CORE CUSTOMER BASE AS WELL. I WANTED TO CREATE ENERGY TO DRIVE VISIBILITY AND PROVIDE CREDIBILITY AND TRUST FOR THE BRAND. ACCORDING TO AAKER (2018), “AN INCREASE IN BRAND ENERGY HAS BEEN SHOWN TO INCREASE USAGE, PREFERENCE, AND STOCK MARKET RETURN” (P.46).
I CHOSE TO USE STORYTELLING THROUGHOUT THE PODCAST TO INTRIGUE THE AUDIENCE AND GIVE THEM A SENSE OF CONNECTION TO THE BRAND. ACCORDING TO AAKER (2018) “PEOPLE LIKE CONNECTING TO BRANDS THAT ARE LIKE THEM, ESPECIALLY MILLENNIALS” (P.78). SINCE MOST OF MY TARGET AUDIENCE ARE MILLENNIALS, I WANTED MY PODCAST TO CONNECT WITH MY AUDIENCE. I CHOSE TO DO AN INTERVIEW WITH A PROFESSIONAL SURFER, STEPHANIE GILMORE ASKING HER ABOUT THE LAST COMPETITION AND HER THOUGHTS ON THE NEW RED BULL DRAGONS BLOOD. I CHOSE TO INCLUDE A CELEBRITY ENDORSER BECAUSE OTHERS SHARE THE SAME PASSION FOR HER TALENTS AND THE AUDIENCE TRUSTS HER RECOMMENDATIONS. BY INCLUDING A FEMALE ATHLETE INTO THE MIX IS SHOWS MY ABILITY TO MARKET MORE ETHICALLY AND INCLUSIVELY.
