What brands can do if they don’t want their own podcast

Ep 60 What brands can do if they don’t want their own podcast.txt
English (US)

01:00:00.000 — 01:00:02.040 · Speaker 1
You don’t control the creator.

01:00:02.080 — 01:00:07.200 · Speaker 2
Does it make sense for that ad to be in that podcast?

01:00:07.240 — 01:00:13.760 · Speaker 1
Brands can really unlock a lot of creative potential that the podcaster country by themselves.

01:00:16.160 — 01:00:38.320 · Speaker 3
Yeah. Hey guys. Welcome to the cave. Today Jankel and I are going to be talking about brands that want to have a piece of the podcast pie, but don’t want to have their own podcast. They want to be involved in the podcast world. They want to leverage all the opportunities that podcast bring. What options are there?

01:00:38.880 — 01:00:39.600 · Speaker 2
Many.

01:00:39.720 — 01:00:40.440 · Speaker 1
Yeah.

01:00:40.600 — 01:00:43.200 · Speaker 3
Can I have can you can you expand on that? Like one. Yeah.

01:00:44.120 — 01:01:17.920 · Speaker 1
Well I’ll try to pick a brand that that might work for is maybe like a fast moving goods. Right. Pick a lollipop. Um, pretty tough to do a podcast around lollipops for a sustained amount of time, but can they insert themselves into a whole bunch of culturally relevant, relevant podcasts around the world and get famous by being on a whole bunch of podcasts?

For sure, and a free campaign? I will take royalties if anybody’s out there.

01:01:18.200 — 01:01:54.120 · Speaker 2
I think it’s like it’s the classic example of being an advertiser in a publication that already has readers. So the same is true for a podcast. If you can find a podcast that is really relevant to your niche, that has a great listenership already being a guest on that show or sponsoring that show. So two ideas there and will allow you to participate and be present in front of those listeners without the overheads of having your own podcast.

01:01:54.160 — 01:02:00.230 · Speaker 3
And what are some of the reasons? Actually, we should have started with this. Why business wouldn’t want to podcast necessarily.

01:02:00.990 — 01:02:37.990 · Speaker 2
Well, I think Karl’s example was a goodie. Like, you know, depending on the product. Although if I sold lollipops and I wanted to make a podcast, I would suggest and this is applicable to any product, is that you expand the scope. So I would then maybe do something about confectionery or sweets in general or um, a an audience.

So I would say, right, I’m going to do a podcast that is for kids. And even though I’m a lollipop brand, I don’t have to talk about lollipops the whole time, but I can talk to my audience.

01:02:38.030 — 01:03:31.750 · Speaker 1
Yeah. So again, it comes down to strategy and what you’re trying to do. I, I agree with Janet’s. Even the lollipop example is you could get culturally creative, culturally relevant thing, especially if there’s nothing that exists. Yes. And I think that’s actually happened in South Africa quite a bit, where, Um, we don’t have thousands of podcasts.

Like in some other countries that are relevant to our viewership. Right. Um, so so that’s when why we advocate brands to start their own, to be relevant. But if there’s a podcast that’s doing exactly what you want to do, and it’s aligned with your audience that you want to reach, you don’t have to reinvent the wheel.

I’m pretty sure that podcast would be open to you joining in. Yeah. Um.

01:03:32.030 — 01:03:38.590 · Speaker 3
Like Russell, best of all. Yeah. His, uh, with the pizza series and the the chili oil.

01:03:38.630 — 01:04:21.549 · Speaker 2
Yes. Yeah. So Bannock is his sponsor, and they’re doing a series of episodes within his podcast, which is called A table in the corner. And, and they’re, they’re focusing on pizza restaurant. So he goes and speaks to chefs and and restaurateurs. And the sponsor is the chili oil. And it makes perfect sense.

But they’re they’re a sponsor on a show that already has great viewers. Um, it makes perfect sense because people who are interested in where to eat in Cape Town are probably going to be people that want a really good chili oil on the on the dining table. So that’s a good combination of things. That was clever.

01:04:22.470 — 01:04:30.630 · Speaker 1
But there are some risks to to that as well. And brands I think must understand this as well is that you don’t control the creative.

01:04:30.910 — 01:04:32.510 · Speaker 2
Yes. Editorial control.

01:04:32.550 — 01:04:32.950 · Speaker 3
Yeah.

01:04:33.190 — 01:04:39.790 · Speaker 1
Um, but that’s not a negative thing. That’s just some things I think smart brand managers realize.

01:04:39.830 — 01:04:40.310 · Speaker 2
Yes.

01:04:40.350 — 01:04:43.350 · Speaker 1
That you can’t force a thing. Yes.

01:04:43.390 — 01:04:45.790 · Speaker 3
Um, if you pay enough money, you maybe can.

01:04:45.830 — 01:04:46.750 · Speaker 2
Well, yeah.

01:04:47.110 — 01:04:51.550 · Speaker 1
Um, the entertainment value, which you’re the audience of the podcast are. Then it’s.

01:04:51.590 — 01:05:00.790 · Speaker 2
Yeah, I think I think what needs to be the mind shift is that then it’s a collaboration. I’m participating in someone else’s content.

01:05:00.990 — 01:05:02.350 · Speaker 3
Not just sponsoring it.

01:05:02.550 — 01:05:13.390 · Speaker 2
If you’re sponsoring it, but if you make your own, you can do whatever the heck you like. If you’re a sponsor, you’re participating your collaborator, and you do need to be a little bit more, go with the flow.

01:05:13.750 — 01:05:14.430 · Speaker 4
Yeah.

01:05:15.470 — 01:05:22.510 · Speaker 2
That’s my opinion on that. And I think the, um, the challenge is if the

01:05:24.310 — 01:05:43.510 · Speaker 2
and even the grassle spoke about this as well, is that you can have a great idea as a podcaster to get a sponsor, but if they’re not in the position to sponsor or they don’t understand it or they’re not interested or they don’t have the funds or whatever, then you know, a great idea can can, can be missed.

01:05:43.550 — 01:05:47.950 · Speaker 3
Yeah, I think a lot of people actually pitch podcast ideas to brands.

01:05:47.950 — 01:05:49.110 · Speaker 2
Brands. Yeah.

01:05:49.150 — 01:05:59.580 · Speaker 3
So like the the whole idea is formed sometimes around the brand almost seems. Yeah. Okay. So without sponsoring, what other ways can we get involved?

01:05:59.980 — 01:06:01.220 · Speaker 4
Well, I.

01:06:01.220 — 01:06:22.380 · Speaker 1
Think brands can really extend their reach around an existing property. So property is and say you’ve got a podcast, but that podcasts never left their studio. A brand could sponsor an experience outside the studio where the podcast gets filmed live or in front of a crowd. For some reason.

01:06:22.420 — 01:06:23.260 · Speaker 2
A live event.

01:06:23.300 — 01:06:44.500 · Speaker 1
A lot of events or, you know, brands can really unlock a lot of creative potential that the podcaster can’t do by themselves. And that makes a really good collaboration again. So you can think outside the box a little bit that it’s that it’s not always just about the podcast. Maybe it’s about the packaging of the podcast.

Um.

01:06:44.860 — 01:07:52.020 · Speaker 2
Yeah. I think if you can, if you can be a sponsor and then if you can think even bigger about creating real world events around that. That’s amazing. Another thing that you can do that’s much sort of lower involvement, and obviously you would cost a lot less, is to be a guest. So this works if the brand or business has a personality within it that can speak about the business really well and has some story that doesn’t feel like a sales pitch.

So and this is where this becomes challenging, is that it’s a very low barrier to entry. You can just send your bio and to a bunch of podcasts and say, this is who I am. This is why my story might resonate with your listeners. And and you might get picked up as a guest, but the content has to feel right for that podcast and its audience.

And if it can’t come across like a sales pitch for your product or your service.

01:07:52.060 — 01:08:01.940 · Speaker 3
Yeah, I think actually sometimes it happens the other way around. The podcast actually reaches out. They want guests. Oh, absolutely. Reach out to people in the industry. And I think if those opportunities arise, people should take them.

01:08:01.980 — 01:08:02.540 · Speaker 2
They should say.

01:08:02.540 — 01:08:02.940 · Speaker 3
Yes.

01:08:02.980 — 01:08:11.780 · Speaker 2
Yeah, yeah, 100%. Yeah. I think the challenge there is that is there a personality within the business that is comfortable.

01:08:11.820 — 01:08:12.220 · Speaker 4
Mhm.

01:08:13.180 — 01:08:38.780 · Speaker 2
You know there’s a certain amount of uh requirements to be able to go with the flow of an interview and you’ve got your story that you want to get across, but you have to be guarded by who’s across the room from you. So that can be challenging. And if but if the business has someone like that, then they should definitely say yes to those requests.

01:08:38.820 — 01:08:58.180 · Speaker 3
Yeah, 100%. Um, and we’ve talked about, uh, sponsorships, but they also, you know, it’s not just about product placement or brought to you by. There’s also ad reads, um, which I kind of like brought to you by the small things, but, um.

01:08:58.420 — 01:08:59.180 · Speaker 1
The live reads.

01:08:59.220 — 01:09:00.460 · Speaker 3
You mean the live reads?

01:09:00.580 — 01:09:12.780 · Speaker 1
Live readers, when we stop and we go, thank you to our sponsor. Yeah. This is what they do. This is how they do it. And a podcast can’t happen without them. And then continue. So it’s a break in the the content.

01:09:12.820 — 01:09:14.500 · Speaker 3
What are your feelings on those?

01:09:14.900 — 01:09:17.500 · Speaker 4
Uh, if done well and if it’s.

01:09:17.500 — 01:09:18.140 · Speaker 3
Relevant.

01:09:18.180 — 01:09:18.780 · Speaker 4
Relevant.

01:09:18.780 — 01:09:21.660 · Speaker 1
To your audience, that’s fine.

01:09:21.780 — 01:09:31.500 · Speaker 2
I find myself being quite sympathetic to the live read compared to the cut from the voice I’ve been listening to, and a different voice.

01:09:31.540 — 01:09:32.500 · Speaker 1
And playing an ad.

01:09:32.540 — 01:09:33.060 · Speaker 2
Playing an.

01:09:33.060 — 01:09:33.420 · Speaker 1
Ad.

01:09:34.220 — 01:09:42.540 · Speaker 2
Yes, I feel more sympathetic to the the person who I’ve tuned in to listen to during a live read.

01:09:42.580 — 01:10:02.850 · Speaker 1
I also think the live reads are more accepted just because it comes from radio. Yeah. So we’ve been quite conditioned to that, um, style of of advertising. There’s, there’s no production costs to it. Um, and it’s pretty easy to do. I don’t know how effective they are.

01:10:03.410 — 01:10:12.450 · Speaker 2
Well, I think what you said earlier is the make or break here. Does it make sense for that ad to be in that podcast?

01:10:13.530 — 01:10:13.930 · Speaker 1
Yeah.

01:10:14.010 — 01:10:14.330 · Speaker 2
You know.

01:10:14.370 — 01:10:17.090 · Speaker 5
If it doesn’t feel if it doesn’t feel something need.

01:10:17.090 — 01:10:40.010 · Speaker 3
To do. And oftentimes the, the, the person reading it out will say, I use this product or I don’t I don’t accept sponsorships from products I wouldn’t use myself. But I think what does work quite well and it’s you can actually actually track this as most of the time there’s a discount code associated to that person.

Go here and use Bob Johnson.

01:10:40.050 — 01:10:40.530 · Speaker 5
Yeah.

01:10:40.570 — 01:10:41.530 · Speaker 1
It’s incentive.

01:10:41.570 — 01:10:53.530 · Speaker 3
It’s incentive. And it’s very easy to track the success there, and it obviously works because I often see people sponsoring the same videos for years and years, the same people, companies sponsoring the same people for years and years.

01:10:53.570 — 01:10:54.890 · Speaker 1
There are always VPNs.

01:10:55.010 — 01:10:56.530 · Speaker 3
VPNs, and.

01:10:56.730 — 01:10:58.410 · Speaker 2
Lots of those online services.

01:10:58.450 — 01:10:59.290 · Speaker 5
Actually.

01:10:59.410 — 01:11:10.130 · Speaker 3
Yeah, Squarespace like that must be the entire ad budget goes to just sponsoring. I don’t think I’ve ever seen a YouTube video not sponsored by Squarespace. Um.

01:11:10.490 — 01:11:11.010 · Speaker 2
Except for.

01:11:11.010 — 01:11:11.770 · Speaker 5
This one.

01:11:12.450 — 01:11:13.490 · Speaker 3
Well, just you wait. Oh.

01:11:13.490 — 01:11:13.810 · Speaker 5
We haven’t.

01:11:15.770 — 01:11:16.330 · Speaker 3
Um.

01:11:16.850 — 01:11:43.330 · Speaker 2
So I think the, um, the the ability to get involved in another person’s platform is, is going to be there. But I really feel like a brand should be selective about who they pay as sponsors and who they join as guests. If it doesn’t feel like the connection makes sense, the audience will feel that to you?

01:11:43.490 — 01:11:58.570 · Speaker 3
Yes. Yeah, definitely. I think it also goes broader. And like, I know we’re talking specifically about podcasts now, but there’s also just general branded entertainment that people can get involved with. I know this is one of your favorite topics, cause.

01:11:59.570 — 01:13:34.050 · Speaker 1
You know, the word podcast is we just using it for an example. But any content these days that’s on a screen is content that brands can get involved with. Yeah. Um, when when we talk branded entertainment, it means that the brand is involved right from the beginning and the concept is usually generated around them.

But that doesn’t mean that that the they’re the only brand involved. Sometimes we can add a auxiliary sponsor to it that then becomes the sponsor of the show for a branded piece of content. Um, and that’s borrowing from television places like MasterChef and all those that have multiple sponsors in different places.

So the I think we’re going to see a plethora of new opportunities in the next few months. Um, as creators get creative around opportunities around their brands. Yeah. And as marketing managers wake up to the power of those opportunities and the the great impact this content has on the niches that they’re talking to, I think we’re going to see a lot more interesting, unpredictable ways to get involved with content.

I don’t think there’s a hard and fast rule. Yeah. And I would challenge any podcaster or content creator to be really creative with how to get a brand involved. Yeah. Because tactical integrations are always going to amuse the audience. Yeah, they’re always going to go, oh, that was clever.

01:13:34.090 — 01:13:34.810 · Speaker 5
That was clever.

01:13:34.890 — 01:13:35.450 · Speaker 2
Yeah.

01:13:35.490 — 01:13:49.880 · Speaker 1
Um, and that’s bonus points. That’s not a oh, I want to skip this part of the video because I’ve seen this VPN and I’ve read them a million times. Um, it’s it’s appreciated by the audience that relates to that kind of content.

01:13:49.920 — 01:13:53.520 · Speaker 3
What’s the the ad? The brand isn’t at the forefront of what.

01:13:53.560 — 01:13:54.000 · Speaker 5
Yes.

01:13:54.240 — 01:13:54.840 · Speaker 3
Of what’s happening.

01:13:55.040 — 01:14:18.000 · Speaker 1
In branded entertainment that we’re offering. Often marketing either, um, a value system for the brand or a brand behavior that we want people to do. So if you sell a lot of, um, entry level fishing rods in Cape Town, and because you manufacture them, they launch a show teaching people how to get into fishing.

01:14:18.040 — 01:14:21.120 · Speaker 2
Yes. Or like maybe even, like, get your kids fishing.

01:14:21.160 — 01:14:21.600 · Speaker 5
Yes.

01:14:21.640 — 01:14:21.880 · Speaker 2
Yeah.

01:14:21.920 — 01:14:30.000 · Speaker 1
Because that’s the barrier to your purchase as people don’t know how to use your fishing rods. Yeah. I’m just talking about myself at the moment because I think a.

01:14:30.040 — 01:14:30.600 · Speaker 5
Lot of people.

01:14:31.680 — 01:14:32.320 · Speaker 1
You know.

01:14:32.840 — 01:14:34.440 · Speaker 5
Another guy that, you know, I.

01:14:34.440 — 01:14:48.280 · Speaker 1
Think a lot of people would love to go fishing. Yeah, but don’t know how. And that’s where the internet fills the gap. Yeah. So that’s a no brainer. Yeah. For branded entertainment. You all you have to do is make sure whoever’s fishing is using your rods. But you don’t have to go. This is.

01:14:48.320 — 01:14:48.560 · Speaker 5
The.

01:14:48.600 — 01:14:49.120 · Speaker 3
Look at this.

01:14:49.120 — 01:14:49.440 · Speaker 5
Rod.

01:14:49.480 — 01:14:50.240 · Speaker 3
Yeah. The color.

01:14:50.240 — 01:14:50.800 · Speaker 5
Of rod. Yes.

01:14:50.840 — 01:14:51.920 · Speaker 1
You don’t have to do that.

01:14:51.960 — 01:14:52.240 · Speaker 5
Yeah.

01:14:52.280 — 01:15:01.360 · Speaker 1
You just have to get people buying rods. And because you’re a manufacturer in Cape Town and you’ve got the distribution network whose rods are going to buy.

01:15:02.000 — 01:15:09.120 · Speaker 3
Um, Carl, just in case people don’t know, give me some examples of branded entertainment. What does it look like?

01:15:10.040 — 01:15:14.240 · Speaker 1
Yeah. So I can give you some examples from stuff that we’ve produced.

01:15:14.280 — 01:15:14.880 · Speaker 5
Yeah.

01:15:14.920 — 01:16:07.160 · Speaker 1
So we just did a game show in Botswana actually for uh, for online, um, gaming platform where we created a premium game show, but only one round. So they’re really short, like three minute episodes. So it looks shiny, flawed. Looks great. You spin the wheel, you play the games, and then there’s a clear tie in to downloading the app and getting involved, and we put a whole bunch of influencers as contestants.

Really did well for the brand and massive uptake. Very effective, um, campaign. And we might do many more of those throughout the other territories now because of that. Then there’s things like stuff that I didn’t do, but there was a show many years ago called Little Big Bake Off. Um, those days, we called it advertiser funded shows, but technically that was branded.

01:16:07.280 — 01:16:07.800 · Speaker 5
The same thing.

01:16:07.840 — 01:17:44.110 · Speaker 1
Yeah, because Clover was so involved with the the ingredients and the reason you want to bake and, and they had a massively successful campaign there because to into The Little Big Bake Off you had to scan the QR code. So it was incentivized entry and they could the metrics they could measure in the uptake of milk for example.

Uh, that was really, really exciting to watch. I think they did three seasons of that show. Um. Then another one we did was. And and you think some of these brands are so boring, how are you going to market them? But we did a show for a for a third party car part sales company, right? We did three seasons of a magazine show that explored car culture.

Yeah, because if you’re into cars, you consume car content. And guess what you see? You see all the different sub subcultures of cars using parts. And we did supply of stuff and we did all sorts of cool stuff. And that was again hugely successful. Um, for the audience that we showed that to, there was a uptake in the stores in that area.

So, so branded entertainment is is very effective. And I’m kind of horrified that we’re not doing more of it. And, and brands aren’t kicking our doors down Because we’ve we’ve got such a good track record on it and it really is resonating with audiences. Yeah. And this is the year 2026 is the year that YouTube is going to start to take over.

01:17:44.150 — 01:18:01.870 · Speaker 2
Yeah, I think maybe to a certain degree it’s a lack of understanding of the cost compared to other advertising types. I think the assumption is that it’s going to cost ten times what you’re paying for a TV commercial or digital campaigns or whatever, but I don’t think.

01:18:01.950 — 01:18:03.030 · Speaker 5
And it’s no.

01:18:03.030 — 01:18:05.590 · Speaker 2
No, but I don’t believe it’s that expensive.

01:18:05.630 — 01:18:08.830 · Speaker 1
Um, it can be. And it doesn’t have to be.

01:18:08.870 — 01:18:09.230 · Speaker 5
Yeah.

01:18:09.270 — 01:18:20.630 · Speaker 1
So we often say if you’re advertising on television, for example, and you’ve got a commitment with a, with a channel, take a portion of that and do a branded entertainment exercise.

01:18:20.670 — 01:18:21.030 · Speaker 2
Okay.

01:18:21.070 — 01:18:21.630 · Speaker 5
Yeah.

01:18:21.670 — 01:18:25.310 · Speaker 1
Um, I wouldn’t spend my entire marketing budget on one attraction.

01:18:25.350 — 01:18:25.830 · Speaker 5
No, I.

01:18:25.830 — 01:18:32.510 · Speaker 3
Think if you’ve got, uh, like, television ad budgets. Yeah, that would be maybe a better way to spend money.

01:18:32.910 — 01:18:45.790 · Speaker 1
I’ll give you an example. When we did the The Lollipop branded show, um, we took the cost of a TVC campaign, a television ad campaign, and we did it and we did ten episodes.

01:18:46.390 — 01:18:46.870 · Speaker 5
Yeah.

01:18:46.910 — 01:18:52.270 · Speaker 1
For a full blown 24 minute TV show. Yeah. For the same amount of money.

01:18:52.270 — 01:18:54.190 · Speaker 5
Amount of money. And if it’s if.

01:18:54.190 — 01:18:56.630 · Speaker 3
It’s if it’s digital, it’ll be even cheaper.

01:18:56.670 — 01:18:58.070 · Speaker 5
Well, I mean, I think.

01:18:58.070 — 01:18:58.710 · Speaker 1
The production.

01:18:58.710 — 01:19:00.790 · Speaker 3
Cost, not the production, the airing.

01:19:01.350 — 01:19:03.350 · Speaker 5
Yeah, yeah. I was going to say that’s a big.

01:19:03.550 — 01:19:04.590 · Speaker 2
Digital campaign with that.

01:19:04.590 — 01:19:05.150 · Speaker 5
One.

01:19:06.270 — 01:19:09.830 · Speaker 1
Um, it was a secondary campaign. Okay. Yeah.

01:19:09.870 — 01:19:20.310 · Speaker 2
Because that’s the other thing. Once you’ve created a think about all that content that you’ve created in that branded entertainment set of episodes, what that could have done online is.

01:19:20.510 — 01:19:27.590 · Speaker 1
So to be honest, that was a few years ago. Now, if we had to do that same show today, we would start with the digital.

01:19:27.710 — 01:19:27.870 · Speaker 5
Yeah.

01:19:27.910 — 01:19:28.510 · Speaker 2
Digital.

01:19:28.550 — 01:19:28.990 · Speaker 5
Yeah.

01:19:29.030 — 01:19:33.550 · Speaker 1
Um, we wouldn’t go. TV wouldn’t be the primary anymore. That’s how much.

01:19:33.830 — 01:19:34.950 · Speaker 5
The shift shifts.

01:19:35.830 — 01:19:40.070 · Speaker 1
And that’s why I said when we’re doing, we’re doing game shows on TikTok.

01:19:40.270 — 01:19:40.590 · Speaker 5
Yeah.

01:19:40.830 — 01:19:47.630 · Speaker 1
For mega brands, because it’s working so well and it’s beating up the shows that they’re sponsoring on TV.

01:19:47.670 — 01:19:48.310 · Speaker 5
Yeah.

01:19:48.350 — 01:20:01.550 · Speaker 1
Um, that signals to me that the market has shifted, the audiences have moved, and brands are actually liberated from having to use broadcasters. Yeah. We could now

01:20:02.630 — 01:20:34.140 · Speaker 1
serve your underserved audiences with specific niches. Um, I mean, if I think about some of our big brands, they’ve got huge audiences, but they they know where their underserved audiences are. So create something cheap and effective for that niche, create value for them in that that space. And they will be fans forever.

Yeah. Because you are helping them with value or giving them something. Or, you know, uplifting someone. I used the example the other day.

01:20:35.180 — 01:21:04.180 · Speaker 1
And maybe I shouldn’t say it out loud because we actually want to do it now, but I was just throwing it out there to a guy that’s training security guards. Um, and they’re doing it as part as the CSI type spend, and they’re uplifting these guys. And I said, you know what? This isn’t in this country is a podcast to give those guys hope in their career journeys.

Hmm. Who’s making content for security guards in South Africa? And then we googled how many security guards there are in South Africa. Millions.

01:21:04.340 — 01:21:05.100 · Speaker 2
Really?

01:21:05.340 — 01:21:09.620 · Speaker 1
And we’re saying. But there’s no one creating content for that niche.

01:21:10.300 — 01:21:10.700 · Speaker 5
Yeah.

01:21:10.780 — 01:21:12.940 · Speaker 1
And think about the security sector.

01:21:13.260 — 01:21:14.220 · Speaker 2
Yeah. It’s big.

01:21:14.300 — 01:21:16.060 · Speaker 5
It’s massive. Yeah.

01:21:16.100 — 01:21:23.900 · Speaker 2
Private security in this country compared to private security in the rest of the world. We don’t realize we’re, like, accustomed to it.

01:21:23.940 — 01:21:28.380 · Speaker 1
Yeah. So? So that’s just the glaring, obvious gap in the market.

01:21:28.420 — 01:21:28.980 · Speaker 5
Yeah.

01:21:29.020 — 01:21:54.540 · Speaker 1
I mean, you could have a 3 million strong audience. Uh, because it’s not just security guys that will watch it because it’s inspirational content or whatever, whatever it is. But we we’re not thinking about it like that. We’re not thinking about the underserved audiences. We’re not saying to Yale security, you know, if every security guard in this country thought that your locks are the best locks.

No, no, no, not the.

01:21:54.540 — 01:21:55.180 · Speaker 5
Decision makers.

01:21:55.180 — 01:21:59.820 · Speaker 1
Whatever. But one day they will be because we’re helping upskill these people.

01:21:59.860 — 01:22:02.020 · Speaker 3
Yeah. You’re changing the sentiment around.

01:22:02.060 — 01:22:03.620 · Speaker 5
Exactly. Yeah, yeah.

01:22:03.660 — 01:22:11.140 · Speaker 1
And we’re changing the brand behavior. And we could do good while doing it. And we can get our message out there.

01:22:11.180 — 01:22:12.780 · Speaker 2
And have you pitched this?

01:22:12.820 — 01:22:13.460 · Speaker 1
No.

01:22:15.860 — 01:22:16.580 · Speaker 5
No, no.

01:22:16.580 — 01:22:17.220 · Speaker 3
It’s out there for.

01:22:17.220 — 01:22:18.380 · Speaker 5
Everybody. No, it’s out there for everyone.

01:22:18.380 — 01:22:21.420 · Speaker 1
But but my whole point is, let’s be creative.

01:22:21.460 — 01:22:21.780 · Speaker 5
Yeah.

01:22:21.820 — 01:22:24.979 · Speaker 1
Think about who’s going to be your your

01:22:26.180 — 01:22:31.540 · Speaker 1
Your customer of tomorrow. And often people will say kids, but it’s not necessarily kids. Things shift.

01:22:31.580 — 01:22:33.300 · Speaker 2
People early in their careers.

01:22:33.460 — 01:22:46.620 · Speaker 1
Who doesn’t have a piece of content that they absolutely love in their industry? I was thinking about our own industries, a whole pile of podcasts in the filmmaking industry. Um, but there’s not one that I watch.

01:22:46.820 — 01:22:47.460 · Speaker 5
Yeah.

01:22:47.500 — 01:22:48.580 · Speaker 1
You know, why not?

01:22:48.620 — 01:22:48.900 · Speaker 2
I don’t.

01:22:48.940 — 01:22:50.380 · Speaker 5
Know why. Yes.

01:22:50.460 — 01:23:24.460 · Speaker 1
You know, um. And think about who you can sell your products to. Um, let’s think about dog food, for example. Massive industry now in South Africa and still room to grow. Why aren’t we creating content for dog owners? All of it’s American. I know, because I’ve just had to buy two dogs and all the content is American.

And if you they’ve got a whole bunch of American solutions and British as well. The British trainers. We are the South Africans. Mhm. You know, I want to hear from guys that live in this country.

01:23:24.740 — 01:23:29.100 · Speaker 2
And are feeding products from our country. That I can buy.

01:23:29.180 — 01:23:30.140 · Speaker 5
Yeah, that’s that’s.

01:23:30.180 — 01:23:51.140 · Speaker 1
And to that point. Valley Farm vet and Peoria did a show on Cake Net. Okay. Right. To a very small Afrikaans audience. Why is that not digital? First it would be much bigger. Yeah, they would have reached. Sorry for it, but the audience is not as big as YouTube. There are more Afrikaans people on YouTube. Yeah, than they are watching.

01:23:51.300 — 01:23:51.580 · Speaker 5
It’s.

01:23:51.580 — 01:23:57.380 · Speaker 2
It’s the perception though. Like, you feel like if you’re on TV, you’re reaching everyone.

01:23:57.420 — 01:23:57.780 · Speaker 5
Yeah.

01:23:57.820 — 01:23:59.020 · Speaker 1
Look, TV does have.

01:23:59.060 — 01:23:59.980 · Speaker 5
A have its place.

01:23:59.980 — 01:24:00.140 · Speaker 2
And.

01:24:00.140 — 01:24:00.660 · Speaker 5
Then it does.

01:24:00.700 — 01:24:10.580 · Speaker 3
No it does, but I generally just think that times have changed. But maybe people’s approach to advertising hasn’t caught off yet. And it will.

01:24:10.620 — 01:24:10.860 · Speaker 5
Yeah.

01:24:10.900 — 01:24:12.780 · Speaker 1
But we’re also now

01:24:13.820 — 01:24:15.700 · Speaker 1
at the point where it’s tipping.

01:24:15.740 — 01:24:16.420 · Speaker 5
Yeah.

01:24:16.780 — 01:24:34.050 · Speaker 1
So anybody that adopts it now or early adopters and we’ll see varying results. Um, I think in a year’s time, this will be a totally different conversation. Yeah, just like a year ago, I think I was on this podcast saying TV is still way stronger than YouTube.

01:24:34.170 — 01:24:34.610 · Speaker 5
Mhm.

01:24:34.890 — 01:24:38.930 · Speaker 1
It’s changed. Yeah, it’s changed in in a year’s time. It’s changed.

01:24:38.970 — 01:24:39.610 · Speaker 5
Yeah.

01:24:39.730 — 01:24:44.530 · Speaker 1
Yeah. And a year from now it’s going to be a totally different environment again.

01:24:44.570 — 01:24:46.010 · Speaker 3
What a time to be alive.

01:24:47.250 — 01:24:50.290 · Speaker 5
Yeah. It’s exhausting. It’s exhausting to keep up.

01:24:50.490 — 01:25:17.930 · Speaker 3
Okay. So there are are still I still fundamentally think that brands should get their own podcast podcast. But they there are many opportunities for brands to just be involved in branded content and podcast sponsorship. Whatever. What do you guys think about brands getting involved in your favorite podcasts or content?

Levitated. See the point of it? Let us know down in the comments. Cheers.