Creating a podcast series for marketing

Abstract

This thesis presents the implementation and evaluation of a four-part podcast series tailored to the Olu Bryki Raum brewery. With the growing popularity of craft breweries and the increasing interest in beer culture, effective communication and storytelling are crucial for brewery owners and marketers to engage and connect with their target audiences. The objective of this thesis was to explore the potential of podcasting as a medium of brand storytelling and promotion in digital marketing. The goal for the podcast series was to raise awareness of the products which the brewery produces and stories behind them.

This project-based thesis begins by reviewing the theoretical foundations of digital marketing and podcasting. By examining existing literature and case studies, the research establishes a framework for understanding the key principles and best practices for successful implementation.

Using the Olu Bryki Raum brewery as a case study, the methodology involves the creation and production of a four-part podcast series which covers comprehensively an ancient northern homebrewed farmhouse ale called Sahti for the listeners. The production process included planning, scripting, recording, editing and post-production to ensure a high-quality and engaging listening experience for the target audience.

Data collection methods comprised the Sahti podcast´s Spotify analytics, interviews with the stakeholders and from comments of the Sahti podcast listeners. The findings demonstrate that the integration of digital marketing with podcasting had a positive impact on the Olu Bryki Raum brewer´s promotional efforts. The podcast series successfully increased listener engagement, expanded brand reach, and fostered a sense of community among Sahti enthusiasts. The thesis identifies the key factors contributing to the success of the podcast series, such as compelling storytelling, informative content, and effective promotion across the company´s digital channels.