In the fiercely competitive digital world, brands are continuously on the lookout for inventive ways to captivate their audience and leave a lasting impression. Podcasting, with its soaring popularity and engaged listener base, has become an invaluable tool in a business’s marketing toolkit. According to a report by The Infinite Dial, over 80 million Americans listen to podcasts weekly, indicating a promising channel for brand communication. This blog post undertakes a comprehensive exploration of Liquid Death, an unconventional beverage brand, and how they could harness the power of a branded podcast to bolster their marketing endeavors.
Skip Ahead
Getting to Know Liquid Death
Before we delve into the possibilities of a branded podcast, it’s crucial to familiarize ourselves with our brand in focus: Liquid Death. A trailblazer in the beverage industry, Liquid Death has stirred up the market with its out-of-the-box branding and marketing strategies. Their unconventional approach is reflected in everything from their product’s skull-adorned design, the declaration of “murdering your thirst,” to their devil-may-care advertising campaigns featuring “death to plastic.” Offering canned water alternatives to the traditional bottled water, their irreverent messaging caters predominantly to millennials and Gen Z, effectively differentiating themselves from the usual, more conservative beverage brands.
Why a Liquid Death Podcast Could Be a Game-Changer
Building Brand Awareness and Equity
A branded podcast can be a perfect platform for Liquid Death to echo their brand message and position themselves as industry thought leaders. Data from Edison Research indicates that nearly 50% of listeners are more likely to consider a brand after hearing from them on a podcast, showcasing the platform’s potential for brand marketing. Through captivating and compelling audio content, Liquid Death can reach a wider audience, fostering brand recognition and reinforcing their brand equity.
Connecting with the Target Audience
Liquid Death’s unconventional and audacious brand personality resonates well with Millennials and Gen Z. According to Edison, both have shown a significant increase in podcast listenership. Around 70% of Millennials and 66% of Gen Z have listened to a podcast at least once. And according to a survey done by Adobe, both Millennials and Gen Z value hearing real voices and unscripted conversations, which is unique to the medium. A branded podcast would enable the brand to foster a sense of community and loyalty by aligning content with their audience’s interests and values through authentic conversations, storytelling, and industry expert interviews.
Driving Engagement and Customer Loyalty
Podcasts have a unique capability to engage listeners for extended durations, creating a devoted and highly engaged fan base. An Edison Research study revealed about 67% of podcast listeners trust the opinions and recommendations of podcast hosts. Offering valuable and entertaining content allows Liquid Death to cultivate a community of loyal listeners who become brand advocates, driving word-of-mouth marketing and fostering long-term customer loyalty.
Expanding Reach and Visibility
A branded podcast provides Liquid Death with opportunities to reach new audiences and penetrate niche markets. A study by PodcastOne found that 78% of podcast listeners are active on social media platforms and among those, 54% have shared a podcast episode or recommended a podcast on social media. Collaborations with relevant influencers, industry experts, and even customers, can attract listeners unfamiliar with their brand and convert them into customers.
Storytelling and Humanization
Podcasts are excellent storytelling platforms, allowing brands to humanize their image and create emotional connections with listeners. Liquid Death can leverage a branded podcast to share stories about their brand’s mission, values, and the people behind the scenes, resonating with listeners and deepening their connection with the brand.
Podcast Ideas That Pack A Punch
Here are some novel podcast ideas that resonate with Liquid Death’s audacious brand persona:
Killer Stories: Tales of Adventure and Exploration
Each episode features adrenaline junkies and creative disruptors as they share their heart-pounding tales of extreme sports, daring adventures, and boundary-pushing artistry.
Death to Plastic
This podcast peels back the layers of Liquid Death’s operations, sustainability initiatives, and the stories behind their eye-catching branding choices.
Brutal Riffs
Capitalizing on Liquid Death’s connection with alternative and metal culture, this podcast explores heavy metal music through interviews with renowned metal musicians, discussions on the genre’s history and influences, and exploration of the unique community surrounding it.
Redefining Refreshment
This podcast reveals unconventional and controversial aspects of marketing, from guerrilla marketing to viral campaigns, with Liquid Death sharing their insights and unique perspectives on how to disrupt an industry and leave a positive impact
These podcast ideas offer an opportunity for Liquid Death to engage their audience and further solidify their brand identity. By harnessing the power of podcasting, they can unveil a new wave of marketing strategies and strengthen their connection with their target consumer.
The Final Sips
Launching a podcast may seem daunting, especially for marketing professionals new to the medium. However, partnering with a professional podcast production company like FRQNCY Media can alleviate the stress and ensure a smooth and successful podcast launch. FRQNCY Media offers a wide range of services tailored to your brand’s unique needs, including podcast editing, production, and marketing. With the right strategy, a branded podcast can become a game-changer for brands like Liquid Death, allowing them to amplify their brand’s voice, connect with their target audience, and achieve their aggressive marketing goals.
FRQNCY Media is the audio production company for Jane Goodall, Diane von Furstenburg, Coca-Cola, and small businesses alike. FRQNCY is a one-in-a-million blend of innovation, passion, and joy. We offer tailored audio production support including integrated services that take (super-skilled) care of content strategy, market research, production, editing, and marketing.