Dialogue is pleased to build on its long-term relationship with Harley-Davidson and our automotive content marketing work with a series of new podcasts for the UK and Ireland division - created and launched during (or despite!) lockdown.
Marjorie Rae is Customer Experience Manager for Harley-Davidson, UK and Ireland and the host of the show, bringing her charisma and considerable knowledge to the podcast.
Background to the podcast
Conceived during the lockdown, the podcasts evolved into a UK and Ireland-centric series to allow easier access to a wider range of guests.
The idea for the podcast came from Marj during the lockdown and it was developed by us over four weeks. Originally it was going to be a H.O.G.® podcast but it turned into a UK and Ireland show which allows us to have a wider range of guests.
Each episode brings together two guests in a similar field or topically related to allow ease of conversation, shared stories and experiences.
Episode one featured Ashmore Ellis from "Babes Ride Out" which is a US-based all female motorcycle event babesrideout.com and Gemma Harrison from "VC London" which is the UK equivalent. Both are new mums.
Because the podcasts have been recorded during the ‘new normal’, we had to work differently to produce them.
We used teams to set up the call with the guests and used zencastr.com to record the podcast. On this site you can record everyone's audio as separate files which makes editing much simpler.
Why brands are producing podcasts
"Podcasting has made significant inroads into the media landscape, achieving a far greater reach in recent years alongside the rise in household smart speaker - Amazon Alexa, Google Nest - ownership, while the COVID-19 lockdown has also boosted listening.
“A well-researched and presented podcast can be an extremely effective and specific audience-targeting tool, securing people's undivided attention on topics they enjoy, and they can provide a useful platform for advertising.
“But be aware that podcasts can be a slow burn. They can have a very long tail effect - so don't expect an immediate blitz of results," - Alan Dykes, Head of Digital Marketing, Dialogue
"Podcasts are transforming the ways people listen to audio content, just as on-demand video is changing how people watch television. It's fantastic to see how UK radio broadcasters as well as newspapers and other media companies are embracing podcasting and offering more choice about what we listen to than we’ve ever had before," - Ian Macrae, Director of Market Intelligence, OFCOM: Audio on Demand:The Rise of Podcasts