In what it’s calling a first, Dell Technologies is launching a podcast conference platform for small businesses that has been dubbed PodFerence. Designed for companies that typically have less than 100 employees, the new platform features podcasts from well-known pundits and authors such as Malcolm Gladwell, Michael Lewis and Walter Isaacson.
The project was conceived by Dell’s media agency MediaCom, part of GroupM, and builds on an existing campaign from the agency -- the Dell Technologies Small Business Advisor campaign that promotes how Dell’s advisors help leaders find the right solutions for their businesses.
The PodFerence program is free and can be accessed remotely. The first content will kick off in early May, Podcasts will include Against the Rules with Michael Lewis and Malcolm Gladwell, NPR’s How I Built This, Rise with Rachel Hollis, Trailblazers with Walter Isaacson and GM Shuffle with Michael Lombardi and Adnan Virk. The full schedule can be accessed here.
The effort will be supported by an integrated media plan including a digital takeover of the Radio.com app and custom playlists on Spotify and iTunes. A six-week podcast advertising buy is designed to drive awareness among heavy podcast listeners while a coinciding linear radio promotion will target the small business audience beyond podcast listeners as will a social and digital marketing effort.
Along with developing and securing the audio partnerships, MediaCom was also responsible for the original podcast conference concept, and other assets including the initiative’s microsite.
The agency helped secure sponsorships in partnership with Entercom/Cadence13 and NPR.