Arbor Networks’ Tina Stewart on Podcast Marketing
For direct marketers, a multimedia campaign used to mean coordinating direct mail, telemarketing and perhaps DRTV or space advertising. But for Arbor Networks, a network security and operational performance solutions provider in San Jose, Calif., these traditional options did not seem exciting enough for the launch of a lead generation campaign expected to expand the firm’s footprint in the competitive enterprise market. Instead, the company researched new media options, settling on a mix of an online video game, blog and 12-part podcast series to get its target market’s attention. In particular, the podcast series is inventive, using the fictional story lines of different types of network security attacks and pairing these with expert commentary on how to address such problems.
Target Marketing talked to Tina Stewart, vice president of marketing for Arbor Networks, to learn more about the tech firm’s “Secure the Core” podcast series for its multimedia campaign, “Once They’ve Found Your Network, You’ve LOST.”
Target Marketing: Why did you choose to include an entertainment angle in the podcasts?
Tina Stewart: We definitely wanted to be engaging and entertaining while telling our message. It’s trying something a little bit new with regard to the folks that are blasted with all kinds of different media and putting it in a real-world scenario ... this is like taking a use case and putting a voice [behind it].
TM: How are you promoting the podcast series?
TS: Certainly [through] up-and-coming podcasts portals; for example, we’re set up as part of the iTunes store, and we created a Feedburner account. [Then, there’s] Podcast Alley, Podcast.net, Digital Podcast, Syndic8 podcasts and OpenPodcast … those are all the podcast portals. Then there are what I’d consider more traditional, but more electronic [channels], which would be the search engines, like Yahoo! and Google. Then there’s the direct marketing. We launched at Infosecurity [Europe 2006], did the press release and will be doing sponsorship of e-newsletters … as well as a couple of e-mails to our opt-in lists and to some third-party lists we bought. Those are some of the initial contacts.