Podcast analysis - TGIM

Today, I conducted a brief analysis of Shopify's "Thank God It's Monday" podcast. What are a companies incentives to create podcasts? A clue—to create brand advocates.

TGIM - Episode 15 - Bigger, Bolder, Braver

How does the show's content add value to the brand? More importantly, how does the podcast strengthen the buyer/seller relationship?

The show's content adds value to the brand in various ways; however, two aspects will be discussed further. One, TGIM, owned by Shopify, most certainly has an agenda they would like to push in these podcast episodes—e-commerce. Given this agenda, Shopify would like to strengthen their relationship with their buyers to create a positive and friendship-like environment—they want to be seen as a tool. Second, the podcast is geared towards younger individuals who aspire to start an e-commerce business or expand their current business to offer e-commerce. This fact is elucidated by the demographic of people the hosts talked to; they sounded young, ambitious, and knowledgeable. Again, Shopify is striving to be perceived as a friend; therefore, choosing this demographic to be on the podcast gives the listener the sense that they are similar.

How do you think the podcast fits into the overall marketing strategy of the brand? Look at the brand's messaging on other platforms (YouTube, Blogs, Vlogs, Digital Advertising, Radio, TV, Billboards, Direct Mail, etc.). Is it consistent? Does the podcast try to appeal to a different market segment?

The podcast fits into the overall marketing strategy of the brand ideally—here is why. Examining the brand's messaging on other platforms such as Youtube, TV, digital advertising, and blogs—they are consistent. The target demographic they are appealing towards in the podcast is identical to the target demographic they appeal to in other forms of marketing. Given this knowledge, no, the podcast does not try to appeal to a different market segment.

How does the podcast fit in with the brand's inbound marketing strategy?

The podcast fits in with the brand's inbound marketing strategy by providing the viewer with an opportunity to discover a continuation of their thoughts provided by like-minded individuals. The podcast fits in with an inbound marketing strategy by, well, being a podcast.

Thanks for reading!