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Who’s on 1st?

Custom Podcast Training

PROPRIETARY INFO HAS BEEN REMOVED FROM THIS DOC

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What You’ll Get Out of Today

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Become a Custom Podcast Expert for Your Client

Understand the nuances of podcast selling, and learn how to recommend the best custom products for your clients based on their objectives

For internal use only | Confidential and Proprietary

Guide Your Client to Successful Solutions

Learn what it jointly takes to collaborate on custom programs, and ensure your client is set up for success.

Understand the Custom Capabilities in Your Toolbox

Learn about the two custom podcast offerings you can pitch to your client: Pre-Packaged (Features & Spotlights) versus Bespoke

Be Aware of Custom Qualifiers and Watchouts

Understand process to ensure smooth pre-sale pitch phase, and learn how to avoid pitfalls

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Questions?

For internal use only | Confidential and Proprietary

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Custom Podcasts Process Power Hour Doc

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Speaker Intro

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For internal use only | Confidential and Proprietary

J… K…

Director,

Sales Development

M… M…

Manager,

Branded Content

N… M…

Senior Director,

Branded Content

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Custom Podcast Ecosystem

BESPOKE

REACTIVE (1:1)

PREPACKAGED

PROACTIVE (1:Many)

BESPOKE

CONTENT

****

PODCAST SPOTLIGHTS

****

PODCAST FEATURES

****

PODCAST EVENTS

*****

(i.e. PlutoTV & Watch What Crappens)

(i.e. CounterClock)

(i.e. Conan + Netflix Bonus Episode)

(i.e. Conan Live Garage Sessions)

*Any non-traditional podcast solution above and beyond a host read ad

For internal use only | Confidential and Proprietary

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Prepackaged Vs Bespoke Custom

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PREPACKAGED

***
***
***
***

BESPOKE CUSTOM (Built if Sold)

***
***
***
***

6

For internal use only | Confidential and Proprietary

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Prepackaged in the Market

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EVENTS

SPOTLIGHT

FEATURES

SOLD to Chevy

For internal use only | Confidential and Proprietary

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Podcast Custom: Ideal Client Profile

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Part of a red thread narrative across SXM Media platforms

Desire to deepen brand engagement among a particular audience

Desire to tell a long-form stories that can’t be expressed through a host read ad

Interest in a deeper alignment with a specific podcast

For internal use only | Confidential and Proprietary

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Bespoke Custom: Know before you go

KEY FACTORS TO SUCCESS

Lean in to the Listener
Show Up Authentically
Make Something Useful and Valuable
Be Innovative
Promote your Content
Be Flexible (Timing & Content)

For internal use only | Confidential and Proprietary

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Shows are finalized when ***
Hosts have final approvals

***

Custom podcast development ***

IO addenda may be required

***

Scripting a very concise message? Let your Sales Development partner know upfront.

Bespoke Custom: Know before you go

PITCH & EXECUTION: WHAT TO EXPECT

For internal use only | Confidential and Proprietary

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SETTING YOU AND YOUR CLIENTS UP FOR A HOME RUN!

YES

Is your client asking for custom solutions?

Does the campaign meet the minimum spend?

Flag to VP and follow Exception Request Process

Focus on standard solutions / host reads

OR

NO

For internal use only | Confidential and Proprietary

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Requires 8-10 week production lead time. Pending talent approval.

Exception Request Process

If your client is not specifically requesting custom solutions or meeting the minimum spend requirements, but your client does meet the ICP for a custom offering, ****

Provide the following information in an email to the above approvers:

Brand Name
Campaign Objectives
Campaign Spend requested to offer Custom
Flight Dates
Further context on why we should pitch custom for this opportunity

For internal use only | Confidential and Proprietary

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SETTING YOU AND YOUR CLIENTS UP FOR A HOME RUN!

YES

Is your client asking for custom solutions?

Does the campaign meet the minimum spend?

Flag to VP and follow Exception Request Process

Focus on standard solutions / host reads

OR

NO

Want to pitch Features?

YES

Engage Sales Dev for brand approval

YES

BRAND APPROVED

Is your client educated on qualifiers and what to expect?

Educate clients on Qualifiers

NO

For internal use only | Confidential and Proprietary

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JENNY

Estimated Time on Slide:

Features does follow a slightly different workstream and does not require clients to specifically request custom. Please work directly with Sales Dev should you want to pitch Features to your client

Alright, so now you’ve gotten the greenlight from senior management to pitch your client custom podcast solutions. Before engaging Sales Dev to brainstorm specific solutions, ask yourself if your client is educated on qualifiers and what to expect in the custom process? Custom podcasts require your clients to be nimble and leaned in, so we want to be sure they know what to expect before they get up to the plate. Let’s do a quick double check to see if your clients are prepared.

If your client is not meeting these first two requirements, but you would like to pitch Features, please reach out to Sales Dev for brand approval.

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Bespoke Podcast Qualifiers

For internal use only | Confidential and Proprietary

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Is the Brand Asking for Custom?

Does the client define custom similar to our form factors? OR can host reads meet the ask?
What in the RFP is indicating a desire for custom?
Is there anything in the RFP that disqualifies it from custom? Lead time, investment, specific show, etc.

Budget:

Please note minimum investment for custom work. Spend must be 100% allocated to podcasts.

$250k Presenting Sponsorship
$500k Standard
$350k Entertainment

Timing:

Please account for minimum 3-day turnaround for custom ideation based on your RFP due date
Please review campaign flights dates to make sure there is enough leadtime for custom solutions

Presenting Sponsorship: 6 weeks
Vignettes: 8 weeks
Custom Segment: 14+ weeks (4 weeks Legal Review + 10 weeks production)
Bonus Episode: 16+ weeks (4 weeks Legal Review + 12+ weeks production

Podcast Partner Feasibility:

If clients are requesting a specific show, please check with Sales Dev on if the show is eligible for custom

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SETTING YOU AND YOUR CLIENTS UP FOR A HOME RUN!

YES

Engage Sales Dev on recommendation based on RFP/client asks

Work with Sales Dev on potential additional education on form factors

CLIENT ALIGNED

Is your client asking for custom solutions?

Does the campaign meet the minimum spend?

Is your client educated on qualifiers and what to expect?

Educate clients on Qualifiers

Engage Sales Dev to start the custom process!

Flag to VP and follow Exception Request Process

Focus on standard solutions / host reads

OR

NO

Has your client requested a specific form factor?

NO

YES

NO

BRAND APPROVED

Want to pitch Features?

YES

For internal use only | Confidential and Proprietary

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CALLING IN YOUR CUSTOM PODCAST RELIEF

Reach out to the Sales Development alias ******* with the following inputs and client RFP to start the custom podcast process:

Send all requests to***to keep all necessary team members ***

Outline the following inputs for efficient briefing on Internal teams and brainstorming prep

For internal use only | Confidential and Proprietary

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Custom Podcast Solutions

Vignettes

�***

�

Segments��***

�

Bonus Episodes��***

�

TURN KEY

HIGH TOUCH

Presenting

Sponsorships

�***

�

$500K custom minimum spend, cost varies by show

Get extended exposure and narrative integration with Stitcher custom products

LOW TOUCH

$250K

$500K

($350K Entertainment)

For internal use only | Confidential and Proprietary

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A Presenting Sponsorship is the ideal for advertisers who are interested in leaving a lasting impression.

Presenting

Sponsorship

Placement: Pre-roll

Lead Time: 6 Weeks

ANATOMY OF THE AD

HEAR IT IN ACTION – CREATIVE EXAMPLE

Pending talent approval. Not all shows are open to Presenting Sponsorships.

NOTE: Advertiser is not guaranteed 100% SOV in the ad break

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Vignettes are the best way to tell your own story through audio in the most cost-effective way.

Vignette

Placement: Dynamically inserted Mid-Roll

Lead Time: 8 weeks

ANATOMY OF THE AD

HEAR IT IN ACTION – CREATIVE EXAMPLE

Pending talent approval.

NOTE: Advertiser is not guaranteed 100% SOV in the ad break

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Extended host reads that offer the opportunity to leverage podcast hosts as native influencers and authentically tap into their audiences.

Segment

Placement: Baked into episode or dynamically inserted Mid-Roll

Lead Time: 14+ weeks (4 weeks Legal Review + 10 weeks production)

ANATOMY OF THE AD

HEAR IT IN ACTION – CREATIVE EXAMPLE

Pending talent approval..

NOTE: Advertiser is not guaranteed 100% SOV in the ad break

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Episodes are the ultimate blank canvas for your brand, and our chance to co-produce long form content that listeners will love.

Bonus Episode

Placement: in RSS feed & baked into episode

Lead Time: 16+ weeks (4 weeks Legal Review + 12+ weeks production)

ANATOMY OF THE AD

HEAR IT IN ACTION – CREATIVE EXAMPLE

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Am I recommending the right bespoke solutions?

***

Do the clients have a brand representative or Influencers they are looking to highlight?
Does you client have a message that needs more time to tell their story?

Is the product/subject something compelling enough that can be discussed for 3-5m?
Can the topic stretch across multiple episodes?

Does the brand/product have a shared DNA/audience with the podcast?
Is the topic authentic to the podcast?
Is the concept compelling enough to fill a full episode?

Are clients looking for more turnkey custom solutions?
Does a brand have a desire to align to a specific show?

For internal use only | Confidential and Proprietary

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BLAIR

Host Reads are the most cost and time efficient way to integrate into Stitcher shows & leverage the power of our talent. Especially if your client has never done custom before.

Stitcher represents 200+ podcasts with 95% of shows doing host read ads. Our hosts will become brand ambassadors for your brand – recording 30- or 60-second personal reads that creates an authentic, organic ad read based on the advertiser’s talking points.

The advertiser’s key messaging is included, but the host is given freedom to put their unique voice and perspective into the ad.

How do I know

Estimated Time on Slide: 60 seconds-2.5 mins

Vignette - can also work with SR talent if there is not

Segment - longing form product really integrated into the show

BLAIR’S THOUGHTS

So you know how to properly qualify your clients for Bespoke custom solutions but how do you know which solution is right for them?!?! so you’ll want the answer to be yes for the following questions

(use notes in slide)

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Practice

For internal use only | Confidential and Proprietary

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Scenario 1

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Netflix, Brand Campaign 2022 Slate

THE SCENARIO: Seeing a decline in Q1 spend for ***, Sales proactively dug in with the client for feedback on how we can drive spend back up. Client expressed interest in BIG buzz-worthy, and potentially non-media partnership concepts to help drive our relationship and drive budgets across all of our platforms. They were looking for thematic red-thread concepts that could bring their program to life across Streaming, Podcast, Satellite and SoundCloud. Timing and budget were flexible since these were proactive concepts.

For internal use only | Confidential and Proprietary

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Scenario 1

N…, Brand Campaign 2022 Slate

Yes! Custom is a great fit.

They are looking for BIG, CUSTOM and have requested a multi-platform approach. ***

For internal use only | Confidential and Proprietary

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Scenario 2

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For internal use only | Confidential and Proprietary

H…, The… O… (Season 3)

THE SCENARIO: *** looking to drive awareness and tune-in for the launch of season 3 of T***, a space odyssey, staring ***. The agency approached us specifically requesting a custom episode on ***. Sales was looking to pitch a custom opportunity at the $400K price point, and we had ample time before the flight started.

For internal use only | Confidential and Proprietary

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Scenario 2

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For internal use only | Confidential and Proprietary

H…, T… O… (Season 3)

Yes! Custom is a great fit.

The client specifically asked for a custom product on a specific podcast show. ***

For internal use only | Confidential and Proprietary

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Scenario 3

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For internal use only | Confidential and Proprietary

M… // T…

THE SCENARIO: ****was interested in podcast opportunities during tax season where they could authentically reach their audience in content they are already consuming & engage them in a “memorable conversation” about how consumers can maximize their tax refund.

The client noted they were open to custom opportunities and this was the client’s first time exploring podcasts.

For internal use only | Confidential and Proprietary

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Scenario 3

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For internal use only | Confidential and Proprietary

M… // T…

Not Necessarily. Host Reads are a great fit!

A client’s definition of custom may not always be our definition. Host reads are ***

For internal use only | Confidential and Proprietary

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Scenario 4

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For internal use only | Confidential and Proprietary

C…, C… Needs a Friend Features Program

THE SCENARIO: Sales proactively wanted to tease out the *** program to Chevy. The planning lead is a huge *** fan, and the client has an appetite for custom podcast programs (already partnering with us on a bespoke opportunity). Not to mention, we know that Chevy has a big EV initiative during the program’s flight.

For internal use only | Confidential and Proprietary

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Scenario 4

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For internal use only | Confidential and Proprietary

C…, C… Needs a Friend Features Program

Yes! Custom is a great fit.

A perfect fit! Features are intended for most brands, but the Sales team saw the great alignment with this program as it offered ***

And it sold. Congrats Team C…!

For internal use only | Confidential and Proprietary

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A Seller’s Perspective

For internal use only | Confidential and Proprietary

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Speaker Intro

R… H…

Enterprise Account Director, Podcast sales

For internal use only | Confidential and Proprietary

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Next Steps

For internal use only | Confidential and Proprietary

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Thank you!

Please reach out with any questions

t…@p….com