Michael Geoghegan, author of Podcast Solutions and producer of Reel Reviews Radio and Grape Radio, presented at the Podcast Expo provided some good examples of business podcasting initiatives.

Right Look Radio is a podcast produced by a company that sells mobile car washing rigs. The podcast is all about how the franchisees can increase their margins, increase their business or sell additional services. The benefits have been increased business and more successful customers for Right Look’s auto reconditioning business.

Disneyland Podcast, a very successful corporate podcast, (BTW Michael is the podcaster for Disneyland. Michael believes it works because it was produced by podcasters, not corporate communications.

Whirlpool’s podcast works because its about being a great mom, not about washing machines.

Starbuck’s was highlighted as a company that got podcasting wrong. The podcast is reported to be stilted, scripted and over produced. Michael suggest that you avoid the adcast syndrome, it is better not to do a podcast than to do an adcast.
Lessons,

• Must Commit to doing this for a while
• Find a way to serve your listener, not what you need to sell tomorrow
• Get a podcaster to produce it, not your marketing department

If you would rather advertise on podcast, Michael provides some examples for that as well.

This Week in Tech, a very successful podcast with about 250,000 listeners is now selling advertisements for Dell and Visa. French Maid TV was initially monitized by selling t-shirts, is now getting money from product placement. Grape Radio charges $1,300 for a single show sponsorship.

Look for podcasters who have the right demographic and then find the podcasters who have the right personal relationship with your customers.  Find podcasts that are specific to your product.

Advertising networks are also avaliable such as

• Podtrack
• Kiptronics