Dell Small Business: Podference

Project: Dell Small Business Podference 2020-2024

Agency: Mediacom

Role: Creative Director and Group Strategy Director

Challenge: To develop a creative campaign initiative that would increase the perception amongst small business owners that Dell SB provides advice and guidance

Audience: Small business owners with revenue of $1m to $25m

Insight: Small business owners don’t have the time or money to attend conferences or hire consultants. Instead they look to experts in the media, quite often on podcasts, to help infuse them with strategies for improving their business.

Strategy/Idea: We created a semi-annual podcast festival, whereby we could bring expert resources to SB owners through their most trusted media channel - podcasts. To run the event we bought out custom episodes of 15-20 of the most trusted podcasts across different industries and had the hosts create an episode tailored specifically for SB owners. We then promoted the event throughout audio, digital and even OOH to create a 360 campaign that both promoted the event and the brand. The event was so successful it went on semi-annually for 4 years.