THE OFFICIAL PODCAST OF BOURBON MEDIA KIT

Transcription

1 THE OFFICIAL PODCAST OF BOURBON MEDIA KIT BOURBON PURSUIT LLC. BOURBONPURSUIT.COM

2 ABOUT THE PODCAST Bourbon Pursuit is a weekly audio and video podcast release and keeps audiences continually engaged through daily posts on social media platforms. Being headquartered in Louisville, KY lends itself to being a short distance away from the biggest names in the bourbon industry. Using online conferencing, the show can interview guests far and wide across the globe. Bourbon Pursuit is the Official Podcast of Bourbon featuring interviews with people making the bourbon industry happen. Kenny and Ryan started the podcast to go on their our own journey to learn more about America's only native spirit and share that knowledge along the way.

3 ABOUT THE PODCAST Industry pundits and bloggers are fan favorites. It's an unbiased approach to viewing the current landscape and providing consumers their expert advice on current news, speculation, and their opinion on a potpourri of bourbon questions. A fan favorite is The Bourbon Community Roundtable which could be a podcast on its own. The podcast distributes both audio and video through all major formats such as itunes, Facebook, and YouTube to have a combination of 7,500+ streams per episode Many Master Distillers have been previous guests on the show from Jim Beam, Maker's Mark, Four Roses, Buffalo Trace, Michter's, Heaven Hill, Wild Turkey and more and we will continue to get yearly updates from them as well as their brand ambassadors. This keeps the podcast current with latest news about the brands.

4 THE HISTORY When Ryan asked Kenny to start a podcast on bourbon, he told him it would only be successful if it had a unique angle. Kenny listened to some existing podcasts and most of them were missing an element that gave listeners an inside view into the industry itself. That's when he took a page out of a tech podcast he follows and they went interview style. Ask the simple questions and have the guests be the source of knowledge. This has been a winning formula because Bourbon Pursuit is now the #1 ranked bourbon podcast on itunes.

5 PODCAST ADVERTISING BENEFITS Podcasters are by far the most loyal and engaged audience of a medium out there. According to AdAge.com, podcasts are able to engage listeners in a way that traditional media can t. When podcasters speak in a listener s ear, it feels as if they re being spoken to more directly. Audience members form relationships with the host and become more rapidly addicted to the content. MOBILITY Adding to the addiction factor is the ability to take a podcast ANYWHERE the listener goes. As a result, many listeners say that the podcast becomes a part of their daily routine, whether it be their commute, exercise regime, house cleaning or other ritual. Because it s (mostly) audio, they can listen while doing other things and then they consume more of the content. MULTI-PLATFORM EXPOSURE Normally when a company buys advertising, it s in ONE publication or on ONE channel but a HUGE benefit of advertising on a podcast is that it s hardly EVER the only place the company will have exposure. Most podcasts have websites, social media channels, subscription lists, blogs, and many even host or attend in-person events, either to speak, learn or record episodes live or just to host meet-and-greets. As a result, there are many opportunities that advertisers wouldn t have with other advertising options. SELECTIVITY You ll never hear about a person just flipping through podcasts. The shows that people download are carefully selected and curated by topic. The audience has made a conscious choice to listen to podcasts, and are much more invested in the topic, and by association, the products and services advertised. BUYING POWER Podcast listeners are typically in the higher income brackets and have a higher education level demographic. In addition, because they ve developed relationships with the host and the content, they re more likely to make a purchase as a result of an advertisement they ve heard through a podcast. PERMANENT ENDORSEMENT Because of the nature of audio advertising, the commercial will most likely be on that episode permanently no matter how many times it s downloaded. Even if the advertiser cancels the contract without renewing, the ad will continue to receive downloads and growth as the podcast does. That s a benefit not offered by any other medium. ENGAGEMENT

6 PODCAST ADVERTISING BENEFITS source: whypodcasts.org

7 PODCAST ADVERTISING BENEFITS source: whypodcasts.org

8 OUR SOCIAL REACH Followers Followers Streams/Episode OUR AUDIENCE Target demographic are males between living in the Southeastern US that have an income of $100,000 or more per year Likes

9 OUR AUDIENCE 39% of our audience will consume 5 or more bourbon drinks on-premises and purchase 4 or more bottles of bourbon every month. Only 5.6% of respondents say that Bourbon Pursuit does not influence their buying decisions. Brand awareness on a hyper-focused audience of 100% bourbon consumers will influence purchasing decisions.

10 LPA COMPLIANCE In accordance with DISCUS CODE MEDIA BUYING GUIDELINES: DEMOGRAPHIC DATA/ADVERTISEMENT PLACEMENT GUIDELINES Sec I, Bourbon Pursuit meets the demographic standard where at least 71.6% of the audience is reasonably expected to be 21 years of age or older. To meet the requirements set forth by Sec I(A)(i) and Sec II(B)(iii) as an unmeasured syndicated source, data is provided regarding the target listenership. From 590 survey responses, 0% responded that they are Under 21 years old. As this sample size scales, it is reasonably expected that greater than 71.6% of the audience is of legal drinking age. Furthermore, Bourbon Pursuit meets the Definitions and Guidance to Implement Principles as laid out in the Distilled Spirits Council s Guidance Note on Responsible Digital Marketing Communications: Bullet 2: Age affirmation is a process or a mechanism by which users provide their full date of birth (month, day and year) to affirm they are of legal purchase age before viewing. Bullet 2(i): If a user enters a date of birth that indicates they are under the legal purchase age, access to a member-controlled website should be denied and visitors should be given an appropriate message Bullet 5: Social Responsibility Statements should be included in all digital marketing communications where practicable. *Facebook demographics available upon request Bourbon Pursuit has taken every measure to follow the guidelines set forth by the Distilled Spirits Council's Code of Responsible Practices. Bourbon Pursuit holds every brand to high standards and believes in the commitment to responsible consumption that is cornerstone to the DISCUS advertising practices.

11 AUDIENCE RESPONSE TO YOUR BRAND! 34.4% Interpreting the Data: The brands with the highest percentages in green and orange have consistently been talked about on the show either by us or our guests over the course of the podcast. 15.1% Out of 89 Possible Choices: 63.2% 49% 19.3% Survey is based on 590 responses featuring 89 different brand selections Learn how well your bourbon brand does with our audience We have survey data from real fans of the show Get insights to the performance of your entire bourbon brand portfolio 79.8%

12 PARTNERSHIP BENEFITS 15 second pre-roll before the show starts (after the initial blooper intro). 60 second mid-roll to be placed in the middle of the podcast. Pre-Roll and Mid-Roll Advertisements placed in: Audio Streams via itunes, Google Play, or your favorite podcast app Facebook Video Streams YouTube Video Stream Mid-rolls can be done by the hosts or a professionally edited video can be submitted for placement in forms of.mp4,.mov and h.264 encoded. Linked as a podcast sponsor in the show notes viewable on the website, Facebook, and YouTube for every episode to boost impressions Web Banner on the homepage at bourbonpursuit.com. Social media promotion as a new sponsor of the show on Facebook, Twitter, and Instagram. No charge for a free giveaway or promotion by the sponsor. We gladly give away promotional gear to our Patreon supporters. The more the better! Exclusivity rights are available. Minimum of 26 episodes contracted. Please Contact for Pricing Bourbon Pursuit limits the amount of sponsors per episode. Exclusivity rights are available at an increased rate. Invoices will be sent at the end of each month with Net15 terms. Your advertisement will live on in perpetuity. Statistics for campaigns are available upon request Kenny Coleman theduo@bourbonpursuit.com Bourbon Pursuit LLC. Bourbon Pursuit is looking to team up with strategic partners to help support the podcast. Bourbon Pursuit offers a hyper-focused audience of 100% bourbon consumers with a growing listener base every month. Partners will get the following benefits:

13 THE OFFICIAL PODCAST OF BOURBON BOURBON PURSUIT LLC. BOURBONPURSUIT.COM