F.Y.I.

ARN’s iHeartPodcast Network releases COVID-19-focused episode of Math & Magic

Australian Radio Network’s iHeartPodcast Network has released a special episode of Math & Magic: Stories from the Frontiers of Marketing, featuring marketing experts and their advice on weathering COVID-19.

The announcement:

COVID-19 AND COMMUNICATION: MARKETING EXPERTS FROM GLOBAL BRANDS SHARE THEIR INSIGHTS

ARN’s iHeartPodcast Network has released a special episode of the podcast, Math & Magic: Stories from the Frontiers of Marketing featuring marketing experts from global brands sharing their tips on how businesses should be communicating with consumers, to successfully navigate challenges from COVID-19.

Host of the podcast, Bob Pittman who is the Chairman and CEO of iHeartMedia, interviews top-tier executives in lead marketing roles for global brands – including; Amazon, MTV, pharmaceutical and healthcare company CVS, and iHeartMedia’s Gayle Troberman who is Executive Vice President and Chief Marketing Officer.

During these difficult and uncertain times, brands are quickly having to adapt and adjust their creative strategy and messaging to better align with the current climate. With the need to communicate being higher than ever, but the messaging changing daily, this handy resource supports all businesses to apply communication tactics that work.

ARN’s Commercial Product and Audio Partnerships Director Corey Layton said, “This episode of Math & Magic: Stories from the Frontiers of Marketing, showcases the power of podcasts to respond quickly with content that audiences are seeking. We know Australian businesses and brands are looking for content that guides them through COVID-19. Be it education or entertainment content, ARN’s iHeartPodcast Network is committed to supporting podcast creators to build their audience.”

Below are some key points from each of the interviews:

Norm de Greve, the Chief Marketing Officer and Senior Vice President of healthcare and pharmaceutical brand CVS discussed how important it is for non-essential brands to maintain communication and emotionally connect with consumers. “They need comfort and leadership. And they need us out there saying, ‘We’re going to help and do whatever we can to get through this.’ We’re committed to that. And, that there will be a better time coming.”

Judy McGrath, former CEO of MTV and Amazon Board member, shared the challenges for creatives through COVID-19 and how to harness quick and meaningful campaigns during the pandemic crisis, stressing how important it is for companies to provide connection and support. “If I were a big business leader right now, I would say, ‘Tell stories, tell the truth, build trust, use your resources, and your muscle, and your network to provide connection and support. Your customers really deserve the best from you right now,’ and I would feel an enormous responsibility to deliver it.”

Judy McGrath also discussed the responsibilities that business have right now to help society and what they can do to help us get through this period. “I think you have to communicate. You have to visibly appreciate everyone in the industry, like the medical and service industries, who keep working and risking themselves to keep the rest of us safe. I would turn to the creatives in my organization and say, ‘Let’s come up with some really quick meaningful ideas to help those people in our world and the greater world.’ Brands know how to do that better than anybody, and they do it so well in a booming economy. They can really step up and do it now.”

Gayle Troberman, Executive Vice President and Chief Marketing Officer of iHeartMedia, discussed how media habits are changing and how crucial it is for advertisers to reach out to consumers with the right message and appropriate tone, stressing how important brand equity and brand empathy are right now. “I think the new metric that is going to be increasingly important is brand empathy. Did we get the tone right? Did we find a way to help in some small way? Whether that was with tools and tips and advice consumers needed, whether that was with new programs and benefits to consumers or whether that was with simple distractions and the right tone for entertainment and even humor in this moment when people need an escape.

“So it’s a really interesting moment to think about communicating, but think about the long game, not which trend can you ride today, but how can you actually start adding value and building brand equity and trust and long-lasting relationships with consumers. I think that’s a new question for this moment.”

Source: ARN media release

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