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September 27, 2005
Who's Podcasting? Did you guess Whirlpool?
Charlene Li at Forrester writes that Whirlpool is podcasting. The company hasn't made much fuss about its podcasts, preferring that people find it by word of mouth. Which makes sense, since instead of focusing on pitching their products, they center around family issues.
It's really an interesting way to broaden the perception of the company--to do brandbuilding in a grassroots culture. It's kind of a reversion to the 1940s and 50s, when companies sponsored radio and TV shows. An it give insights into some of the projects the company does, such as donating appliances to Habitat for Humanity.
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Whirlpool have been really smart. There must be loads of people who want to hear a programme about home and family. The interest in washing machines might have run out after a couple of spins. But I do think they could have upped their production quality. The music cross-fades and the phone calls aren't very well balanced and mixed soundwise. There are some really smart home podcasters who have mastered this technical side better.
Posted by: Hugh Fraser at September 27, 2005 11:48 AM
very impressive - not only that they are podcasting, but the content of these podcasts. an attempt to portray real stories and solutions is very refreshing.
i did not listen, but this seems to be a great method to illustrate how the Whirlpool brand enables people to have a high quality of life.
thanks for sharing this info....
Posted by: jbr at September 28, 2005 02:26 PM