Innovative Ideas: Marketing that matters
The problem with marketing today isn’t a lack of effort; it’s a lack of genuine connection. We are all inundated with ads and many consumers tune out, skip or block them entirely. This means garden retailers must think outside the box to truly engage customers in meaningful ways.
At Zamzows, a 93-year-old, family-owned and -operated chain of Idaho retail stores, we know that personal connections have been the cornerstone of our success. We provide free advice, carry heavy products to customers’ cars and even know the names of their dogs. But as online shopping and big-box stores have grown in popularity, we realized we needed a fresh approach to connect with our community and inspire them to visit us in person.
That’s why we made a strategic decision to start a podcast.
Think of a podcast as an on-demand radio show where a host shares information. Topics are as diverse as conversations in a café, offering countless opportunities to connect with like-minded listeners. Podcasts are easy to access on phones, tablets or computers. Simply type “podcast” into a Google search. Once on a platform (Apple, Spotify, Amazon, etc.), listeners search topics and choose content that resonates. Episodes are short and include descriptions, so listeners can skip around and focus on what interests them.
In short, podcasts are an easy way to learn and be entertained, with the added benefit of creating connection through the host.
Our podcast is called Nobody KnowZ, a playful nod to our iconic jingle, “Nobody knows like Zamzows.” As a fourth-generation family business leader who conveniently bears the company name, I host the show weekly and invite interesting community members as guests. Listeners are invited to “pull up a chair” as we explore local leaders’ stories, struggles, triumphs and insights.
It may seem counterintuitive, but we don’t formally advertise our company on the show. Instead, we include a Zamzows tip of the week about gardening or pets and a brief mid-episode thank-you to our company for sponsoring the show. This supports the podcast’s intention to build real relationships.
The best part for me as the host is providing a platform for guests to share their stories and reach new people. I’m amazed at how connected our community is and how much people want to support each other. These aren’t showy, superficial moments intended to drive sales; they are real friendships and intriguing conversations that contribute to the community at large. Listeners feel part of the community because it’s authentic and unfiltered, and together we build a shared experience.
Starting a podcast requires foresight and an initial investment in technology, and the return on investment may take time to materialize. You’re creating a separate entity that uniquely showcases your values, interests and knowledge. Just like building customers one at a time, you’ll build your audience the same way. But once established, your podcast becomes a living, breathing extension of your company’s personality, enriching customers’ lives and strengthening their connection to your brand.
If the thought of starting a podcast feels right to you, here are some quick tips:
- Define the intention of the podcast and the general format. This will guide everything.
- Audio quality matters most, so invest in good microphones. People can tolerate pauses, but they won’t listen if the audio is hard to understand.
- Keep episodes timebound. Most of our episodes are less than an hour to keep listeners engaged.
- Be consistent, not constant. Our podcast drops every Tuesday, so it’s predictable for our listeners.
- Choose a hosting platform to track audience growth. This helps you understand what resonates so adjustments can be made.
- Just start. Your community will build over time, so begin somewhere, be consistent and grow from there.
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