Podcast – effective form of communication with the users

Podcasts are becoming an increasingly popular marketing tool used by brands. According to Spotify, in the first half of 2020 alone people listened to over 300% more podcasts than in the corresponding period of 2019. According to the “Podcast listener in Poland”, almost nine million people in our country listen to podcasts. The same report also shows that the podcasts that inhabitants of Poland choose most often are those devoted to health and lifestyle. This is one of the areas in which the MultiSport brand communicates with its users.

05/01/2022

In Poland, 68% of the society undertake physical activity at least once a week and the desire to take care of mental health and wellbeing remains the strongest motivation to engage in sports. Along with the increase in the level of physical activity undertaken by Poles, the interest in content related to a healthy lifestyle is also growing. The greatest dynamics in this regard is recorded by podcasts, which the MultiSport brand also uses in its communication with the users. – Health and lifestyle audio content is gaining in popularity among customers of brands operating in sports and recreation. These are people who want to take care of their health consciously and holistically and who are looking for easily accessible expert content. Podcasts meet these expectations perfectly well. These are educational materials that allow us to take care of our self-development, for example during everyday activities, as part of training at the gym or while cleaning the house. This is a very important feature in today’s reality dominated by multitasking and saving time – says Michał Otocki, Customer Relations Director responsible for marketing activities at Benefit Systems.

For two years now the MultiSport brand has been involved in the development of its Spotify channel entitled “What makes you move?”, where it presents various faces of physical activity together with experts in health and active lifestyle, thus motivating everyone to move. – The largest group of MultiSport podcast listeners are people between 28 and 44 years of age, meaning the age group characterised by the highest level of physical activity in Poland. This indicates that podcasts are the right communication tool for our brand – admits Michał Otocki.

This year, MultiSport returned with a completely new podcast formula in the form of a six-episode series entitled “What makes you move. Winter swimming.” – The popularity of winter swimming is growing year by year, which is why in the new series of MultiSport podcasts we talk to as many as six experts. Each episode deals with a different topic and describes the subject from a different perspective – of a personal trainer, sports cardiologist, dietitian and even a psychologist. In the end the user receives a huge portion of substantive content from our brand which make them feel properly prepared for the beginning of the season – adds Michał Otocki.

One of the experts in the new series of podcasts is Bartek Dobrowolski, a winter swimmer with 14 years of experience, who had a chance to swim in a lake at the height of 4,000 meters in the Himalayas. – When practising any sport, it is extremely important to know as much as possible both about the discipline itself as well as the positive effects it gives the body and possible side effects. Popular sports brands with huge marketing budgets and access to experts should be actively involved in educating people about the positive impact of sport on our psychophysical health, including the safety rules, which is important, for example, when swimming in ice-cold water. Especially that everything indicates that winter swimming has become the next “national” sport in Poland. That is why I was happy to accept the invitation to the MultiSport series about winter swimming because a comprehensive approach to a given sports discipline proves the brand’s great responsibility towards its customers or fans – says Bartek Dobrowolski, whom we talk to in the first episode of the series.So far, the new series of MultiSport podcasts has already been listened to almost 7,000 times. Podcasts on winter swimming are part of MultiSport’s broader campaign called “Your body can do it” in which various organs of the human body remind us of the importance of regular physical activity for health and wellbeing. The campaign is being carried out by the Benefit Systems Marketing Department in cooperation with the NAV Agency.“What makes you move” podcasts can be found on Spotify, Apple Podcasts and YouTube.