A podcast can significantly contribute to empower a brand, especially when it comes to knowledge transfer, as with the pension experts at Pensioenpotje.nl. In this assignment, the challenge was not so much in the content, as they excel at that, but more in how we can make this topic of 'pensions' accessible in an enjoyable way for everyone.
The podcast of Pensioenpotje.nl is part of a comprehensive marketing strategy. Our goal was to clearly convey the brand story of Pensioenpotje.nl from the overall marketing strategy to a podcast in which we make the topic of pensions interesting and accessible.
Accessibility
To achieve this, we chose to make the podcast series short and impactful, with episodes of up to 15 minutes. Due to its length, the target audience of Pensioenpotje.nl can literally listen to the podcast anywhere, at the time that suits them. Whether on the train, on the couch, in the garden, or even in bed.
We make the content relevant by literally putting the target audience at the table with Pensioenpotje.nl, so each episode is tailored to the needs of the core customers. We also gave the target audience the opportunity to bring questions to the table or submit them. This way, they determine which topics are covered and what is interesting to them. Thus, Pensioenpotje.nl literally listens to the questions of their core customers and answers them directly. This helps lower the barrier for others facing similar questions and also demonstrates how approachable the people at Pensioenpotje.nl are.
Making it fun
How do you make the topic of pensions interesting in a podcast? We achieved this by creating space for spontaneous reactions and humorous moments. For instance, adding a segment where spontaneous questions are answered under time pressure opens the door to various unexpected events.
The name was quickly chosen, the ingredients were: the brand Pensioenpotje and a podcast. Thus, the name Potjescast was born. In Potjescast, the financial experts of Pensioenpotje, along with core customers, informally discuss the importance of early investing for your pension. In 5 episodes, each with its own theme, we take the listener on a journey through accessible conversations, translating complex financial topics into digestible, understandable tips.
Translating the brand story and message from Pensioenpotje.nl to a location
The essence of pensions lies in growth, and that's why we chose a greenhouse in Noordwijk as the location. Here, the vines literally grow above the podcast table. Additionally, vineyards are primarily established for future generations, as it takes many years before you can harvest wine. Just like with pensions, it's all about the future. And so, we found a location that also helps strengthen the brand story.
De pot op
By adding a segment based on the core values and brand name, we were able to outline the added value of Pensioenpotje.nl. This is: making complex financial issues easy. In the segment 'The Pot Op,' specialists Tim and Erik address as many viewer questions as possible in 67 seconds, tackling the retirement age in the Netherlands (AOW). This demonstrates that Pensioenpotje.nl can make difficult things easy in a fun and playful manner.
Ambiance
The atmosphere at the table is crucial because, as a brand, you literally have the opportunity to showcase the face of the organization. This is how Pensioenpotje reveals its trustworthy and approachable personality. However, it can be challenging, especially if you lack experience in this area. To address this, we strategically determined the table setup, opting for a 'Veronica Inside' style; the pub conversation. This makes the speakers feel more at ease, less conscious of the camera and microphone. The result is that they come across even more naturally. We chose an independent host to be among the guests, initiating and maintaining the conversation, aligning with the role of Wilfred Genee.
Additionally, we seated the target audience at the table, allowing them to prepare and bring their own questions. This demonstrates that Pensioenpotje.nl is approachable for everyone. Each episode is carefully tailored to the core customers of Pensioenpotje.nl, represented by various critical individuals who are not easily influenced, similar to Johan Derksen.
Finally, there were the experts from Pensioenpotje, who effortlessly possess knowledge on a specific topic without preparation; like René van der Gijp's spontaneous expertise.
Content
We determined the content of each episode based on our online marketing strategy for Pensioenpotje. Which pension-related topics are most searched online? The results were used to formulate questions for each episode, consisting of a main question and three sub-questions. Moreover, the episodes follow a clear structure (3-act structure as in many films), ensuring constant events. This keeps the viewer consistently surprised and engaged, maintaining the listener's interest.
The impact of the podcast was significant for Pensioenpotje.nl, as the podcast not only served as a cost-effective content production for various communication channels but also functions as a customer service and FAQ (Frequently Asked Questions) medium. The podcast resulted in 5 episodes, each lasting 15 minutes. However, each of these episodes contained numerous moments that we could use separately on different channels as teasers. In just half a day of recording, we created an abundance of valuable content that was also cost-effective.
The podcast is a valuable addition to the customer service and FAQ of Pensioenpotje.nl. It helps provide our customers with the right information even more effectively, both as a prelude and follow-up. If you want to know more about pensions, just listen to the Potjescast, which is often communicated within the organization. This saves Pensioenpotje.nl considerable time on additional advice and repeating the same information, allowing them to reduce costs.
