Rocketboom boosts PodcastReady

Placement: Rocketboom, April 13

Placement: Rocketboom, April 13

Who is your client, and what are its media goals?

Adam Zand: Our client, PodcastReady, creates software directories and applications that allow MP3 players and portable devices to access and manage podcasts. It was looking to get the attention of content providers and to reach potential consumers and investors.

What made Rocketboom such a desired placement?

Zand: Rocketboom is a popular video blog, with a great word-of-mouth reputation online and with fans of fun technology. We knew it'd be difficult to pitch Rocketboom's producers directly because they're swamped with submissions from PR agencies, viewers, and inventors. So my colleague Doug Haslam tracked down one of Rocketboom's field correspondents in PodcastReady's hometown of Houston, Tyson Root, whom we pitched directly via e-mail.

Was the media training to prepare PodcastReady founder Russell Holliman for the interview different from, say, prepping for a print or TV sit-down?

Zand: The only thing we stressed to Holliman beforehand was the importance of having a conversational tone with an educational focus. We also did the interview in his home office where there were plenty of MP3 players and computer screens on-hand for a compelling demonstration.

Were there any obstacles to getting this story done?

Zand: The only funny challenge was the reporter's camera wasn't working, so Holliman had to loan him video equipment. Other than that, the interview went well, and the segment showed why this was a better "mousetrap."

What was the impact of the hit?

Zand: The five-minute exclusive segment ran April 13 and PodcastReady saw an immediate uptick in Web traffic and downloads. More important, on the day the piece aired, Holliman showed it to his investors at a meeting. PodcastReady's expected bridge loan was increased by five times by the close of that day. Rocketboom's piece wasn't the only reason for that, but it helped.

Name: Adam Zand, account director, Topaz Partners (Woburn, MA)

Placement: Rocketboom, April 13

Pitch timeline: One month

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