Finding New Listeners at the Bottom of a Pint Glass | PodCraft 1309

Check out the full book - Podcast Growth: How to Grow Your Podcast Audience 

Podcast-themed beer mats or coasters! This is a “helpful” way of distributing your podcast logo or branding around pubs and bars in your area. A little cardboard coaster is a useful thing in these places. They help keep the table dry, and some folks even collect them. If your design is intriguing enough, a person resting their glass on one may pull out their phone and subscribe to your podcast there and then. 

Type: Ongoing task

Time Required: One month from design through to creation and delivery. Ongoing strategy to distribute. 

Podcast Level: At any time

The starting point is your coaster design. What are you going to put on there to catch people’s eye? 

Your podcast logo can be a good choice here, just like with stickers or magnets. But, unlike those, you have a bit more time with the person looking at your coaster. They’re also up close to it, so it doesn’t need to work in an at-a-glance sort of way.  

I actually recommend getting yourself 2-4 different designs. A typical bar or pub table sits 4 people, so you can leave 4 different coasters which could even spark some discussion amongst the folks who sit there next. 

Could you create one using a quote from a podcast review? Or, from yourself or an interview guest on the show? You can use humour or intrigue to make the person looking at it want to find out more. As always, it comes down to your own brand and tone, as well as your target audience. 

You should always have your podcast’s name on each coaster. Get your URL on there too. Make sure the people who want to find out more, actually can. 

Cardboard coasters are relatively cheap to have made. Many online printing services offer this service, and you’ll generally pick up bundles of 100 to 250 with each design. 

Next comes the distribution. I use this guerrilla marketing tactic myself; I’ll shove a stack of them in my jacket pocket if I’m heading on a day out somewhere. Each time I’m in a pub, I’ll stick coasters under all of our glasses at the table. When we leave, other folks will sit there, and who knows? One might even go on to become the show’s biggest fan. 

You can also harness the power of your listeners by running a competition. Ask them to take a picture of their drinks proudly sitting on your coasters when they’re out somewhere. You can run a hashtag for this so everyone can see each other’s pictures, too. 

This is a fun way to market your podcast, because you never know who’s going to sit down and start studying your “ad” next. Also, it’s a great excuse to get some friends together and go for a drink one weekend! 

Task List: 

• Have 2-4 different types of coaster design made. 
• Use your logo, but also consider things like quotes from reviews or from the show itself. 
• Remember to have the podcast name, or even a URL on them. 
• Each time you’re going to be in a cafe, pub, or bar, take some with you. 
• Put them under the glasses or cups on your table as you drink. 
• When you leave, leave them for the next people who’ll sit there. 
• Consider running listener competitions to see how many bars around the world you can get photos of your coasters “in action”. 

Further Reading: thepodcasthost.com/guerrilla

Check out the full book - Podcast Growth: How to Grow Your Podcast Audience