Heather Gorringe of Wiggly Wigglers in a comment to one on my recent post summed up the power of podcasts for her:

"Apart from our listeners it has enabled us to get valuable pr and we are just partnering with a couple of major organisations to make a section of our podcast relevant for them. This will mean that once again podcasting allows a small business to pack a really big clout!"

Those major organisations have seen the power that social media tools - blogging and podcasting - can bring to highly targeted marketing or 'narrowcasting'. Why spend a fortune 'broadcast' advertising to large sections of the population who could not care less? Target an already an engaged audience who are well qualified and likely to be receptive to your message. 

Hugh McLeod talks about the global micro-brand. In effect the ability of small local businesses to 'punch above their weight', to make an impact globally for a fraction of the budget used by big corporations to do the same. But with one important difference. Heather is an authentic voice. She has not been 'filtered' by a Corporate Marketing or the PR agency. Her personal passion for her subject and enthusism shine through. She does actually 'narrowcast' from her sofa on her farm. It works for her because of the product and service she is promoting. Others may choose to take a different approach to having a conversation.

At the recent European Podcasting Summit a number of speakers stressed the importance of engaging the audience in active conversations. This can be done by via e-mail, comments on a blog, podcast dial-in and even User Generated Content (UGC). If you check out Wiggly Wigglers you will see just how interactive Heather and her team is being. A model for us all I think....

Transparency statement: Whilst I have worms in my garden none have been supplied by Wiggly Wigglers.