By Charlene Li
I'm at the Forrester Consumer Forum in New York and had dinner with several clients tonight. One of them was Whirlpool's Dan Cooke, manager of interactive marketing. We were chatting about the usual suspects -- RSS, blogs, search -- when Dan casually mentioned that Whirlpool had a podcast.
The podcasts were produced and moderated by Whirlpool's director of customer insight, Audrey Reed-Granger, who has a background in broadcasting. And it shows. What's interesting is the podcasts are focused on family issues and are not centered around Whirlpool products. Moreover, Whirlpool has done no overt promotion of the podcasts, preferring that they be found through word-of-mouth marketing. One charmer: the interview featuring Habitat Families and an interview with the 200,000th recipient of a Habitat For Humanity-built home (Whirlpool supports the non-profit by supplying a refrigerator and range to every Habitat home).
But my favorite feature -- the "coming soon" list of topics to encourage listeners to return for future broadcasts. The one I'm looking forward to the most is "Competitive Parents -- Mommyland Madness".