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Podcasts are short radio-style audio programs that users of online audio, mobile audio and iPods (or other portable digital audio players) can download and listen to whenever and wherever they like. The Podcast medium is still in its infancy as a marketing medium.

The most effective use in these early days of marketing with Podcasts involves subjects that appeal to tech-savvy listeners. Obviously, that includes topics in computing, multimedia, and high technology.

Another smart approach is to match Podcast marketing with the lifestyle of the target audience. For example: skiers. The target market for a typical ski resort includes young professionals in the 20s and 30s, with an adventure-loving attitude to recreation, and plenty of disposable income so that they can afford the sport. That’s right on target for the core market that buys iPods and other high-tech gadgets.

Marketing Sherpa reports that New England ski area Killington Ski Resorts recently tapped into this useful convergence of market niches to create a Podcast-driven marketing campaign.

The challenge was to reach the ideal demographic of young urban professionals, who are typically hard to get at through traditional ski industry marketing media such as radio, TV and magazines. Their lives are cluttered with a blizzard of conflicting media, their attention fragmented and hard to hold.

Killington Resorts communications manager Tom Horrocks recognized that one unifying factor of this demographic is their almost cultish love of iPods and portable digital audio. He decided that Podcasts would be an ideal way to connect with them on their own terms.

Here’s how he put the campaign together:

1) Bought software and digital microphones that his team could use right in the office to create Podcasts.

2) Hired a “snow reporter / media writer” to act as a personable and enthusiastic character, to become identified as the Podcast voice of the resort.

3) Developed and produced 3 separate Podcasts: a 3-minute “Snowcast” of daily weather and snow condition reports; a 12-minute weekly “Driftcast” that delivered interviews, tips and stories from the mountain; and a 3-hour weekly music production, more like and FM radio segment, with music appealing to the target demographic.

4) Delivered the Podcasts regularly, on schedule, through popular distribution services including Apple’s iTunes online music service, Podcast Alley, and Yahoo!, as well as through the Resorts’ own Web site.

The results were impressive. Over a period of 2 months at the beginning of 2006, the Podcasts were downloaded nearly 30,000 times. The downside of Podcast marketing is that it is hard to track results. Once the audio is downloaded, there’s no built-in way to measure how the listener responds or takes action.

However, Tom Horrocks is sure the Podcasts delivered a good return on investment. He credits the campaign’s success to the flair of the resort’s Podcast personality, known as Anna of the Mountain. “She epitomizes Killington: young, passionate, crazy about skiing.”

It would seem that the computer is becoming a bigger and bigger part of our lives each and every day. There’s good reason for that perception… it’s true. One specific area that is becoming incredibly popular is online banking. Customers love it because it is very convenient and a great time saver. The banks love it because it automates a great many functions for them and cuts down on their overhead.

The number one concern of anyone that deals with online banking should be security. Putting your personal information over the Internet can be risky, there is no denying that. Fraud and identity theft have become huge problems in the modern age. There are any number of hackers and thieves out there in cyberspace just waiting to prey on innocent people.

Fortunately for us, the financial institutions of the world are very aware of this problem and are working aggressively to combat it. There was a time when a bank’s chief security concern was whether they would be robbed or not. I think we’ve all seen the old movies about Bonnie & Clyde, John Dillinger and the like… to say nothing of the daring train robberies of the wild west. Now banks face a new and much deadlier challenge than ever before, and instead of wearing a mask and using a gun, the bad guys are now invisible and use keyboards.

Identity theft has now become so prevalent that thieves are rifling through garbage to attain any information that they can use to steal from their unsuspecting victims. With this said, there are some simple, common sense approaches that will go along way to securing personal bank information.

1. Do not share your passwords with anyone.

2. Keep important documents locked in a safe or safety deposit box.

3. Shred documents that you no longer need.

4. If you bank online, make sure your bank is using a secure, encrypted site (It’s OK to ask what security features they employ).

5. When using an ATM make sure no one can see the codes you enter.

These are a just a few of the things that can be done to keep banking information secure and to avoid possible crimes against you. While many of these suggestions seem to be glaringly obvious, all to many times they are taken for granted or just plain ignored. It is at these times when the criminals are at their best. Individuals that grow careless and complacent are exactly what criminals look for. Don’t be counted as one of the careless!

Life Insurance. What does this mean to you?

For some it means security, knowing that their family or business is safe should they unexpectedly pass away. For others it conjures up images of pushy salesmen and confusion about what they are buying.

By learning about the different life insurance policies available you can make an informed decision that will give you peace of mind and satisfaction with your responsible decision.

There are three main types of policies. Here is a brief explanation of what they mean:

Whole Life

Whole life insurance is a permanent insurance. This means that the policy stays in effect for your ‘whole life’ as long as premiums (payments) are up to date.

The cost of whole life insurance premiums will usually be more than the cost of an equivalent amount of term insurance because the cost is averaged. While the cost of term insurance goes up with each renewal, whole life insurance never needs renewing. Instead of paying smaller premiums when you’re young and high premiums as you age, whole life premiums stay the same.

In some policies a savings option can be added which can be used to borrow against.

Universal Life

Universal life insurance is another form of permanent insurance. Like whole life the policy is in effect until you die. You never need to renew the policy (regardless of health) and the premiums will never go up.

Universal life also incorporates other financial services including a savings plan that can be made in addition to the policy. Otherwise the policy can be surrendered in exchange for the savings that have accumulated. Policy owners can often choose from many options including adding another person to the policy, managing their own investments or using the savings to cover the costs of premiums.

Universal life insurance is the most expensive option because of the amount of flexibility and options.

Term

Term insurance is the least expensive life insurance policy option. Term insurance is selected for a certain period of time (term) such as; 1 year, 5 years, 10 years or 20 years.

Term insurance is a good choice for young families with dependants and high debts (such as a mortgage) that they will be no longer be responsible for in 15 to 20 years when the policy ends. Term insurance has no cash value – it cannot be borrowed against or cashed in. If the policy ends and the individual wants to renew the policy the cost of premiums will be higher.

Using term insurance to cover the basic financial requirements of an individual while also instituting a separate savings plan may reduce the need for insurance later in life.

Policy Riders

Depending on the needs of an individual there are other options that can be purchased with certain insurance policies.

The additions to the life insurance policy are called ‘riders’. This includes adding a spouse, including disability income insurance, Accident and Sickness (A&S), Accidental Death and Dismemberment (AD&D) as well as customized choices for taking loans or cash payouts on certain policies.

Talk to an insurance broker who will explain the benefits of each feature and recommends only what best suits your needs. With a bit of understanding you can make the most responsible choice with your money and be confident your family or business is provided for.