This is not your Jack Welch GE. This is not to say that he does not have a stroke of genius, his record clearly demonstrates otherwise. This is a new GE as they look to capitalize on the incredible success of their initial run in the podcast world with “The Message”.
GE’s head of media innovation Alexa Christon recently said this in an interview:
“Obviously it’s completely fictional in the podcast, but from a business standpoint we talk about digital twins as the virtual twin of a physical product,” says Christon. “Like a jet engine will have a digital twin of its physical object, so as that object performs and does things, the digital version will do the same thing. So from an industrial standpoint—gas turbines, jet engines, those types of big iron we talk about—the digital twin is crucial in how our customers and how we will manage efficiencies in those big iron products in a virtual way and in a virtual space.”
What GE discovered in the rousing success in its initial offering of a podcast with “The Message” is that the public is hungry for variety. Equally impressive in the success of their initial run of podcast storytelling is the increase in overall moral within the creative walls of GE. And essentially, GE is re-branding the public perception of who they are, as a company.
GE is building relationships through non-traditional advertising strategy
Curious as it may be, GE is not using this as an opportunity to flood the listeners with brand recognition. What they are looking for is building relationships. The relationships that are being formed are the listeners with the fictional characters. While assimilating some similarities to what GE does in the story lines, they bring the listeners in and make them feel as if they are literally living the experience.
Incorporating GE advancements with sound-based medical treatments via the podcast platform demonstrates a new way to get brand recognition. It is a far cry from Apple landing a deal with a movie production to use their laptops in the movie. This is a more subtle approach. Satisfying a hole in the market for intelligent storytelling yet incorporating GE technological advancements is infinitely wise.
GE’s ‘The Message” was a unique way for GE to incorporate their actual medical technologies and treatments as an extension of the show, with a link on their website where you can learn about technology GE is working on. Within the fabric of the actual podcast were fictional treatments, of which GE made sure to disclose. Bottom line, GE Podcast Theater has created a unique way of advertising that doesn’t feel like an ad. And now, they’re at it again with Life-After.
Life-After was released in November of 2016, and is a 10 episode thriller. The main character, Ross, is a a small-timer at the FBI. He spends his days conversing online with his wife Charlie, who passed away eight months earlier. The technology behind this digital resurrection leads Ross down a frightful path that threatens his job and his life.
GE Understands The Connection Podcast Lovers Have to Brands
GE recognizes the power of an audience’s connection to a podcast. The listener builds a relationship with the characters. The characters tell a story. And within the story is the genius of GE. It’s a compelling marketing strategy in the 21st century coming from a company that was one of the original 12 companies listed on the newly formed Dow Jones Industrial Average, back in 1896.
No, this is not your Jack Welch GE. And it’s certainly not your great grandmothers GE.
It is the new generation of creative marketing. And GE has discovered podcasting as a powerful medium to drive their message home. GE Podcast Theater is clearly has transformed how they market their product….they’ve transformed how they reach their audience…they’ve transformed a technique in building brand recognition. Consumers crave intelligence. GE is satisfying their demands. You gotta love it, especially as a digital marketer. #Boom
Bottom line, consumers crave intelligence. GE is satisfying their demands. You gotta love what they are doing! Hopefully the digital marketing community will also take notice. #Boom