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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Dell Small Business Podference

Finalist in Branded Podcast, Business to Business, Online Event/Activation

Objective

Small business owners are always looking for expertise and knowledge to improve their businesses. And conferences, all across America, bring experts together to provide small businesses with the knowledge they need.

But for many Small Business Owners, keeping their business going is a 24/7 job, making it hard to find the time and money to attend these events. And worse, in 2020, with a nationwide quarantine and conferences being canceled, coast to coast, small businesses were especially in need of advice and knowledge.

Dell Technologies, with a reputation as the #1 Small Business Tech Advisor, wanted to help small businesses and do something for Small Business Month.

Strategy

Data revealed Small Business Owners and Entrepreneurs were turning to podcasts for advice and information. So, for Small Business Month, Dell Technologies brought what conferences provided in terms of knowledge and advice to the world’s first Small Business Podference: A podcast-based conference designed to give small businesses the knowledge they were seeking. Regular panel discussions were replaced by 18 custom podcast episodes addressing a wide variety of topics: Inspiring Stories, Fundraising, Human Resources, and even how to survive the COVID-19 crisis.

People could listen to the episodes on all major podcast platforms, with custom playlists on Spotify, iTunes and Radio.com. And like any conference, the Podference had its own microsite, where users could add favorites to their calendars. 

Results

The results surpassed all expectations with 635m impressions, 5.4m custom podcasts downloads, 900% site engagement above benchmark and +16% awareness.

Dell Technologies created and trademarked the world’s first Podference filling a much needed void and helping thousands of small businesses owners keep the lights on.

Dell Small Business Podference will continue in 2021 on a global scale.

Media

Video for Dell Small Business Podference

Produced by

MediaCom Creative Systems, Dell Technologies

Entry Credits

About the Shorty Awards

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