Case Study: Loomly

The Brand Moat is a marketing podcast from Loomly. Loomy is a social media marketing and analytics platform with an emphasis on e-commerce. The founders were looking to expand their reach among influencers and build brand thought leadership.

Development

The Brand Most was designed to be an interview style podcast addressing the most pressing concerns of marketers. The Loomly team had strong concepts for the guests and structure of the show. But they needed a host. Red Cup took care of the search process, interviewing potential hosts from the NPR talent pool and also some independents. We decided on a host who had experience with NPR and local news. Red Cup wrote the host introductions to the show and interview questions for guests.

Production

The Loomly team had a relationship with a “four-wall” studio — meaning that the facility was there but no equipment. Lee Schneider, the production lead, attended every recording session to be sure that the right questions were being asked of guests, to ask for re-takes if needed, and to work with the host to get the best takes on her show intros. Red Cup brought on one of its sound engineers to record the podcast sessions, post process them, and do the mix. Loomly also wanted original music for the show. Red Cup has longtime relationships with composers and music licensing houses. We license music for the podcasts we produce and from time to time commission original music. In this case, the Loomly team wanted an original Audio ID, a theme, and underscore.

Post-Production and Distribution

Post-production on a podcast like The Brand Moat is straightforward. We smooth out the dialog, removing “ums” and false starts, add music, and bring each episode up to spec for distribution. The Brand Moat is released monthly.