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Podcast Pitch

Lead Generation: Podcast Pitch

Selected BCorp: Amika

Brand and Podcast Alignment

Amika is a brand that creates hair products that don’t include harsh chemicals, and instead ensure that users will have healthy hair. The company is inclusive to everyone and all hair types while also being cruelty free and environmentally friendly. This podcast aligns with the brand because it will dive deep into many of the different Amika products. These deep-dives will address the ingredients and benefits of each product. Since the brand also focuses on inclusivity, the podcast includes specific episodes for all of the different hair types to ensure that consumers know these products will work for them. To drive this point home, there will be guest interviews on each episode as well. The interviewees will be individuals that have each type of hair and they will share their experiences with the products mentioned in the episode.

Podcast Approach

The approach for this podcast includes guest interviews done with customers to share their experiences, and expertise sharing from the podcast hosts. I chose to have guest interviews with customers because this will be first-hand proof to listeners that Amika’s products really do work. It will be crucial though, to find a guest for each episode that has the specific hair type that the episode is about. Again, this will be used as testimony that products work for all hair types. Lastly, there will be expertise sharing because the host of the podcast will be one of Amika’s own creators. The creators of these products have a plethora of knowledge on hair types and the products themselves so everything they share is part of their expertise.

Business Case

Podcasts have recently grown in popularity so it’s crucial that Amika understands what makes a podcast successful, and how to create that success. Based on Forbes recommendations for creating a podcast, it’s important to “be passionate about your topics” (Forbes, 2021). The creators of this podcast and the Amika hair care line, are both evidently passionate about hair care, inclusivity, and chemical free products. This level of passion will allow for the podcast to be thorough and in-depth for the listener. Forbes also suggests being relatable and that “you need to be able to share relatable experiences” (Forbes, 2023). This is why I believe that customer interviews will be an important aspect of Amika’s podcast. Having an interview with someone of each hair type for each episode will create relatability because chances are that the listeners will be going through the same hair struggles as the interviewee. Not only does this form a connection between the audience and the speaker, it also inspires the audience to buy Amika’s products.

Salon Republic is a “complete rethinking of the ideal working environment for today’s independent beauty professionals. We are not just a salon suite, but a one-of-a-kind experience for professionals and their clients” (SalonRepublic). Salon Republic rents out their studios to independent hair professionals so they can share their crafts with one another and work side by side. It creates a strong community of independent hair stylists.

Salon Republic’s founder Eric Taylor, created the podcast The Hair Game that will “go deep with the beauty industry’s most interesting players, we’ll educate and tell stories about the things you care about” (SalonRepublic). The success that this podcast has brought aligns with the goals that Amika has for its podcast. Amika’s podcast will go deep, educate, and tell stories about Amika hair products just as The Hair Game does. The host’s will be educating the audience while the interviewees are sharing their stories to the listeners.

6-Episode Topics

  1. The Hair Quiz
    1. This episode will discuss the hair quiz that is located on the website. It will guide shoppers through each question of the quiz to ensure they’re answering accurately. The episode will also share how the data is compiled and how the results are created, and then why it’s important to take the quiz. This episode will set the customer up for the rest of the episodes to know which one to tune into.
  2. Hair Type: Straight (1a-c)
    1. For this podcast episode, the products that Amika created specifically for straight hair will be discussed. There is the option to sort the website in this way so listeners will be able to navigate to it.
    2. The products that will be explained and addressed are the volumizing shampoo and conditioner (Big Hit), the volumizing finishing spray (Rising Star), and
    3. The focus will be on the best way to use them, how they work, what they do, and the benefits that they give your hair.
  3. Hair Type: Wavy (2a-c)
    1. For this podcast episode, the products that Amika created specifically for wavy hair will be discussed. There is the option to sort the website in this way so listeners will be able to navigate to it.
    2. The products that will be highlighted are the Curl Corps defining cream for curly hair and the Curl Corps enhancing gel.
    3. The focus will be on the best way to use them, how they work, what they do, and the benefits that they give your hair.
  4. Hair Type: Curly (3a-c)
    1. For this podcast episode, the products that Amika created specifically for curly hair will be discussed. There is the option to sort the website in this way so listeners will be able to navigate to it.
    2. The products discussed in this episode will be the Hydro Rush intense moisture shampoo and conditioner for dry hair, and the intense moisture leave-in conditioner.
    3. The focus will be on the best way to use them, how they work, what they do, and the benefits that they give your hair.
  5. Hair Type: Coily (3c-4a)
    1. For this podcast episode, the products that Amika created specifically for coily hair will be discussed. There is the option to sort the website in this way so listeners will be able to navigate to it.
    2. The products in this episode will be the Hydro Rush intense moisture hair mask with hyaluronic acid, the Water Sign hydrating hair oil for dry hair, and the Dream Routine overnight hydrating hair mask.
    3. The focus will be on the best way to use them, how they work, what they do, and the benefits that they give your hair.
  6. Hair Type: Zig Zag Coil (4b-c)
    1. For this podcast episode, the products that Amika created specifically for coily hair will be discussed. There is the option to sort the website in this way so listeners will be able to navigate to it.
    2. The products featured in this episode will be Power Hour curl hair refreshing spray, the Hydro Rush intense moisture leave-in conditioner, and the Dream Routine overnight hydrating hair mask.
    3. The focus will be on the best way to use them, how they work, what they do, and the benefits that they give your hair.

Intro Episode Script

Get excited for our new podcast, Amika Hair Awaits You! If you’re eager to know what hair type YOU have, which products we recommend for YOUR hair, and how our products will make YOUR hair look the best it’s ever looked; this is the podcast for you to tune into! We are so excited to have you join us.

Our first episode will help guide you through the Hair Quiz located on our website. We know what you’re thinking: “another hair quiz that isn’t helpful”. But our first episode will help you understand why our hair quiz is made to be helpful. It’s made to help you figure out what products will work best for and help you achieve your dream hair.

The five episodes following will each focus on one of the five main hair types; straight, wavy, curly, coily, and zig zag coil. Each episode will give you everything you need to know about what products are best for your specific hair type. There will also be guest interviews to share what products worked best for them and their experiences with Amika. We hope that you’ll tune in to learn all you can about your hair and our products.




Sources:

Panel, E. (2023, March 27). Council post: 10 tips for building a successful podcast. Forbes. https://www.forbes.com/councils/theyec/2023/03/27/10-tips-for-building-a-successful-podcast/

Panel, E. (2021, November 22). Council Post: Planning a podcast? here are 11 important pieces of advice. Forbes. https://www.forbes.com/council...