Get our best marketing tips & industry insights to your inbox!
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

<

Back To Blog

Marketing Tips

February 17, 2022

9

min read

The anatomy of an ad: Trade x Circling Back

We collaborated with Sounds Profitable to highlight what makes a good podcast ad by breaking down real examples from popular podcasts.


This week's anatomy of an ad: 2021 Thanksgiving Food Draft & Wet Stages -  Circling Back x Trade Coffee

Hosted by: Dillon Cheverere, Dave Ruff, and Will deFries

Ad placement: Mid-roll

Ad type: Host-read

Start point: 00:45:20


Ad copy: 

“Would you guys consider yourselves, you know, certified coffee nerds or, you know, self-professed coffee newbies? I'm more trending toward nerds but I'm not like super into the weeds of it. You're trying to get like deeper in the game. Yeah, I'm in the like experimental phase. Dude, I get it. You know what, let me introduce you to Trade. Trade's goal is to make every cup of coffee your best ever. The journey to your perfect cup starts with taking their coffee quiz. You got a french press? Automatic drip? Maybe you're a cold brew guy. Me? I got an Aeropress at home. I'm a drip and a cold brew guy. Well, no matter what you have, Dylan. It's not a problem because your answers will allow Trade to pair you with the perfect coffee to fit your taste. Trade will match you to coffee’s you'll love from over 400 craft coffees and it will send you a freshly roasted bag as often as you'd like. They guarantee that you'll love your first match and, on the off chance that you don't, they'll even replace it with a different bag for free. Yeah, I said that for free F-R-E-E. Five finger discount. one two three four five.


 I've got coffee from places that I would have never even dreamt of getting coffee from because like I'm not gonna go to portland to get a bag of beans…I want you to feel good about each cup of coffee since Trade partners with 55 plus small u.s based roasters who are committed to ethical and sustainable sourcing. For our listeners right now Trade is offering your first bag free and five dollars off your bundle at checkout. To get yours go to drinktrade.com/steam and use promo code steam take the quiz to start your journey to the perfect cup. That's drinktrade.com promo code steam for your first bag free and five dollars off. In this holiday season, give the coffee lover in your life the gift of better coffee with their own personalized gift coffee subscription from Trade. Talk about a great gift, right holy it's literally the gift that keeps on giving”


Let’s break it down to see what works:

The hook: 

“Would you guys consider yourselves, you know, certified coffee nerds or, you know, self-professed coffee newbies? I'm more trending toward nerds but I'm not like super into like the weeds of it. You're trying to get like deeper in the game. Yeah, I'm in the like experimental phase. Dude, I get it. You know what, let me introduce you to Trade.”


About 45 minutes into the episode, the hosts’ conversation goes…off the rails (to put it lightly). However, instead of abruptly stopping the conversation in order to introduce the episode’s sponsor, the host conveniently mentions “you know what I could use right now? A cup of coffee”. Honestly, their listeners probably also need a coffee by this point so it's not obvious that a coffee-based brand sponsorship is coming up. This helped the ad-read begin seamlessly and naturally within the discussion. 


The pitch:

“Trade's goal is to make every cup of coffee your best ever. The journey to your perfect cup starts with taking their coffee quiz…no matter what you have, It's not a problem because your answers will allow Trade to pair you with the perfect coffee to fit your taste. Trade will match you to coffee’s you'll love from over 400 craft coffees and it will send you a freshly roasted bag as often as you'd like. They guarantee that you'll love your first match and, on the off chance that you don't, they'll even replace it with a different bag for free...I want you to feel good about each cup of coffee since Trade partners with 55 plus small u.s based roasters who are committed to ethical and sustainable sourcing.”


This part of the ad highlights the brand’s services and unique selling points, which includes its personalization aspect, delivery straight to your door, and awareness of its surroundings. Customers fill out a coffee quiz, which helps Trade better understand what type of coffee you’re into (even taking into account what coffee machine you have at home). Coffee lovers will also enjoy that Trade sends a freshly roasted bag straight to your house (so you don’t need to run out to the store when you run out). Trade also stands out thanks to its social and environmental awareness.


The offer: 

“For our listeners right now Trade is offering your first bag free and five dollars off your bundle at checkout. To get yours go to drinktrade.com/steam and use promo code steam”

If the Circling Back guys didn’t persuade you enough to try out Trade’s coffee, their special offer might. Podcast listeners that use their promo code can get their first bag of coffee free and five dollars off their bundle


Landing page: 

Listeners that enter Circling Back’s unique URL will immediately get sent to Trade’s website, which clearly identifies Circling Back fans - “Listeners of Circling Back…”. The landing page shares a little more information about Trade and explains how it all works (for those who prefer visual explanations, there’s even a YouTube video). 

Trade coffee landing page

It’s great to see such an informative landing page, which ultimately leads potential customers to spend more time on the website (increasing the chances of a purchase being made). 


Hits the spot:

This ad-read doesn’t only provide listeners with a clear understanding of what the brand does and its unique services, but is seamlessly integrated into the episode content. The Circling Back hosts manage to promote a coffee brand hilariously, and informatively, and honestly, enjoyably.


Room for improvement:

For future brand integrations, Circling Back should try to stay-on-topic while promoting the ad and its services. Throughout the ad-read, the hosts seem to slightly get off-topic, and then return to the ad. It might confuse listeners and cause them to miss the most important bit - Circling Back’s personal URL and promo code.


Partnership track record:

Over the last year, Trade has sponsored over 52 podcasts and has sponsored Circling Back 3 times.


Where else has Trade sponsored?

The Sunday Scaries, Kinda Funny Reviews, Paranormal Podcast, Love + Relationships with Debra Fileta, and many more.


What other brands have appeared on Circling Back?

Liquid IV, Everlane, Ritual, Grammarly, ExpressVPN, and many more.


Key takeaways:

Listeners of Circling Back enjoy listening to Dillon, Dave and Will just share personal, relatable experiences and hilarious stories. So, when they promote products, especially in a seamless manner, it's almost impossible to not be engaged and interested in the product. The hosts added jokes and a personal touch to the ads - “You got a french press? Automatic drip? Maybe you're a cold brew guy. Me? I got an Aeropress at home. I'm a drip and a cold brew guy.”


If it wasn’t already obvious, I thoroughly enjoyed this integration and look forward to listening to future brand sponsorships on this podcast.


Have you heard a great podcast ad recently? Tell us about it.

To learn how ThoughtLeaders can help you with your podcast strategy, book a demo.

Want to discuss what ThoughtLeaders can do for your brand?

Request a Demo

Want to discuss what ThoughtLeaders can do for your brand?

1/3

Which option best describes you?

← Back
2/3

What aspect of our tool interests you most?

← Back
2/3

What aspect of our tool interests you most?

3/3

Got it! Let us know of any additional details and our Strategists will be with you shortly:

All fields with (*) must be completed in order to submit
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Book a Demo

Thanks! We'll be in touch soon.
Oops! Something went wrong.