Marketing Currents - Business and Marketing Current Events

For Uncommon Goods, podcast ads drive ‘high-quality’ customers


Does Santa listen to podcasts? If you find a bag of AG1, a HelloFresh meal kit, or a Helix mattress under the tree, we might have our answer.

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Discussion Questions:

  1. What is e-commerce?
  2. What is the difference between brick-and-mortar retail and e-commerce?
  3. What type of business is Uncommon Goods?
  4. Have you ever heard of the company before reading this news story?
  5. If so, how did you hear about them?
  6. What is differentiation?
  7. How would you describe Uncommon Goods differentiation strategy?
  8. Do you think that strategy has been effective? Why or why not?
  9. What is advertising?
  10. What are the different types of advertising?
  11. What type of advertising is podcast advertising?
  12. What is paid search?
  13. Why do you think Uncommon Goods advertises on podcasts?
  14. What is seasonal marketing?
  15. According to this story, when does Uncommon Goods spend the most on podcast advertising and paid search?
  16. Why do you think Uncommon Goods spends more on advertising during that time of year?
  17. What is measurement as it relates to advertising?
  18. Why is measurement important?
  19. How does Uncommon Goods measure their advertising (according to information from this news story)?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.