Richard Herring on how he works with brands on his 'RHLSTP' podcast
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“How I Work With Brands” is Acast’s series featuring conversations with podcasters from our network about how they collaborate with advertisers to craft creative, compelling campaigns that listeners love — and get the results advertisers want.
In this article, we chat with the eponymous host behind one of the most popular and long-running comedy podcasts — Richard Herring’s Leicester Square Theatre Podcast (RHLSTP, to keep things snappy).
In the 12 years Richard’s been making the podcast, he’s worked with household-name sponsors including American Express, Apple, and Audible – and those are just the brands starting with the letter A.
Read on to get the full A,B, and Cs of how Richard works with brands to keep both the advertisers and listeners coming back for more, as well as opportunities available for other brands looking to partner with one of the world’s most beloved podcasts.
Who listens to RHLSTP?
Team Acast: RHLSTP has amassed a huge listenership over the years. Who are the typical listeners of the pod, and why are they an important audience for advertisers to reach?
Richard: I joke that all my audience are middle-aged men with beards who work in IT, but that’s probably only 85% of my listenership. There’s a broad range of people who know me from many different projects, from my 1990s TV double act to Taskmaster. If my live audience is anything to go by then I have an affluent and kind fanbase ranging in age from 18-80, who are very willing to donate to good causes and back businesses that care about the environment.
They are smart and discerning and on the lookout for entertainment and products to enhance their lives and have the disposable income to enjoy these things. They love good comedy and good comedians. I’d say they were an advertiser’s dream target market.
Richard's Approach to Working with Brands
Acast: Walk us through how you approach partnerships with advertisers. Once Acast comes to you with the brief from the brand, what’s your creative process like for host-read sponsorships?
Richard: I think the reads work well if the advertiser allows me to be myself, a little bit cheeky and to inject the kind of jokes and references that my audience will enjoy. I want to make the reads as funny as the shows so that people actively want to listen to them, rather than being tempted to skip a dry read. So I will research the product, find an angle that I can use to promote it, and then give an enthusiastic and honest endorsement, which hopefully includes lots of laughs.
I prefer to do this without a script as it sounds more real and natural, but can provide a script if required. But it’s better if I am trusted to do the job as I understand my audience and what makes them tick and also what makes them reach for their credit card!
Acast: Acast has brought you many sponsors over the years, can you tell us about one of your favorite brand partnerships on your podcast? What made it enjoyable?
Richard: I particularly enjoy the partnerships that allow me to create a mini-episode inside an episode, so campaigns like the National Lottery ones where I have teamed up with other podcasters to discuss what we would do if we won the jackpot or the Glenlivet campaign where I was able to ask mildly cheeky questions to a whisky maker (and also quiz him on my genuine interest in the product) stand out as particular fun. I think these sorts of campaigns have the most impact because the podcasters are having genuine fun.
Acast: What makes for a good partnership between a brand and a podcaster? What makes podcast advertising so influential and impactful for advertisers?
Richard: Communication and trust. You let us know what you want to achieve with the campaign and then trust us to deliver something that will work for our audience.
The reads have to be creative and stand out, so too much adherence to a set list of points with no room for entertainment will provide a dry and uninspiring read.
I will not take on a read if I don’t think I can provide a bouncy and funny advert or if the product is not right for my audience. I welcome feedback and want to get everything right for everyone, but as I said, with communication and both parties listening to the other then we can make something that works for us all.
Why Brands Should Sponsor RHLSTP
Acast: In your own words, why do you believe brands should work with you?
Richard: I have an amazing and loyal audience who trust me to tell them the truth. I know that if I recommend something they will certainly be more likely to purchase or watch it. RHLSTP is one of the longest-running podcasts in the world and the audience keeps growing, but at its core are people who have tuned in every week for 12 years. After all that free entertainment they are certainly inclined to support me in whatever way they can, including using the businesses that advertise with me.
Acast: At their best, advertising partnerships can help foster meaningful connections with podcast listeners. Can you share any feedback from your listeners on partnerships they loved or that resonated with them?
Richard: The adverts I’ve done for companies like Sky, ITV, Now TV, and Apple TV where I recommend TV series have been the ones where I have had the most effusive emails. The audience knows that I will only recommend shows I like and as they like me they are very willing to give them a go it’s always great to find out that they agree with my taste.
Acast: Are there any brands (or types of brands) you’d be excited to partner with?
Richard: I love working with environmentally friendly products and am a big fan of electric cars, I am also very enthusiastic about Apple and am a big fan of Zoe.
Acast: What’s the one thing that you’d love advertisers to know about your show?
Richard: The audience (both live and at home) is what sets this podcast apart. They are brilliant people and the kind of people that you want to reach.
Acast: What’s one piece of advice you have for brands who are looking to succeed with podcast advertising?
Richard: Trust the hosts to deliver.
Acast: What’s your elevator pitch for your show in 10 words or fewer?
Richard: Silly questions somehow get guests to open up.
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If you’re interested in exploring sponsorship opportunities with RHLSTP with Richard Herring, you can book campaigns using our self-serve advertising platform. For more bespoke campaigns like branded content, contact our sales team here.
“How I Work With Brands” is Acast’s series featuring conversations with podcasters from our network about how they collaborate with advertisers to craft creative, compelling campaigns that listeners love — and get the results advertisers want.
In this article, we chat with the eponymous host behind one of the most popular and long-running comedy podcasts — Richard Herring’s Leicester Square Theatre Podcast (RHLSTP, to keep things snappy).
In the 12 years Richard’s been making the podcast, he’s worked with household-name sponsors including American Express, Apple, and Audible – and those are just the brands starting with the letter A.
Read on to get the full A,B, and Cs of how Richard works with brands to keep both the advertisers and listeners coming back for more, as well as opportunities available for other brands looking to partner with one of the world’s most beloved podcasts.
Who listens to RHLSTP?
Team Acast: RHLSTP has amassed a huge listenership over the years. Who are the typical listeners of the pod, and why are they an important audience for advertisers to reach?
Richard: I joke that all my audience are middle-aged men with beards who work in IT, but that’s probably only 85% of my listenership. There’s a broad range of people who know me from many different projects, from my 1990s TV double act to Taskmaster. If my live audience is anything to go by then I have an affluent and kind fanbase ranging in age from 18-80, who are very willing to donate to good causes and back businesses that care about the environment.
They are smart and discerning and on the lookout for entertainment and products to enhance their lives and have the disposable income to enjoy these things. They love good comedy and good comedians. I’d say they were an advertiser’s dream target market.
Richard's Approach to Working with Brands
Acast: Walk us through how you approach partnerships with advertisers. Once Acast comes to you with the brief from the brand, what’s your creative process like for host-read sponsorships?
Richard: I think the reads work well if the advertiser allows me to be myself, a little bit cheeky and to inject the kind of jokes and references that my audience will enjoy. I want to make the reads as funny as the shows so that people actively want to listen to them, rather than being tempted to skip a dry read. So I will research the product, find an angle that I can use to promote it, and then give an enthusiastic and honest endorsement, which hopefully includes lots of laughs.
I prefer to do this without a script as it sounds more real and natural, but can provide a script if required. But it’s better if I am trusted to do the job as I understand my audience and what makes them tick and also what makes them reach for their credit card!
Acast: Acast has brought you many sponsors over the years, can you tell us about one of your favorite brand partnerships on your podcast? What made it enjoyable?
Richard: I particularly enjoy the partnerships that allow me to create a mini-episode inside an episode, so campaigns like the National Lottery ones where I have teamed up with other podcasters to discuss what we would do if we won the jackpot or the Glenlivet campaign where I was able to ask mildly cheeky questions to a whisky maker (and also quiz him on my genuine interest in the product) stand out as particular fun. I think these sorts of campaigns have the most impact because the podcasters are having genuine fun.
Acast: What makes for a good partnership between a brand and a podcaster? What makes podcast advertising so influential and impactful for advertisers?
Richard: Communication and trust. You let us know what you want to achieve with the campaign and then trust us to deliver something that will work for our audience.
The reads have to be creative and stand out, so too much adherence to a set list of points with no room for entertainment will provide a dry and uninspiring read.
I will not take on a read if I don’t think I can provide a bouncy and funny advert or if the product is not right for my audience. I welcome feedback and want to get everything right for everyone, but as I said, with communication and both parties listening to the other then we can make something that works for us all.
Why Brands Should Sponsor RHLSTP
Acast: In your own words, why do you believe brands should work with you?
Richard: I have an amazing and loyal audience who trust me to tell them the truth. I know that if I recommend something they will certainly be more likely to purchase or watch it. RHLSTP is one of the longest-running podcasts in the world and the audience keeps growing, but at its core are people who have tuned in every week for 12 years. After all that free entertainment they are certainly inclined to support me in whatever way they can, including using the businesses that advertise with me.
Acast: At their best, advertising partnerships can help foster meaningful connections with podcast listeners. Can you share any feedback from your listeners on partnerships they loved or that resonated with them?
Richard: The adverts I’ve done for companies like Sky, ITV, Now TV, and Apple TV where I recommend TV series have been the ones where I have had the most effusive emails. The audience knows that I will only recommend shows I like and as they like me they are very willing to give them a go it’s always great to find out that they agree with my taste.
Acast: Are there any brands (or types of brands) you’d be excited to partner with?
Richard: I love working with environmentally friendly products and am a big fan of electric cars, I am also very enthusiastic about Apple and am a big fan of Zoe.
Acast: What’s the one thing that you’d love advertisers to know about your show?
Richard: The audience (both live and at home) is what sets this podcast apart. They are brilliant people and the kind of people that you want to reach.
Acast: What’s one piece of advice you have for brands who are looking to succeed with podcast advertising?
Richard: Trust the hosts to deliver.
Acast: What’s your elevator pitch for your show in 10 words or fewer?
Richard: Silly questions somehow get guests to open up.
-
If you’re interested in exploring sponsorship opportunities with RHLSTP with Richard Herring, you can book campaigns using our self-serve advertising platform. For more bespoke campaigns like branded content, contact our sales team here.
