Whirlpool is podcasting:
What's interesting is the podcasts are focused on family issues and are not centered around Whirlpool products. Moreover, Whirlpool has done no overt promotion of the podcasts, preferring that they be found through word-of-mouth marketing. One charmer: the interview featuring ... an interview with the 200,000th recipient of a Habitat For Humanity-built home (Whirlpool supports the non-profit by supplying a refrigerator and range to every Habitat home).
This is where we're all headed. Whirlpool's becoming a part of the conversation with its customers. It's not talking about its own appliances, but about topics its customers want to explore. The listeners might not even own an Whirlpool appliance -- but when their refrigerator goes out, chances are good they'll give Whirlpool serious consideration because they've come to trust the company.