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Press events often follow a script of presentation then Q and A then networking over snacks. This works and it is professional but it rarely stays in the memory. When Audible Germany asked us to develop a new press event format one question stood out. How can we make the brand tangible for journalists? Our answer was the Audible "Hörsalon" (Eng: "Audio Salon"). A quarterly after work event that offers journalists authentic insights into audio production presents new releases and enables real networking.
The core idea was a look into the audio engine room. Instead of just talking about studios we go inside. We let the people behind the productions speak and we let the journalists get on the microphone themselves. For the first edition we deliberately invited only 20 journalists. That is enough for diversity and at the same time ideal for a real exchange of ideas.
The first Audible "Hörsalon" took place directly at the Audible Germany offices in Schumannstrasse, Berlin. It started in the in-house recording studios.
Actor Malik Bauer and director Tommi Schneefuss from the Agatha Christie audiobook The Mysterious Affair at Styles welcomed the guests. Together they re-enacted scenes from the audiobook as a real audio session with professional feedback and instructions on emphasis and tips on speaking technique. As a souvenir all participants received their own audio recordings.
On the sixth floor the focus was on the creative side of Audible. Three productions and three different development processes covering podcasts about dating and self reflection and thrillers in the Scottish Highlands and investigative projects on plastic surgery.How do personal conversations become audio content? What path does a script take to become an audiobook? How extensive is investigative audio research?This was paired with a relaxed atmosphere and bar catering and time for conversations with the creators and the German content team from concept to management.
The feedback after the event was clearly positive from the journalists as well as from the Audible team. Four things worked particularly well. The interactive session in the studio was the emotional anchor of the evening. Anyone who has stood at the microphone experiences audio differently. Anyone who gets their own recording remembers it.
The pros worked just like they always do. Malik Bauer and Tommi Schneefuss gave specific directing instructions and tips on speaking technique. The journalists experienced a real recording situation.Direct contact with speakers and authors and content managers made Audible tangible as a team of people who love audio. The mix of fiction and podcasts and investigative formats showed the breadth of the Audible content portfolio.
The Audible "Hörsalon" was a successful experiment. The format works because it is small enough for real exchange and close enough to build trust and interactive enough to stay in the memory.Journalists want to understand and feel and experience. When they can do that a real connection to the brand is created.The Audio Salon will continue as an established format for regular dialogue between Audible and the media which is an innovative approach in modern media relations.
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