Case Study: Revance Aesthetics and Driving Engagement and Mobile Training
Executive Summary
Client: Revance Aesthetics
Employee Headcount: 750 - 800 employees
Key Stakeholder: Beth Aust, Head of Sales Training
Target Audience: Field-based sales representatives
The Challenge: Engaging a Mobile, Time-Crunched Sales Force
Field-based sales representatives are inherently on the move. Spending their days driving between client appointments and managing face-to-face accounts, they have exceptionally tight schedules. For Beth Aust, Head of Sales Training at Revance, finding an effective medium to deliver ongoing education was at the forefront of Beth’s decision to leverage podcasts.
Time Constraints: Reps are in and out of their cars all day long meeting with customers, leaving no room for traditional desk-bound modules.
Accessibility Hurdles: Revance needed a training medium that was truly on-demand and readily accessible while reps were active in the field from their mobile devices.
Engagement Gaps: The content needed to be highly interesting, relevant, and engaging to capture and hold the reps' attention during their gaps between client pitches.
The Solution: A Strategic Internal Podcasting Initiative
To solve this, Revance partnered with The PodHouse Productions to build an internal podcasting initiative designed to meet sales reps exactly where they are. Out of the alternative options researched, The PodHouse Productions stood out due to its creativity, high professionalism, and a deep knowledge of how to structure an engaging podcast format for businesses and internal communications.
“The process of working with The PodHouse Productions is certainly straightforward. John provides information and has a strong planning function to ensure that podcasts are recorded with the right elements. His communication and follow up is impeccable. He is great to work with!”
-Beth Aust, Head of Sales Training
The Collaboration Process
The execution workflow was designed to be completely seamless and straightforward for the Revance training team:
Pre-Production & Planning: The PodHouse Productions implemented a strong planning function to guarantee that every podcast episode was recorded with the precise structural elements required for success.
Flawless Communication: The project was driven by clear, proactive follow-up and impeccable communication, ensuring zero technical friction.
Turnkey Execution: John’s professional expertise and industry knowledge provided the necessary infrastructure to quickly bring the training output to life.
The Impact & Measurable Results
The internal podcast proved to be an instant win for the Revance sales organization, seamlessly turning drive time into valuable learning blocks.
“Metrics on podcasts have been measured by number of views. With our first podcast, more than 50% of our sales representatives viewed the podcast. This will only increase with time as the sales representatives find value in the content.”
-Beth Aust
Key Performance Metrics
I was seeking an opportunity to develop training content, which would meet my sales reps where they are at. Meaning, how can I provide an engaging, interesting and relevant training item which would be easy to access while they are in the field.
Metrics on podcast have been measured by number of views. With our first podcast, more than 50% of our sales representatives, viewed the podcast. This will only increase with time as the sales representatives find value in the content.
-Beth Aust
Core Business Benefits
Connectedness in the Field: The podcast bridged the gap for a geographically dispersed team, encouraging a sense of community and connection despite reps being isolated in their respective territories.
Showcasing Best Practices and Highlighting Employees: The medium provided a central platform to highlight top performers, allowing winning sales strategies and field insights to be shared company-wide.
Engaging Training Content: As podcasting is a medium built around engaging conversations and human connection, training materials can be delivered with a conversational approach with a humanistic element.
On-Demand Content Delivery: Revance successfully built a library of highly relevant, engaging training items that reps can safely and easily consume while traveling.
Client Testimonial
"I highly recommend The PodHouse Productions. The professionalism of the team and training output is highly desirable and a true testament. John is a true professional, creative and extremely valuable to work with. His knowledge of how to create an engaging podcast stood out. His knowledge of the industry also gave him legs."
— Beth Aust, Head of Sales Training, Revance
