The Persuaders Marketing Podcast
Marketing Podcast - marketing case studies, marketing tips, digital marketing, great marketing insight, independent perspective

In this podcast an interview with Eoin Wrixton from Wide Eye Media about trends in the cinema advertising market, and cinema formats generally. Among the topics discussed with Eoin are:

How has the cinema as an advertising product performed in 2015; new tech and its impact digital  what does it allow from an advertisers perspective. Blockbusters drive demand - what are Wide Eye Meda expecting to do good business?

Plus Eimear Faughnan from Kantar Media is in studio to discuss some of their recent research in the following areas:

Retail and Christmas Shopping; how the discounters are holding market position, what's happening to online shopping versus 2014, planning cycles for Christmas, and gifting patterns across various demographic categories.

Direct download: WideEyeMedia.mp3
Category:general -- posted at: 12:43pm EST

Websummit 2015 saw over 40,000 delegates converge on Dublin's RDS conference centre to hear web visionaries, promote their start-up business and generally enjoy the famed Irish hospitality.

In this podcast a series of interviews conducted at the event including:

Shadow Technologies - user review data aggregation ( 1'00")

KNOQ - content delivery platform - location specific ( 3'40" )

UniTuition - connecting students with tutor (6'45")

9Sharp - making the CV redundant (9'40")

Meeting Mole - B2B communications (12'45")

@Eventerprise - creating a marketplace in the events sector (14'50")

Vagoo - premium secure video content platform with analytics (21'55")

Modern Democracy - enabling software for electoral professionals (23'35")

StartPlanet- non-profit organisation supported by Invest Northern Ireland (25'45")


Direct download: Persuaders_6_Nov.mp3
Category:general -- posted at: 2:10am EST

Creative Inc rebranded one of Ireland’s leading estate agents Gunne Residential to Quillsen. Starting with the name, the project involved the design of an identity system for all communications material from external signage and displays to the full spectum of printware and advertising. In the podcast we talk to director of Creative Inc Niall Corcoran...among the topics discussed were: What was the strategic issue behind the decision to rebrand?How long was the process and what were the challenges to communicate this internally, and how did you address this?

Also there is a report from the recent HSMAI Europe Marketing conference held in the Gresham Hotel Dublin. Interviewed are Lennert de Jong from innovators in the hotel sector, Citizen M, and Ingunn Hofseth from HSMAI Europe talks about a number of initiatives the organisation is undertaking.

Finally Conor Lynch from Connector 360 reviews this year's Huawei Instagram Snapys awards - rewarding excellence in Instagram imagery and marketing.

Direct download: 30_Oct_2015.mp3
Category:general -- posted at: 3:55pm EST

This weekend saw the eyes of the Irish nation turn to Cardiff for the quarterfinal clash between Ireland and Argentina in the Rugby World Cup.

There can’t be many tougher sports than rugby, with its high impacts and fast pace… …but despite the aggression on display on the pitch rugby is also renowned as being a sport where there is great banter between opposing fans at the game, and increasingly social media is playing a growing part in the sport’s success.

Discussing the issues involved in building and managing conversations around this Rugby World Cup were:

Jim Kelly from O’Connor and

Janet Gunner  Managing Director MMR International

Lisa Couzens Marketing Director MMR International

Direct download: T018_20151016.mp3
Category:general -- posted at: 4:34pm EST

In September 2015, Irish telecoms company, Eircom officially unveiled a new name for the group in a rebranding exercise costing €16m.

The change of name to Eir marked the largest rebranding exercise in 20 years in Ireland. The change in name marks another new phase in the firm's chequered past, which includes multiple changes in ownership, a phase of examinership and a controversial flotation on the stock market. In studio to discuss the issues involved in this particular case, and the broader range of strategic issues in a corporate rebranding exercise I am joined by Pat Kinsley from Neworld Associates. One of the original Brand Thinkers in Ireland, Pat has spend the last 28 years extolling the virtues of branding as an essential commercial device.

Direct download: Persuaders_25_Sept.mp3
Category: -- posted at: 5:59pm EST

The  Allianz 2015 Business to Arts Awards programme saw a 25% increase in nominations, with projects valued over €10m put forward for consideration. The 24th annual Allianz Business to Arts Awards took place on 1 September at the Bord Gáis Energy Theatre, attended by over 500 arts and business leader


To discuss the role of the awards, and some of the broader issues in arts business relationship I was joined in studio by three guests….

Andrew Hetherington, Chief Executive, Business to Arts

Damien O’Neill, Group Marketing Director, Allianz Ireland the title sponsors

Bernardine Maloney, Corporate Communications and Public Relations at ESB – who were the inaugural winners of the Portfolio of Sponsorships category.


Direct download: Persuaders_9th_Oct.mp3
Category: -- posted at: 10:13am EST

In this podcast an interview with Aer Lingus Director of Communication Declan Kearney about the launch of a revamped website. The new site includes an explore tool, best fare finder, personalization options, booking management, online check-in and a price-lock that will allow you to hold your flight with just a deposit. The website is part of a new brand repositioning which launched in Spring 2015 “Smarts Flies Aer Lingus,”.

Direct download: Persuaders_2_Oct.mp3
Category: -- posted at: 4:34pm EST

This podcast is a special on Sponsorship studio I am joined by Jamie Macken from Livewire and Joanne O'Sullivan from PSG Sponsorship

Topics Disussed are:

Livewire - who are you and your services, and your own background...
Sponsorship trends in Ireland today ( sports, media, arts,  etc )
Motivations for sponsors / property rights holders
Measurement of sponsorships
Case-studies of effective sponsorships ( this is what listeners most value )
How digital impacts on sponsorship today

Post-recession ? is this being felt in sponsorship

Direct download: Persuaders_18_Sept.mp3
Category:general -- posted at: 3:45pm EST

In this podcast I am joined by Lorcan Lynch from DataXcel , Ann Marie Dunny from Microsoft, and Dave O'Sullivan from Ignition. We talk about about the resurgence/renaissance of DM, what’s changed, the central importance of data to off-line and on-line marketing, lower postal volumes but increased frequency due to better targeting and segmentation of data etc. Also how DM and Digital are ideal partners. We also preview the forthcoming IDMA Conference Loyalty: Show me the Love  which takes place on October 1, 2015.


Direct download: Persuaders_11_Sept.mp3
Category:general -- posted at: 2:22pm EST

In this podcast we take a look at rich media developments. My guests were Ken Nugent, Business Development Manager, RTE Media Sales ( Digital ) and Graham Nolan, Head of Strategy at CKSK.
Among the items we discussed were:
The major rich media innovations that RTÉ Media Sales-Digital have developed across RTE's digital platforms (including a full-page takeover campaign for  Aviva ). Global examples of great rich media innovations / some of the rich media work CKSK have done for their global clients. We explored the value that rich delivers to creative agencies and brands today, versus the limitations of static digital advertising typically used in Ireland over the past 10 years. The challenge of how to  unlock creative possibilities as well as commercial e-commerce possibilities within rich media are also discussed. And we ask the question whether rich media may actually substitute the need to bring people to your website at all.


Direct download: Persuaders_4_Sept.mp3
Category:general -- posted at: 4:40pm EST