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

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
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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
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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 EDT

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 EDT

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 EDT

In this podcast I am joined by Gerard Tannam from Islandbridge Brand Direction and Ross Good from

We explore the branding challenges for a SME who provide a website based messaging service. Gerard offers his insights into how the company can build a brand in the challenging context of scaling up a tech business.

Direct download: Persuaders_Branding.mp3
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In the run in to Dublin hosting the ESOMAR Congress, this podcast an interview with founder of Catalyst Market Research Dan Mc Guinness. In our discussion we touch on many issue relating to the modern market research sector.Re-positioning of MR - more contemporary discussion on Insights - what is meant by this?
Technology - lots of new tools -  Qual and Quant perspectives --- the tend to allow fast reporting, but is this at the expense of strategic insight ever?
Big Data - huge hype around it -- what are the opportunitiies for MR companies - existing players or are we going to see new entrants?

Is there a trend for companies to do more in-house analysis using the new tools available --- threat or opportunity?

Qual and Quant - differences, how they complement each other
Qualitiative Research trends.

Direct download: Persuaders_21_Aug.mp3
Category:general -- posted at: 3:43pm EDT

An extended interview with CEO, Alan Clarke dscussing a recently commissioned Phocuswright report on the  Shared Space /Homestay accomodation sector. The report covers an 8 country, 8,000 person survey in December 2014. The survey found that anywhere from 10% - 20% of travellers are choosing the shared space / homestay option of accommodation. Some of the key findings are below
-          Nearly one in 10 travellers in the US and UK rented a shared space last year , this compares to one in 5 for whole home rentals
-          Participation in shared spaces grows to almost one in 5 in countries like China, Brazil and Russia
-          Shared space accommodation sector rose from 3% in 2012 to 9% in 2014  in the US
-          Number of millennials (18-34) renting shared space accommodation is up to 15% 
-          53% of shared space renters are aged 35+, with 55+ making up 22% of the market, demonstrating shared stays are not just popular with young travellers
-          Nearly half of all shared space renters in the US and UK have an annual household income of more than £50k

Fáilte Ireland will be borrowing the ‘Google Trekker’ over the next three months to capture many of Ireland’s remotest tourism beauty spots which haven’t yet been captured by Google Street View. - See more at:
We discuss in detail these findings, and trace the broader implications for the accommodation sector, and the challengs facing the shared space segment.

At the start of the show I am joined by phone by Brian Quinn on Ireland's Wild Atlantic Way in Co. Mayo. Brian is  from Fáilte Ireland who have just  announced that it is borrowing Google's hi-tech 'Trekker' to capture Street View images of some of the country's remotest spots.

The Google Trekker is a wearable backpack, mounted with a spherical device containing over a dozen cameras that gather images as it goes.

Direct download: Persuaders_14_Aug.mp3
Category:general -- posted at: 3:31am EDT

In this podcast an extended interview with Finian Murphy from Agility. We discuss the marketing implementations from the recent Same Sex Marriage referendum in Ireland. The Agility team put together the Stand Up For Equality campaign as part of the wider Yes movement.

Direct download: Persuaders_7_Aug_intro_outro_but_no_song.mp3
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Fionnán Nestor, Domestic Campaigns Manager of Fáilte Ireland talks to guest presenter Adam Baker about the Discover Ireland activity including the current 'This is Living' campaign. Fionnán also woked on the highly successful campaign for The Gathering in 2013.

Fionnán talks about the role of Fáilte Ireland with particular emphasis on how marketing functions in encouraging domestic tourism stays. He reviews the history of how Discover Ireland campaigns have evolved over the years, to emphasise how Irish holidays were positioned as a young, exciting option for locals to experience - with activity tourism being a big contributor.

Direct download: Discover_Ireland_Domestic_Campaigns.mp3
Category:general -- posted at: 2:39am EDT