The Persuaders Marketing Podcast
Marketing Podcast - marketing case studies, marketing tips, digital marketing, great marketing insight, independent perspective
 
No. 29: Innovative Online Marketing Case Study The final Persuaders Marketing Podcast of 2006 features an interview with entrepreneur John Crawley, whose French property webiste Ouicando, has stood out among other property websites in terms of the approach he uses to promote his company online. In a wide ranging interview we discuss the background to the company and the marketing strategies employed including the use of an innovative Advent calendar.

The Podcast also introduces what will be a regular feature on the podcast A Brief Word on Brand with Gerard Tannam of Islandbridge.

And the podcast kicks off with a report I compiled at a recent workshop held by Visitbritain, where I explored the marketing strategies employed by the participants to get Irish companies to take more meetings to Britain.

Finally I wish you all a Happy and Prosperous 2007. The next podcast will feature an interview with Muirne Laffan head of Ireland's broadcaster RTE's publishing division, who will have a very interesting insight into the organisation's web strategy.
Direct download: Podcast_29.mp3
Category:podcasts -- posted at: 11:14am EDT

No. 28: Marketing Review of 2006

 

 

A marketing review of 2006. In studio with me to review the marketing highs and lows of 2006 were Gary Mullen of the Prosperity marketing recruitment consultancy and Brian Greene from Doop Design. On the telephone line I was joined by Richard Delevan, Business Editor of The Sunday Tribune and Emmet Oliver from The Irish Times.  Among the  campaigns that were discussed were Smirnoff's Tea Partay campaign, Irish Broadband Girlfriend in a Box, The Ryder Cup in Ireland, The Irish Lotto, Setanta Television, Anglo Irish Podcast, Irish Mail on Sunday, Phantom FM, Tayto Crisps.

 

Don't forget to take a look at the Persuaders Website to access past podcasts and also sign-up for the weekly show notification.

Direct download: marketingreview_06.mp3
Category:podcasts -- posted at: 6:27am EDT

No.27: Branding the humble sandwich- the O'Briens Story plus Social Media and the big brands An extended interview with Brody Sweeney, founder and Chairman of O'Brien Irish Sandwich Bars, where Brody reflects on the marketing challenges of the past 18 years building a successful franchise business in Ireland and abroad. Brody's own personal website BrodySweeney.ie gives details on his forthcoming attempt to enter the Irish parliament. Also in the podcast an interview with Mark Tarbatt of Generator, an Irish company that handle advertising on some of Ireland's more prominent websites and who have been working closely with brands such as MSN, Bebo and Coke Ireland to leveage the phemenon that is social media.

The new Persuaders Online Website is now up and running so do drop by and take a look. It includes links to the podcast and Persuaders Blog and will also have features of relevance to marketers.

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Direct download: sweeney1.mp3
Category:podcasts -- posted at: 7:54am EDT

No.26: Event Marketing and Management Interviews with Andrew Hanley of Hanley Event Group and Ronan Mc Cabe of Company Occasions who discusses the marketing and management challenges in the booming events sector. There is also a short interview with the Sales and Marketing Manager of The Hotel Beacon in New York - Gerry Traino, who gives her insights into the marketing of a hotel in NY City.
Direct download: dec3.mp3
Category:podcasts -- posted at: 1:54pm EDT

No.25: Writing Great Copy for Web and Direct Mail An interview with Fiachra O'Marcaigh, Director at Amas. Amas helps companies and State organisations to make better use of online channels to communicate, interact and transact. Also joining Fiachra andmyself for the discussion on copywriting is one of Ireland's foremost freelance copywriters - Robert Hayes-McCoy who gives some practical advice on how to best devise copy for the direct mail medium. PLEASE Note that a copy of Rober's book 'Persuasive Direct Marketing' has been donated by Robert and to be in with a chance to win, just put a comment in telling us why you would like to get a copy. The most creative answer will be sent a copy.

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DOWNLOAD THIS EPISODE VIA LINK BELOW
Direct download: no25.mp3
Category:podcasts -- posted at: 2:25pm EDT

No.24: Ad Fx Advertising Effectiveness Awards: Mc Donalds and Deep River Rock Case Studies An interview with Ad Fx Awards winners, Sharon Fitzparick, Director at Ogilvy and Mather (Ireland) who discusses the Deep River Rock mineral water advertising campaign and Diane Tangney, Strategic Planning Director of Cawley Nea TBWA who discusses the Mc Donalds Good Employer campaign. The ADFX Awards honour the most effective advertising campaigns that appeared in both the Irish and International markets between June 30th 2004 and July 31st 2006. Entries are submitted from IAPI member agencies or advertisers whose campaigns were produced by an IAPI member agency. Full details on the awards may be found on the IAPI website.
Direct download: adfx.mp3
Category:podcasts -- posted at: 8:00am EDT

No.23: Trademarks and Patents - the marketing angle An interview with Liam Birkett on the topics of trademarks and patents. Liam Birkett's career began in office management, Carton Brothers, wholesale grocers, then extended into sales and marketing. He was involved in the launch of Mace and VG group trading in Ireland. His experience extended into wholesale, retail, cash & carry, direct marketing and consultancy on a national and international basis. He then worked in the cosmetic industry and later moved into O'Kennedy Brindley Advertising as an account executive. With colleagues from the advertising agency, he founded Bernardini, Birkett & Gardner Ltd, a design/marketing consultancy which, for more than 20 years was responsible for corporate identities and many marketing initiatives for Stokes, Kennedy Crowley, Waterford Foods, Monaghan Co-op, Smurfit/K Club, GAA branding as well as graphic and packaging projects for high profile clients. He also, as special projects, undertook major international marketing assignments for high profile clients, Irish Biscuits, and PARC to name but two. Being an inventor who has experienced the patenting process first hand and sold the inventions, he is acknowledged as working in familiar territory by those he advises. For over 7 years he was an intellectual property consultant with the biggest IP firm in Ireland and now runs his own consultancy. He can be contacted at birkett@eircom.net
Direct download: Birkett.mp3
Category:podcasts -- posted at: 3:40pm EDT

No.22: Tripadvisor interview plus the Great Empathy Marketing Debate
This podcast features an interview with Marc Charron, Managing Director Europe for Tripadvisor which is an internet phemonenom. With 22million subscribers and some 5 million reviews on site, Tripadvisor is the world's most trafficked hotel and holiday review site. The interview was recorded at the SMILE Conference 2006 Ireland's premier conference for the tourism and hospitality sector, where Marc was a guest speaker. In the interview Marc gives an insight into the success of Tripadvisor and the opportunities that exist for companies who are prepared to engage in online dialogue with their customers.

The podcast also features a debate on the extent to which the Internet is the future of advertising. The debate was held as part of the third Empathy Marketing Conference Empathy marketing is an Irish internet success with its Pigsback.com internet site having 250000 subscribers seeking benefits from a range of FMCG and services companies. The debate was chaired by Pigsback MD Michael Dwyer.

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DOWNLOAD THIS EPISODE VIA LINK BELOW
Direct download: Empathy_Debate.mp3
Category:podcasts -- posted at: 10:20am EDT

No.21: Mobile Wireless Technology and Marketing
In the run up to the International Wireless Conference to be held in Dublin on Ocotber 18th, I interviewed John Strand of Strand Consult John is one of the best-known mobile wireless consultants in the business. Anyone who has met John knows that he always speaks his opinion. Being honest - and giving his honest opinion on current issues in the mobile industry has become John's trademark - even when it means being controversial or treading on some toes. John Strand's uncanny ability to predict coming challenges for the mobile market and his straightforward attitude to what customers are doing right and wrong has made John a valued speaker at mobile conferences all over the world and he is constantly quoted in the Scandinavian and International press.

The podcast also features an interview with Darrell Crowe, Sales and Marketing Manager of Repak Repak is Irelands first voluntary initiative between industry and the Department of the Environment designed to meet industrys producer responsibility obligations under the EU directive on packaging and packaging waste.

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DOWNLOAD THIS EPISODE VIA LINK BELOW
Direct download: John_Strand.mp3
Category:podcasts -- posted at: 11:25am EDT

No.20: Sharks Advertising Festival Special
The Sharks Advertising Festival is one of Europe's most successful festivals of its type and has just celebrated its 44th running. Held from the 7-9th September, in the beautiful coastal town of Kinsale, Co.Cork, the festival drew over 1000 entries from around the globe. To consult a full list of the winners check out the Sharks link on the IAPI Website where a full list of winners can be consulted together with the line up of speakers. This podcast was recorded after the main awards ceremony and includes interviews with delegates, judges, organisers and visiting media.

Congratulations to Jason Roe, the winner of a weekend break for two in the Trim Castle Hotel Many thanks to the hotel for their generous prize.

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Direct download: Sharks.mp3
Category:podcasts -- posted at: 2:22am EDT

No.19: Experiential Marketing
An interview with David Connor of Pareto 3D Marketing where David explains the concept of experiential marketing. David uses case studies from Lynx deoderant and AIB Bank

Don't forget to add a comment below to be in with a chance to win a luxury weekend for two at the Trim Castle Hotel. The draw for the winner will be made in Podcast 20, so this is your last chance to win.

Why not subscribe to the weekly show notification and marketing e-zine with useful links to top marketing resources? Your e.mail is not shared with any other organisation.

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DOWNLOAD THIS EPISODE VIA LINK BELOW
Direct download: experiental.mp3
Category:podcasts -- posted at: 4:54pm EDT

No.18: Internet Marketing - SEM and Web Usability
Interview 1 - interview with Martin Murray, CEO of Interactive Return where Martin reports back from the world's largest search engine conference held in San Jose in mid-August. Martin explains the main trends in search engine marketing and discusses the growth prospects for SEM and which sectors are showing best prospects.

Interview 2 - interview with John Wood, Senior Analyst at IQ Content, who discusses the challenge of using focus groups as a means of testing website usability. In the interview John discusses also a new product from Google - the Google Search Appliance - that they have the exclusive license for in Ireland.

Don't forget to add a comment below to be in with a chance to win a luxury weekend for two at the Trim Castle Hotel

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DOWNLOAD THIS EPISODE VIA LINK BELOW
Direct download: interactive.mp3
Category:podcasts -- posted at: 4:26pm EDT

No.17: Podcasting via phone, Outdoor Advertising
Interview 1 - interview with Pat Mannion, commercial director of JC Decaux (Ireland) where Pat discusses the trends in the outdoor media landscape and the new technologies that are increasingly being used. Pat mentioned in the interview that you may send him an e.mail at info@jcdecaux.ie if you wish to get more examples of case studies that JC Decaux have done in outdoor advertising.

Interview 2 - interview with James Kennedy of Irish mobile software company Smartnote, who are among the pioneers of trials of delivering podcasts direct to people's mobile phones.

PLEASE NOTE IF YOU ARE ACCESSING THIS SITE FOR THE FIRST TIME ( AS A RESULT OF RECENT PUBLICITY) THAT YOU CAN GET AUTOMATIC DOWNLOADS OF EVERY EDITION AS THEY ARE PRODUCED FROM THE i-TUNES WEBSITE - ( after registering on i-Tunes simply search for The Persuaders in the Podcasts section on the 'Inside Music Store' section of the i-Tunes home page and you can automatically subscribe.

Why not subscribe to the weekly show notification and marketing e-zine with useful links to top marketing resources? Your e.mail is not shared with any other organisation.

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DOWNLOAD THIS EPISODE VIA LINK BELOW
Direct download: mobilepodcast.mp3
Category:podcasts -- posted at: 7:54am EDT

No.16: Sports Sponsorship A Special Podcast on the topic of Sports Sponsorship

Interview with John Trainor of Onside Sponsorship a specialist sponsorship consultancy company who discusses sports sponsorship in the context of sponsorship overall. John examines the challenges that sports scandals will have on sponsors attitudes and gives us an insight into the scale of sports sponsorships such as the London Olympics 2012.

An interview John Redmond of Slattery Communications where he heads up the sports and sponsorship division. In a wide ranging interview, John gives his opinion on how sports sponsorship is evolving and the motivations that are driving more companies to consider this as a form of marketing communication. John explores the sponorship opportunities for the Ryder Cup which is coming to Ireland in September 2006 and his perspective on what sports properties are likely to receive more attention from sponsors in the future.

THE PERSUADERS PODCAST COMPETITION - you can enter a competition to win a weekend away at the fantastic Trim Castle Hotel, just outside Dublin. The prize includes a Superior Room for Two for Two nights including breakfast and one dinner....so what are you waiting for. Answer the following and include a comment to be in with a chance. Winner annouced in Podcast 20. Question is ....What film starring Mel Gibson who portrayed a Scotish warrior was actually mainly filmed in Ireland with Trim Castle used for several scenes? Answer and comment please below. Take a look at what you might win - a stay in the four star Trim Castle Hotel. Good Luck!
Direct download: Sportsspon_1.mp3
Category:podcasts -- posted at: 3:17pm EDT

No.15: Vive la Difference: Marketing across borders The Persuaders Marketing Podcast returns after a four week break. Among those who stood in for me while I have been off air has been Gerard Tannam of Islandbridge Brand Direction Gerard took over the mike on July 14th, Bastille Day, and so it was appropriate that his show explore Franco-Irish marketing issues.

During the interview Gerard talks to Miriam Doyle of Mimitoys. Miriam is a French mother of 2 toddlers, Molly 4 and Malachy 3, who has established a successful toy business in Ireland.

Anne Marie Roynane is a founder of Terraconnecta - a Paris based recruitment company with proven track record working with corporations across all sectors in Europe, Asia, Africa, US and Latin America, and is uniquely placed to comment on the cultural challenges to doing business in France.

John Crawley of Ouicando . John has a proven track record as a successful businessman in designing company strategy, arranging complex financial & property transactions, providing a decision supporting Finance role to businesses, leading and directing large & small teams as well as organisational transformation and change management.
Direct download: Cultural.mp3
Category:podcasts -- posted at: 7:04pm EDT

No 14: Public Relations as marketing An interview with John Saunders of Fleishman Hillard - John Saunders founded the company in 1990 and has managed its growth to Ireland's largest public relations consultancy and one of Fleishman-Hillard's most successful international offices.

In 2004, John was appointed Fleishman-Hillard's Regional Director of Europe. In his role he is responsible for the firms offices in Amsterdam, Berlin, Brussels, Dublin, Frankfurt, Milan, Munich, Paris, Prague and Warsaw. He is also responsible for relationships with a range of affiliate partners throughout Europe.

In a wide ranging interview John assesses the whole spectrum of activities carried out by Public Relations consultancies: consumer PR, crisis management, reputation management. He gives case examples such as Budweiser and TWA to illustrate best and worst practice.

John is also President of International Communications Consultancy Organisation

Please note that The Persuaders Marketing Podcast is taking a short holiday until 28th July...look forward to your continued custom, and don't forget you can subscribe directly in i-Tunes from the podcast directory.
Direct download: John_Saunders.mp3
Category:podcasts -- posted at: 3:52pm EDT

No. 13 : Sales coaching, marketing outsourcing and radio syndication Sales Coaching, Marketing Outsourcing and Radio Syndication are the topics included in this extended version of The Persuaders Marketing Podcast.

Show notes and timeline:

1'25" Interview with Frank Dick MBE. Coaching has been Frank's passion for decades, inspiring world-beating performances from some of the top names in sport - Daley Thompson, Boris Becker, Gerhard Berger and Katarina Witt. He is currently involved with Denise Lewis, Ronnie Irani, Justin Rose, Marat Safin, Ipswich Town Football Club and Jean Todt (Ferrari Formula One Manager). In business, he has helped develop a coaching culture in British Telecom, Unilever, Shell, Abbey National and Rolls Royce. In this interview, conducted at the Sales Institute of Ireland annual conference, I discuss with Frank the distinction between leadership and coaching in the context of effective selling.

12'45" Interview on the topic of outsourcing in marketing with John Fareed of Fareed and Zapala hospitality marketing consultants and Nora Duggan of outsourcing specialists Alternatives.

34'50" A Brief Word on Branding with Gerard Tannam

37'56" An Interview with Dusty Rhodes from Digital Audio Productions who has just secured the contract to broadcast an Alice Cooper radio show every Saturday night on Irish radio. In the interview we discuss the impact of podcasting and digital radio generally on existing broadcast formats.
Direct download: Persuaders_Pod_no_13.mp3
Category:podcasts -- posted at: 1:21pm EDT

No. 12: Re-imagining Budweiser - a brand challenge In this edition of The Persuaders Marketing Podcast, I interview two of the students from the Masters degree in Advertising at Dublin Institute of Technology. As part of their course, they formed competing 'agencies' to pitch for the Budweiser account. Representatives from Budweiser as well as numerous industry representatives attended a presentation and reception where the competing teams put forward their advertising strategy. In this podcast we get a chance to listen to their approaches. PLEASE PUT IN A COMMENT TO TELL ME WHAT YOU THINK OF THEIR IDEAS. In addition in the podcast I interview Paul Kavanagh. Starting his radio career in Ireland over 20 years ago in the era of pirate radio, Paul is recognised as one of Europe's top radio station consultants and has worked with over 30 stations here. At present he is the Managing Director of Riviera Radio in Monaco, France.

YOU CAN AUTOMATICALLY RECEIVE EACH NEW EPISODE OF THE PERSUADERS MARKETING PODCAST BY SUBSCRIBING FROM THE i-TUNES PODCAST DIRECTORY. ( And don't forget to put a review on the site !!)

Direct download: Riviera_copy_2.mp3
Category:podcasts -- posted at: 4:38am EDT

No. 11: Europe's Internet Marketing Capital Needs You!!! With Google, Amazon, ebay and yahoo having their European base in Ireland, it should come as no surprise that recriutment for the internet marketing sector is booming here. In this programme I interview Gary Mullen, Director of Prosperity Consultants about the types of roles being recruited for, the salaries that are on offer and the strategies required by overseas candidates to pick up a job in Europe's internet marketing capital. In addition I get some feedback from Fergal O'Byrne of the Irish Internet Association from their recent conference which featured keynote addresses from Google, Yahoo, and MSN as well as from the founders of internet chat space phenomenon for Irish and UK teens Bebo.

Plus at the start of the podcast I speak to some of the marketers of the future - from the Mercy Secondary School in Galway who recently won the AIB Bank competition for secondary schools.

YOU CAN AUTOMATICALLY RECEIVE EACH NEW EPISODE OF THE PERSUADERS MARKETING PODCAST BY SUBSCRIBING FROM THE i-TUNES PODCAST DIRECTORY. ( And don't forget to put a review on the site !!)

Direct download: s_Internet_Marketing_Capital.mp3
Category:podcasts -- posted at: 3:52pm EDT

No. 10: Radio advertising - making it memorable - Irish, UK and US examples Last week I was asked to chair the Initiative Media sponsored Dialogue session on the radio market - held co-incidenally in one of Dublin's trendiest clubs called POD. Anyway the seminar had a lot of very interesing speakers. On the client side Paul Farrell from O2 gave a great presentation on the way that company is exploring the digital media revolution. Paul Kavanagh's presentation centred on how as a consultant to Riviera Radio in Monaco he helped the station to climb from 30th to 7th place in the local market there. Other speakers included producer Mark Robinson from Australia who gave a very interesting insight into the process of producing good programming and from Mindshare, David Sneddon put the performance of radio in a broader total media context. On this podcast I thought I would share a presentation from freelance creative consultant Nick Kelly that I know the audience found both fascinating and hilarious in equal measure. If you haven't heard some of the radio ads he will be showcasing you are in for a treat. I've no doubt you'll be forwarding them to your peers for a good laugh. YOU CAN AUTOMATICALLY RECEIVE EACH NEW EPISODE OF THE PERSUADERS MARKETING PODCAST BY SUBSCRIBING FROM THE i-TUNES PODCAST DIRECTORY.
Direct download: radio_advertising_1.mp3
Category:podcasts -- posted at: 6:26am EDT


Advertising insights from John Fanning, Chairman of Mc Connells Advertising and a veteran of the Irish and UK advertising industry for over 40 years. John discusses his early career in advertising and his take on the challenges faced by the sector today. As someone with a passionate interest in the process of branding, John explores the challenges faced by small indigenous players in the face of a globalised marketing communications assault. John Fanning's musings on branding can be reviewed at Mc Connells Advertising Branding Papers

 

YOU CAN AUTOMATICALLY RECEIVE EACH NEW EPISODE OF THE PERSUADERS MARKETING PODCAST BY SUBSCRIBING FROM THE i-TUNES PODCAST DIRECTORY.
Direct download: Advertising_Aware_1_copy_1.mp3
Category:podcasts -- posted at: 5:47pm EDT

No 8: Search Engine Optimisation An interview with Ashling Brennan, Account Director at Interactive Return
Direct download: Search_Engine_Optimisation_strategy.mp3
Category:podcasts -- posted at: 5:02pm EDT

No 7: Personal Branding In this Podcast I interview Krishna De founder of personal development and branding consultancy Oneocean Group.
Direct download: Personal_Branding.mp3
Category:podcasts -- posted at: 2:15pm EDT

No. 6: Direct Mail Copywriting In this edition of The Persuaders Marketing Podcast, I interview one of the UK's top experts in Direct Mail, Andy Owen. Andy is a popular speaker at Direct Marketing events in Europe and the Middle East and has published a book and DVD on the topic of direct marketing. His website CopywritingThatSells is a treasure trove of information for those looking for a winning edge in their DM communications.
Direct download: Copywriting.mp3
Category:podcasts -- posted at: 3:39pm EDT

Brief Word on Branding In this Podcast, I have uploaded a number of episodes of A Brief Word on Branding which is a regular feature on the radio show. Presented by Gerard Tannam of Islandbridge.com Brand Direction, the series is an insightful take on the challenges faced by brand builders everywhere. Gerard offers a unique perspective on the branding strategies employed by companies such as Guinness and Nike and contextualises them in the maelstrom of the modern consumer era. Check out the Islandbridge website for further articles on the topic of branding and real life examples of branding projects in progress. http://www.islandbridge.com
Direct download: Brief_Word_1.mp3
Category:podcasts -- posted at: 6:29am EDT

Sponsorship Trends In this interview with John Trainor of OnsideSponsorship we explore the trends in sponsorship, both in Ireland and internationally. While sport sponsorships continue to garner the bulk of sponsorship funds, media and music sponsorships are increasing. What sectors of sponsorship are growing and how are property owners managing to leverage maximum benefit from their assets?
Direct download: Sponsorship_trends.mp3
Category:podcasts -- posted at: 6:07pm EDT

Text Messaging - Mobile Marketing Recording of an interview with Donald Douglas, of Return2Sender.ie - Irish company with extensive blue chip client base who specialise in organising promotional campaigns via text messaging.
Direct download: SMS_Mobile_Marketing.mp3
Category:podcasts -- posted at: 4:21pm EDT

Web Page Content Management This is an interview I conduced with Fiachra O'Marcaigh of AMAS who specialise in advising clients on how to manage content for their websites. Fiachra is a former Irish Times journalist.
Direct download: Content_Management.mp3
Category:podcasts -- posted at: 3:35pm EDT

What is The Persuaders?

The Persuaders is Ireland's longest running business radio show and celebrates its sixth birthday this May. Broadcast weekly on local station www.dublincityannaliviafm.com the show addresses topical issues from the world of marketing, advertising and public relations. Each show features interviews with top Irish and international experts, and offers an independent perspective from presenter Alex Gibson, who is a senior lecturer in marketing at the Dublin Institute of Technology. You can sign up to receive weekly programme notification from the show's weblog

Category:podcasts -- posted at: 7:19am EDT

Emotional Branding One of my guests on the show this week (10th February ) was Dan Hill, founder of US company Sensory Logic. In our telephone conversation we discussed the extent to which most of our thought is not conscious ( over 99% according to Dan) and the ramifications for this for advertisers. Dan pointed to the growing body of academic research pointing to the powerful impact the visual has on developing an emotional response to messages - with the role of copy being less important than many give credit for.
Direct download: Dan_Hill.mp3
Category:podcasts -- posted at: 1:46pm EDT