The Persuaders Marketing Podcast
Marketing Podcast - marketing case studies, marketing tips, digital marketing, great marketing insight, independent perspective
 
No 56: (a) Marketer of the Year (b) Guinness 'Tipping Point' In this episode of The Persuaders Marketing Podcast, an interview with Niall O'Grady, General Manager - Marketing for Permanent TSB, who recently won the Marketer of the Year Award from Marketing Magazine. Plus, we discuss the background to the latest Guinness advertising campaign 'Tipping Point' with Grainne Wafer, Marketing Manager for Guinness Ireland.
Direct download: Podcast_56.mp3
Category:podcasts -- posted at: 5:02pm EDT

No 55: The Empathy Marketing Great Internet Marketing Debate Internet Marketing Debate from the Empathy Internet Marketing Conference held in Dublin on October 2007. On the side proposing the motion that Irish Marketers are Ready for the Internet were Jonathan Forrest of Cybercom, Rob Price of Diffinity and Simon Ferguson of SalesOnline.ie

The press team was led my yours truly with Richard Delevan, journalist and blogger and Conor Brophy of Newstalk 106-108fm. Michael Dwyer chaired the proceedings. NOTE: Given the length of this podcast, I encoded it at a lower rate than ususal in order to save on download time - I hope this does not affect your listening experience.

Key Timelines

Jonathan Forrest - Cybercom 3'25"

Alex Gibson - The Persuaders 10'10"

Simon Ferguson - Salesonline 16'15"

Conor Brophy - Newstalk 106-108fm23'30"

Rob Pryce - Diffinity Ireland 31'50"

Richard Delevan 38'00"

Audience Questions 51'00"

Douglas Mc Arthur Comments on best speaker and question 59'00"

Direct download: Podcast_55.mp3
Category:podcasts -- posted at: 10:19am EDT

No 54: Small Business Branding This is a practical case-study in small business branding, where Gerard Tannam of Islandbridge talks with me and Margaret Ward of corporate writing and editing specialists Clear Ink. In the interview we discuss the process involved in branding the Clear Ink company and also the nature of the work that Clear Ink do with their corporate clients.
Direct download: Podcast_54.mp3
Category:podcasts -- posted at: 3:34pm EDT

No 53: Corporate Social Responsibility In this episode we examine the marketing function's responsibility to implement corporate social responsibility programmes, we explore the marketing strategy of the Toys4BigBoys event, and we speak to Stuart Mc Loughlin of Business2Arts about some great examples of case-studies in best practice of arts and business collaboration.
Direct download: Podcast_53.mp3
Category:podcasts -- posted at: 5:43pm EDT

No 52: (a) Small Business Branding (b) Lucozade Brand Story (a) An interview with Gerard Tannam of Islandbridge Brand Direction about Small Business branding challenges. (b) An interview with Nigel Reddy of Ogilvy Ireland about the Lucozade brand story which is often cited as a best practice example of brand repositioning. We also discuss the marketing strategy for newly launched Lucozade Alert, which entailed the creation of a dedicated Irish television advertisement.

Also, please note that the next Persuaders Pudding Club will take place on November 22nd ( Venue TBC - City Centre Dublin). Guest speaker is John Kearon of Brainjuicer.com If you would like an invite please send me an e.mail to thepersuaders@mac.com

Direct download: Podcast_52.mp3
Category:podcasts -- posted at: 5:32pm EDT

No 51: Corporate Reputation Management

An extended interview with Ita Gibney, founder and MD of Gibney Communications where we discuss the topic of corporate reputation management. Among the companies discussed are First Active and Mattel and there is a case study on the National Treatment Purchase Fund.

Plus an interview with Stephen Williams, Marketing Manager at the newly opened Louis Fitzgerald Hotel

Direct download: Podcast_51.mp3
Category:podcasts -- posted at: 10:40am EDT

No 50: Sharks Advertising Festival, Kinsale, September 2007 The Persuaders Marketing Podcast reaches the half-century of episodes with a special podcast from the 45th Sharks Advertising Festival in Kinsale, Co. Cork, Ireland. The Festival is organised by the Institute of Advertising Practicioners in Ireland (IAPI) and attracts delegates from around the globe to hear keynote speakers, showcase the best in advertising creative and generally have a great time in a special location.
Direct download: Podcast50.mp3
Category:podcasts -- posted at: 1:26pm EDT

No 49: From Boxy to Family; marketing Volvo cars Volvo marketing is examined in this extended interview with Adrian Yeats, Sales and Marketing Manager of Volvo Cars ( Ireland ). The challenges of repositioning the car from its emphasis on safety to a more family oriented positioning are explored, as is the branding strategy. Also, don't forget to take a look at my monthly television show, The Media Show, which is aired on cable television here in Ireland and is now online at Mediashow.ie
Direct download: Podcast_49.mp3
Category:podcasts -- posted at: 2:38pm EDT

No 48 a) Marketing of Services b) Marketing through Irish langauge Marketing services: is it different from goods? A conversation with independent marketing consultant Barbara Patton and Chris Cawley, Executive Chairman of Cawley Nea TBWA on whether the marketing of services really differs from the marketing of goods; plus a discussion on the use of Irish as a creative treatment in advertising campaigns, with Brendan O’Broin of A Company of Words and Garoid Trimble of Foras Na Gaeilge.

Timelines:

1’00’’ Discussion with Garoid Trimble on Irish in Advertising.

14’25’’ Discussion with Brendan O’Broin, Company of Words.

29’58’’ Discussion on Marketing of Sevvices with Chris Cawley and Barbara Patton.

Direct download: Podcast48.mp3
Category:podcasts -- posted at: 12:08pm EDT

No 47: Irish Magazines : something old, something new In this podcast Roisin Ni Mhordha of Impression PR guests again, and talks to Stuart Clark, Assistant Editor of Hotpress Magazine, which is celebrating 30 years on the newsstands, and Jane Mc Donnell of newcomer to the publishing scene in Ireland, Gloss Magazine.
Direct download: pod46.mp3
Category:podcasts -- posted at: 5:56am EDT

Roisin Ni Mhordha from Impression PR guests for me in this podcast. Her interviewees are Paul Farrell, Group Marketing Director of the Irish Times Group, Jimmy Murphy, founder of The Hive advertising agency and finally John Holohan, formerly of IAPI and now in a new post with the Irish Telethon.
Direct download: _nimhorda.mp3
Category:podcasts -- posted at: 3:58pm EDT

No 45: ESOMAR Worldwide Multi-Media Measurement second special podcast A second special Persuaders Marketing Podcast recorded at Day 2 of the ESOMAR Worldwide Multi-Media Measurement conference ( WM3) held in Dublin from 4-6th June, 2007.

This podcast features speakers talking about the Project Apollo single source measurement project in the US and the Touchpoints project in the UK, as well as a conference summary by Chairperson Steve Harrison.

Direct download: WM3podcastb_1.mp3
Category:podcasts -- posted at: 8:24pm EDT

No 44: ESOMAR Worldwide Multi-Media Measurement special podcast A special Persuaders Marketing Podcast recorded at Day 1 of the ESOMAR Worldwide Multi-Media Measurement conference ( WM3) held in Dublin from 4-6th June, 2007.

Interviewed in this podcast are keynote speakers, Chris Dobson, VP Global Advertising Sales, Microsoft Digital Advertising Solutions and Toby Syfret of Enders Analysis.

There is also an interview with Manfred Mareck Managing Director of Research Marketing Ltd., who is writing a daily blog during WM3. There are also a couple of interviews with exhibitors Jens Hoffman of Leyhausen International Services and David Chandler of Focus Vision Worldwide.

Direct download: WM3podcasta.mp3
Category:podcasts -- posted at: 4:49pm EDT

No 43: (a) Intellectual Property and Branding (b) Blogging as Marketing Tool Blogging as a marketing strategy is discussed in this podcast. Brian Green of Doop.ie discusses the strategies for blogging and marketing based on his experience as a blog marketing consultant. There is an extract also from a presentation to an IIA/Marketing Institute conference by Shauneen Armstrong of the Irish Labour Party and whose alter-ego online is Red Mum. In the podcast there is also an interview with Aine Matthews, an attorney with intellectual property consultants LK Shields. In the interview Aine gives many concrete examples of how companies can get it right and wrong when it comes to protecting their brand property.

Timelines:

1'34" Aine Shields discusses intellectual property

18'34" Brian Green, Doop.ie

24'30" Shauneen Armstrong, Red Mum

39'00" Brian Green again

Direct download: pod43.mp3
Category:podcasts -- posted at: 2:36pm EDT

No 42: (a) Online payments,(b) writing a thank you letter and (c) political advertising An interview with Andrey Yoakley who holds the position of sales manager at Realex Payments, and is responsible for building and managing the function within the organization. As the company continues to experience rapid growth his role is to develop existing channels and focus on the delivery of sales expansion strategies both in Ireland and abroad. There is also an interview with Stuart Fogarty of AFA O'Meara Advertising assessing the political broadcasts in the Irish general election. Finally direct mail expert Robert Hayes-Mc Coy discusses the importance of writing a thank-you letter as part of your marketing strategy.
Direct download: pod38.mp3
Category:podcasts -- posted at: 4:54pm EDT

No 41:(a) ESOMAR Multi Media Measurement Conference  (b) Knorr Vie campaign Interview with Steve Harrison, Media Director for Henkel, Germany who is the committee chair for WM3 ( Multi Media Measurement) conference organised by Esomar. The conference takes place in Dublin from 3-6 June. Plus an interview with Leonie Doyle, marketing manager of Knorr, who discusses the marketing strategy behind the Knorr Vie brand.
Direct download: esomar.mp3
Category:podcasts -- posted at: 12:57pm EDT

No 40: Gaming and Advertising


Gaming and advertising are examined in this episode of The Persuaders Marketing Podcast. In an interview with Michael Haines, COO of Skilground.com we discuss the growth of gaming, the changing shape of gaming demographics and the alternative ways that marketers are seeking to use games as a channel to reach youth audiencec


Part Two features a series of interviews conducted at the Finnish Embassy in Dublin to coincide with the launch of Ryanair's new service to Tampere. I discuss the attractions of Finland's second city and the marketing strategy employed to get more people to visit there.
Direct download: gaming.mp3
Category:podcasts -- posted at: 6:07pm EDT




Part One - (1'50"). Search Marketing World report. An interview conducted with Gerard O'Neill from Amarach where we discuss the findings of an Amarach authored report that Interactive Return commissioned in advance of the recently held Search Marketing World conference held in Dublin. Gerard has some very interesting insights into demographic differences in internet useage, as well as some useful insights into the click-through behaviour of Irish web audiences.


(15'30")There is also a short Brief Word on Brand from Gerard Tannam of Islandbridge Brand Direction.


Part Two (18'05") . An extended interview with Sarah Owen UK head of The Referral Institute who recently gave a presentation to a BNI conference in Ireland. In the interview we discuss how to optimise the referral opportunities from your networking activities. Sarah Owen will be a keynote speaker at SMILE Conference 2007 the leading conference in Ireland for hospitality and tourism sales and marketing professionals.
Direct download: Amarach.mp3
Category:podcasts -- posted at: 6:18am EDT

No. 38: (a) MII conference report (b) Podcast Advertising


Part One - (2'05"). Marketing Institute of Ireland conference report. A special report from the annual conference of the Marketing Institute of Ireland where we interview some of the speakers including the former marketing director of London's successful 2012 Olympic Bid, David Maglioni . There is also an interview with the European chief of Edelman, David Brain , whose blog Sixty Second View is well worth checking out - not least because yours truly features on it!


(20'35")There is also a short Brief Word on Brand from Gerard Tannam of Islandbridge Brand Direction.


Part Two (24'00") Podcast Advertising Report. An extended interview with James Belcher, an analyst with emarketer.com, who has recently authored a very comprehensive report into podcasting's potential as an advertising medium. We discuss the alternative models for podcast revenue as well as the challenges to growth.
Direct download: Podcast_38.mp3
Category:podcasts -- posted at: 3:12pm EDT

No. 37: Ebookers UK and Ireland boss talks travel internet marketing An interview with Ciaran Lally, UK and Ireland general manager for ebookers. In the interview there is discussion on the changing shape of consumption of the travel product, with internet now a key channel of distribution.
Direct download: podcast37.mp3
Category:podcasts -- posted at: 2:57pm EDT

No. 36: Sponsorship, Media Planning and Radio Awards


Interviews with John Trainor, MD of Irish sponsorship consultancy Onside, plus we speak to Kathy O'Meara and Harry Leech of newly formed Media Republic, where we discuss the trends in media generally and the background to the formation of their company. Plus there is an interview with Des Doris where we preview the forthcoming Radio Awards.


The Persuaders is proud to be the Podcast Partner of Search Marketing World, which takes place in Dublin on March 21st.

Direct download: podcast36.mp3
Category:podcasts -- posted at: 5:02pm EDT

No. 35: Joseph Jaffe New Marketing Interview


A wide ranging interview with Joseph Jaffe, President and Chief Interruptor of Crayon - a company dedicated entirely to New Marketing.The company launched in October 2006. The Crayon launch occurred simultaneously in the real world and in the three-dimensional virtual world of Second Life. Joseph Jaffe, is the author of the bestselling book Life After the 30-Second Spot (Wiley) and former Director of Interactive Media at TBWA\Chiat\Day and OMD USA. Jaffe is the company president.


The Persuaders is proud to be the Podcast Partner of Search Marketing World, which takes place in Dublin on March 21st.

Direct download: no35.mp3
Category:podcasts -- posted at: 4:29pm EDT

No. 34:(a)  Blog Monitoring and (b) Edelman Global Trust Barometer


Blog monitoring is discussed with Simon Mc Dermott, whose company Attentio based in Brussels has developed an expertise in the process of keeping an ear to the blogosphere to enable companies best plan their blogging strategy.


There is also an interview with Geraldine O'Neill Deputy General Manager at Edelman Ireland and head of that company's European consumer products division. In the interview we discuss the finding from the Edelman Global Trust Barometer. Among the topics addressed is the standing of business relative to other sectors plus the role that Corporate Social Responsibility plays in addressing the increasingly cynical nature of today's consumers.


There is also a short Brief Word on Brand from Gerard Tannam of Islandbridge Brand Direction.

Direct download: podcast34b_1.mp3
Category:podcasts -- posted at: 4:26pm EDT

No. 33: Trust in marketing


An extended interview with Albert Maruggi, one of the vanguard of marketing podcasters whose Marketing Edge podcast has garnered a significant audience in both the US and internationally. In the interview Albert and I cover a wide variety of marketing topics - trust in marketing the big issue for 2007, the rise of the network as a means of marketers collaborating on projects and the use of podcasting as a marketing tool.


There is also an interview with Colin Hughes from DIT who discusses the SalesWise Programme, which is run by DIT and is designed to help SMEs to enhance their strategic sales capability.


There is also a short Brief Word on Brand from Gerard Tannam of Islandbridge Brand Direction where Gerard gives us the final installment of his brand resolutions for 2007.

The Persuaders Podcast has been shortlisted for this year's Digital Media Awards in the independent podcast category. Details HERE.

And don't forget that you can subscribe to the podcast and weekly show notification via the Persuaders Web site HERE

Direct download: podcast34.mp3
Category:podcasts -- posted at: 4:05pm EDT

No. 32: New Media Dialogues Special

A special podcast based around the Media Dialogues special New Media Forum held in Dublin in October 2006. There are interviews with Helen Marks,Group Marketing Director, Vodafone Ireland and Ed Ling, Strategic Development Director, i-Level- a London based agency specialising in new media platforms.

There is also an extract from the question and answer session with Simon Ferguson, Managing Director of Sales Online, who sponsored the event. The Media Dialogues series is organised by Alchemy Event Management.

There is also a short Brief Word on Brand from Gerard Tannam of Islandbridge Brand Direction where Gerard gives us the second installment of his brand resolutions for 2007.

The Persuaders Podcast has been shortlisted for this year's Digital Media Awards in the independent podcast category. Details HERE.

And don't forget that you can subscribe to the podcast and weekly show notification via the Persuaders Web site HERE
Direct download: podcast32.mp3
Category:podcasts -- posted at: 2:42pm EDT

No. 31: Viral Marketing : plus Marketing to seniors

Viral Marketing podcast special with an interview with Toni Smith head of strategy at London based specialist agency The Viral Factory.Toni's interview includes some case study examples of viral marketing campaigns that The Viral Factory have worked on.

Also interviewed is Brian Mc Cabe of Senior Times Magazine who discusses the challenges in marketing to the burgeoning over 50s market.

There is also a short Brief Word on Brand from Gerard Tannam of Islandbridge Brand Direction where Gerard gives us his brand resolutions for 2007.

And don't forget that you can subscribe to the podcast and weekly show notification via the Persuaders Web site HERE
Direct download: podcast31.mp3
Category:podcasts -- posted at: 4:40pm EDT

No. 30: Web Publishing - the RTE Story

The first Persuaders Marketing Podcast of 2007 features an interview with Muirne Laffan head of Ireland's broadcaster RTE's publishing division, which was the Grand Prix winner at Ireland's most prestigious web awards - The Golden Spiders- Muirne's interview covers the internet strategy of RTE including a discussion on podcasting's role in the broadcaster's plans.

Also interviewed is Pat Kinsley of New World Associates,a Dublin brand consultancy. Pat and I discuss the concept of re-branding and a number of cases are discussed such as Halifax Bank and Magners Cider.

There is also a short Brief Word on Brand from Gerard Tannam of Islandbridge Brand Direction

And don't forget that you can subscribe to the podcast and weekly show notification via the Persuaders Web site HERE
Direct download: podcast30_2.mp3
Category:podcasts -- posted at: 6:52pm EDT