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

In this podcast I have a wide-ranging interview with Niamh Bushnell who was recently appointed as Dublin's first ever Start-up Commissioner. Among the topics I cover are: What does the role entail - who is funding it - what are Niamh's hopes for how the role might evolve?

Dublin has been incredibly successful in attracting so many of the world's top ICT companies to locate their European HQ here -how can that be exploited to ensure a vibrant eco-system of start-ups?

What are the barriers to start-ups that you are hearing about? Financial / Infrastructural / Training / Networks etc.

Plus I pay a visit to the Irish Whiskey Museum to sample the capital's newest visitor attraction and learn more about the marketing strategy behind it.

Direct download: T001_20141205.mp3
Category:general -- posted at: 3:12pm EDT

In this podcast there are two interviews:

Fenella Fay, Head of Marketing Communications Meteor discusses the  Meteor ‘Christmas Unlimited' campaign featuring Nicholas St Wenceslas: misanthropist, Christmas magnate and 
CEO of Christmas LTD – a “Gordon Gekko” – and the star of the 
new campaign Extensive digital aspect of the campaign 

Rebecca Markey, CEO of IFP media and Deputy Chairman of Magazines Ireland discusses the issues they deal with; objectives of 
the association, The Irish Magazine Awards, and challenges to the industry – moving from print into digital; retail; postal costs; VAT rates etc.

Direct download: 12_December_14.mp3
Category:general -- posted at: 4:50pm EDT

This podcast is an extended interview with Paul Hayes from BeachHut PR. Our interview is wide-ranging, covering Paul's early career with Havok Games, the indigenous gaming sector today, the industry group he set up - Games Ireland - and moves to discuss practical actions that can enhance the marketing and public relations for tech companies. We discuss whether there is an Irish Angry Birds?, the role of devices in driving tech adoption, the way Scandanavian companies adopt a global perspective from the start, and transaction officers' role in helping the fortysomething entrepreneurs grow their business. We conclude the discussion by talking about Flounders - a fringe unofficial Web Summit event that he organised along with Noel Toolan, Pat Phelan, and Mark Little...this event became a safe place for some hard truths about failure and the need to 'fail upwards'.

Direct download: T006_20141128.mp3
Category:general -- posted at: 5:00am EDT

A special report from the 5th Augmented Planet Conference held in Google Campus on November 17th, 2014. There are interviews with speakers and delegates from Wikitude, Ignite Media, Amplified Robot. I also visit the British Museum to experience the Gamar AR Gift for Athena app. And finally I am joined in studio by young Irish AR entrepreneur Jack Hayes from Halo AR. Jack pitched at Web Summit and is currently developing in the area of wearable eyewear to run AR applications.

Direct download: The_Persuaders_21st_November_2014.mp3
Category:general -- posted at: 4:46pm EDT

An interview with Rachel Dalton, from Rachel Dalton Communications, who are organising a conference - Pruse Power - in Dublin on November 25th to address the topic of Marketing To Women. Rachel will share international reasearch findings on how marketers need to adapt their product development and messaging when communicating with female audiences.

Also in this podcast Damian Scattergood from Star Translation about the dangers for marketer who are working in international markets when things get 'lost in translation'.

Direct download: T005_20141114.mp3
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The Dublin Websummit, spearheaded by Paddy Cosgrave,  saw over 20,000 delegates gather in the RDS conference centre to hear leading speakers from the worlds of the internet, business, sport, music and food. The Persuaders was there and got a chance to interview some of the delagates and organisers. In this podcast there a features on businesses in the augmented reality, business procurement, education and food sectors.

 

Direct download: Persuaders_7_Nov_14.mp3
Category:general -- posted at: 8:23am EDT

In this podcast, dedicated to the topic of Marketing Technology, I interview Ciaran Farrell ( Business Development Manager ( Isobar, Ireland )   and Julien Lynch ( AMNET)

 

 

Among the topics that we discuss are:

1.What are the innovative technologies impacting marketing today - and tomorrow?

2.How do we support new marketing strategies with the right technology strategies?

3.How can technology transform our marketing operations and customer experiences?

4.What management practices do we need to govern this new breed of marketing

5.How do we develop talent and culture to leverage marketing technology investments

Direct download: T024_20140912.mp3
Category:general -- posted at: 5:07pm EDT

In this podcast I interview James Byrne, Marketing Manager, Ireland for PML Group.
 
Among the topics we cover are:
 
Harp alcohol OOH campaign in Belfast - weather context based - how does it work?
 
Earlier research that PML have conducted into OOH trends  http://pmlgroup.ie/the-digital-effect/
 
Creative opportunities that digital OOK offers
 
Smartphones and NFC and their impact on OOH
 
Premium content -  we discuss what is happening with architects / city authorities to build more innovative / striking OOH.
Direct download: October_3_14.mp3
Category:general -- posted at: 7:35am EDT

In this podcast I interview:

 

Conrad Jones - Conrad Jones Design and Virtual View App.

 

Pat Cassidy - Ambient Manager at Outdoor specialists PML Group Ireland. 

 

With Conrad Jones, I discuss the growth in interest in augmented reality as a means of marketing. We focus on a new offering that Conrad is bringing to the Irish property market - Virtual View app. This app allows property owners, and their agents, a simple, cost-effective way to bring the print marketing material to life in a variety of formats including 3D model displays of properties for sale.

 

My interview with Pat Cassidy centres on how digital out-of-home technologies are evolving with lots of practical examples to share.

Direct download: 22_August_14.mp3
Category:general -- posted at: 4:20am EDT

In this interview, I discuss both the theory and practice of Behavioral Economics on how marketing is practiced today with Mark Byrne, Account Director of Designworks.ie

Mark presents several case studies to illustrate some key concepts arising from recent, and past, research studies. We discuss the themes developed by some of the more popular writers in the area including:

Thinking, Fast and Slow. Daniel Kahneman

Predictably Irrational. Dan Ariely

Nudge. Richard H. Thaler and Cass R. Sunstein

Drive. Daniel H. Pink

Direct download: Persuaders_8_Aug_14__Behavioral_Economics.mp3
Category: -- posted at: 12:03pm EDT

In this podcast two interviews with start-up companies, in very different secotrs, but with common challenges of making an impact in a crowded marketplace.

Tim Kelly is the founder of ValueMyProperty.ie, a recent start-up which aims to provide both property buyers and sellers with up-to-date information that can better inform the transaction decision process.

Larissa Watson is a designer and entrepreneur from Belfast. Her luxury lifestyle brand is Goddess and Swift.

For each interviewee we explore the following questions:

Their own professional background

What prompted the concept and Brand Identity?

What have been your main customers? Do you segment the market into different customer types?

How important is the internet for their business?

How do you market your business and what marketing tips would they offer listeners?

What are the expansion plans - geographic / other services?

Direct download: 15_Aug_14_Tim_Kelly.mp3
Category:general -- posted at: 11:34am EDT

Colm Brady - Business Development Director, Europecar Ireland is interviewed in this podcast. We discuss a number of aspects of the car rental market; both domestic and international.

Buyer behaviour in the car rental market, understanding the distribution system, the differences between B2B and B2C markets, and the marketing strategies employed.

Direct download: Colm_Brandy_Europecar.mp3
Category:general -- posted at: 11:08am EDT

This podcast is a profile interview with Shane Mc Gonigle, founder of Winsight  which he founded when he stepped down from the helm at Leo Burnett Ireland in 2012. Shane held the position of managing director of Burnett's Ireland divsion for over a decade. Shane founded Winsight to build on his passion for innovation and new product development, and in the podcast we discuss in detail how marketing and product innovation are inextricably interlinked. 

Direct download: Shane_Mc_Gonigle.mp3
Category:general -- posted at: 4:43pm EDT

An interview with Kay Mc Carthy, from planning agency, MCCP, who spoke at the Cannes Lions Festival on the topic ' The Death of Planning ' Cannes Lions International Festival of Creativity titled ‘Planning for the death of planning, as we know it’

In the podcast we ask Kay what was the audience reaction.

Cannes Lions 2014 had more than its fair share of celebreties in attendance....

o Sarah Jessica Parker

o Maureen O’Dowd, New York Times

o Rebecca Eton, content curator for Downton Abbey o Calvin Klein

o RGA and Beats

o Kanye West

o Creative agency, Monkeys

o Keith Weed, CMO of Unilever

o Acacia 17

 

Also interviewed on the topic of branding is founder of Neworld Associates, Pat Kinsley.

 

 

Direct download: T018_20140620.mp3
Category:general -- posted at: 2:42pm EDT

 

In this podcast the first in a number of special reports from the Augmented World Expo 2014 which took place on 28/29 May in Santa Clara Convention Centre.... In the podcast I interview Dhanushan Balachandreswaran, founder of Canadian tech force, Sulon Technologies...using their Cortex mounted head-set was certainly one of my most memorable experiences at the event. Also interviewed is Martin Herdina, CEO of Wikitude, whose SDK has already been used by more than 40,000 app developers world-wide. Their AR system has been used in the Shard London, and also to create a virtual tourist experience in the city of York.

 

In the second part of the podcast, I interview Gary Disley, Marketing Director of eircom Business Solutions. Topics we discuss are:

 

  • challenges of B2B compared to B2C,
  • how marketing works within a large organisation like eircom, and
  • why eircom are investing in Digital Boost and the eircom Spiders
Direct download: Persuaders_5_June_14.mp3
Category:general -- posted at: 6:42am EDT

Kay McCarthy, the founder and CEO of the Dublin-based planning agency MCCP will be flying the flag for Ireland when she delivers a talk at this year's Cannes Lions Festival in June. In an extended interview Kay talks about her paper 'Planning for the death of planning, as we know it' which will address topics like data, insight, strategy and creativity. We discuss the role of the planner today as well as the skill-sets required for a career in planning.
 
Plus an interview with Alex Walsh from the UK Direct Marketing Association who will preview a talk he will deliver at a forthcoming IDMA seminar on the impact of the new 2015 Irish postcodes. We discuss how postcodes help with data and how they help with segmentation, targeting and campaign planning.

 

Direct download: May_21st.mp3
Category:general -- posted at: 4:00pm EDT

In this podcast there are three interviews:

 

Jill Byrne, Business Development Manager at Planning Consultancy MCCP talks about the agency's client base, and announces that founder Kay Mc Carthy will be the only Irish presenter at this year's Cannes International Advertising festival.

The guest speaker at MCCP's GameChanger event was Marketing Director of Kepak Foods, John Anderson, and I got the chance to discuss with him the repositioning or their Rustlers brand from a target market that was oriented at 'lads' to a more broad family appeal.

Finally in studio for an extended interview I talk to founder of Bullet.ie Peter Connor. Bullet provide a cloud-based accountancy solution for SMEs. We discuss the points that arose in a presentation that Peter made to an Eircom Spiders workshop....lots of practical tips to build marketing presence on a shoestring.

Direct download: Persuaders_15_May_14.mp3
Category:general -- posted at: 4:01pm EDT

An extented interview with founder of Von Bismark, Eoghan O'Sullivan. Founded in late 2011 Von Bismark released their first commercial product – the “VB Wardrobe” in 2013. The Wardrobe uses live motion capture and allows consumers to control the interface from a number of metres away using only their hands. Utilising augmented reality users can then try on virtual outfits, take pictures and share content within seconds. To date the Wardrobe has been used as a marketing and sales tool for retailers and advertisers with some of the world’s largest brands taking advantage of the Wardrobe since launch. They recently exhibited the hardware at the inaugural European Augmented Reality Marketing Conference.

 

Direct download: Podcast_May_9_2014.mp3
Category:general -- posted at: 2:21pm EDT

In this podcast interview Niall Carson from Go Car describes the company's start -up marketing strategy. Go Car is Ireland's only car sharing initiative, offering short term car rental to members on a hourly basis. It's somwhat similar in concept to the hugely popular DublinBikes initiative, and has been enjoying huge growth rates since its launch, with over 30 locations now served by 50 cars. 

Direct download: Go_Gar.mp3
Category:general -- posted at: 4:50am EDT

In anticipation of the Bord Gáis Energy Social Media Awards 2014 taking place on June 5th, this podcast we interview founder of the , Damien Mulley and co-founder of Funky Christmas Jumpers Fabio Molle. Fabio was a winner in 2013 and in the interview he tells the story of his business and how social media marketing is at the heart of everything that they do.

Towards the end of the podcast I interview Orla Strumble, who is head of marketing at the Irish Greyhound Board. Greyhound racing has been growing in popularity, and has been successful in reaching out to new target markets - among them the marketing community, who see it as a great way to build relationships with clients and employees alike. We explore the marketing strategy behind the rise in popularity.

 

 

Direct download: Social_Media_Awards.mp3
Category:general -- posted at: 4:17am EDT

In this podcast I interview Keith Bohanna. Keith is part of a boutique consultancy, NearFuture,  which helps businesses and organisations make sense of their evolving commercial strategies for dealing with digital.

 
He also has a core passion for small scale food producers & the role that branding and marketing plays in their growth. His blog, Biabeag, contains nearly 200 blog posts on this topic since 2010.

He kicked off a series of very successful Meet The Maker events in January and is now running a one day event Outstanding By Design taking place on May 10th. In this podcast we discuss the speaker line-up and some of the issues surrounding branding and packaging design for artisan food producers.
Direct download: Podcast_25_Apr_14.mp3
Category:general -- posted at: 9:11am EDT

An interview with keynote speaker at the inaugural Augmented Reality Marketing Conference, taking place in Dublin on April 15th, 2014 - Mike Halstead. Mike  is Managing Director of HH&S Group has more than 30+years in promotional marketing. He has a track record of employing new technology into tried and tested promotional mechanics. He Joined Saatchi & Saatchi in 1981 as a graduate recruit and in 1983 moved over to the newly created Saatchi below-the –line marketing agency The Sales Promotion Agency, becoming Group Account Director on British Airways account.

In 1987 he founded a new sales promotion agency HH&S Group with Associated Newspapers, Pepsi and Pizza Hut amongst the first clients. Associated Newspapers is still a client after 27 years. Developed one of the early TXT2WIN
In 2007 Mike created the digital consultancy m2end specialising in Augmented Reality.
Clients include Volvo, Turner CNN, Royal Mail and Marston’s.

Mike’s presentation will be on Augmented Reality and Sales Promotion.
A new channel for tried and tested SP mechanics
A perfect match. AR, new digital technology channel with lots of functionality, a little misunderstood but bags of “hyped” potential and Sales Promotion the established, much used and abused, tried and tested, always looking for a new suit to reinvent itself. The backbone of many a brand and marketing campaign. Is this a good match? Does this relationship have the staying power or just another one night fling?

Direct download: AR_Marketing_Preview_Mike_Halstead.mp3
Category: -- posted at: 9:39am EDT

Personal Branding

In this podcast we have an extended interview with Veronica Canning who has just published Your Brand: Advance Your Career by Building a Personal Brand. We discuss the process of managing one's personal brand and the pitfalls involved.

Also there is a phone interview with Eoin Wrixton from Wide Eye Media ( formerly Carlton Screen Advertising); we discuss the cinema advertising market in Ireland and also the impact that digital technology is having on the sector.

Finally we get a chance to hear what must be Ireland's youngest marketing professionals Adam Barry who is responsible for promotion of an innovative app ChoreMonster.com/adam

Pictured are Adam Barry with Veronica Canning

Direct download: Persuaders_21_March.mp3
Category:general -- posted at: 1:12pm EDT

In this podcast two interviews...firstly with Marino Fresch, Head of Marketing at Eventbrite who provide software for both paid and unpaid event planners, and in-studio is Stephen Dunn, Group Sales Director for Brand Connections Global.  Stephen discusses the airplane table-top advertising market - a fascinating opportunity for adverisers to connect with a captive audience....plus we are happy to be media sponsors for Augmented Reality Marketing Conference taking place in Dublin on April 15th...more details in the podcast.

Direct download: 7_March_2014.mp3
Category:general -- posted at: 7:16pm EDT

In this interview presenter Hugh Hick interviews Damian Mulley from Mulley Communications who comments on the acquisition of WhatsApp by Facebook

Alex Gibson interviews Kara Maher ( from Frock n Fabulous ) about the marketing strategy for high-end fashion boutique rentals and, at the end of the show, Hugh Hick  talks to  David Glynn about how an Online Marketing Awards  is celebrating digital marketing excellence in Galway.

Direct download: The_Persuaders_February_21st.mp3
Category:general -- posted at: 8:37am EDT

An interview with the founders of Tapastreet.com Joe Mitchell CEO and Kathryn Tunney CMO about this new app which promises to link the worlds of social media and local consumption.

 

Also Eoin Clarke from USwitch.ie talks about the Irish Broadband Awards which they have just announced as title sponsors.

Direct download: Feb14_2014_Persuaders.mp3
Category:general -- posted at: 2:58pm EDT

A preview of the forthcoming DMX Dublin 2014  Digital Marketing Conference. Guest presenter Colin Lewis interviews two of the speakers. 

Tessa Barrera is the current Head of Social Media for Lexis, the Recommendation Agency where she works on creating online and offline conversation for brands to increase their reach.Prior to joining Lexis, Tessa was the Global Head of Social Media at Red Bull. She was responsible for the creation of both global and local market social media strategies in 165 countries, with a focus on building engaging and interactive social and digital activities across all parts of the company.  She oversaw close working relationships with all the major social media channels and Red Bull’s properties to drive constant innovation in line with new developments.

Ian Bolton is MD of Teebusters.com  who promote fashion related items on a timed limited basis. Teebusters works with designers from all over the world, to create a community that selects the designs that are promoted for sale. 2013 was Teebuster’s first complete year of trading, developing a set of fanatical followers very quickly, establishing a network of designers worldwide and now selling to 42 countries. 

 

Direct download: 7_Feb_2014.mp3
Category:general -- posted at: 9:25am EDT