The Persuaders Marketing Radio Show & Podcast
Marketing Podcast - marketing case studies, marketing tips, digital marketing, great marketing insight, independent perspective
Persuaders Marketing Podcast No. 86 In this podcast a number of interviews. AnneMarie Smith from Trocaire discusses their global gift campaigns, Paul Brosnan of Irish Forestry Fund is in-studio to discuss how forestry is one investment option that's bucking the trend. We interview Loretta Lambkin from Dublin Docklands Authority and Tom Shanahan, Master Franchisor for Ireland for Kendelbell. Wishing you and all your families a Very Happy Christmas and hope you will join me again in 2009 for more podcasts. Alex.
Direct download: Podcast_86.mp3
Category:podcasts -- posted at: 2:07am EDT

Podcast 85: Customer Loyalty An extended podcast on customer loyalty with Ronan Kinahan from Kinahan Vibe Training where we discuss the critical area of customer service and the top tips for maintaining customer loyalty. There is also a brief interview with Michael Collins from Abroad magazine about the Irish Consumer Travel Awards which take place next April in the RDS Dublin.
Direct download: Podcast_84.mp3
Category:podcasts -- posted at: 1:51pm EDT

Podcast 84: Javarepublic Brand Case-study A special edition of The Persuaders Marketing Podcast. We interview founder of Javarepublic, David Mc Kernan. The podcast comes from the Javarepublic Roastery in Ballycoolin in north Dublin. The Javarepublic Roastery was only opened in October 2008 and represents the fulfillment of a long-cherished dream for David. In this special podcast on Javarepublic's branding strategy we explore the brand's marketing strategy and also the production process of coffee roasting. Also I am delighted to say that David has offered to host our next Persuaders Pudding Club in the Javarepublic Roastery . Subsequent to the podcast the date is now confirmed : WEDNESDAY 14TH JANUARY AT 6PM IN JAVAREPUBLIC ROASTERY - TO GET ON THE INVITE LIST SEND ME AN E.MAIL TO
Direct download: Java_Republic.mp3
Category:podcasts -- posted at: 6:31am EDT

Podcast 83: Crisis Communication Podcast No company or organisation is immune to crisis. Everyday, organisations run the risk of being affected. However, a crisis does not necessarily have to turn into a disaster for the business or organisation involved. In this podcast I talk to two of the contributors to a new book published by Kogan Page on Crisis Communication which provides readers with advice on how to limit damage effectively by acting quickly and positively. Speaking to me in the podcast are Jim Walsh of Walsh Public Relations an Irish public relations company and Stuart Hyslop from Surrey House Corporate Communicatioons in the UK. All of the book's contributors are members of IPREX an organisation of independent public relations agencies with some 60 partners across the globe.
Direct download: Podcast_83.mp3
Category:podcasts -- posted at: 2:33am EDT

Podcast 82: Ireland's Blue Book 2009 Marketing Special A special podcast dedicated to the launch, in Belfast Harbour Commissioners, of the 2009 Edition of Ireland's Blue Book. Ireland's Blue Book is an exclusive listing of luxury accommodation in Irish Country House Hotels, Manor Houses and Castles, along with some of Ireland's top restaurants.

In the podcast I interview some of the property owners and assess the effectiveness of a very traditional marketing tool - the brochure- as a means of communicating. It seems that notwithstanding the internet, there are still huge numbers of potential tourists for whom a tangible marketing tool works when researching their options.

Direct download: Blue_Book_2009_Launch_Belfast_nov_08.mp3
Category:podcasts -- posted at: 5:32am EDT

Podcast 81: MII Marketing Conference report in this podcast a series of interviews with the keynote speakers from the 29th National Marketing Conference organised by the Marketing Institute of Ireland.

Michael Tchong ( Pictured ) has an intuitive sense for reading the future which has earned him an international reputation as one of the savviest thinkers of the information age, tracking consumer trends and translating them into emerging opportunities for marketers. From his California base Michael has developed a host of successful media and technology companies to help consumers and businesses harness the potential of new innovations, including Ubercool, the next-generation social-engagement marketing company aimed at trendsetters.

Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He’s the chairman of six companies and works with the operating boards of some of the world's leading multinationals across the globe, including IBM, Tesco and BP. Formerly Marketing Director of Canada Dry, Malcolm has written over 40 books and more than 100 articles and papers. He was until recently professor of marketing at Cranfield University School of Management.

Martin Thomas
 has run just about every type of marketing communications agency during the past 25 years. He began his career in public relations, before moving into advertising, via sponsorship, entertainment marketing and new media. At the end of 2006 he decided to go out on his own with Snapper Communications - so named, not because he likes fish, but because he was accused of getting ’snappy’ in his last job, which he took as a sign to move on. He now spends his time consulting, training and writing for a number of major brand owners and agencies. In my interview with Martin I ask him to define the central thesis behind the book he has recently co-authored with David Brain - Crowdsurfing.

Direct download: Podcast_81_MII_Conference.mp3
Category:podcasts -- posted at: 2:25pm EDT

Podcast 80: MII Marketing Conference Preview, Bookbuzz discussion, IGO People On this show, and interview with Marc Coleman, Newstalk's chief economist about his keynote presentation at the 29th Marketing Institute of Ireland National Marketing Conference. Ron Immink, Chief Executive of Bookbuzz,biz tells me about the concept that seeks to get executives thinking strategically through facilitated learning. The books mentioned by Ron on the show are “Break from the pack”, by Harari and “44 strategies of war” by Robert Green, and the "Wisdom of Crowds" is by James Surowiecki and 'The Herd' is by Mark Evans. Campbell Scott, CEO of IGO People discusses the new beta version of a social networking site with a difference.
Direct download: Podcast_80.mp3
Category:podcasts -- posted at: 8:28am EDT

Podcast 79: Marketing Communications Planning In this podcast an extended interview with Camillus O'Brien from marketing consultancy True North and Frank Osinga from BiTS in Communications of Amsterdam who have jointly introduced to Ireland the BiTS Method™ which allows clients to achieve profitable marketing communications. Also in the show I talk to Marketing Institute of Ireland, Chief Executive Tom Trainor about the line-up for the National Marketing Conference taking place on Wednesday November 5th and we have a Brief Word on Branding with Gerard Tannam.
Direct download: Podcast_79.mp3
Category:podcasts -- posted at: 10:16am EDT

Podcast 78 (a) Media Review (b) Volvo sponsorship (c) Andy Owen Direct marketing In this podcast we talk to Paul Moran about the 2008 summer media performances, Volvo's sponsorship of amateur golf in Ireland is put under the spotlight and finally Andy Owen previews his forthcoming seminar 'Discover the Secrets of Successful Direct Marketing' being held in Dublin on September 18th in Radisson SAS Royal Hotel. More details at
Direct download: Podcast_78a.mp3
Category:podcasts -- posted at: 7:54am EDT

Podcast 77: Brand America: Podcast on Nation Branding Richard Delevan is my guest presenter for this show. Recorded on July 4th, it assesses the state of Brand America in the world today, and asks how much a nation brand can actually be managed. Richard's guests are Harry Browne from DIT, Pat Kinsley from Neworld brand consultants and Simon Anholt, consultant in city and nation branding. The link to the Andy Owen 'Discover the secrets of sucessful direct marketing', taking place on September 18th is HERE.
Direct download: Podcast_77.mp3
Category:podcasts -- posted at: 3:06am EDT

Interview with Michael Wallace, Commercial Director for about the trends in online recruitment, plus Brent Koepke, Creative Director from Fareed, Zapala Koepke, an Orlando based hospitality marketing consultancy about the state of the creative sector in US advertising. Brent also shares with us some specific case-studies of best practice.
Direct download: Podcast_76a.mp3
Category:podcasts -- posted at: 1:09pm EDT

Podcast 75: Qualitative Research podcast Interview with Colm Carey from The Research Centre where we discuss the trends in qualitative research, practical qualitative research case study examples such as Bulmers marketing, and the rational and emotional drivers of purchasing behaviour.


1'21" Talking about The Research Business

2'24" The emotional part of purchasing

5'35" The characteristics of qualitative research

9'10" Engaging customers

15'20" Barry's Tea and Bulmers cases

21'00" Involving senior management in the research process

Direct download: Colm_Carey_b.mp3
Category:podcasts -- posted at: 7:08am EDT

Podcast 74: Verge: Ogilvy Digital Summit, Dublin June 13, 2008. Verge, Ogilvy's Global Digital Summits examine the latest trends on how digital media is being used by consumers and businesses. Verge has been run in many international markets across several continents. Verge's first Dublin Summit took place on Friday, June 13, 2008, at the Guinness Storehouse. Speakers at the event included some of the leading international experts in the field including Shelly Lazarus, chairman and chief executive of Ogilvy & Mather Worldwide; Paul O'Donnell, chairman OgilvyOne EAME and Maeve Donovan, managing director, The Irish Times. In this special podcast you can hear interviews with: David Wheldon, Global Brand Director, Vodafone Group, Patou Nuytemans, Ogilvy's digital leader in EAME and JP Donnelly, Group Chief Executive Ogilvy Group Ireland.
Direct download: Verge_Ogilvy_Digital_Summit.mp3
Category:podcasts -- posted at: 3:06am EDT

Podcast 73: Internet Advertising Bureau podcast Interview with David Murphy from about the impending establishment of an Irish chapter of the Internet Advertising Bureau. In the interview we also discuss general trends in internet advertising. Plus Gerard Tannam from Islandbridge,com returns for his regular look at branding; this month's topic is Branding in the Downturn.
Direct download: Podcast_76.mp3
Category:podcasts -- posted at: 4:23pm EDT

Podcast 72: 50 plus marketing; Dick Stroud podcast In this Persuaders Marketing Podcast an interview with Dick Stroud, author and lecturer on the subject of marketing to the 50 plus segment. Dick, who manages his own consultancy 20plus30 was my guest at The Persuaders Pudding Club held on June 12th in the The Westbury Hotel in Dublin city centre. We had about 40 attendees and his presentation, sans Powerpoint, was warmly received by those there, who represented a diverse range of marketing professionals from agencies, research companies and clients. There is also an interview with Ann Murtagh, who was our host for the evening from the Westbury.
Direct download: Dick_Stroud1.mp3
Category:podcasts -- posted at: 6:30am EDT

Podcast 71: IDMA An Post Direct Marketing Awards The An Post Direct Marketing Awards have celebrated and recognised the best in Irish Direct Marketing. The 2008 Awards were presented at The Mansion House on Thursday 8th May. It was a fantastic evening and The Persuaders was there to record some of the proceedings. In this short podcast I interview some of the finalists and winners including Gary Brown from RMG Target, who scooped the Agency of the Year title.
Direct download: IDMA_08_Awards.mp3
Category:podcasts -- posted at: 4:21pm EDT

Podcast 70: Discover Ireland's Wonderful West marketing campaign in US This podcast was recorded in New York on May 1st at the launch of the new campaign ‘Discover Ireland’s Wonderful West’. The campaign was designed to highlight the many attractions of the Western regions from Kerry to Donegal, including ease of direct access from many gateway cities, the good value fares and inclusive packages available, as well as showcasing a range of compelling offers from local industry. Advertising, direct marketing, eMarketing, lifestyle and media promotions, publicity and co-operative activity with carriers, tour operators and industry partners all form part of the campaign. This will be additional activity over and above Tourism Ireland’s core overseas marketing programme for 2008. The new campaign focuses mainly on the US market which is the most lucrative in terms of spend and length of stay; €2.4m will be spent in the US. It will capitalise on the direct services to Shannon this year by four major carriers (Aer Lingus, Continental, Delta and US Airways) from six important gateways (New York, Boston, Chicago, Newark, Atlanta and Philadelphia). While direct transatlantic access into Shannon Airport will be reduced in peak season this year, there is still a considerable capacity of 6,700 seats per week to target. In the podcast I interview representatives from Tourism Ireland, Failte Ireland as well as Irish trade participants and attendees representing US tour operators who feature Ireland.
Direct download: Wonderful_West_Radio.mp3
Category:podcasts -- posted at: 5:49pm EDT

Podcast 69: Out of Home Advertising MediaDialogues Out of Home Advertising is the topic discussed in this MediaDialogues special edition of The Persuaders Marketing Podcast. Out of Home Advertising is the last mass medium. How will it adapt in the age of personalisation? The Cream of International and National Experts on Out of Home give their views on the challenges and opportunities facing the Out of Home Industry from the point of view of Agency, Client, Specialist and Media Owner.
Direct download: Media_Dialogues.mp3
Category:podcasts -- posted at: 4:20pm EDT

No 68 (a) City branding (b) Local Search Engines (c) Luxury Marketing In this podcast an interview with Simon Anholt about the Anholt City Brands index where he discusses the metrics that are involved in the index and the challenges for city branding. There is also an interview with Irish Search Engine specialists Vazumo and towards the end of the interview I speak to John Fareed of Fareed, Zapala Koepke about the changing nature of luxury in hospitality marketing.
Direct download: Podcast_68.mp3
Category:podcasts -- posted at: 11:59am EDT

Podcast 67: : online news wire for journalists Prangle is a free online resource for journalists, providing the latest news and information. Prangle is a web feed that cuts through the spam and clutter to put key new releases where you can find them quickly and easily. In this podcast from The Persuaders Marketing Podcast series I interview founder Douglas Dalby who left The Sunday Times to work full-time on Prangle. We discuss the way that traditional press is adapting to the online environment, and the background to the setting up of
Direct download: Podcast_67.mp3
Category:podcasts -- posted at: 5:25pm EDT

Podcast 66: Branding Case Study : Recruitment Agency Prosperity It's official - the Boomtown Rats had it completely wrong. Well, if Irish marketing recruiters Prosperity have their way. Working with branding consultancy Gospel TM the company have developed a bold communications message built around the proposition that the route to happiness firstly lies in being happy in one's career. The theme of 'happiness' in all its manifestations has provided Prosperity with a rich vein from which to mine persuasive messages across all media platforms. Listen to my discussion with Gary Mullen from Prosperity and Marty Wright from Gospel TM to find out more.....
Direct download: Podcast_66.mp3
Category:podcasts -- posted at: 4:44pm EDT

Podcast 65: Interview with Albert Maruggi Albert Maruggi started Provident Partners, a full-service marketing firm, to work with clients who want to communicate in different ways and actively build their businesses. The company holds as its philosophy - The thoughtful pursuit of being different, while relating to what’s common, is the art and science of business communications. In my interview with Albert we discuss how he is advising his clients on social media ( indeed if social media is a term that's relevant ) and also some other topical issues in today's multi-media marketing environment.
Direct download: Podcast_65.mp3
Category:podcasts -- posted at: 7:09pm EDT

Podcast 64: Marketing from the Middle of Nowhere (2) In the second of the Marketing from the Middle of Nowhere series with Alex Gibson and Sharon McIntyre, a look at off-the-beaten-path hotels and lodges that have made their location a must-visit tourist and lifestyle destination for distinct audiences In the show we discuss how a distinct positioning can be developed to help these accommodations compete with local competition, but how they can also make a mark on a more global stage by marshalling the local advantages they have in tandem with the global distribution opportunities that the web offers. Main sites mentioned on the show...

Ice House hotel


Wickaninnish Inn

Nipika Mountain Resort


Park Hotel, Kenmare

Direct download: MMN_2.mp3
Category:podcasts -- posted at: 8:52am EDT

Podcast 63: Digital marketing and Viral marketing podcast In part one of this podcast we talk to three of the participants at the Irish Direct Marketing Association digital media conference, Tom Bazeley, Managing Director, Lean Mean Fighting Machine, Jonathan Forrest, Cybercom and Jay Stephens, In part two an interview with Justin Kirby, writer on word of mouth marketing from DMC who writes the Connected Marketing blog.
Direct download: Podcast63.mp3
Category:podcasts -- posted at: 3:58pm EDT

Podcast 62: Marketing from the Middle of Nowhere No. 1. Marketing from the Middle of Nowhere™ A series of case-based discussions between two international marketers & academics, Alex Gibson and Sharon McIntyre, about best-practices for marketing small businesses in a global marketplace. The Irish Gibson and Canadian/Irish McIntyre select a shared industry (such as ecotourism), or a shared marketing technique (such as pricing strategy); choose a local successful small business; and then examine the how the respective businesses have excelled. A sense of "place" anchors the discussions: Ireland and Canada have similarities including mythic natural landscapes, sparsely populated geography, proximity to market-giant neighbours, and innovative small businesses. While international listeners and readers may not initially place, for example, Tralee (Ireland) or Edmonton (Canada) on a map of the world; they will think of these towns as wellsprings of off-the-beaten-path innovation, after hearing of the global marketing success of Stockbyte in the online photography industry, and Bioware in the video gaming world. The cases will demonstrate that, in an internet-enabled marketplace, a marketing-savvy small business can thrive and carve out a global market niche. In fact, running a business "from the middle of nowhere" can often be a strategic business advantage. Companies mentioned in this first podcast in the series are


Direct download: MMN_1.mp3
Category:podcasts -- posted at: 5:58pm EDT

Podcast 61: Flytoget Case Study plus Small Business Branding Interview with Sver Hogen from Flytoget, winner of the HSMAI Norway marketing awards for their campaign for the rapid rail service linking Olso with its main airport, plus our regular look at issues in Small Business Branding with Gerard Tannam.
Direct download: Podcast_61.mp3
Category:podcasts -- posted at: 11:50am EDT

Gareth Moxham is Managing Director of Bird's Eye Food in Ireland. Arriving in Ireland in 2006, he has a wealth of experience in several blue chip marketing operations in the UK. In the interview Gareth discusses the marketing challenges faced by the FMCG marketer today. Don't foget that you can now leave comments on podcasts and suggestions for future topics on my Skype Voicemail service. You can call from ANY phone to + 353 1 443 4745 - I would love to hear from you.
Direct download: Pod60.mp3
Category:podcasts -- posted at: 6:32pm EDT

Podcast 59: Mobile Marketing Podcast - Tomi Ahonen An interview with Tomi Ahonen one of the most influential writers today on Mobile Marketing trends. Recorded at the time of the launch of the iPhone, my interview with Tomi is extended to the broader area of mobile phone technologies, user behaviour and marketing strategies. Tomi has published 5 influential books and has a highly respected blog on the evolution of marketing communities around mobile technology which can be accessed HERE
Direct download: Podcast_59.mp3
Category:podcasts -- posted at: 2:00pm EDT

Podcast 58: Sales Lead podcast; Paddy Power marketing Sales Lead podcast. Interview with Paul Lanigan from Sandler Sales Institute Ireland about the sales lead process, sales lead generation and the managing the relationship between sales and marketing functions. Plus interview with Paddy Power, Marketing Director of about the marketing strategies employed by Europe's most innovative online betting company.
Direct download: Podcast_58.mp3
Category:podcasts -- posted at: 6:27am EDT

Podcast 57: Viral Marketing Podcast, Marketing Review 2007, Branding

Happy New Year to all the listeners to The Persuaders Marketing Podcast. This podcast has four interviews:

1'45" Cathy Mc Govern from Inspiration discusses a viral marketing case study on the campaign for the Dublin On Ice event.

8'40" Des Kavanagh from Ogilvy, discusses the creative execution behind the most recent Carlsberg ad from his time at its creators, Irish International.

13'55" Small Business Branding Podcast - our regular look at this issue in association with - in this segment an interview with Garbiel Dooley from Dooley Estates about the challenges in branding an real estate business.

26'40" Seamus Bagnall, editor of Irish Marketing Journal gives me his thoughts on the Irish marketing highlights from 2007.

Direct download: Podcast_57.mp3
Category:podcasts -- posted at: 7:49am EDT