The Persuaders Marketing Radio Show & Podcast
Marketing Podcast - marketing case studies, marketing tips, digital marketing, great marketing insight, independent perspective
Podcast 145 : 3D Video Marketing : Visit Jamaica case study

In this podcast a special on travel and tourism marketing when I check out a world first - the production of a 3D video to promote a tourism destination  - Jamaica. I also speak to Chris Heywood from NYC tourism about how public relations works for a tourism destination.


Direct download: podcast_145.mp3
Category:general -- posted at: 3:25pm EST

Barry Sheehan ( DIT )  Chairman and Gareth Stokes ( Catalysto ) , Committee Member for Design Week about the event and the interface between design and marketing. Barry Sheehan, Chairperson of Design Week, and Garrett Stokes, member of the organising committee,  about the  importance of design in Ireland, its role in positioning Ireland as a leader in innovation and how it is a key factor in economic growth. In the show we discuss how design can be implemented in order to achieve these goals  and explore lesser-known examples of excellence in design in Ireland that we  really should be shouting about.


Also a short review of the inaugural Appy Awards held in the Gibson Hotel.


Direct download: The_Persuaders_5th_Nov.mp3
Category:general -- posted at: 4:41pm EST

In this podcast an interview with Colm Grealy, CEO and Co-Founder of Digital Reach Group 

Colm Grealy has 15 years’ experience at the forefront of the Internet and digital media industry. Colm joined Ireland On-Line (IOL) in 1994 and was managing director until it was acquired by An Post three years later. He remained at the helm until its acquisition by ESAT Telecom. The convergence of web and mobile in tandem with the growth of online advertising led him to establish DRG in 2009. In the podcast we examine mobile marketing in Ireland, mobile marketing and advertising trends, and the use of QR Codes for Marketing. 

Direct download: Persuaders_22nd_Oct.mp3
Category:general -- posted at: 10:37am EST

In this podcast guest presenter, Roisin Ni Mhordha is joined by some of the key players in the Irish Ideal Home Show - Sean Lemass, SDL Exhibitions, Collette Silver, founder and Niall Maxwell of Niall Maxwell Gardens. The podcast gives a good insight into event marketing, and event public relations. 

Direct download: Podcast_142_2.mp3
Category:general -- posted at: 6:25pm EST

Podcast 141: Balanced Scorecard for Skytop Lodge, Historic Hotel

In this podcast an interview with Fiona Flynn from Staff Balance who discusses the Balanced Scorecard process with particular emphasis to the marketing function. 

Also an interview with Bob Baldassari, Director of Marketing of Skytop Lodge, Pennsylvania whom I met during the summer. Bob discusses the marketing strategy for Skytop as well as introducing us to one of the more famous Historic Hotels of America.



Direct download: Persuaders_1st_Oct.mp3
Category:general -- posted at: 2:57pm EST

Persuaders Marketing Podcast 140

In this podcast a special interview with Rachel Killeen, marketing consultant, on the topic of professional service marketing. In the podcast we discuss the main points in her recently published book, Client Science, with lots of practical tips for your business.

Direct download: Persuaders_24th_Sept.mp3
Category:general -- posted at: 1:08am EST

Marketing Podcast 139: Veronica Canning and Ivan Misner

A great episode of the Persuaders with two very inspirational interviewees.

Firstly an interview with Veronica Canning author of Shoeisms - Veronica has been Veronica Canning is recognised in Ireland, United Kingdom and abroad for her expertise in Thinking Strategies for Success, involving setting goals, realising them, overcoming challenges, and embracing change. interview with Ivan Misner, founder of the world's largest networking organisation BNI ( Business Networking International) where he discusses the benefits of networking as a marketing strategy.

Direct download: Podcast139.mp3
Category:general -- posted at: 3:25pm EST

In this marketing podcast an interview with Luke Abbott.


Luke is a Social Media Specialist with Neworld Associates in Dublin. His first use of working in social media was in 2005 promoting gigs, events and festivals through Myspace, later Youtube and Facebook. In 2009 he completed a Masters in Marketing in WIT, and awarded student of the year for his dissertation ‘An Investigation of Marketing On Social Networking Websites’ – looking at why consumers engage in social network marketing and what they expect from it. He currently writes two blogs, the first looks at interesting marketing concepts on and offline, and the second is the Neworld blog which has a focus on social media

Direct download: Podcast_138.mp3
Category:general -- posted at: 9:13am EST

In this podcast an interview with Niall O'Driscoll and Andrew Jenkinson from v-Stream. 

The company recently had a first in digital marketing here with  

the development of  an interactive experience entitle "The Aviva Stadium 3D Experience" which will give sports fans across Ireland unique access to the stadium in a dramatic 3D personalised experience, housed in a travelling simulator.

A world first, vStream has developed software to personalise stereoscopic 3D video, to allow the viewer to experience the build up to an international soccer or rugby match in the first person, with their name and picture being featured throughout the content.


In the show I also discuss... 

3D video and its applications for marketing

Interactive and personalised video

Digital marketing school

Direct download: Persuaders_10th_sept.mp3
Category:general -- posted at: 2:40pm EST

In this podcast, guest presenter Roisin Ni Mhordha interviews....

Claire Nolan - Marketing Manager for Tommy Hilfiger Ireland  

Discussed are;
·      New ad campaign ‘Meet the Hilfigers’
·      Change of direction
·      How, why, what, when and where?
·      25th Anniversary of Tommy Hilfiger
·      TH growing from strength to strength
·      TH range, Denim, Runway Collection etc.
Brian McEvoy - Photographer and Pictures in Publicity

Discussed with Brian;
·      What makes a good photographer? 
·      How long in the business?
·      Importance of photography
·      Ever get tired of it?
·      Whose work do you admire?
·      Process of taking a photo at an event to it appearing in print
·      Tips/advice when briefing a photographer

Direct download: Persuaders_30th_July_10.mp3
Category:general -- posted at: 11:23am EST

In this podcast, guest presenter, Roisin Ni Mordha interviews...


Owen Connolly Founder of Connolly Counselling Centre (by phone)
Discussed are ;
·      Link between physical and mental health – brain function
·      Are people taking better care of their health?  Health is wealth! 
·      Expansion of Centre
Ulrika Gervais - Sales and Marketing Director at Beacon Pharma
Discussed are;
·      Setting up a business during a recession 
·      How do you select the products you bring in? 
·      What are the products/brands you represent/ 
·      What do you see are the challenges for business? 
·      Where can people find out more about the products and where to get them? 

Dr Günter Schmidt - Scientist and CEO Cambridge Theranostics (Biotech company is an offshoot of Cambridge University)
Discussed are;
·      Brand names – how do you pronounce them?! Ateronon (Lycopene/aka “Tomato Pill”)
·      How much time is spent on R&D?
·      Clinical trials?  Harvard Medical School in Boston and Addenbrooke’s Hospital in Cambridge
·      How difficult is it to get approval with food supplements over a pharmaceutical?
·      What do you see are the challenges for business? 
·      Where can people find out more about the products and where to get them? 
New brands?

Direct download: Persuaders_23rd_July_10.mp3
Category:general -- posted at: 6:35pm EST

In the second of the programmes with guest presenter Roisin Ni Mhordha the interviewees are:

Roger Hopkinson - Head of Locum Consulting, Ireland (by phone from London)

Discussed are
·      Who is Locum?  
·      What does Locum do?  What is Destination Branding?
·      How does it work?  What does it entail?  
·      Case studies
Rachelle O’Brien - Sales and Marketing Manager at Burlington Hotel, Upper Leeson Street, Dublin 4
Discussed is;
·      Rebranding of The Burlington Hotel
·      Celtic Rising
·      Rejuvenation of Hospitality Industry
·      The future

Direct download: Persuaders_9th__16th_July_10.mp3
Category:general -- posted at: 5:55pm EST

In this podcast, guest presenter Roisin Ni Mhordha has two guests in-studio...


Eoin Doyle - Founder and owner of The BrookLodge Hotel & Wells Spa, Macreddin, Co Wicklow
·      Awards - Georgina Campbell Hotel of the Year 2010
·      Armento Italian Farmer’s Market (Armento connection) on Sunday 
·      Strawberry Tree Organic restaurant
·      10th year anniversary - What’s the secret of your success?
·      Wells Spa
·      Evolving in a competitive industry
Ian Tucker - Co-founder and manager of The Exchequer, Exchequer Street, Dublin 2
·      1st year in business – setting up in a recession
·      Awards – Best Gastro Pub Dublin & Ireland 2010 – does it/has it made a difference
·      What makes The Exchequer the Best Gastropub
·      Celebrities
·      The future

Direct download: Persuaders_2nd_July_10.mp3
Category:general -- posted at: 5:24pm EST

In this podcast there is an feature on the Irish Enterprise Awards. Interviewed are Jason Coyle from Mr. Crumb who was the overall winnner. Also in studio is finalist Jimmy Griffin from Griffin's Bakery and founder Michael Dwyer.
A special podcast featuring the interface between design and marketing with two guests in-studio. Barry Sheehan (MIDI) is Chairperson of Designweek  ( which we discuss in the podcast ) and he is a former President of the Institute of Designers In Ireland.  He is a practicing designer and is a design tutor at the School of Art Design and Printing in DIT
Con Kennedy (MIDI) is a Visual Communications Designer specialising in brand identity, corporate literature and user interface design.  Con has also given workshops and seminars on design effectiveness and has Guest Lectured in DIT.

And Ed Mc Donald from the Association of Advertisers in Ireland tells me about their drive to increase membership.

Direct download: Persuaders_18th_June_10.mp3
Category:podcasts -- posted at: 3:07am EST

In this podcast, there is an extended interview with Stephen McKenna, founder of one of Ireland's most successful internet travel businesses In the interview Stephen charts the progress of the company and discusses how the travel industry has been revolutionised by the internet. We also try to crystal ball gaze to assess the impact that social media is having on travel planning, purchasing and commentary.


In this podcast, there is also an extract from a longer interview conducted for the Marketing Institute Marketer's Chair series, with Senator Fergal Quinn, a fellow of the MII and one of Ireland's foremost marketing professionals.

Direct download: Persuaders_11th_June_10.mp3
Category:podcasts -- posted at: 3:40pm EST


In this podcast Pat Stephenson from Boys and Girls and Jenny Taaffe from iZest discuss a marketing and advertising campaign they worked on for their client John West in Ireland. Among the topics discussed are the John West brand strategy, the alternative creative routes used in developing the final creative treatment and the role of digital and social media marketing in the campaign.


Also in this podcast Roland Monsegu from Follow The Camino discusses the marketing strategy for their brand which was created to allow Irish people to easily access the famous Camino de Santiago in France and Northern Spain.


Direct download: Persuaders_28th_May.mp3
Category:podcasts -- posted at: 2:31pm EST

Customer Retention and Customer Loyalty strategies are discussed in this podcast. Guests are Leanne Papaioannou, from Chilli Pepper Marketing and Kay Price, Reward Card Manager from Irish supermarket chain, Superquinn.

Direct download: Persuaders_14th_May.mp3
Category:podcasts -- posted at: 3:48am EST

In this edition of the show we get to get the inside track on some of the winning entries for the Marketing institute of Ireland 2010 AIM Marketing Awards.

Guests were:

Liz Mc Namara from Aviva Health who won the Marketing Team Award.

Pat Mannion, JC Decaux, who won the New Product / New Launch category.

Philip Mc Gauran, Meteor, who won three categories - Market Research, Direct Marketing and Sponsorship Management.

Geoff Lyons, Independent Newspapers, winner of Gnó as Gaeilge (Marketing Through Irish Award) 

Direct download: Persuaders_21st_May.mp3
Category:podcasts -- posted at: 5:28pm EST

Podcast 127: Portfolio Night 2010 Dublin Ogilvy

A special version of the Persuaders Marketing Podcast covering the inaugural Irish Portfolio Night held on 20th May 2010 at the offices of Ogilvy Ireland.

In what might be termed 'speed-dating for creatives', Portfolio Night is the world’s largest simultaneous advertising portfolio review event, which sees advertising’s top creative talents come together to review the portfolios of students, emerging creatives and freelancers. The Dublin leg was hosted by Ogilvy and featured sessions with some of Ireland’s leading Creative Directors.

This podcast includes interviews with:

JP Donnelly, Group Chief Executive, Ogilvy Ireland.

Eoghan Nolan, Freelance Creative and

Jerry Kennelly, founder of Stockbyte and serial entrepreneur.



Direct download: Portfolio_Night.mp3
Category:podcasts -- posted at: 5:28am EST



The PM Forum is a 5,000 strong regionally-based members' association, dedicating to raising the standards of professional services marketing and to enhancing the credibility of marketers working in professional service firms worldwide.

The regional events take place in Dublin at various venues. Membership to the PM Forum is corporate so attendance at all speaker events is free to all staff of member firms. In this podcast I interview Irish Region Chair, Jacinta Brosnan, where we cover a wide variety of topics concerning professional marketing.



Direct download: Podcast_126.mp3
Category:podcasts -- posted at: 12:57pm EST

Podcast No.125. : App Marketing Podcast

App Marketing Podcast special. In this marketing podcast we explore the area of App Marketing including iPhone App Marketing. We have examples of App Marketing case-studies and investigate how marketers can use Apps as a media platform.

Guests on the show are:

Donald Douglas, Return2Sender, mobile marketing specialists.

Mat May, Creative Director, Fusio, Leading Irish App developers.

Kevin Foley, Digital Reach. Adforce - Irish mobile advertising network and ...

Jonathan Moore, Mobile Product Manager for The Guardian newspaper whose App for the iPhone is often cited as a great example of best practice in this sector.

Direct download: Podcast_125.mp3
Category:podcasts -- posted at: 3:12pm EST

Podcast No 124: Exhibition Marketing

Exhibition marketing is sometimes overlooked as part of the marketing communications mix. Yet, in many sectors it's a dominant way to reach and influence markets, whether we are talking about consumer exhibitions or trade fairs and exhibitions. In this special podcast on the topic of exhibition marketing, Gary Graham, projects manager from Bord Bia is on the line to talk about the Bloom consumer exhibition taking place in the Phoenix Park in June. In studio is Sean Leamass founder of SDL Exhibitions which is one of Ireland's largest organisers of consumer and trade shows such as Expose Live and the Ideal Home Show and Showhouse 2010.

Direct download: Persuaders_124.mp3
Category:podcasts -- posted at: 4:48pm EST

Podcast 123: Audience Measurement in Digital Age: Prime Time to My Time

A special podcast on the topic of measurement in a new media era. This podcast features an interview with Andrew Greene, CMO Ipsos MediaCT. Andrew has recently published a book on media audience measurement: From Prime Time to My Time: Audience Measurement in the Digital Age. This is a comprehensive guide to the history, current status and potential future directions for media audience measurement across all media.


Direct download: Podcast_123.mp3
Category:podcasts -- posted at: 3:08am EST

This podcast is a special dedicated to the topic of using a blog as a primary means of income. In studio I interviewed two bloggers who have been very successful at turning their blog into a commercial proposition.


Liam Daly is an award-winning blogger who has a number of blogs. He has been very successful in selling his artwork online and has been able to capitalize on his creative skills with a background in computing. His main blog is Bicyclistic where he tells the stories of painting, of cycling, and the things he thinks of while standing at bus-stops, and it's also where he posts any upcoming sales of paintings. 


Amy Dillon is behind the blog where she has successfully integrated copy and video in a blog that's had both an Irish and international following. Her YouTube channel is Dazzledust25.


Also in this podcast is show producer Monica Harkin who will give some insight into the more popular blogs here and internationally.


Direct download: Podcast_122.mp3
Category:podcasts -- posted at: 4:39am EST

Podcast No.121. : Financial services marketing

In this podcast I am joined by Aoife Mahon and Gina McCrudden from who discuss a wide spectrum of issues concerning financial services marketing.

Social Media and financial services marketing, listening to customers, marketing strategies.

In this podcast I also interview Ronan Kinahan from VibeTraining who gives some pointers to improving your sales presentation skills.

Direct download: Podcast_121.mp3
Category:podcasts -- posted at: 4:46pm EST

No 120: Professional Services Marketing

In this podcast, an interview with Pat Mc Ardle, founder of Mc Ardle Associates, Marketing Consultants who specialise in helping professional services firms with their marketing activities. In our discussion we talk about how the recession is forcing more companies to look to marketing solutions to help survive and prosper. As Pat says in the interview, there is demand out there, but companies need to know how to tap into it.

Direct download: 2_April_10.mp3
Category:podcasts -- posted at: 12:47pm EST

Persuaders Marketing Podcast 119 : National Digital Media and Marketing Conference

This special podcast reports from the inaugural National Digital Media and Marketing Summit held in Dublin’s RDS on Wednesday March 31st, 2010. In the podcast there are a series of interviews with exhibitors and speakers including:.


Ken Stanley, The Creative District

Donald Douglas, Return2Sender

Martin Murray, Agency Channel Manager, Google Ireland and UK

Philip Mc Cartney, 80:20 Interactive

Anthony Quigley, Digital Marketing Institute

Edel Horgan,

Jonathan Forrest, Cybercom

Doug Baxter, io Interactive Advertising


And don’t forget that The Persuaders will be supporting and attending the forthcoming Digital Café taking place on April 15th, in St Stephens Green Centre Dublin. Hope to see you there.


Direct download: Podcast_120.mp3
Category:podcasts -- posted at: 7:43am EST

Persuaders Marketing Podcast 118 - Digital Marketing Media in Ireland

In studio are Doug Baxter, Managing Director of io interactive ocean and Ian Dodson from the Digital Marketing Institute who engage in a broad ranging discussion covering all things digital media and marketing. In addition Doug previews the forthcoming Digital Cafe that io Interactive Ocean are organising on the 15th April in St. Stephens Green.

Direct download: Podcast_118.mp3
Category:podcasts -- posted at: 2:52pm EST


In this podcast guest presenter Roisin Ni Mhordha previews the marketing year 2010 with guests  John Mc Gee from Mount Media, publisher of Irish Marketing Journal, Aisling Holly, managing director of Hospital Group Ireland, and on the telephone Clare Nolan, marketing manager Ireland for Tommy Hilfiger.

Please note that there is a special podcast section on the Irish Marketing Journal website which is presented in association with The Persuaders


Direct download: Podcast_117_2.mp3
Category:podcasts -- posted at: 4:03pm EST

In this podcast an interview with  Stephen Stynes from Direct Brand who is on the board of the Irish Direct Marketing Association IDMA about their educational programmes including Digital Master Classes. Also on the show, Caemin O'Connor from Visualise was studio to discuss the developments in the ambient advertising market. Among the topics we discuss are what makes a winning campaign and how digital technology will shape the ambient advertising market.

Direct download: Podcast_117.mp3
Category:podcasts -- posted at: 3:34am EST

Douglas Dalby, CEO  News4Media's operation in Ireland is headed up by Douglas Dalby, who left The Sunday Times in 2006 to form, a dedicated PR distribution service for Ireland. Having developed this platform to a commercial level, Douglas left to head up in September 2009.  A senior journalist for more than two decades, Douglas has worked for The Irish Times, Sunday Tribune and Sunday Business Post and at The Australian in Sydney. He has also lectured extensively in media studies at Dublin City University. 



Plus an interview with Press Ombudsman, Professor John Horgan.

Direct download: Podcast_115.mp3
Category:podcasts -- posted at: 2:28pm EST

Podcast 114 - Qualitative Marketing Research

An interview with Maria Moynihan the festival director the Volvo Ocean Race 2009 which called into Galway during the summer of 2009. The overall economic impact was almost €60m Euros and in the interview Maria discusses the sponsorship support that the Festival got this year - she talks about the way that their media partners were able to achieve a return from a modest €300K in media support.

Also in this podcast Colm Carey ( pictured ) from The Research Centre talks about trends in qualitative market research.

Direct download: 01_Podcast_114.mp3
Category:podcasts -- posted at: 2:46pm EST