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

In the review of 2013 - The Marketing Year, I've telephone interviews with top US marketing author, consultant and commentator, Joseph Jaffe - whose latest book is Z.E.R.O. - and communications consultant Margaret E.Ward from ClearInk. In studio I'm joined by branding specialist Gerard Tannam from Islandbridge Brand Direction.

Our discussion is a broad ranging treatment of the highs and lows of the year. We discuss some of the celebrated marketing faux-pas of the year, as well as some case-studies of companies who got it right.

Among the examples and points discussed: 

Melt Bar and Grill

Why the 'Next Best Thing' is not the most important thing

Instagram Direct

Oreo Superbowl Tweet

Beyonce's unconventional album release

Nike - The Data Company

Keogh's Irish Crisps - the story of the potato field

Pantene's Anti-Sexism Adverts

Direct download: Dec_20_2013.mp3
Category:general -- posted at: 11:05am EDT

In this podcast interviews with:

Paula Mc Carthy, Branded Content, TV3 Group, who talks about the media sponsorship deal that TV3 have struck with Brennans Bread to cover their Christmas movie line-up.

Clare Dunne, President Irish Travel Agents Association and MD Travel Broker, talks about the trends in the travel agent market

Conor Lynch: Connector 360 is interivewed about a specially developed app that his company have developed to encourage more people to give to charities at Christmas...

Direct download: December_13_2013.mp3
Category:general -- posted at: 8:42am EDT

An extended interview with CEO of  - Alan Clarke - Alan was formerly Head of Gaming at Paddypower.  Homestay was established by Tom Kennedy, one of the co-founders of the major player in hostel bookings, Hostelworld. Kennedy's masterplan is to put a similar booking and organisational structure on the massively fragmented home-stays market. This is where people come and stay in other people's houses for a fee. It is one of the fastest growing sectors in the entire tourism and accommodation space. In our interview I discuss the parallels between the homestay and hostel markets, as well as the broader marketing strategy and segmentation in the homestay sector.

I am also joined by new arrival to Dublin's digital markeitng scene - Ivan Ariel. Ivan, who works for Connector 360,  is a Brazilian national with extensive experience in developing websites and social media strategy in his native country. He shares some case-studies from the Brazilian market in the cosmetics sector.

Direct download: homestay.mp3
Category:general -- posted at: 2:08am EDT

Interview with Mathijs Gajentaan, Chief Commercial Officer at twnkls -Dutch Augmented Reality specialists based in Rotterdam. In our interview we define Augmented Reality and discuss how it is seen as an increasingly attractive technology for marketers to engage audiences. We discuss a number of case studies where AR has been developed.

In-studio I am joined by two of the Interactive Direct Marketing Association council members Colin Stoddard and Dave Furney who will be discussing a survey that the IDMA are currently running. They also discuss developments in Ireland's direct marketing sector.

Direct download: November_2_2013.mp3
Category:general -- posted at: 2:29pm EDT

In this podcast I am joined by panelists Gerard Tannam, Managing Director,  Islandbridge Brand Direction  and by Paul O'Grady, Group Commercial Director, Mercantile Group. We discuss the challenges for companies to truly put themselves in the customer shoes. The particular challenges of using social media to engage customers are discussed. Paul gives some very good examples of how they differentiate their messaging across many of their brands such as Whelans, The Village and Mercantile Bar, and their restaurant brands. Gerard discusses how companies need to avoid the temptation to have a blanket approach to social media marketing. Companies need to be very sensitive to the audience contexts.

Direct download: CustomerEngagement.mp3
Category:general -- posted at: 12:47pm EDT

In this podcast I'm joined in-studio by Paul Bridgeman from and by telephone by David Glynn from the McWilliam Park Hotel, Mayo. We discuss a wide range of social media marketing issues. Snapchat as a channel for marketing is among the topics investigated, and Paul discusses some findings from the Vocal Digital Trends Survey

Direct download: iKey_000.mp3
Category:general -- posted at: 12:21pm EDT

In this podcast I am joined in studio by Maeve O'Gorman Digital and Social Strategy Director -  Mindshare Ireland , and Conor Lynch CEO of connector360. We are also joined on the phone line by Steven Roberts, Head of Marketing - Griffith College, Ireland

Direct download: The_Persuaders.mp3
Category:general -- posted at: 2:07pm EDT

In this podcast Maurice Collins, founder of HRBR, Hair Restoration Blackrock, Dublin, discusses the marketing aproach his company use to building a market for their services. We discuss the role of testimonials in building customer confidence, the legislative context and how new media is playing an increasingly important role.

Also on the show an interview with Simon Healy from a new chain of independent pharmacies.

Finally in the show, Paul Ebbs, discusses the launch plans for DIT's Construction Innovation Lab.

Direct download: Persuaders_11th_Oct.mp3
Category:general -- posted at: 11:57pm EDT

In this interview MD of Pembroke Communications, Mick O'Keefe joins me for a wide ranging discussion on the relationship between Sports and Sponsorships. Pembroke Communications recently conducted survey research around sponsorship at Electric Picnic, and Mick shares some of the main findings. Among the brands discussed are #Bacardi #Heineken #Vodafone #ElectricIre Also joining us for the discussion is Philip Peake Sales, Operations & Commercial Manager at Irish Greyhound Board Harold's Cross racecourse.

We also discuss the PR dimensions around the Arthur's Day controversy 

Direct download: Persuaders_27th_Sept.mp3
Category:general -- posted at: 5:46pm EDT

In this podcast a special interview with Mark Cullen, specialist consultant in customer engagement. In the interview discusses how companies use internal customer data  for insight as well as commissioned survey research. We discuss the key metrics that companies are using to assess customer satisfaction, from the concept of Net Promoter Score ( which has merits in loyalty measurement ) to Customer Effort Score ( which assesses how easy customer find it to interact with companies).

Also interviewed is Dr. Catherine Logan, Nutrition Manager with the National Dairy Council, who discusses their sponsorship of the Milk Advertising Awards, as well as the marketing activities of the Council. 

Direct download: Persuaders_13th_Sept.mp3
Category:general -- posted at: 12:40pm EDT

Coffee Culture : Marketing, Entrepreneurship

In this show I am joined by Alan Andrews, founder of Coffee Culture. Alan discusses his background in hospitality, starting with studying at DIT Cathal Brugha St, to today, where his company Coffee Culture span a number of businesess centred on excellence in coffee production and serving: roasting, barista training and cafe consultancy. In the interview Alan's passion for coffee shines through, and he offers some excellent marketing advice to cafe owners to maximise their business. 

Direct download: Persuaders_20th_Sept.mp3
Category:general -- posted at: 3:09pm EDT

In this podcast the topic of travel blogging is discussed. Joining me was Rick Calvert who is bringing TBEX to Dublin in October 2013. TBEX  ( Travel Blogger Exchange ) is the world's largest travel blogging convention. Rick discusses the growing influence of travel bloggers on destination choice, and how even traditional print channels are being impacted.

Also in this podcast there is a report from Edwina Neilen on the recent IAPI Industry Census. 

And towards the end of the podcast, LinkedIn expert Greg Fry gives me some top tips to use LinkedIn for marketing purposes.

Direct download: The_persuaders_-_Sept_6th.mp3
Category:general -- posted at: 6:24pm EDT

In this podcast, Sarah Fitzpatrick from Tourism Ireland discusses the web marketing strategy of Tourism Ireland, who recently won an accolade as one of the Top 10 Coolest Tourism Destination websites from The Sunday Times. We discuss the way that social media marketing is integrated into the tourism destination web strategy, as well as future development plans for the Tourism Ireland website.

Also joining me to to discuss their new venture to disrupt the PR landscape are NiallHarbison and his new business partner Emma-Jane Power who have recently launched

The idea is to change how brands interact with both traditional and digital media. Making PR more affordable and relevant to brands and media in the Digital Age is a key aim of the start-up. We discuss the business model for the new venture and also explore the marketing strategy behind the company.

Direct download: August_30_2013.mp3
Category:general -- posted at: 4:58pm EDT

Ethical Marketing and Marketing Graduate Careers

In this podcast there is a discussion on the topic of Ethical Marketing with Interviewees Sheena Horgan and Rory Brennan. Sheena Horgan is a regular contributor to Irish Marketing Journal and recently penned an article on the topic of Ethical Marketing, where she reviewed a recent Nielsen survey into consumers' attitude to ethical consumption.

Rory Brennan is MD of Marketing Career Recruitment and offers his insight into opportunities for recent graduates of marketing, and interview tips.

Direct download: Aug_23_2013.mp3
Category:general -- posted at: 2:21pm EDT

In this podcast guest presenter

David O'Sullivan from Ignition Marketing is joined by a panel of marketing heavy-hitters:

Amie Peters, Head of Direct Mail, An Post

John McGee, Editor of Irish Marketing Journal

Nicky Doran, Head of Marketing, Bord Gais

Among the topics discussed were: the good weather and marketing sentiment, local marketing and identity, marketing graduates competencies, are we getting sidetracked by digital and overlooking fundamentals and other disciplines of marketing, how legislative changes will impact on sports sponsorship, the value of sponsorships, naming rights, integrating a single promotional message for Ireland. 


Direct download: 19_July_2013.mp3
Category:general -- posted at: 6:06am EDT

In this podcast guest presenter Edwina Neilan reports from the IAPI Future Heads event  - The Big Grill - held in July 2013. In the podcast Edwina interviews Deputy Managing Director MediaVest Ireland by telephone, and she reports from the event with interviewees Kieran O'Donovan ( Cawley Nea ) Antonia Mc Taggart ( Starcom ) and Mark Tanguy ( Mediavest ).

The IAPI Future Heads is a group of young people in the Irish advertising industry who wish to connect, inspire and foster new emerging talent within the advertising and communications industry. The Big Grill event offered  chance to younger entrants to the advertisng industry network with, and hear the views of, leading members of the Irish advertising industry on their experiences. 

Direct download: July_26_2013.mp3
Category:general -- posted at: 4:44am EDT

In this podcast guest presenter Pat Mannion, from JC Decaux Ireland, interviews Liam Pender and Mark Lynch, who have recently formed Open Communications  - a media communications consultancy. Mark Lynch is a former MD of Mindshare Media and Viseum, while Liam Pender has held a number of senior positions in the Irish adveritisng sector, most recently as Media Director of Cawley Nea TBWA. The company has a blue chip list of clients including  Heineken, Danone, and Bord Gais Energy.

Open Communications aim to help clients in maximising return on investment in marketing communications - among the services they offer are media audits. In the interview the  relationship between the auditor, agency and client is discussed including the development of agreed KPIs, and the need to develop a strategically strong media plan.

Direct download: Media_Audits.mp3
Category:general -- posted at: 4:55pm EDT

In this podcast guest presenter Ronan Kinahan from Vibe Training discusses the dimensions of making better presentations with MD of Eyeful Presentations Simon Morton. Simon and Ronan share some practical tips to enhance your communication skills for any audience. Later in the podcast Ronan interviews Patrick Murphy who has recently joined Atomic to set up the Atomic Sport division, which specialise in Sports Marketing activity.

Direct download: July_12_3013.mp3
Category:general -- posted at: 5:37am EDT

In this podcast we hear from Damien Mulley who previews a forthcoming seminar on the topic of Online PR which he is running on September 2nd. Among the topics we discuss are the tools that can be used to maximise a company's effectiveness in PR and the challenges of crisis communication using online channels.

In studio I am joined by the Managing Director of O2 Media, Fintan Lonergan who discusses some case studies on mobile marketing including ones for Heineken and Avonmore brands. Fintan shares some insights from some proprietary research that O2 have conducted into Smartphone useage.

Direct download: 9_august_2013.mp3
Category:general -- posted at: 3:12pm EDT

In this podcast I talk to Paul Moran, MD of about the impact that the departure of Pat Kenny to Newstalk will have on the radio landscape and in-studio Shane Mc Gonigle from discusses the recent announcement of the proposed merger of the Publicis and Omnicom groups.

Direct download: August_2_omni_2013.mp3
Category:general -- posted at: 5:31am EDT

Entrepreneurs' Organisation and Phlok

On this edition of the podcast I discuss the topic of entrepreneuship with Brian Keegan ( pictured with me ) and Orlaith Carmody who are President and Communications Chair respectively of the newly launched Irish Chapter of Entrepreneurs' Organisation. The Entrepreneurs' Organization (EO) is a global business network of 8,000+ business owners in 122 chapters and 35 countries. Founded in 1987 by a group of young entrepreneurs, EO enables small and large business owners to learn from each other, leading to greater business success and an enriched personal life. The organisation aims to build the world's most influential entrepreneur community, which aligns with a mission of supporting entrepreneurial education and engaging entrepreneurs to learn and grow.

I begin the show by interviewing founder of new Irish owned Social Platform Phlok,  who are planning the creation of 100 new jobs over the coming 18 months following investment of $600,000.

With the investment of $600,000 from private and institutional investors, Phlok will be recruiting over 100 new staff in the areas of Software Development, Sales, Training and Account Management over the coming months across the island of Ireland.

Phlok is a unique rewards platform that offers end-users the opportunity to earn virtual currency as they interact with businesses on Phlok. In this podcast I interview Paul Graham (CEO) to discuss the business model for the company as well as the challenges faced by a serial entrepreneur. Download on the link below.

Direct download: Phlok_and_EO.mp3
Category:general -- posted at: 1:56am EDT

Cannes Lions Report / Vocal Digital Trends Survey

In this podcast I'm joined by Kerrie Finch of Dutch PR and Reputation Management agency FinchFactor from the Cannes Lions Advertising Festival where she reports on the week's events. Among the topics discussed are:

Highlights of winners in Cannes

How the traditional agencies are evolving to incorporate digital

What is the general sentiment in Cannes this year and "most talked about" topic?

First year for a Lion for PR?  Does this mean that there is now greater value placed on PR?.

Kerrie is the Netherlands representative for Cannes Lions. She is a true Cannes aficionado and has a number of clients in Cannes that are weighed down with gold and silver Lions i.e. BETC (for Evian), MediaMonks (KLM, Volkswagen, Ballantine's), and Agencia Africa. 

Also on the show I am joined in studio by Paul Bridgeman from . Paul has Vocal from New Zealand where he headed up the top digital agency, Spitfire, who he joined after 2 years as digital marketing manager for Harvey Norman. In our discussion we get his take on the Cannes Lions as well as discuss what insights he gleaned working in Australia and New Zealand. We also discuss the Vocal Digital Trends Survey  which has just been launched.

Direct download: CannesLions.mp3
Category:general -- posted at: 3:31pm EDT

AWE 2013 Conference Report:  Augmented Reality and Marketing

This is a very special podcast edition of The Persuaders, recorded in Santa Clara CA, at the Augmented World Expo(AWE). I got a chance to attend the conference and speak to many of the keynote speakers, exhibitors and delegates. This is the fourth year of the conference and expo and the diversity of speakers and topics is testimony to the growing interest in Augmented Reality ( AR ) ..indeed one of the keynotes, mobile marketing commentator Tomi Ahonen, who features in the podcast, has predicted that AR will be come to be viewed as the 8th Mass Media.

My series of interviews explores how the marketing profession should engage with the technology of AR and offers lots of practical examples of best practice.

Direct download: AWE_Podcast_1.mp3
Category:general -- posted at: 10:06am EDT

In this podcast reporter Edwina Nelihan was at The Clarence Hotel for the Mad Women Altogether event held by IAPI on June 5th 2013. In the podcast Edwina explores with the panel participants the challenges and opportunities for more female participation in the world of advertising.

Plus Eimear Faughnan from Kantar Media TGI discusses the main findings from their research into Irish consumers - trends explored incude financial, FMCG and media consumption patterns.

Direct download: 7_June_13.mp3
Category:general -- posted at: 12:16pm EDT

In this podcast, Professor Mary Lambkin from UCD Michael Smurfit Graduate Business School discusses the latest Consumer Monitor Q1 report for 2013 which is produced in conjunction with the MII  ..consumers are exercising caution by paying down debt, even when they have secure incomes....

..... plus Managing DIrector of Keogh's Crisps, Tom Keogh discusses the process of developing a consumer brand in a notoriously tough sector.

Direct download: Persuaders_24th_May.mp3
Category:general -- posted at: 5:13pm EDT

On this edition of The Persuaders, Caroline Erskine from and Orlaith Blaney from McCann Dublin discuss the issue of how to encourage more women to appear on the airwaves, especially in business and science programming David O'Leary  from agency 80:20 discusses the launch of a new company in the social business space...RipplePlatform

Direct download: May_31_2013.mp3
Category:general -- posted at: 4:58pm EDT

In this podcast a feature interview with Eoin Clarke, Country Manager - Ireland for uSwitch - the online price comparison and switching service which this week received full accreditation by the Commission for Energy Regulation (CER) in Ireland.


And a telephone interview with Eamonn Hession from Puca about an innovative app they have developed for the Fyffes brand.

Direct download: May_10_2013.mp3
Category:general -- posted at: 3:49pm EDT

Barry O'Sullivan, talks social media marketing

Chief Technical Office of is my guest on this edition of The Persuaders Marketing Podcast. Barry and I discuss a number of critical issues facing companies doing social media marketing. The link between software developers and marketing professionals is discussed. 

Direct download: iKey_001.mp3
Category:general -- posted at: 2:06pm EDT

In this interview founder and MD of Zoodigital discusses some case studies in digital marketing with particular strategy angles: 

European Commission - raise awareness of the benefits of the EU for young people

European Commission - raise awareness of funding for Sicence and Innovation


Brand positioning / loyalty

innocent smoothies:

The goodness HQ

Innocent goodness juicer:

We also take a look at how Unilever Ireland used Augmented Reality as a means of showcasing a deoderant product in a retail context.

At the start of the podcast there is an interview with Lydia Rogers from Connaught Gold who discusses the recently launched integrated campaign for that brand.

Direct download: 19_April_13.mp3
Category:general -- posted at: 9:13am EDT

In this podcast I'm joined from Amsterdam by Kerrie Finch, Managing Director of Finch Factor talking to us about PR Salon event that Finch Factor organise and also speaking to me is Francesco Condorelli, the CEO of CraftenAmsterdam 2013, the first of its kind.

David O'Leary, Chair of the APMC, is in studio to talk about their forthcoming awards and the state of play in the sales promotion sector.

Direct download: The_Persuaders_12th_April.mp3
Category:general -- posted at: 11:25am EDT

A special podcast to discuss the issues in managing Agency / Client relationships. Guest presenter, Pat Mannion, from JC Decaux is joined by Dave O'Sullivan from Ignition marketing consultants and Mark Byrne from Brand Union branding consultants.

Direct download: Persuaders_22nd_March_1.mp3
Category:general -- posted at: 9:34am EDT

DMX Digital Marketing Conference Dublin : Special Podcast Report

At DMX Dublin 2013, welcomed over 600 delegates to an action-packed day with a world-class conference agenda.

DMX Dublin is powered by The Marketing Institute, the professional body for marketing people and the voice of marketing in Ireland for the last 50 years. This podcast features a number of interviews with attendees and keynote speakers including Teddy Goff, head of the digital marketing activity for the Obama re-election campaign.

Direct download: DMXDublin_for_Broadcast.mp3
Category:general -- posted at: 12:59pm EDT

Conor Byrne Head of Digital at The Dialogue Network about Social Media Marketing disasters such as Mc Donalds and Starbuck's to Taco Bell and the lessons for Dale Longmore from Brand Social is in studio to discuss some of the emerging social media tools such as Thumb, Vine and Pheed.

Direct download: Podcast_8_March.mp3
Category:general -- posted at: 7:35am EDT

Discount Deal Websites and Marketing

In this podcast an interview with Barry Hand, Marketing Manager of about marketing a business via coupon deal are part of the INM Group and feature travel offers. Also Stephen Conmy from and tells me about the GSK App-cademy 2013. The GSK App-cademy is about bringing software development leaders and third level students together. The goal of the GSK App-cademy is to promote mentoring, positivity and jobs in app development.

Direct download: 22_feb_13.mp3
Category:general -- posted at: 4:13am EDT

Future of Newspapers and Briefing Digital Agencies

In this podcast guest presenter Colin Lewis takes the reins addressing two topics.

The first topic is about how to brief and deal with digital agencies, with Dave Douglas, MD of ebow, a Dublin digital agency, discussing among other things, responsive design specification, how digital marketing is really the same as traditional marketing, and the discussion on budget. Among the case studies discussed is a recent one they did for Safefood using infographics.

In the second part of the podcast there is a discussion  The Future of Newspapers in a Digital World, with Chris Lawson, the former Director of Content Sales & Marketing, Guardian News & Media. Among the talking points are the dangers of cannibalsation for publishers going digital, paywall vs non-paywall models - the solution of how to package the content in an efficient way is also discussed. The example of the travel and music sections are discussed, and the company's approach to move beyond mass marketing to individual, data driven, customer communications. Chris will be a keynote speaker at the digital marketing conference DMX Dublin on March 13th.

Direct download: Colin_Lewis.mp3
Category:general -- posted at: 3:31pm EDT

Trendwatching 2013 : Consumer Marketing Trends

In this podcast we're trendwatching with Lead Analyst from - David Mattin. 2013 has been described as the perfect storm of necessity and opportunity - in this podcast we review in detail 5 of the key consumer trends identified by Trendwatching as crucial to follow in 2013. The full report, with analysis on 10 trends in total, can be accessed HERE.

Also interviewed is Jill McGrath, CEO of TAM Ireland, whic previews a forthcoming AAI Toolkit Seminar on the 26th February  ' How shoppers behaviour is changing and the role that price, promotion and advertising strategies play in this'. We discuss how the recession has impacted on consumers' retail shopping habits, and whether this marks a fundamental shoft in behaviour.

Advertising Pitches and Mobile Marketing Trends

In this podcast an interview with Orlaith Blaney, Chair of IAPI, and CEO of McCann Dublin, in the run up to a forthcoming seminar on Getting More from the Client Agency Relationship, discusses the pitch process from advertising agency perspective. Among the topics we discussed were the Public Sector procurement process in relation to advertising, the importance of the advertising pitch presentation itself, and the extent to which to which advertising is becoming more global in nature leading to a squeeze on advertising agencies. 

Also Digital Marketing Institute boss, Anthony Quigley, is in studio to run through some trends in mobile marketing, the continued importance of search, the nature of app useage, and the general infancy of the sector, and the launch of Free WiFi in Dublin.

Direct download: Persuaders_1_Feb_13.mp3
Category:general -- posted at: 9:23am EDT

Sponsorship Trends

A special podcast on the topic of sponsorship trends. In an extended interview with the Managing Director of Onside Sponsorship, John Trainor, we discuss a recently completed survey the company completed among Irish sponsors and rights holders. We examine growth areas for sponsorship such as airlines, energy and gambling sectors. The change in legistation governing alcohol sponsorship is also explored, as is the general attitudes among the public towards sponsorship.

Direct download: Persuaders_25_Jan_13.mp3
Category:general -- posted at: 11:40am EDT

In this podcast I discuss the interaction between design, branding and marketing with Niall Corcoran, MD of agency Creative Inc, who were recently successful in the development of the Intreo creative identity for the Irish Government. In our interview we discuss the process of creating a brand new identity, and the need for stakeholder interaction.

Also Clare Burke, President of the Irish Travel Agents Association joins me to discuss the performance of the travel sector in the run-in to the 2013 Holidayworld Show.

Direct download: Persuaders_11th_January.mp3
Category:general -- posted at: 11:10am EDT

In this podcast an interview with digital marketing expert Colin Lewis who discusses some key digital marketing trends for 2013 as well as previewing the forthcoming DMX Digital Marketing conference which will bring together the largest ever collection of top international and Irish digital marketing speakers and practicioners.

Also David Glynn, Marketing Manager from McWilliam Park Hotel in Claremorris, Co. Mayo, who discusses the hotel's marketing strategy for the Irish market and which social media tools work for the property.

Direct download: Podcast_18_Jan_2013.mp3
Category:general -- posted at: 3:49pm EDT