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

In this edition of the show, we have as interviewees: Damian Young, founder and CEO of ZEUS Scooters - an Irish company deploying the World's FIRST 3-​wheeled electric scooter for the urban mobility sharing market. Launched in the city of Heidelberg in Germany in June 2020, ZEUS Scooters has expanded to 17 cities in Germany, making it the fastest expanding Micro Mobility company in Germany.

We are also joined by Ciaran Fitzpatrick the founder of Cookie Dó, which is part of Aldi's Grow with Aldi programme. Cookie Dó was founded in the kitchen of Irish speaking 'Aon Scéal Café', in Tallaght Village Dublin. They spent 2020 perfecting the cookie and coming up with new and unique flavours.

Presenter: Alex Gibson
Producer: Kamila Lewandowska

Direct download: The_Persuaders_-_14th_May_2021df.mp3
Category: -- posted at: 1:55pm EDT

In this episode a feature interview with Alison Tyrrell. 
Alison is the Head of Marketing at SilverCloud Health and previous Global Head of Content, Brand Marketing & Media at Spark Foundry, an agency within Publicis Media. Alison works with brands to help them identify their narratives and connect with their audience through award winning marketing throughout the customer lifecycle. Alison’s 360 experience spans both brand and agency side in Ireland, Australia, and the United Kingdom. She has worked for and with brand titans such as Mondelez International, UBS & Marriott, plus boutique fashion, food, and music brands. 
In our extended interview we discuss content marketing, how to connect brands with their audiences with content,  and marketing trends to watch such as the growing role of audio in search marketing. 
Plus, in Part Two, Mark Sage from the Augmented Reality Enterprise Alliance previews the 2021 ARVR INNOVATE conference and how AR is providing marketers with new ways to build engagement with audiences.
Presenter: Alex Gibson
Producer: Kamila Lewandowska
Direct download: The_Persuaders_-_7th_May_2021df.mp3
Category:general -- posted at: 12:53pm EDT

In this podcast, ecommerce expert Vinny O'Brien of Vinny & Co. discusses: how Covid has shaped retailers' ecommerce capability and to understand if this has created winners and losers? What are the types of issues that retailers typically need to address in their ecommerce strategy?

What are the skill-sets required to really manage e-commerce - Vinny points to Shopify as being innovative in this respect, and we discuss how to maximise the online customer experience to mirror the retail one.

In part two of the podcast, Damian O'Reilly from School of Retail and Services Management, TU Dublin,  reflects on the role that AR and VR technologies will play in retail.

Presenter: Alex Gibson
Producer: Kamila Lewandowska


Direct download: The_Persuaders_-_30th_April_2021df.mp3
Category:general -- posted at: 3:24pm EDT

In this episode of The Persuaders, we talk to Ray Sheerin who founded the Chemistry advertising agency about the need for advertisers to be prepared to take risks in their creative strategy. We discuss IPA research that points to award winning work effectiveness being on the decline.

Plus, Pearse Keller from KelAir Campotel discusses how his company has had to seek new markets as Covid decimated their Irish holiday segment.

Direct download: The_Persuaders_-_23rd_April_2021df.mp3
Category: -- posted at: 11:34am EDT

The CXi Report is published annually by The CX Company which is based in Dublin. It is based on an annual survey which is carried out on behalf of the company, by Amarách Research.

Between the 13th July to 17th August this year a cross section of 2,500 Irish consumers were asked about their customer experiences with 151 brands across ten sectors.

In this podcast Alex Gibson interviews the founder of The CX Company, Michael Killeen. As well as discussing the CXi Report there is a wide ranging discussion on the place of CX in today's business world and the impact of COVID on CX activity

Direct download: lizWl1pAiLb7.128.mp3
Category:general -- posted at: 3:27pm EDT

In this episode an interview with Jennifer Condon and Adam Fulham, founders of The Irish Start-up Conference, taking place online on Tuesday 27th April 2021.

In addition to the content of the conference we discussed:

How has the Covid impacted on start-ups? Issue of scaling up seems to be important - how can small businesses plan for this? And what is of interest for the marketing audience in particular. We discuss how the conference has evolved and its interesting structure build to accommodate a significant US speaker input.

Presenter: Alex Gibson
Producer: Kamila Lewandowska

Direct download: The_Persuaders_-_16th_April_2021df_1.mp3
Category:general -- posted at: 12:01pm EDT

In this edition, we talk the co-founders of The Indie List, Una Herlihy and Peter Mc Partlin. The Indie List promises to bring together the best strategic, creative and technical skills in Ireland for the benefit of businesses and agencies seeking meet the demands of a fast-evolving business environment with maximum flexibility, efficiency and impact.

In Part 2 of the show, Diarmuid O'Riordan from discusses how they are leveraging digital marketing strategies to boost sales of beef from a rare Irish native breed- the Dexter.

Presenter: Alex Gibson
Producer: Kamila Lewandowska

Direct download: The_Persuaders_-_9th_April_2021df.mp3
Category: -- posted at: 10:45am EDT

In Part 1 of this Podcast, an interview with Belinda Barker, Chief Executive of World Media Group about their recently produced research report and survey on Content Led Marketing trends.

Among the topics we explored are: How do you define content led advertising? How many years has the survey been running? How has proportion on content-led advertising changed since last survey in 2020? We also explore the issue of brand safety --what exactly is brand safety in this context? And we preview the World Media Awards which are now accepting entries.

In Part 2 of the podcast, starting at 17 minutes in, I talked with leading marketing author and consultant, Thomas Barta. Thomas is one of the world's foremost thinkers, speakers and writers on the subject of marketing leadership. A former McKinsey partner, he co-authored the path-breaking leadership book 'The 12 Powers of a Marketing Leader' and has consulted for some of the world's most prominent brands. In our interview we explore how marketers can build their leadership capabilities among other C-suite executives.

Thomas has a number of practical suggestions to do this. We also discuss the popular Marketing Leadership Masterclass that has begun to run in an e-learning format.

Presenter: Alex Gibson
Producer: Kamila Lewandowska

Direct download: Persuaders_final_v_2_April_2021.mp3
Category: -- posted at: 4:20pm EDT

In Part 1 of this edition of The Persuaders, an interview with Aidan Duff who is an expert in Amazon Selling. We explore the systems that are needed to take advantage of the digital marketplace, and in Part 2, John Dunne, CEO of Ignite Digital examines the changing nature of the digital advertising landscape including the challenges posed by the imminent demise of cookies.

With more than 50% of expenditure on advertising now going on digital, we explore the need this creates for strategic digital media planning.

Presenter: Alex Gibson
Producer: Kamila Lewandowska

Direct download: The_Persuaders_-_26th_March_2021df.mp3
Category:general -- posted at: 10:18am EDT

In this episode of The Persuaders, a feature interview with Dr. Alex Gordon, founder of Sign Salad, an agency specialising in semiotic analysis.

Alex Gordon has worked as a semiotician for 20 years and has led cultural insight projects across five continents for global blue-chip brands such as Unilever, PepsiCo, Airbnb, Ritz-Carlton, Diageo, Kraft Heinz, HSBC, Danone, Pfizer, Colgate Palmolive, Kellogg's, Nestlé.

Prior to founding Sign Salad in 2007, he established the semiotics & cultural insight division at Flamingo, a strategic brand consultancy and qualitative research agency.

We began the interview by tracing Alex's career pathway which culminated in his establishing Sign Salad, before discussing how semiotics fits into the broader market research landscape today. Alex discusses how cultural change impacts on unconscious consumer behaviour and attitude to brands, and how marketers can gain greater control over brand meaning by using the right visuals and language across touchpoints. Several practical insights are drawn from examples in the tea, coffee and fast-fashion markets.

Direct download: Persuaders_12_Mar_21-_12_03_2021__07.49.mp3
Category:general -- posted at: 10:01am EDT

In this episode of The Persuaders, Alex Gibson talks to Marketing Institute of Ireland Chief Executive David Field, in advance of the annual DMX marketing conference which takes place on March 25th, and Martha Kearns, from talks about the role storytelling can play in developing brands.

Direct download: Persuaders_19_Mar_21.mp3
Category: -- posted at: 9:40am EDT

In this episode of the show, an extended interview with Paul Dervan, author of Run With Foxes - must-read collection of real-life stories, revealing the messy reality of decision-making in marketing and the secrets of making better decisions.

In the interview Paul gives his insights gleaned from 20 years in marketing, working for high-profile brands, creating new ones and helping to rescue those that have got in trouble.

Direct download: Persuaders_5_Feb_21.mp3
Category:general -- posted at: 12:48pm EDT