In this feature interview with the founder of Adforce, Colm Geary, we explore a wide range of issues impacting on digital advertising today including:

What's been happening with Adforce in the past year: the company recently penned a deal with NYPS for digital ad services for 750 newspapers in New York .

Adforce also signed a significant deal with Triton Digital Audio Advertising which will cover the rapidly expanding area of audio streaming. 

We also explore...

- The digital advertising landscape and how it's evolving: how media organisations are bringing a collective offering to advertisers with wider reach and premium content.
- Adforce's end-to-end service and how ad agencies and advertisers are responding
- Trends in Digital Audio advertising: how it is the 'next frontier' in advertising, the opportunities for the radio industry, the ad formats you can deliver, the captive audience and stats around the audience for digital audio

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

In this podcast, there is an extended interview with Stephen McKenna, founder of one of Ireland's most successful internet travel businesses Gohop.ie 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.

 

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.

 

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.

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) 

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.

 

 

 

 

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.

 

 

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.

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.

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.

 

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 MakeUpandBeauty.ie 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.

 

In this podcast I am joined by Aoife Mahon and Gina McCrudden from Rabodirect.ie 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.

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.

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, Pigsback.com

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.

 

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.

 

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

 

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.

Douglas Dalby, CEO News4Media.ie  News4Media's operation in Ireland is headed up by Douglas Dalby, who left The Sunday Times in 2006 to form prangle.ie, a dedicated PR distribution service for Ireland. Having developed this platform to a commercial level, Douglas left Prangle.ie to head up News4Media.ie 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.

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.

Retrospective review of 2009 I am joined in studio by ( in Pic L-R ) :

Denis Goodbody - Adept Advertising

Robert Hayes-Mc Coy

Gerard Tannam- Islandbridge

We've a high spirited discussion on some of the main topics and themes of 2009.

Mr.Tayto stikes a positive note.

JC Decaux bikes a marketing success.

Bulmers advertising

New advertisers

LinkedIn

Love Irish Food campaign

Unilever Ireland price campaigns

Social Media Marketing

In this podcast Elaine Mc Devitt from ICAD details some of the organisation's activties including the Upstarts programme as well as the challenges facing the creative departments in today's advertising and design industries.

Also Don Farell from Irish e.mail marketing specialists Circulator gives me his insigts into best practice in email marketing.

Interview with some of the key people behind the the AIB Bank's 'Surfer' ad which featuring Irish big wave surfer John McCarthy and filmed in Lahinch and Doolin in September 2008. Featuring interviews with director Richard Carr from ad agency Rothco and Michael Duffy from production company Blinder. Also in this podcast Paul Moran from Mediaworks gives his retrospective on the ad business in 2009.

Interview with Marshall Manson, Head of Digital at Edelman EMEA region who was speaking at the Marketing Institute of Ireland ( MII ) Marketing at Night series in conjunction with Edelman. Plus a series of interviews with Irish fashion buyers and marketers at the Gloss 'Look the Business' fashion event held recently in the Mansion House Dublin.

In this podcast Denis Goodbody from Adept Advertising discusses the challenges facing the Irish Advertising Sector and Aldagh Mc Donalgh from Alternatives who has established Marketing For Change which enables enables skilled marketers with a desire to give something back, to volunteer their marketing skills for the charity sector.

Interview with Declan Fearon, Managing Director of Tipperary Crystal. In the interview Declan traces his early career in estage agency, cable television and Ladbrookes in the UK before returning to Ireland.

In this podcast a special look at the issues involved in Branding in a Recession with Richard Hayes, Marketing Director, Warburtons - leading UK bakers, who describes a number of strategies that can be applied to help brands thrive in a recession.

There is also an interview with Colin Gordon, CEO Consumer Foods Glanbia Foods who talks about the recently launched Love Irish Food initiative that a number of Irish food brands have launched. Over 30 of Ireland’s leading food and drink brands are behind Love Irish Food, and it has been established to promote Irish manufactured food and drink brands to consumers, in a bid to help safeguard the future of Ireland’s largest indigenous industry. Leading economist Jim Power was unveiled as the Chairman of the organisation. The participating brands range from some of the largest indigenously-produced FMCG brands to smaller artisan producers. Member brands include Barry’s Tea, Tayto, Ballygowan, Batchelors, Avonmore, Cadbury, Goodfella’s, Cully and Sully, Flahavans and Follain.

In this special podcast, guest presenters Mark Byrne from Designworks and Ronan Kinahan from Vibe Marketing and Training discuss the marketing of the Temple Bar district in Dublin with Martin Harte from TASCQ (Traders in the Area Supporting the Cultural Quarter) which is the body responsible for the marketing of the area.

In this podcast Yanky Fachler steps in for Alex Gibson for a Bookbuzz.biz session to discuss the book Branding Only Works on Cattle by Johathan Salem Baskin

Guest Panelists are :

Padraic Gilligan MCI ,formerly Ovation

Alec Drew - BaselineGreg Byrne - SmallBusinessCan

In this podcast Mark Conguista from Irish International ad agency gives us the low-down on how to use Twitter in your marketing strategy, and as part of an integrated social media strategy. Plus we review the new Budweiser global advertising campaign. At a preview session for bloggers in Dublin I interviewed Mark Delahunty from DDB London and Charles Wong, Marketing Manager for Budweiser in Ireland.

In this extended podcast there are interviews with Internet Entrepreneur of the Year Fred Carslon from DoneDeal.ie

I also interview Robert Coyle from Bloom Advertising  about the campaign they have been running across all media for Santex paints including a strong social media dimension. Piaras Kelly from Edelman PR and Conor Lynch from Connector.ie are also in studio to discuss some best-practice examples of using social media for marketing purposes, including a very interesting campaign they jointly worked on for Canon to promote a new range of high-specification camcorders.

Guest presenter Roisin Ni Mhordha interviews Mario Rosenstock of Gift Grub - which recently celebrated 10 years on Today FM - and Special One TV fame and Jimmy Murphy from The Hive who count Conduit 11850, Barnardo's and Rabodirect among their client base. They discuss the creative process in both advertising and writing creative copy generally.

Guest preseter Roisin Ni Mhordha interviews Niall Kehoe owner of Ethnic Media Ireland, and also Chinedu Onyejelem, the Editor and Publisher of the 'multicultural' newspaper, Metro Eireann. This podcast covers all issues involved in ethnic marketing in Ireland.

The Persuaders celerbated reaching the 100 podcast milestone with a special edition Digital Dialogue. In this podcast a special panel is in studio to discuss the latest developments in digital marketing. The panel is: John Dunne, Radical Niall O’Driscoll vStream Doug BaxterInteractive Ocean Ronan O’Caoillaigh Gravitate We discuss the Cannes Advertising Lions 2009, Opel Ireland interactive advertising, online video trends, Microsoft Surface marketing applications, banking marketing, video in banner advertising, media becoming the message, HB Advertising campaign by Atomic., Joseph Jaffe, When To Join The Conversation

Two of the biggest advertising campaigns running at present - the Guinness Signature and Bord Gais Energy's Big Switch campaign are discussed in this podcast. Guests are John Burns from Guinness and Nicky Doran from Bord Gais Energy.

Podcast on how brands are using the Volvo Ocean Race to showcase products and services across the globe. This podcast is a special recording made at the Global Showcase Marketing event held in Galway on June 3rd, 2009 in conjunction with the Volvo Ocean Race which was stopped-over in the city. Among the speakers and interviewees are John Warehand, PR Director, Inmarsat, Ola Rembe, Vice President Communications, Telefonaktiebolaget LM Ericsson, and John Concannon, Failte Ireland,Enda O'Coineen from Let's Do It Galway and John Trainor, from Onside Sponsorship consultancy.

A special report from the An Post Direct Marketing Awards held in Dublin's Mansion House. Interviews with agencies, clients, sponsors and suppliers.

David Connor ( Pareto 3D and 80/20 Marketing ) and Franco Noonan from Cashmere Media are in studio to discuss their decision to integrate their businesses. We have a discussion on gaming in advertising, and also on the work done for Toyota for the Meet Mike campaign.

Plus a discussion on the state of the free-sheet newspaper market.

In this podcast an interview with Niall Dowling from Atomic.ie where he discussed the agency's approach to using Facebook, using a campaign recently launched for HB. There is also an interview with Anne Marie Boyhan from the Ideas Campaign and also Ian Heffernan from Springvale Overseas Property who discusses how the company has changed marketing tack to address the new challenges.

In this podcast a special report from the 2009 Digital Media Awards where I interviewed a number of the winners covering digital marketing topics - Cybercom, Customerminds.com. Plus I speak to the manager of the Spanish Tourism Office in Dublin about the prospects for how the sector there is faring in 2009 and the activities of the office to attract Irish tourists. Plus an interview with Neil Horgan from Abbey Travel who was a speaker at a recent Travemedia.ie Netowrking event.

A special report from London where I attended the ESOMAR conference titled: RETAIL AND SHOPPER 2009 THE VOICE OF THE SHOPPER LONDON / 2 - 4 MARCH In this podcast there are interviews with several of the presenters as well as the organising committee. This podcast also features an interview with Karina Heavey who has recently established 121 Marketing - an innovative marketing networking group as part of the 121 Business Network.

In this podcast an extended interview with Colin Lewis from Cityjet. In 2008 Colin was awarded the Marketer of the Year Award at the All Ireland Marketing Awards. In this interview we trace Colin's career in marketing involving marketing roles in airlines, travel and music in Ireland, UK and Australia. The podcast also has an interview with Paul O'Sullivan, Director at the Faculty of Business, DIT who was one of the speakers at the Weathering the economic storm with Online Marketing seminar organised by the Irish Internet Association and CustomerMinds.com

To coincide with the third running of the Irish blog awards, an interview with Robert Coyle from Bloom Advertising and with Maryrose Lyons from Brightspark Consulting about the use of blogging as a marketing tool and indeed a form of social expression. Also in the run-in to the ESOMAR retail research taking place in London from 2-4 March, there is also an interview with Gill Aitchison, President, Global Shopper and Retail Research, Ipsos, UK.

One of the more interesting projects I've been asked to help out with for a long time is the Joblessandproud.com project. David Jones harnessed the collective efforts of the social blogosphere,with no little help from Maryrose Lyons of Brightspark Consulting following his appearance on Newstalk to discuss his book he wrote in the aftermath of losing his job. This podcast covers my interview with David on The Persuaders - I also interview Michael Wallace from Loadzajobs.ie about their jobsfair.

An extended interview with one of the founders of Customerminds.com Mike Mc Mahon, We discuss the background to the company and some important online marketing strategies including e.mail marketing, viral marketing, and online strategies that companies can implement themselves. Customerminds.com has recently opened a UK office.

In this podcast we take a look at the topic of improving your e.mail marketing campaigns, tips to build your e.mail list and generate higher open rates. My guest interviewee on the show was Mary Rose Lyons founder of Brightspark Consulting. Brightspark is an Internet Communications company that specialises in attracting visitors to websites. The company provide the full range of internet marketing and web design services.

In this podcast, an interview with Saul Medhurst-Cocksworth from M62 - a Liverpool based company who consult with clients on how to make their presentations and communications more effective through strategic use of visual media. I also have in-studio Stephen Quinn from ad agency Atomic and Jane McDaid from youth communication specialist PR agency Thinkhouse PR.

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.

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.

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 thepersuaders@mac.com

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.

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.

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.

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.

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.

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 www.persuadersonline.com

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.

Interview with Michael Wallace, Commercial Director for Loadzajobs.ie 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.

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.

Timelines:

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

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.

Interview with David Murphy from Salesonline.ie 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.

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.

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.

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.

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.

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.

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 Prangle.ie

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.....

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.

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

CafeParadiso

Wickaninnish Inn

Nipika Mountain Resort

Trendwatching

Park Hotel, Kenmare

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, Myspace.com In part two an interview with Justin Kirby, writer on word of mouth marketing from DMC who writes the Connected Marketing blog.

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

Cartrawler.com

iStockphoto.com

AbeBooks

Wowjobs.com

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.

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.

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

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 Paddypower.com about the marketing strategies employed by Europe's most innovative online betting company.

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 Islandbridge.com - 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.

In this episode of The Persuaders Marketing Podcast, an interview with Niall O'Grady, General Manager - Marketing for Permanent TSB, who recently won the Marketer of the Year Award from Marketing Magazine. Plus, we discuss the background to the latest Guinness advertising campaign 'Tipping Point' with Grainne Wafer, Marketing Manager for Guinness Ireland.

Internet Marketing Debate from the Empathy Internet Marketing Conference held in Dublin on October 2007. On the side proposing the motion that Irish Marketers are Ready for the Internet were Jonathan Forrest of Cybercom, Rob Price of Diffinity and Simon Ferguson of SalesOnline.ie

The press team was led my yours truly with Richard Delevan, journalist and blogger and Conor Brophy of Newstalk 106-108fm. Michael Dwyer chaired the proceedings. NOTE: Given the length of this podcast, I encoded it at a lower rate than ususal in order to save on download time - I hope this does not affect your listening experience.

Key Timelines

Jonathan Forrest - Cybercom 3'25"

Alex Gibson - The Persuaders 10'10"

Simon Ferguson - Salesonline 16'15"

Conor Brophy - Newstalk 106-108fm23'30"

Rob Pryce - Diffinity Ireland 31'50"

Richard Delevan 38'00"

Audience Questions 51'00"

Douglas Mc Arthur Comments on best speaker and question 59'00"

This is a practical case-study in small business branding, where Gerard Tannam of Islandbridge talks with me and Margaret Ward of corporate writing and editing specialists Clear Ink. In the interview we discuss the process involved in branding the Clear Ink company and also the nature of the work that Clear Ink do with their corporate clients.

In this episode we examine the marketing function's responsibility to implement corporate social responsibility programmes, we explore the marketing strategy of the Toys4BigBoys event, and we speak to Stuart Mc Loughlin of Business2Arts about some great examples of case-studies in best practice of arts and business collaboration.

(a) An interview with Gerard Tannam of Islandbridge Brand Direction about Small Business branding challenges. (b) An interview with Nigel Reddy of Ogilvy Ireland about the Lucozade brand story which is often cited as a best practice example of brand repositioning. We also discuss the marketing strategy for newly launched Lucozade Alert, which entailed the creation of a dedicated Irish television advertisement.

Also, please note that the next Persuaders Pudding Club will take place on November 22nd ( Venue TBC - City Centre Dublin). Guest speaker is John Kearon of Brainjuicer.com If you would like an invite please send me an e.mail to thepersuaders@mac.com

An extended interview with Ita Gibney, founder and MD of Gibney Communications where we discuss the topic of corporate reputation management. Among the companies discussed are First Active and Mattel and there is a case study on the National Treatment Purchase Fund.

Plus an interview with Stephen Williams, Marketing Manager at the newly opened Louis Fitzgerald Hotel

The Persuaders Marketing Podcast reaches the half-century of episodes with a special podcast from the 45th Sharks Advertising Festival in Kinsale, Co. Cork, Ireland. The Festival is organised by the Institute of Advertising Practicioners in Ireland (IAPI) and attracts delegates from around the globe to hear keynote speakers, showcase the best in advertising creative and generally have a great time in a special location.

Volvo marketing is examined in this extended interview with Adrian Yeats, Sales and Marketing Manager of Volvo Cars ( Ireland ). The challenges of repositioning the car from its emphasis on safety to a more family oriented positioning are explored, as is the branding strategy. Also, don't forget to take a look at my monthly television show, The Media Show, which is aired on cable television here in Ireland and is now online at Mediashow.ie

Marketing services: is it different from goods? A conversation with independent marketing consultant Barbara Patton and Chris Cawley, Executive Chairman of Cawley Nea TBWA on whether the marketing of services really differs from the marketing of goods; plus a discussion on the use of Irish as a creative treatment in advertising campaigns, with Brendan O’Broin of A Company of Words and Garoid Trimble of Foras Na Gaeilge.

Timelines:

1’00’’ Discussion with Garoid Trimble on Irish in Advertising.

14’25’’ Discussion with Brendan O’Broin, Company of Words.

29’58’’ Discussion on Marketing of Sevvices with Chris Cawley and Barbara Patton.

In this podcast Roisin Ni Mhordha of Impression PR guests again, and talks to Stuart Clark, Assistant Editor of Hotpress Magazine, which is celebrating 30 years on the newsstands, and Jane Mc Donnell of newcomer to the publishing scene in Ireland, Gloss Magazine.

Roisin Ni Mhordha from Impression PR guests for me in this podcast. Her interviewees are Paul Farrell, Group Marketing Director of the Irish Times Group, Jimmy Murphy, founder of The Hive advertising agency and finally John Holohan, formerly of IAPI and now in a new post with the Irish Telethon.

A second special Persuaders Marketing Podcast recorded at Day 2 of the ESOMAR Worldwide Multi-Media Measurement conference ( WM3) held in Dublin from 4-6th June, 2007.

This podcast features speakers talking about the Project Apollo single source measurement project in the US and the Touchpoints project in the UK, as well as a conference summary by Chairperson Steve Harrison.

A special Persuaders Marketing Podcast recorded at Day 1 of the ESOMAR Worldwide Multi-Media Measurement conference ( WM3) held in Dublin from 4-6th June, 2007.

Interviewed in this podcast are keynote speakers, Chris Dobson, VP Global Advertising Sales, Microsoft Digital Advertising Solutions and Toby Syfret of Enders Analysis.

There is also an interview with Manfred Mareck Managing Director of Research Marketing Ltd., who is writing a daily blog during WM3. There are also a couple of interviews with exhibitors Jens Hoffman of Leyhausen International Services and David Chandler of Focus Vision Worldwide.

Blogging as a marketing strategy is discussed in this podcast. Brian Green of Doop.ie discusses the strategies for blogging and marketing based on his experience as a blog marketing consultant. There is an extract also from a presentation to an IIA/Marketing Institute conference by Shauneen Armstrong of the Irish Labour Party and whose alter-ego online is Red Mum. In the podcast there is also an interview with Aine Matthews, an attorney with intellectual property consultants LK Shields. In the interview Aine gives many concrete examples of how companies can get it right and wrong when it comes to protecting their brand property.

Timelines:

1'34" Aine Shields discusses intellectual property

18'34" Brian Green, Doop.ie

24'30" Shauneen Armstrong, Red Mum

39'00" Brian Green again

An interview with Andrey Yoakley who holds the position of sales manager at Realex Payments, and is responsible for building and managing the function within the organization. As the company continues to experience rapid growth his role is to develop existing channels and focus on the delivery of sales expansion strategies both in Ireland and abroad. There is also an interview with Stuart Fogarty of AFA O'Meara Advertising assessing the political broadcasts in the Irish general election. Finally direct mail expert Robert Hayes-Mc Coy discusses the importance of writing a thank-you letter as part of your marketing strategy.

Interview with Steve Harrison, Media Director for Henkel, Germany who is the committee chair for WM3 ( Multi Media Measurement) conference organised by Esomar. The conference takes place in Dublin from 3-6 June. Plus an interview with Leonie Doyle, marketing manager of Knorr, who discusses the marketing strategy behind the Knorr Vie brand.

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Gaming and advertising are examined in this episode of The Persuaders Marketing Podcast. In an interview with Michael Haines, COO of Skilground.com we discuss the growth of gaming, the changing shape of gaming demographics and the alternative ways that marketers are seeking to use games as a channel to reach youth audiencec

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Part Two features a series of interviews conducted at the Finnish Embassy in Dublin to coincide with the launch of Ryanair's new service to Tampere. I discuss the attractions of Finland's second city and the marketing strategy employed to get more people to visit there.

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Part One - (1'50"). Search Marketing World report. An interview conducted with Gerard O'Neill from Amarach where we discuss the findings of an Amarach authored report that Interactive Return commissioned in advance of the recently held Search Marketing World conference held in Dublin. Gerard has some very interesting insights into demographic differences in internet useage, as well as some useful insights into the click-through behaviour of Irish web audiences.

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(15'30")There is also a short Brief Word on Brand from Gerard Tannam of Islandbridge Brand Direction.

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Part Two (18'05") . An extended interview with Sarah Owen UK head of The Referral Institute who recently gave a presentation to a BNI conference in Ireland. In the interview we discuss how to optimise the referral opportunities from your networking activities. Sarah Owen will be a keynote speaker at SMILE Conference 2007 the leading conference in Ireland for hospitality and tourism sales and marketing professionals.

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Part One - (2'05"). Marketing Institute of Ireland conference report. A special report from the annual conference of the Marketing Institute of Ireland where we interview some of the speakers including the former marketing director of London's successful 2012 Olympic Bid, David Maglioni . There is also an interview with the European chief of Edelman, David Brain , whose blog Sixty Second View is well worth checking out - not least because yours truly features on it!

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(20'35")There is also a short Brief Word on Brand from Gerard Tannam of Islandbridge Brand Direction.

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Part Two (24'00") Podcast Advertising Report. An extended interview with James Belcher, an analyst with emarketer.com, who has recently authored a very comprehensive report into podcasting's potential as an advertising medium. We discuss the alternative models for podcast revenue as well as the challenges to growth.

An interview with Ciaran Lally, UK and Ireland general manager for ebookers. In the interview there is discussion on the changing shape of consumption of the travel product, with internet now a key channel of distribution.

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Interviews with John Trainor, MD of Irish sponsorship consultancy Onside, plus we speak to Kathy O'Meara and Harry Leech of newly formed Media Republic, where we discuss the trends in media generally and the background to the formation of their company. Plus there is an interview with Des Doris where we preview the forthcoming Radio Awards.

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The Persuaders is proud to be the Podcast Partner of Search Marketing World, which takes place in Dublin on March 21st.

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A wide ranging interview with Joseph Jaffe, President and Chief Interruptor of Crayon - a company dedicated entirely to New Marketing.The company launched in October 2006. The Crayon launch occurred simultaneously in the real world and in the three-dimensional virtual world of Second Life. Joseph Jaffe, is the author of the bestselling book Life After the 30-Second Spot (Wiley) and former Director of Interactive Media at TBWA\Chiat\Day and OMD USA. Jaffe is the company president.

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The Persuaders is proud to be the Podcast Partner of Search Marketing World, which takes place in Dublin on March 21st.

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Blog monitoring is discussed with Simon Mc Dermott, whose company Attentio based in Brussels has developed an expertise in the process of keeping an ear to the blogosphere to enable companies best plan their blogging strategy.

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There is also an interview with Geraldine O'Neill Deputy General Manager at Edelman Ireland and head of that company's European consumer products division. In the interview we discuss the finding from the Edelman Global Trust Barometer. Among the topics addressed is the standing of business relative to other sectors plus the role that Corporate Social Responsibility plays in addressing the increasingly cynical nature of today's consumers.

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There is also a short Brief Word on Brand from Gerard Tannam of Islandbridge Brand Direction.