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Preview: The Persuaders Marketing Podcast

The Persuaders Marketing Podcast

Published: Mon, 05 Sep 2016 14:16:41 +0000

Last Build Date: Sun, 11 Feb 2018 23:27:56 +0000

Copyright: The Persuaders Limited

Vibe Marketing

Mon, 05 Sep 2016 14:16:41 +0000

Show hosted by Ronan Kinahan with guest Niall Corcoran from Atomic

Media Files:

Phocuswright Europe 2016

Thu, 19 May 2016 13:29:27 +0000

A special radio show and podcast from the Phocuswright Europe conference held in Dublin in May 2016. In the radio studio I am joined by Santina Donogue from Unravel, Conor Galvin from Golf Voyager and Nicky Kelly from Surfholidays. In addition at the end of the show there are several interviews with participants from the conference including Stephen Kaufer, CEO of Tripadvisor.

Media Files:

Instagram Marketing Tips

Tue, 19 Apr 2016 20:20:07 +0000

In this podcast we are joined by Conor Lynch and Evan Adrial from Connector who give us a series of tips in using the Instagram tools as marketing tools. 

Plus an interview with Vincent Forde, winner of the Accenture Ireland Leaders of Tomorrow completion, along with some of the other finalists.

Media Files:

Phocuswrite Europe 2016 Preview

Tue, 12 Apr 2016 16:56:34 +0000

In this special preview of Phocuswrite Europe we talk to Tony D'Astolfo from Phocuswrite about this year's conference theme: Europe 2016: Unsettled Yet Undaunted. Europe's economic issues – a fragile and uneven recovery, high unemployment, lagging consumer spending, weak tax revenues – and geopolitical conflicts are having a major impact on Europe's travel landscape.

Live in studio I'm joined Kevin O'Shaughnessy, founder of Indigo and on the telephone by Charlie Osmond from Triptease.

Media Files:

ARVR Innovate Preview: Podcast 2

Wed, 06 Apr 2016 21:56:12 +0000

In advance of the forthcoming ARVR Innovate Conference and Expo taking place in Dublin on April 28th we interview speaker and panel chair James Dearsley from The Digital Marketing Bureau. We discuss the impact of AR and VR technology on the real estate and construction sectors.

Also live in-studio I interview Ronan Jennings and Laura Halpin from Havas Worldwide Dublin’s team who have just been announced as Ireland's representatives in the film category of the Cannes Young Lions competition, as part of the Cannes Lions International Festival of Creativity 2016.

Finally there is an interview with Oisin Brown, who is a former binman and who is celebrating the launch of his second book ‘The Binman’s Guide to Marketing’ this week. After the success of Oisin’s first book ‘The Binman’s Guide to Selling’ which climbed to No. 3 in the Amazon Bestseller list in 2013, Oisin has launched a collection of Top marketing inspirations & ideas from branding, social media, PR and digital marketing to traditional media that will help business owners and marketers increase sales.

Media Files:

ARVR Innovate Conference 2016 Preview 1

Tue, 05 Apr 2016 17:02:22 +0000

In this podcast a first look at this year's ARVR Innovate Conference taking place on 28 April in Dublin's Croke Park Conference Centre.

Speaker are Yoni Nevo- Founder and CEO of AR Retail Specialists Cimagie and founder of iTagged, Keith Jordan.

Media Files:

Feature Interview: Colm Grealy; Founder Adforce

Sun, 20 Mar 2016 16:55:36 +0000

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

Media Files:

AAI Toolkit Series: How Traditional Media Embraces New Technology

Wed, 10 Feb 2016 19:19:47 +0000

In this podcast there are interviews conducted at the AAI Toolkit Seminar on How traditional media is embracing new technologies for advertising and marketing. The event was held at Core Media.

Interviewed were  Gráinne Dilleen – Kinetic and Emer Moran – The Irish Times, and I was joined by telephone by Su Duff, Head of Business Development at AAI

Kevin Branigan, CEO of Radio NOVA 100.3FM is also interviewed by me at the start of the show profiling the Radiothon that the station are hosting on the 18th and 19th of February.

Media Files:

Craft Beer Marketing & CongGregation 2015

Fri, 27 Nov 2015 20:05:18 +0000

In this podcast an interview with Joe ???? Head Brewer at the White Hag Brewery in Ballymote, Co. Sligo.

And from Cong, Co.Mayo I am joined by Eoin Kennedy, founder of ConnGregation 2015 celebrating its third year.

Media Files:

Cinema as an advertising channel

Sat, 21 Nov 2015 17:43:07 +0000

In this podcast an interview with Eoin Wrixton from Wide Eye Media about trends in the cinema advertising market, and cinema formats generally. Among the topics discussed with Eoin are:

How has the cinema as an advertising product performed in 2015; new tech and its impact digital  what does it allow from an advertisers perspective. Blockbusters drive demand - what are Wide Eye Meda expecting to do good business?

Plus Eimear Faughnan from Kantar Media is in studio to discuss some of their recent research in the following areas:

Retail and Christmas Shopping; how the discounters are holding market position, what's happening to online shopping versus 2014, planning cycles for Christmas, and gifting patterns across various demographic categories.

Media Files:

Websummit 2015 Special Report Podcast

Sat, 07 Nov 2015 07:10:15 +0000

Websummit 2015 saw over 40,000 delegates converge on Dublin's RDS conference centre to hear web visionaries, promote their start-up business and generally enjoy the famed Irish hospitality.

In this podcast a series of interviews conducted at the event including:

Shadow Technologies - user review data aggregation ( 1'00")

KNOQ - content delivery platform - location specific ( 3'40" )

UniTuition - connecting students with tutor (6'45")

9Sharp - making the CV redundant (9'40")

Meeting Mole - B2B communications (12'45")

@Eventerprise - creating a marketplace in the events sector (14'50")

Vagoo - premium secure video content platform with analytics (21'55")

Modern Democracy - enabling software for electoral professionals (23'35")

StartPlanet- non-profit organisation supported by Invest Northern Ireland (25'45")


Media Files:

Rebranding Case: Gunne Residential becomes Quillsen

Mon, 02 Nov 2015 20:55:11 +0000

Creative Inc rebranded one of Ireland’s leading estate agents Gunne Residential to Quillsen. Starting with the name, the project involved the design of an identity system for all communications material from external signage and displays to the full spectum of printware and advertising. In the podcast we talk to director of Creative Inc Niall Corcoran...among the topics discussed were: What was the strategic issue behind the decision to rebrand?How long was the process and what were the challenges to communicate this internally, and how did you address this?

Also there is a report from the recent HSMAI Europe Marketing conference held in the Gresham Hotel Dublin. Interviewed are Lennert de Jong from innovators in the hotel sector, Citizen M, and Ingunn Hofseth from HSMAI Europe talks about a number of initiatives the organisation is undertaking.

Finally Conor Lynch from Connector 360 reviews this year's Huawei Instagram Snapys awards - rewarding excellence in Instagram imagery and marketing.

Media Files:

Rugby World Cup: Social Conversations Monitoring

Mon, 19 Oct 2015 20:34:12 +0000

This weekend saw the eyes of the Irish nation turn to Cardiff for the quarterfinal clash between Ireland and Argentina in the Rugby World Cup.

There can’t be many tougher sports than rugby, with its high impacts and fast pace… …but despite the aggression on display on the pitch rugby is also renowned as being a sport where there is great banter between opposing fans at the game, and increasingly social media is playing a growing part in the sport’s success.

Discussing the issues involved in building and managing conversations around this Rugby World Cup were:

Jim Kelly from O’Connor and

Janet Gunner  Managing Director MMR International

Lisa Couzens Marketing Director MMR International

Media Files:

Corporate rebranding: The Eir Case-Study

Tue, 13 Oct 2015 21:59:20 +0000

In September 2015, Irish telecoms company, Eircom officially unveiled a new name for the group in a rebranding exercise costing €16m.

The change of name to Eir marked the largest rebranding exercise in 20 years in Ireland. The change in name marks another new phase in the firm's chequered past, which includes multiple changes in ownership, a phase of examinership and a controversial flotation on the stock market. In studio to discuss the issues involved in this particular case, and the broader range of strategic issues in a corporate rebranding exercise I am joined by Pat Kinsley from Neworld Associates. One of the original Brand Thinkers in Ireland, Pat has spend the last 28 years extolling the virtues of branding as an essential commercial device.

Media Files:

Allianz Business to Arts Awards

Sun, 11 Oct 2015 14:13:43 +0000

The  Allianz 2015 Business to Arts Awards programme saw a 25% increase in nominations, with projects valued over €10m put forward for consideration. The 24th annual Allianz Business to Arts Awards took place on 1 September at the Bord Gáis Energy Theatre, attended by over 500 arts and business leader


To discuss the role of the awards, and some of the broader issues in arts business relationship I was joined in studio by three guests….

Andrew Hetherington, Chief Executive, Business to Arts

Damien O’Neill, Group Marketing Director, Allianz Ireland the title sponsors

Bernardine Maloney, Corporate Communications and Public Relations at ESB – who were the inaugural winners of the Portfolio of Sponsorships category.


Media Files:

Aer Lingus Website Redesign

Fri, 02 Oct 2015 20:34:51 +0000

In this podcast an interview with Aer Lingus Director of Communication Declan Kearney about the launch of a revamped website. The new site includes an explore tool, best fare finder, personalization options, booking management, online check-in and a price-lock that will allow you to hold your flight with just a deposit. The website is part of a new brand repositioning which launched in Spring 2015 “Smarts Flies Aer Lingus,”.

Media Files:

Sponsorship Trends

Wed, 23 Sep 2015 19:45:33 +0000

This podcast is a special on Sponsorship studio I am joined by Jamie Macken from Livewire and Joanne O'Sullivan from PSG Sponsorship

Topics Disussed are:

Livewire - who are you and your services, and your own background...
Sponsorship trends in Ireland today ( sports, media, arts,  etc )
Motivations for sponsors / property rights holders
Measurement of sponsorships
Case-studies of effective sponsorships ( this is what listeners most value )
How digital impacts on sponsorship today

Post-recession ? is this being felt in sponsorship

Media Files:

Direct Marketing in Ireland

Mon, 14 Sep 2015 18:22:20 +0000

In this podcast I am joined by Lorcan Lynch from DataXcel , Ann Marie Dunny from Microsoft, and Dave O'Sullivan from Ignition. We talk about about the resurgence/renaissance of DM, what’s changed, the central importance of data to off-line and on-line marketing, lower postal volumes but increased frequency due to better targeting and segmentation of data etc. Also how DM and Digital are ideal partners. We also preview the forthcoming IDMA Conference Loyalty: Show me the Love  which takes place on October 1, 2015.


Media Files:

Rich Media Developments and Case-studies

Sat, 05 Sep 2015 20:40:32 +0000

In this podcast we take a look at rich media developments. My guests were Ken Nugent, Business Development Manager, RTE Media Sales ( Digital ) and Graham Nolan, Head of Strategy at CKSK.
Among the items we discussed were:
The major rich media innovations that RTÉ Media Sales-Digital have developed across RTE's digital platforms (including a full-page takeover campaign for  Aviva ). Global examples of great rich media innovations / some of the rich media work CKSK have done for their global clients. We explored the value that rich delivers to creative agencies and brands today, versus the limitations of static digital advertising typically used in Ireland over the past 10 years. The challenge of how to  unlock creative possibilities as well as commercial e-commerce possibilities within rich media are also discussed. And we ask the question whether rich media may actually substitute the need to bring people to your website at all.



Media Files:

SME Branding Workshop Podcast

Sat, 29 Aug 2015 06:59:03 +0000

In this podcast I am joined by Gerard Tannam from Islandbridge Brand Direction and Ross Good from

We explore the branding challenges for a SME who provide a website based messaging service. Gerard offers his insights into how the company can build a brand in the challenging context of scaling up a tech business.

Media Files:

Marketing Research Trends

Thu, 27 Aug 2015 19:43:40 +0000

In the run in to Dublin hosting the ESOMAR Congress, this podcast an interview with founder of Catalyst Market Research Dan Mc Guinness. In our discussion we touch on many issue relating to the modern market research sector.Re-positioning of MR - more contemporary discussion on Insights - what is meant by this?
Technology - lots of new tools -  Qual and Quant perspectives --- the tend to allow fast reporting, but is this at the expense of strategic insight ever?
Big Data - huge hype around it -- what are the opportunitiies for MR companies - existing players or are we going to see new entrants?

Is there a trend for companies to do more in-house analysis using the new tools available --- threat or opportunity?

Qual and Quant - differences, how they complement each other
Qualitiative Research trends.

Media Files:

Disruption in Accommodation Market

Sat, 15 Aug 2015 07:31:40 +0000

An extended interview with CEO, Alan Clarke dscussing a recently commissioned Phocuswright report on the  Shared Space /Homestay accomodation sector. The report covers an 8 country, 8,000 person survey in December 2014. The survey found that anywhere from 10% - 20% of travellers are choosing the shared space / homestay option of accommodation. Some of the key findings are below
-          Nearly one in 10 travellers in the US and UK rented a shared space last year , this compares to one in 5 for whole home rentals
-          Participation in shared spaces grows to almost one in 5 in countries like China, Brazil and Russia
-          Shared space accommodation sector rose from 3% in 2012 to 9% in 2014  in the US
-          Number of millennials (18-34) renting shared space accommodation is up to 15% 
-          53% of shared space renters are aged 35+, with 55+ making up 22% of the market, demonstrating shared stays are not just popular with young travellers
-          Nearly half of all shared space renters in the US and UK have an annual household income of more than £50k

Fáilte Ireland will be borrowing the ‘Google Trekker’ over the next three months to capture many of Ireland’s remotest tourism beauty spots which haven’t yet been captured by Google Street View. - See more at:
We discuss in detail these findings, and trace the broader implications for the accommodation sector, and the challengs facing the shared space segment.

At the start of the show I am joined by phone by Brian Quinn on Ireland's Wild Atlantic Way in Co. Mayo. Brian is  from Fáilte Ireland who have just  announced that it is borrowing Google's hi-tech 'Trekker' to capture Street View images of some of the country's remotest spots.

The Google Trekker is a wearable backpack, mounted with a spherical device containing over a dozen cameras that gather images as it goes.

Media Files:

Cause Marketing

Sat, 08 Aug 2015 07:42:18 +0000

In this podcast an extended interview with Finian Murphy from Agility. We discuss the marketing implementations from the recent Same Sex Marriage referendum in Ireland. The Agility team put together the Stand Up For Equality campaign as part of the wider Yes movement.

Media Files:

Discover Ireland - marketing tourism to domestic markets

Thu, 06 Aug 2015 06:39:03 +0000

Fionnán Nestor, Domestic Campaigns Manager of Fáilte Ireland talks to guest presenter Adam Baker about the Discover Ireland activity including the current 'This is Living' campaign. Fionnán also woked on the highly successful campaign for The Gathering in 2013.

Fionnán talks about the role of Fáilte Ireland with particular emphasis on how marketing functions in encouraging domestic tourism stays. He reviews the history of how Discover Ireland campaigns have evolved over the years, to emphasise how Irish holidays were positioned as a young, exciting option for locals to experience - with activity tourism being a big contributor.

Media Files:

Sport Marketing

Tue, 14 Jul 2015 17:23:44 +0000

In this episode guest presenter Adam Baker takes the helm from Alex Gibson with a special edition focusing on Sports Marketing with Patrick Murphy of Atomic Sport agency and communications strategy with Neil O'Gorman who is currently working with Irish national broadcaster RTE.

Media Files:

Anatomy of a Winning Marketing Case-study

Wed, 24 Jun 2015 18:43:56 +0000

Guest on the show are Paul Dervan from Full Tilt Poker and Conor Byrne from Simply Zesty. In the show we explore the Anatomy of a Winning Marketing Case-Study' , namely the winning entry in the eCommerce category at the 2015 All Ireland Marketing Awards.
We discuss the brief set by the Full Tilt team to their agency Simply Zesty, and the overall importance of process for agency. The specific challenges of marketing in the online gambling space are explored with some candid insight by both my guests.

Media Files:

DIT MSc Advertising End of Year Advertising Client Pitch

Sun, 14 Jun 2015 14:43:04 +0000

In this podcast we interview three of the students on DIT’S MSc Advertising course - Alison Tilly, Emily Clonan and Danny Cullen.The students recently presented their end of year pitch which took place in DIT Aungier Street on June 4th. The evening saw two teams present their campaigns for clients The Irish Times and TV3’s Red Rock. Alison Tilly, Emily Clonan and Danny Cullen. We discuss the account management, creative and media challenges in addessing their cleints' briefs.

And by telephone I am joined by Eimear Faughnan, from Kantar Media TGI about some rescent research they have conducted digital and mobile markeitng trends.

Media Files:

APMC STAR Sales Promotion Awards

Fri, 12 Jun 2015 17:45:52 +0000

A show deicated to revireing the APMC STAR Awards held in April 2015. The awards are a showcase of the best in Irish sales promotion campaigns. The annual APMC promotional marketing Awards have, over the last twenty-two years, helped to raise standards in sales promotion and promotional marketing. Just as importantly, they publicise the contribution which promotional marketing makes in helping a broad spectrum of companies achieve their marketing objectives. The APMC Star Awards provide the opportunity for promotions to be compared and judged by a panel of expert judges.

The guests for thsi special show are:

Peter Mahon, Managing Director, The Delta Group – and one of our panel of judges for the 2015 APMC Star Awards.

Richard Johnson, Director of Pulse Group and Board Director with the APMC. Richard also sits on the Board of the IMC (part of the EACA) on behalf of the APMC.

Paddy Daivs, Account Director with Imagine Marketing.

Media Files:

Using Tinder in marketing campaign against sex traffing

Sat, 30 May 2015 15:31:41 +0000

The ICAD Awards are an opportunity for Ireland's creative talent in advertising and design sectors to showcase their best talent. Among the Gold winning campaigns for 2015 was that created by 8020 for their client, The Immigration Council.   Plus we explore the challenges of marketing to the older customer with founder of 20Plus30 Dick Stroud.   We’ve just launched a new campaign on Tinder on behalf of the Immigration Council of Ireland to create awareness about sex trafficking in Ireland. It’s one of the first campaigns globally of this nature on Tinder, and raises awareness about the crimes behind sex trafficking and prostitution using Tinder profiles to tell stories about victims of trafficking. There are a large number of these profiles live on Tinder at the moment and feedback from people viewing has been great so far. - See more at: TWe’ve just launched a new campaign on Tinder on behalf of the Immigration Council of Ireland to create awareness about sex trafficking in Ireland. It’s one of the first campaigns globally of this nature on Tinder, and raises awareness about the crimes behind sex trafficking and prostitution using Tinder profiles to tell stories about victims of trafficking. There are a large number of these profiles live on Tinder at the moment and feedback from people viewing has been great so far. - See more at: We’ve just launched a new campaign on Tinder on behalf of the Immigration Council of Ireland to create awareness about sex trafficking in Ireland. It’s one of the first campaigns globally of this nature on Tinder, and raises awareness about the crimes behind sex trafficking and prostitution using Tinder profiles to tell stories about victims of trafficking. There are a large number of these profiles live on Tinder at the moment and feedback from people viewing has been great so far. - See more at: We’ve just launched a new campaign on Tinder on behalf of the Immigration Council of Ireland to create awareness about sex trafficking in Ireland. It’s one of the first campaigns globally of this nature on Tinder, and raises awareness about the crimes behind sex trafficking and prostitution using Tinder profiles to tell stories about victims of trafficking. There are a large number of these profiles live on Tinder at the moment and feedback from people viewing has been great so far. - See more at: We’ve just launched a new campaign on Tinder on behalf of the Immigration Council of Ireland to create awareness about sex trafficking in Ireland. It’s one of the first campaigns globally of this nature on Tinder, and raises awareness about the crimes behind sex trafficking and prostitution using Tinder profiles to tell stories about victims of trafficking. There are a large number of these profiles live on Tinder at the moment and feedback from people viewing has been great so far. - See more at: http://www.e[...]

Media Files:

Marketing technology and Phocuswright Europe review

Mon, 25 May 2015 19:55:14 +0000

Live in studio in this podcast we talk to Colin Lewis, Director or Marketing bmi British Midland Airlines, and there is also a report from the Phocuswright Europe conference held in Dublin....

Read more:

Colin Lewis and myelf discuss a number of issues -  the comparison between marketing in the UK and Ireland, and how marketing technology is evolving and how the marketers of the future need to get up to speed quickly.

About Colin Lewis:

Colin is the Director of Marketing for bmi - British Midland Airlines - working in the UK and, indeed, commuting there. Colin held senior marketing roles in huge UK brands such as 118 118 Directory Enquiries and Thomas Cook

Colin has just been selected as one of the UK's top marketers, as he has been chosen as one of Marketing Week’s 2015 Vision 100 – the 'brightest, best, most visionary Marketers in the UK in April 2015. In 2009, Colin was voted 'Marketer of the Year' in Ireland, and is a Fellow of the Marketing Institute of Ireland. Colin has an MBA and MSc degrees.. He is the Founder and Programmer of DMX Dublin digital marketing conference.

And at the start of the podcast, a report from the recent Phocuswrigt Europe conference; the event is  fast gaining a reputation as Europe’s  premier conference for high level travel executives to understand what’s happening in the business...and for new tech start ups to get on the radar. In the podcast I speak to the winners and runners-up in the European Travel Innovator of the Year Award at Phocuswrite Europe, respectively Charlie Osborne, from Triptease, and Kevin O'Shaughnessy from Indigo.  At the start of the podcast I speak to keynote speaker Marco Ryan, Chief Digital Officer of Thomas Cook Group....The company  is a vast organisation which is strongly vertically and horizantally integrated offering numerous opportunities to interact with their customers...I begin by asking Marco to outline the advantages and disadvantatges of having so many touch points.

Media Files:

Travel Marketing : The Story

Sat, 16 May 2015 07:36:01 +0000

In this interview we have an extended discussion with founder of Irish travel company which celebrates five years in business this month. Paul and I discuss a wide ranging set of issues, including the history of the company, online buying behaviour, the role of social media and public relations in marketing a travel business.

Plus Patrick O'Donoghue, MD of the Gleneagle Group tells me about a new initiative The Learning Resort, which seeks to position Killarney as a location for learning experiences. The Learning Resort will welcome internationally renowned Master of Story-Telling, Robert McKee on May 22nd.

Media Files:

Phocuswright Europe Conference Special

Sat, 09 May 2015 19:18:33 +0000

In the run in to the Phocuswright Europe Conference taking place in Dublin from 12-14 May 2015, we have a special edition of the show featuring...
Tony D’Astolfo, Managing Director, Phocuswright. Tony assumed leadership of Phocuswright in July 2013. A travel industry veteran, he is an accomplished executive with rich expertise in travel and technology and a passion for moving the industry forward


Mike Webster, Co-Founder and CEO, Mobacar. Based in a small town in the west of Ireland, Mobacar is testimony to the abilily to scale a business on the web from anywhere - Mobarar is an online car rental distribution company employing over 30 people and was winner of last year’s Travel Innovation Summit Europe.


Dermot O’Connor, Boxever's VP of Engineering and co-founder. Dermot is involved with Phocuswright’s Young Leaders Summit- an exciting development program for travel industry leaders under the age of 35 – this program has run very successfully for 4 years for the U.S. Conference and is debuting the European program this year in Dublin.
In the podcast, as well as previewing the various elements of the conference we take a more general look at some travel and tourism issues including destination branding, social media influences, mobile tech and travel, and disruptive innovations in travel.



Media Files:

Experiential Marketing: New Agency Guns or Knives

Sat, 25 Apr 2015 18:16:02 +0000

In this podcast a feature interview with Zara Flynn, who is managing director of new agency Guns or Knives, which is part of the wider Rothco group. Now in business for 20 years, Rothco has grown to become Ireland’s top independent creative agency with an enviable client list. Three years ago Flynn helped  Rothco to help develop Rothco Social+. which has now metamorphised into the new entity. In our interview we discuss how brands are increasingly turning to experiental types of strategy to foster and cement relationships with customers.

Also we are joined by telephone by Brian Sweeney from The People Group to review the marketing recruitment scene in 2015 - a buoyant sector is experiencing key shortages in the digital sectors in particular.

Media Files:

Improving Presentation Recall / Augmented Reality Marketing Conference

Fri, 10 Apr 2015 20:36:14 +0000

In this podcast an extended interview with Ronan Kinahan,  the head of Eyeful Ireland (a sister co. of Vibe Training & Presentations)


With a studio of 12 full time slide designers based in the UK, the companty create presentations for a host of clients globally

In the podcast we discuss the science behind presentation recall


Engagement is a big problem for all types of presentations nowadays which is compromising recall. 



Among the issues we will address will be how PowerPoint is often used incorrectly, software alternatives pro’s & cons / video best practice / RECALL method > VARS / Messaging problems / Reading v presenting to audience. Ronan is offering a number of companies the opprortunity to have a complimentary presentation seminar - contact him on


At the start of the show I am joined by Steve Dann, founder of Amplified Robot and keynote speaker at the  European Augmented Reality Marketing Conference, taking place in Dublin on April 29th, 2015. In our interview we discuss the current state of play in AR and also its sister technology Virtual Reality.

Media Files:

#TheToughestTrade: Case-study a Content Marketing campaign for AIB Bank

Wed, 08 Apr 2015 13:57:15 +0000

In station interview with Jimi McGrath, Account Director at Rothco about the AIB documentary #TheToughestTrade - the first documentary produced by Rothco. There is also pre-recorded interview with Matt Cooper (Founder) and  Laura Swinton ( Editor )  of Little Black Book Online.

Media Files:

Video Marketing Special

Tue, 31 Mar 2015 22:05:54 +0000

In this podcast we take a look at emerging trends in video marketing. In the week when Twitter launched Periscope we became the first Irish radio show to broadcast live using this new channel. 

In studio I was joined by Russell Keating, Market Engagement Manager for Sony Ireland and Diarmaid Mac Mathúna from Agtel.Russell is responsible for account management of key global sales accounts in Ireland and also manages generic marketing, advertising and PR for Sony Ericsson Ireland.

Diarmaid leads the digital and video projects team at Agtel. He is as an award-winning producer/director and he's also a Sunday Independent Top 30 Business Tweeter. 

Media Files:

Direct Marketing Trends

Tue, 31 Mar 2015 21:36:35 +0000

In this podcast there are interviews from an evening event hosted by the French tourism promotion agency - Atout France. Speakers from Nantes and Normandy Tourism outline the various attractions on offer to Irish visitors in 2015. 

And An Post's Gavin Fox discusses the strategies available to businesses to use Direct Mail as part of their overall marketing strategy. In the podcast he discusses the innovative Senses campaign that the company ran to showcase the fleibiltiy that the medium offers.

Media Files:

Irish Marketing Awards Preview

Thu, 12 Mar 2015 22:27:50 +0000

In this podcast guest presenter Dave O'Sullivan from Ignition Integrated Ideas People --- he is joined  by Siobhan O'Connell Marketing Director of Business Plus Magazine and Fiona Heffernan, Head of Direct Mail at An Post to preview the big Irish marketing awards taking place in May - the AIM All Ireland Awards from the Marketing Institute and the An Post Marketing Awards. Among the brands reviewed are Eircom, Electric Ireland, Tesco Ireland, Musgraves, Lidl Ireland, Irish Distillers, Liberty Insurance and Kerry Foods.

Media Files:

Event Marketing Strategies

Sun, 22 Feb 2015 09:18:43 +0000

In this podcast an extended interview with Kevin Rowe, whose company -KR Events - has become the leader in designing and implementing the Strictly fundraising event for numerous sporting and charity groups in Ireland. In the podcast we discuss how he started the company, the success of the Strictly format, and how he markets his business. 

Also, by telephone I am joined by CEO of IAPI, Tania Banotti, who discusses the new initative to foster creative talent in Ireland, where four young creative will get the chance to take part in the Cannes Lions Festival.

And Mick O'Keefe previews the Irish Sponsorship Summit, taking place on February 26th.

Media Files:

Social Sharing : Augmented Reality

Sun, 08 Feb 2015 07:09:03 +0000

This podcast has two interviews. In the run up to the forthcoming European Augmented Reality Marketing Conference on April 29th, we speak to Keith Jordan, founder of iTagged who are conference Silver Sponsors. We discuss Keith's business background, and the story of the foundation of iTagged, a leading company in the augmented reality space. The evolution of agumented, virtual and now mixed reality are the subject of discussion too.

The podcast also features an interview with Tom Ponsonby from Tom discusses the company's services and trends that are happening in website management.


Media Files:

Marketing Trends for 2015

Mon, 26 Jan 2015 12:02:09 +0000

In this podcast there are three interviews:

David Glynn tells us about the background and details on the OMiG Digital Summit in Galway.

Kathy Troy, Senior Planner, from MCCP takes us through the agency's top marketing trends for 2015.

James Corbett from SimVirtua discusses the impact of the announcement of Microsoft's foray into the exploding Augmented Reality space with the launch of HaloLens.

Media Files:

Start Up Dublin - interview with Niamh Bushnell - Dublin Startup Commissioner

Mon, 15 Dec 2014 20:12:10 +0000

In this podcast I have a wide-ranging interview with Niamh Bushnell who was recently appointed as Dublin's first ever Start-up Commissioner. Among the topics I cover are: What does the role entail - who is funding it - what are Niamh's hopes for how the role might evolve?

Dublin has been incredibly successful in attracting so many of the world's top ICT companies to locate their European HQ here -how can that be exploited to ensure a vibrant eco-system of start-ups?

What are the barriers to start-ups that you are hearing about? Financial / Infrastructural / Training / Networks etc.

Plus I pay a visit to the Irish Whiskey Museum to sample the capital's newest visitor attraction and learn more about the marketing strategy behind it.

Media Files:

Meteor Christmas Unlimited - Case Study in mobile marketing

Fri, 12 Dec 2014 21:50:32 +0000

In this podcast there are two interviews:

Fenella Fay, Head of Marketing Communications Meteor discusses the  Meteor ‘Christmas Unlimited' campaign featuring Nicholas St Wenceslas: misanthropist, Christmas magnate and 
CEO of Christmas LTD – a “Gordon Gekko” – and the star of the 
new campaign Extensive digital aspect of the campaign 

Rebecca Markey, CEO of IFP media and Deputy Chairman of Magazines Ireland discusses the issues they deal with; objectives of 
the association, The Irish Magazine Awards, and challenges to the industry – moving from print into digital; retail; postal costs; VAT rates etc.

Media Files:

Tech Start-Ups and Marketing : Paul Hayes interviewed

Sun, 30 Nov 2014 10:00:36 +0000

This podcast is an extended interview with Paul Hayes from BeachHut PR. Our interview is wide-ranging, covering Paul's early career with Havok Games, the indigenous gaming sector today, the industry group he set up - Games Ireland - and moves to discuss practical actions that can enhance the marketing and public relations for tech companies. We discuss whether there is an Irish Angry Birds?, the role of devices in driving tech adoption, the way Scandanavian companies adopt a global perspective from the start, and transaction officers' role in helping the fortysomething entrepreneurs grow their business. We conclude the discussion by talking about Flounders - a fringe unofficial Web Summit event that he organised along with Noel Toolan, Pat Phelan, and Mark Little...this event became a safe place for some hard truths about failure and the need to 'fail upwards'.

Media Files:

Augmented Reality Special ( Augmented Planet, British Museum, Halo AR )

Tue, 25 Nov 2014 21:46:28 +0000

A special report from the 5th Augmented Planet Conference held in Google Campus on November 17th, 2014. There are interviews with speakers and delegates from Wikitude, Ignite Media, Amplified Robot. I also visit the British Museum to experience the Gamar AR Gift for Athena app. And finally I am joined in studio by young Irish AR entrepreneur Jack Hayes from Halo AR. Jack pitched at Web Summit and is currently developing in the area of wearable eyewear to run AR applications.

Media Files:

Purse Power: Marketing to Women

Sun, 23 Nov 2014 09:21:26 +0000

An interview with Rachel Dalton, from Rachel Dalton Communications, who are organising a conference - Pruse Power - in Dublin on November 25th to address the topic of Marketing To Women. Rachel will share international reasearch findings on how marketers need to adapt their product development and messaging when communicating with female audiences.

Also in this podcast Damian Scattergood from Star Translation about the dangers for marketer who are working in international markets when things get 'lost in translation'.

Media Files:

Websummit 2014 Review

Sat, 08 Nov 2014 13:23:02 +0000

The Dublin Websummit, spearheaded by Paddy Cosgrave,  saw over 20,000 delegates gather in the RDS conference centre to hear leading speakers from the worlds of the internet, business, sport, music and food. The Persuaders was there and got a chance to interview some of the delagates and organisers. In this podcast there a features on businesses in the augmented reality, business procurement, education and food sectors.


Media Files:

Marketing Technology

Mon, 06 Oct 2014 21:07:54 +0000

In this podcast, dedicated to the topic of Marketing Technology, I interview Ciaran Farrell ( Business Development Manager ( Isobar, Ireland )   and Julien Lynch ( AMNET)



Among the topics that we discuss are:

1.What are the innovative technologies impacting marketing today - and tomorrow?

2.How do we support new marketing strategies with the right technology strategies?

3.How can technology transform our marketing operations and customer experiences?

4.What management practices do we need to govern this new breed of marketing

5.How do we develop talent and culture to leverage marketing technology investments

Media Files:

OOH Digital Trends

Sun, 05 Oct 2014 11:35:45 +0000

In this podcast I interview James Byrne, Marketing Manager, Ireland for PML Group.
Among the topics we cover are:
Harp alcohol OOH campaign in Belfast - weather context based - how does it work?
Earlier research that PML have conducted into OOH trends
Creative opportunities that digital OOK offers
Smartphones and NFC and their impact on OOH
Premium content -  we discuss what is happening with architects / city authorities to build more innovative / striking OOH.

Media Files:

OOH Media Trends; Property Marketing using Augmented Reality

Sun, 24 Aug 2014 08:20:17 +0000

In this podcast I interview:


Conrad Jones - Conrad Jones Design and Virtual View App.


Pat Cassidy - Ambient Manager at Outdoor specialists PML Group Ireland. 


With Conrad Jones, I discuss the growth in interest in augmented reality as a means of marketing. We focus on a new offering that Conrad is bringing to the Irish property market - Virtual View app. This app allows property owners, and their agents, a simple, cost-effective way to bring the print marketing material to life in a variety of formats including 3D model displays of properties for sale.


My interview with Pat Cassidy centres on how digital out-of-home technologies are evolving with lots of practical examples to share.

Media Files:

Behavioral Economics: Its Implication for Marketing

Sat, 16 Aug 2014 16:03:20 +0000

In this interview, I discuss both the theory and practice of Behavioral Economics on how marketing is practiced today with Mark Byrne, Account Director of

Mark presents several case studies to illustrate some key concepts arising from recent, and past, research studies. We discuss the themes developed by some of the more popular writers in the area including:

Thinking, Fast and Slow. Daniel Kahneman

Predictably Irrational. Dan Ariely

Nudge. Richard H. Thaler and Cass R. Sunstein

Drive. Daniel H. Pink

Media Files:

SME Marketing Strategies

Sat, 16 Aug 2014 15:34:35 +0000

In this podcast two interviews with start-up companies, in very different secotrs, but with common challenges of making an impact in a crowded marketplace.

Tim Kelly is the founder of, a recent start-up which aims to provide both property buyers and sellers with up-to-date information that can better inform the transaction decision process.

Larissa Watson is a designer and entrepreneur from Belfast. Her luxury lifestyle brand is Goddess and Swift.

For each interviewee we explore the following questions:

Their own professional background

What prompted the concept and Brand Identity?

What have been your main customers? Do you segment the market into different customer types?

How important is the internet for their business?

How do you market your business and what marketing tips would they offer listeners?

What are the expansion plans - geographic / other services?

Media Files:

The Rental Car Market: Marketing Strategies

Sat, 16 Aug 2014 15:08:07 +0000

Colm Brady - Business Development Director, Europecar Ireland is interviewed in this podcast. We discuss a number of aspects of the car rental market; both domestic and international.

Buyer behaviour in the car rental market, understanding the distribution system, the differences between B2B and B2C markets, and the marketing strategies employed.

Media Files:

Innovation and Marketing: Profile interview Shane Mc Gonigle

Fri, 27 Jun 2014 20:43:17 +0000

This podcast is a profile interview with Shane Mc Gonigle, founder of Winsight  which he founded when he stepped down from the helm at Leo Burnett Ireland in 2012. Shane held the position of managing director of Burnett's Ireland divsion for over a decade. Shane founded Winsight to build on his passion for innovation and new product development, and in the podcast we discuss in detail how marketing and product innovation are inextricably interlinked. 

Media Files:

Cannes Lions Report - Kay Mc Carthy, MCCP

Mon, 23 Jun 2014 18:42:50 +0000

An interview with Kay Mc Carthy, from planning agency, MCCP, who spoke at the Cannes Lions Festival on the topic ' The Death of Planning ' Cannes Lions International Festival of Creativity titled ‘Planning for the death of planning, as we know it’

In the podcast we ask Kay what was the audience reaction.

Cannes Lions 2014 had more than its fair share of celebreties in attendance....

o Sarah Jessica Parker

o Maureen O’Dowd, New York Times

o Rebecca Eton, content curator for Downton Abbey o Calvin Klein

o RGA and Beats

o Kanye West

o Creative agency, Monkeys

o Keith Weed, CMO of Unilever

o Acacia 17


Also interviewed on the topic of branding is founder of Neworld Associates, Pat Kinsley.



Media Files:

AWE Conference Report

Sat, 07 Jun 2014 10:42:07 +0000


In this podcast the first in a number of special reports from the Augmented World Expo 2014 which took place on 28/29 May in Santa Clara Convention Centre.... In the podcast I interview Dhanushan Balachandreswaran, founder of Canadian tech force, Sulon Technologies...using their Cortex mounted head-set was certainly one of my most memorable experiences at the event. Also interviewed is Martin Herdina, CEO of Wikitude, whose SDK has already been used by more than 40,000 app developers world-wide. Their AR system has been used in the Shard London, and also to create a virtual tourist experience in the city of York.


In the second part of the podcast, I interview Gary Disley, Marketing Director of eircom Business Solutions. Topics we discuss are:


  • challenges of B2B compared to B2C,
  • how marketing works within a large organisation like eircom, and
  • why eircom are investing in Digital Boost and the eircom Spiders

Media Files:

Cannes Ad Festival - Irish Speaker on 'Planning is Dead'

Fri, 23 May 2014 20:00:36 +0000

Kay McCarthy, the founder and CEO of the Dublin-based planning agency MCCP will be flying the flag for Ireland when she delivers a talk at this year's Cannes Lions Festival in June. In an extended interview Kay talks about her paper 'Planning for the death of planning, as we know it' which will address topics like data, insight, strategy and creativity. We discuss the role of the planner today as well as the skill-sets required for a career in planning.
Plus an interview with Alex Walsh from the UK Direct Marketing Association who will preview a talk he will deliver at a forthcoming IDMA seminar on the impact of the new 2015 Irish postcodes. We discuss how postcodes help with data and how they help with segmentation, targeting and campaign planning.


Media Files:

Brand Repositioning Case Study - Rustlers

Tue, 20 May 2014 20:01:22 +0000

In this podcast there are three interviews:


Jill Byrne, Business Development Manager at Planning Consultancy MCCP talks about the agency's client base, and announces that founder Kay Mc Carthy will be the only Irish presenter at this year's Cannes International Advertising festival.

The guest speaker at MCCP's GameChanger event was Marketing Director of Kepak Foods, John Anderson, and I got the chance to discuss with him the repositioning or their Rustlers brand from a target market that was oriented at 'lads' to a more broad family appeal.

Finally in studio for an extended interview I talk to founder of Peter Connor. Bullet provide a cloud-based accountancy solution for SMEs. We discuss the points that arose in a presentation that Peter made to an Eircom Spiders workshop....lots of practical tips to build marketing presence on a shoestring.

Media Files:

Virtual Wardrobe Augmented Reality - Von Bismark

Sun, 11 May 2014 18:21:19 +0000

An extented interview with founder of Von Bismark, Eoghan O'Sullivan. Founded in late 2011 Von Bismark released their first commercial product – the “VB Wardrobe” in 2013. The Wardrobe uses live motion capture and allows consumers to control the interface from a number of metres away using only their hands. Utilising augmented reality users can then try on virtual outfits, take pictures and share content within seconds. To date the Wardrobe has been used as a marketing and sales tool for retailers and advertisers with some of the world’s largest brands taking advantage of the Wardrobe since launch. They recently exhibited the hardware at the inaugural European Augmented Reality Marketing Conference.


Media Files: Marketing a Pay-As-You-Go Car Brand

Sun, 04 May 2014 08:50:40 +0000

In this podcast interview Niall Carson from Go Car describes the company's start -up marketing strategy. Go Car is Ireland's only car sharing initiative, offering short term car rental to members on a hourly basis. It's somwhat similar in concept to the hugely popular DublinBikes initiative, and has been enjoying huge growth rates since its launch, with over 30 locations now served by 50 cars. 

Media Files:

Bord Gáis Energy Social Media Awards

Sun, 04 May 2014 08:17:10 +0000

In anticipation of the Bord Gáis Energy Social Media Awards 2014 taking place on June 5th, this podcast we interview founder of the , Damien Mulley and co-founder of Funky Christmas Jumpers Fabio Molle. Fabio was a winner in 2013 and in the interview he tells the story of his business and how social media marketing is at the heart of everything that they do.

Towards the end of the podcast I interview Orla Strumble, who is head of marketing at the Irish Greyhound Board. Greyhound racing has been growing in popularity, and has been successful in reaching out to new target markets - among them the marketing community, who see it as a great way to build relationships with clients and employees alike. We explore the marketing strategy behind the rise in popularity.



Media Files:

Branding, food packaging and marketing

Sun, 27 Apr 2014 13:11:43 +0000

In this podcast I interview Keith Bohanna. Keith is part of a boutique consultancy, NearFuture,  which helps businesses and organisations make sense of their evolving commercial strategies for dealing with digital.

He also has a core passion for small scale food producers & the role that branding and marketing plays in their growth. His blog, Biabeag, contains nearly 200 blog posts on this topic since 2010.

He kicked off a series of very successful Meet The Maker events in January and is now running a one day event Outstanding By Design taking place on May 10th. In this podcast we discuss the speaker line-up and some of the issues surrounding branding and packaging design for artisan food producers.

Media Files:

Augmented Reality Marketing Conference - Preview with Mike Halstead

Sat, 05 Apr 2014 13:39:24 +0000

An interview with keynote speaker at the inaugural Augmented Reality Marketing Conference, taking place in Dublin on April 15th, 2014 - Mike Halstead. Mike  is Managing Director of HH&S Group has more than 30+years in promotional marketing. He has a track record of employing new technology into tried and tested promotional mechanics. He Joined Saatchi & Saatchi in 1981 as a graduate recruit and in 1983 moved over to the newly created Saatchi below-the –line marketing agency The Sales Promotion Agency, becoming Group Account Director on British Airways account. In 1987 he founded a new sales promotion agency HH&S Group with Associated Newspapers, Pepsi and Pizza Hut amongst the first clients. Associated Newspapers is still a client after 27 years. Developed one of the early TXT2WINIn 2007 Mike created the digital consultancy m2end specialising in Augmented Reality.Clients include Volvo, Turner CNN, Royal Mail and Marston’s. Mike’s presentation will be on Augmented Reality and Sales Promotion.A new channel for tried and tested SP mechanicsA perfect match. AR, new digital technology channel with lots of functionality, a little misunderstood but bags of “hyped” potential and Sales Promotion the established, much used and abused, tried and tested, always looking for a new suit to reinvent itself. The backbone of many a brand and marketing campaign. Is this a good match? Does this relationship have the staying power or just another one night fling?[...]

Media Files:

Personal Branding

Sun, 23 Mar 2014 17:12:34 +0000

In this podcast we have an extended interview with Veronica Canning who has just published Your Brand: Advance Your Career by Building a Personal Brand. We discuss the process of managing one's personal brand and the pitfalls involved.

Also there is a phone interview with Eoin Wrixton from Wide Eye Media ( formerly Carlton Screen Advertising); we discuss the cinema advertising market in Ireland and also the impact that digital technology is having on the sector.

Finally we get a chance to hear what must be Ireland's youngest marketing professionals Adam Barry who is responsible for promotion of an innovative app

Pictured are Adam Barry with Veronica Canning

Media Files:

In-Flight Marketing and Event Marketing

Thu, 13 Mar 2014 23:16:53 +0000

In this podcast two interviews...firstly with Marino Fresch, Head of Marketing at Eventbrite who provide software for both paid and unpaid event planners, and in-studio is Stephen Dunn, Group Sales Director for Brand Connections Global.  Stephen discusses the airplane table-top advertising market - a fascinating opportunity for adverisers to connect with a captive we are happy to be media sponsors for Augmented Reality Marketing Conference taking place in Dublin on April 15th...more details in the podcast.

Media Files:

Facebook takeover of WhatsApp

Sat, 22 Feb 2014 13:37:30 +0000

In this interview presenter Hugh Hick interviews Damian Mulley from Mulley Communications who comments on the acquisition of WhatsApp by Facebook

Alex Gibson interviews Kara Maher ( from Frock n Fabulous ) about the marketing strategy for high-end fashion boutique rentals and, at the end of the show, Hugh Hick  talks to  David Glynn about how an Online Marketing Awards  is celebrating digital marketing excellence in Galway.

Media Files:

Tapastreet Social Mobile Innovation

Tue, 18 Feb 2014 19:58:27 +0000

An interview with the founders of Joe Mitchell CEO and Kathryn Tunney CMO about this new app which promises to link the worlds of social media and local consumption.


Also Eoin Clarke from talks about the Irish Broadband Awards which they have just announced as title sponsors.

Media Files:

DMX Dublin 2014 Digital Marketing Conference Special

Sat, 15 Feb 2014 14:25:31 +0000

A preview of the forthcoming DMX Dublin 2014  Digital Marketing Conference. Guest presenter Colin Lewis interviews two of the speakers. 

Tessa Barrera is the current Head of Social Media for Lexis, the Recommendation Agency where she works on creating online and offline conversation for brands to increase their reach.Prior to joining Lexis, Tessa was the Global Head of Social Media at Red Bull. She was responsible for the creation of both global and local market social media strategies in 165 countries, with a focus on building engaging and interactive social and digital activities across all parts of the company.  She oversaw close working relationships with all the major social media channels and Red Bull’s properties to drive constant innovation in line with new developments.

Ian Bolton is MD of  who promote fashion related items on a timed limited basis. Teebusters works with designers from all over the world, to create a community that selects the designs that are promoted for sale. 2013 was Teebuster’s first complete year of trading, developing a set of fanatical followers very quickly, establishing a network of designers worldwide and now selling to 42 countries. 


Media Files:

2013 Marketing Review with Joseph Jaffe, Gerard Tannam and Margaret E. Ward

Mon, 23 Dec 2013 16:05:00 +0000

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

Media Files:

Media Sponsorship Christmas programming

Sun, 15 Dec 2013 13:42:00 +0000

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...

Media Files:

Tourism Marketing Strategy :

Sun, 08 Dec 2013 07:08:00 +0000

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.

Media Files:

Marketing via Augmented Reality, Direct Marketing Trends

Sat, 09 Nov 2013 19:29:00 +0000

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.

Media Files:

Marketing Podcast: Customer Engagement Strategies

Mon, 28 Oct 2013 16:47:51 +0000

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.

Media Files:

Social Media Marketing Strategy Podcast

Sat, 26 Oct 2013 16:21:22 +0000

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

Media Files:

Making Online and Offline Marketing Strategies work together

Tue, 22 Oct 2013 18:07:00 +0000

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

Media Files:

Challenging Marketing : Hair Restoration : Case Study

Sat, 19 Oct 2013 03:57:00 +0000

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.

Media Files:

Public Relations and Sports Sponsorship

Mon, 30 Sep 2013 21:46:04 +0000

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 

Media Files:

Managing the Customer Experience

Sat, 28 Sep 2013 16:40:00 +0000

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. 

Media Files:

Coffee Culture : Marketing, Entrepreneurship

Fri, 20 Sep 2013 19:09:00 +0000

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. 

Media Files:

TBEX - Travel Blogging Conference comes to Dublin, IAPI Industry Census, LinkedIn Marketing

Thu, 12 Sep 2013 22:24:00 +0000

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.

Media Files:

Tourism Web Marketing and new PR service innovation

Sun, 01 Sep 2013 20:58:00 +0000

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.

Media Files:

Ethical Marketing and Marketing Graduate Careers

Sun, 25 Aug 2013 18:21:00 +0000

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.

Media Files:

Top Marketers' Panel Discussion

Wed, 21 Aug 2013 10:06:33 +0000

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. 


Media Files:

IAPI Future Heads : Developing Young Talent in Advertising

Wed, 21 Aug 2013 08:44:00 +0000

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. 

Media Files:

Media Auditing Processes and Trends

Mon, 19 Aug 2013 20:55:41 +0000

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.

Media Files:

Making Better Marketing Presentations/Sports Marketing

Sun, 18 Aug 2013 09:37:00 +0000

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.

Media Files:

Online PR and Mobile Marketing Case Studies

Fri, 09 Aug 2013 19:12:00 +0000

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.

Media Files:

Pat Kenny departure to Newstalk; Omnicom Publicis Deal

Thu, 08 Aug 2013 09:31:50 +0000

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.

Media Files:

Entrepreneurs' Organisation and Phlok

Sat, 29 Jun 2013 05:56:00 +0000

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. [...]

Media Files:

Cannes Lions Report / Vocal Digital Trends Survey

Mon, 24 Jun 2013 19:31:00 +0000

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.[...]

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AWE 2013 Conference Report: Augmented Reality and Marketing

Sun, 23 Jun 2013 14:06:00 +0000

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.

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Women On Air and Irish Consumer Trends

Mon, 10 Jun 2013 16:16:00 +0000

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.

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Keogh's Crisps: Developing an International Brand based on Irish Potatoes

Sat, 01 Jun 2013 21:13:52 +0000

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.

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Women On Air: promoting women's voices on broadcast media

Sat, 01 Jun 2013 20:58:00 +0000

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

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uSwitch Marketing Case Study

Mon, 27 May 2013 19:49:00 +0000

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.

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Barry O'Sullivan, talks social media marketing

Sun, 12 May 2013 18:06:00 +0000

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. 

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Irish Digital Marketing Case Studies : Colin Hetherington from Zoodigital

Sun, 21 Apr 2013 13:13:00 +0000

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 #Tweetsinspace 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. [...]

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Netherlands Ad and PR Scene ( PR Salon preview )

Fri, 12 Apr 2013 15:25:00 +0000

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.

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Managing the Agency Client Relationship

Sun, 07 Apr 2013 13:34:20 +0000

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.

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DMX Digital Marketing Conference Dublin : Special Podcast Report

Tue, 02 Apr 2013 16:59:00 +0000

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.

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