Dublin City FM. The Persuaders is hosted by Alex Gibson, with a little help from my friends.
can be heard live at
1.00pm G.M.T. every
An extended interview with CEO of Homestay.com - 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.
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.
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.
In this podcast I'm joined in-studio by Paul Bridgeman from Vocal.ie 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
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 TotalHealth.ie a new chain of independent pharmacies.
Finally in the show, Paul Ebbs, discusses the launch plans for DIT's Construction Innovation Lab.
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
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.
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.
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.
Where’s the future for daily deal sites? The landscape is certainly shifting, what with the introduction of Google Offers and the speculation about Groupon’s going public. Has it had its heyday – I know I’m tiring of receiving three to four emails a day – or is there plenty more steam in the engine?
Lab42 have researched that there are as many as 660 live deal sites, with more springing up daily, making for a competitive market place. Groupon’s growth has been astronomical, but, now reaching 115 million users, it has seen a decline in web traffic since July 2011. Lab42 surveyed 500 daily deals users on how they use the sites and have helpfully created this nifty infographic to answer a few question.
“Take a shave-cation. A whole weekend away from your razor.”
Advertising Agency: JWT, New York, USA
Chief Creative Officer: Peter Nicholson
Executive Creative Director: Sarah Barclay
Creative Directors: Billy Faraut
Art Director: Yangjie (Jay) Wee, Kirstin Roquemore
Copywriters: Alexis Reid, Tiffany Appleton
Planner: Jason de Turris
Director of Integrated Production: Clair Grupp
JWT Director of Brand Production: Matt Anderson
Print Producer: Dana Pettit
Art Buyer: Richard Cardinali
Account Executives: Claire Capeci, Ariel Stern, Monica Lewin, Jeff Branz
Photographer: Chris Clor
Retoucher: Chris Clor, Traian Stanescu
Media Agency: MEC
What determines whether a damaged brand has reached a tipping point from which it cannot recover?
One of the remarkable facts of brand equity is its persistence. A strong brand can withstand almost anything. The Apple and Harley-Davidson brands survived years of shoddy unimaginative products and are now among the strongest brands. The AT&T brand suffered from decades of terrible service, yet is now probably the strongest brand in its space. Incredible.
However, some brands do not recover easily. The GM brand was tarnished by the mismanagement of the 80s and parts of the 90s. According to Bob Lutz in his book Car Guys vs. Bean Counters, its sullied reputation lingered for decades. Even in the last few years the media ascribed an inability to design quality cars that objectively was not justified. The Audi sudden-acceleration problem exposed in a 60 minutes piece in 1986 tarnished its brand. Even though according to the CEO of Ford (in a private conversation), Audi had…
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A great evening indeed and one that I and Michael Clyne from Path Pacific were delighted to help Livestream to the global creative community.
Marvellous. Bloody marvellous. How can you not love it when an idea catches fire and enough people see enough potential that they’ll invest enough time and energy to make it fantastic? Portfolio Night is just such a beastie. Ogilvy have hosted it twice in Dublin now, and very smart they are for doing so.
60 aspiring creatives were baring portfolios and souls to the well meaning but unyielding rigours of two dozen of the town’s top creative directors. Each young creative’s book benefitted from three 15-minute deep dives with three CDs, and the open spaces of Ogilvy’s beautiful building were used to wonderful effect, intense huddles everywhere you looked. The early atmosphere was beautifully balanced: relaxed and friendly sage advice meets huge dollops of youthful anxiety. It is after all probably the one occasion on the calendar when CDs can rub shoulders and enjoy each other’s company without the intense competition that awards shows bring.
The presence of so many digital agencies on the night cements the importance of Portfolio Night across disciplines. I spotted reps from Cybercom, Bluecube and Eighty Twenty lending their expertise to the newbies. ICAN’s Ian McFarlane said digital content was both improved and increased on last year’s event. It was heartening to see digital education represented by IAPI and DIT as well. Their joint Aungier Street postgraduate diploma in advertising and digital communications, also in its second year, is starting to get noticed by prospective employers. (As I oh-so-casually mention that, I should also disclose that I’m one of those involved on the lecturing side of the course.)
This is the ninth year of the Portfolio Night project, dreamed up by Toronto-based ihaveanidea.org. It happened in 30 cities simultaneously, which is a fairly cool thing, on my highly scientific scale of coolness. Locally, the whole evening was livestreamed to the world by Alex Gibson of Persuaders marketing blog and broadcast fame. Dublin’s second year has set a particularly high standard and I’m beginning to suspect that JP Donnelly (below) et al are glad they snagged this little annual creative corner.
“Taste the good old days.”
Advertising Agency: Publicis Conseil, Paris
Art Director: Philippe Boucheron
Copywriter: Patrice Lucet
Assistant Ad : Antoine Dezes-Richard
Chief creative Officer: Olivier Altmann
Creative Director: Fabrice Delacourt, Olivier Desmettre
Photographer: Hervé Plumet
Art Buyer : Soone Riboud
Retouching: Adrien Blanchat/Benjamin Bastide