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All Ireland Marketing Awards - Closing Date For Entries 9 Feb on 9-Feb-12 7:00 PM

Thu, 09 Feb 2012 19:00:00 GMT

All Ireland Marketing Awards - Closing Date For Entries 9 Feb
Start Date: 9-Feb-12 7:00 PM
End Time: 9-Feb-12 11:45 PM
Location: Burlington Hotel
Event Details:

The aim of The Marketing Institute of Ireland in staging these awards is to promote excellence and best practice in all areas of marketing, and especially highlight the role of marketing in value creation, and its relationship to profit performance.

Closing Date For Entries: Thursday 9th February 2012

FOUR TIPS FOR A GREAT ENTRY!

Follow these tips to maximise your chances of making the shortlist of finalists:

• (1) Present your information clearly and concisely.
• (2) Simple, direct language works best.
• (3) Connect up the three-part storyline:

The Business/Brand Challenge - Your Response -
The Results.
• (4) Marketing is about results! Remember to state these clearly.

enter online http://www.aimawards.ie/enter.asp

Listen to the Newstalk Ad

Important dates

Finalists Announced:
Thursday 1st March 2012

Judging Presentations:
21st March – 30th March 2012

Gala Awards Ceremony:
17th May 2012, Burlington Hotel

Follow us on Twitter #AIMA12 (AimAwardsie)

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All Ireland Marketing Awards 2012

New Product/New Market Award
Gnó as Gaeilge - (Marketing Through Irish Award)
CRM / Customer Care Award
Brand Campaign Award
Direct Marketing Award
Market Research Award
Marketing Team Award
Sponsorship Management Award
Public Relations Campaign Award
International Marketing Award
Marketing Innovation Award
Integrated Marketing Award
Corporate Social Responsibility Award
Small Business Marketing Award
Digital Marketing Award
Advertising Campaign Award

We would like to thank our Media Partner

___________________________________________________________________________

750 marketing and business leaders from all over Ireland gathered at the Burlington Hotel on Thursday 12th May, to hear the announcement of the winners of the 2011 All Ireland Marketing Awards. The Marketing Institute of Ireland’s gala dinner was the culmination of a major programme involving the adjudication of hundreds of entries, and the interviewing of scores of shortlisted finalists by expert judging panels.

View Photos from the 12th May 2011.

Burlington Hotel

44 Upper Leeson Street

Dublin 4

Cork - Marketing Breakfast - Good Boss; Bad Boss - Marketing Leadership on 21-Feb-12 7:30 AM

Tue, 21 Feb 2012 07:30:00 GMT

Cork - Marketing Breakfast - Good Boss; Bad Boss - Marketing Leadership
Start Date: 21-Feb-12 7:30 AM
End Time: 21-Feb-12 9:00 AM
Location: Clarion Hotel
Speaker: Alf Smiddy

Event Details:

Why should you be there? Alf will offer you an insight into various issues around Marketing Management, Brands and the importance of leadership in Marketing. Alf will outline some of his experiences during the development and introduction of many beer brands to this region and in Ireland, and also brands across other sectors.

The presentation will also cover aspects of Leadership in the Marketing function. Alf will offer his perspective on results and executive decisions relevant to marketing professionals. He will undoubtedly deliver value to people working in marketing and leadership functions.

Join fellow marketers at Cork Marketing Breakfast
on Tuesday 21 February 2012.

This event is designed not only to bring you examples of business success, but to help you build your professional network, bring your business cards!

With the support of The Evening Echo as sponsors we are able to offer Members and students a rate of €10 and non-members a rate of €20.

This event includes refreshments served and you will have opportunities for networking with our presenter and other marketing and business professionals.

If you haven’t attended our events before we promise you a warm welcome. If you would like to see what our events are like you can access videos of previous events here compliments of Onevision Multimedia at One Vision 5

Vincent Scanlon ACMA MMII

Chairman
Cork Branch

Marketing Institute of Ireland

south@mii.ie

twitter @B2BVincent

hashtag #miisouth

If you do not already receive regular email notices of our local events please sign up now! http://www.mii.ie/signups/

Grow Our Membership

If you know someone who you would feel would benefit from membership, please direct them to our website www.mii.ie/join

Marketing Institute South Region Event Sponsors

B2B Print

Clarion Hotel Cork

Evening Echo

WSI

Payment for all events organised with The Institute must be made PRIOR to the event. Registration will not be complete until payment has been made.

Clarion Hotel

Lapp's Quay

Cork

Dublin - Marketing Breakfast - Building great global brands from Ireland on 22-Feb-12 7:45 AM

Wed, 22 Feb 2012 07:45:00 GMT

Dublin - Marketing Breakfast - Building great global brands from Ireland
Start Date: 22-Feb-12 7:45 AM
End Time: 22-Feb-12 9:00 AM
Location: Fire Restaurant
Speaker: Maurice Doyle

Event Details:

Speaker Maurice Doyle, Group Marketing Director of William Grant & Sons will discuss - Building great global brands from Ireland.

Maurice joined William Grant & Sons in August 2009 inspired by its ambition to create something truly differentiated in the world of spirits. Among other priorities since he joined have been the acquisition of Tullamore Dew in July 2010 and the international relaunch of what is the second largest Irish Whiskey Brand in the world. The company has a Global Marketing Office in Dublin where the Hendrick’s, Sailor Jerry, Tullamore Dew and Innovations Global Teams are based. The company also has operations in Clonmel and a visitor centre in Tullamore.

Join fellow marketers at The Marketing Breakfast in Fire Restaurant on Wednesday 22 February 2012.

This event is designed not only to bring you examples of business success, but to help you build your professional network, be sure to bring your business cards!

Registration from 7.45am for a networking breakfast, 25 minute talk on topic followed by Q&A, plus information on upcoming MII events and a copy of The Irish Times.

Pay online with (members should login before they register)

Payment for all events organised with The Institute must be made PRIOR to the event.

The Marketing Institute of Ireland regrets that we cannot reimburse registration fees for any cancellation
made within 48 hours of the event (and it is our policy to charge full price for all no-shows).

The Marketing Institute of Ireland would like to thank our Sponsor

Sign up for Something for the Weekend, the new weekly email from The Irish Times featuring exclusive offers, competitions and a sneak preview of what’s coming up in the weekend edition of The Irish Times. click here to sign up

Fire Restaurant

17 Dawson Street

Dublin 2

Dublin - Irish Sponsorship Summit on 23-Feb-12 8:45 AM

Thu, 23 Feb 2012 08:45:00 GMT

Dublin - Irish Sponsorship Summit
Start Date: 23-Feb-12 8:45 AM
End Time: 23-Feb-12 5:30 PM
Location: Croke Park Stadium
Speaker: Line up

Event Details:

“Sponsorship Edge: Essential Learnings for Stand Out Recovery”

The Marketing Institute of Ireland is pleased to partner in the Irish Sponsorship Summit 2012, which takes place on Thursday 23 February 2012 at Croke Park.

This event will explore the challenge of how sponsorship investments can get the edge that is required to stand out and deliver results for all parties. Europe’s best and brightest sponsorship professionals will be on our doorstep to help define the opportunities and insights in sponsorship globally.

The big questions and issues to be addressed on the day through the summit’s theme of “Sponsorship Edge: Essential Learnings for Stand Out Recovery” include:

• How to effectively manage and nurture internal sponsorship buy-in
• How to find & create your own identifiable space on your chosen sponsorship platform
• How to maximise your activation programmes, especially Social Media & Public Relations

If your role as a marketing decision maker requires you to be fully informed on the latest perspectives on sponsorship, you may wish to look closely at this conference.

Members of the Marketing Institute of Ireland may take advantage of a special pricing deal.

Pricing and Registration Information - Not-For-Profit and Group Rate (2 or more): Save €40

Early Bird Pricing to MII Members
After Feb. 3rd Pricing to MII Members
General Early Bird Pricing
After Feb. 3rd General Pricing
Not For Profit & Group Rate for 2 or more - save €40

€355 (+ VAT)
€455 (+ VAT)
€395 (+ VAT)
€495 (+VAT)

Please note that VAT plus standard credit card booking fees of 2.5% apply with each transaction. Register online on www.irishsponsorshipsummit.ie

If you are a member of the Marketing Institute of Ireland and want to register with VIP Code - You must Login to www.mii.ie site as a member - and click http://www.mii.ie/iss/

If you have any questions or would like further information on this years conference, please contact Bruce on:
T: 086 730 7962
E: info@irishsponsorshipsummit.ie
Address: Irish Sponsorship Summit, DMG Business Centre, 12 Camden Row, Dublin 8.

www.irishsponsorshipsummit.ie

In Association with:

The Marketing Institute www.mii.ie

The European Sponsorship Association (ESA) www.sponsorship.org

OnSideSponsorship www.onside.ie

Dublin - eMarketing and The Social Media Revolution on 23-Feb-12 9:00 AM

Thu, 23 Feb 2012 09:00:00 GMT

Dublin - eMarketing and The Social Media Revolution
Start Date: 23-Feb-12 9:00 AM
End Time: 24-Feb-12 5:00 PM
Location: The Marketing Institute of Ireland, Leopardstown, Dublin 18
Speaker: P R. Smith

Event Details:

Aim

To boost results, build sustainable competitive advantage & to make you a world class online marketer by helping you to exploit the social media opportunity & understand its limitations

Use the next generation of social media and online branding
Develop your e-Marketing strategy
Understand the advantages and disadvantages of all online tactical tools
Write the perfect eMarketing Plan

Indicative Content

20 Essentials to establish credibility & trust
15 Tactical tools to increase web site & social media traffic
10 Ways to convert more visitors into customers
5 Ways to convert more customers into lifetime customers
The classic mistakes and pitfalls to avoid online
Best-practice tips, techniques and golden rules

Target Group

Marketing Executives, Non-marketing professionals involved in or interested in e-Marketing (including sales, business development and web designers). No prior knowledge required.

Course Outline

Why Social Media/Web 2.0 is the ‘biggest change since the industrial revolution
What is Social Media & how does it work (e.g. Ladder Of Engagement)
The Dos & Don’ts of social media & online strategy
How to develop credibility before raising visibility
How to satisfy visitors online & avoid costly errors
How to convert more visitors to customers & boost revenues immediately
How to convert more customers into lifetime customers & boost profits
How to stop losing customers (beat the customer service time bomb)
How to exploit eTools (SEO; SEM/PPC; • Banner Ads & i-TV ads & Video;
       Viral Marketing & Online PR; Social Media (incl. Blogs, Youtube; Linkedin;
       Facebook & Twitter; Opt-In eMail/SMS; Links, Web Rings & Affiliate Networks;
       Widgets & Atomisation; Offline Integration)
How to write the perfect eMarketing plan (including social media strategy)
How to control your eMarketing & measure value
How to optimise your spend i.e. maximise return
How to use Creative Thinking Techniques to add value & solve problems

Recent delegate feedback

"This course has given me increased confidence in a fast moving area - we are all learning together and the 2 days have helped me clear away the idea that the area is a 'Black art'."

“The course made me put myself in my customers shoes which is what I should do every day. I went from unsure about how I would cope through the two days to feeling more confident to enthusiasm to do better! Loved it .....Thanks a million"

“A very informative and enjoyable course which has changed my whole thinking on e-Marketing.”

" A fantastic insight into the online world"

"Excellent insight into social media, its power and how to turn it into a productive customer retention tool"

Pay online with (members should login before they register)

Payment for all training courses with the Institute must be made 10 days PRIOR to the commencement of training. Registration will not be complete until payment has been made.

Cancellations
The Marketing Institute of Ireland regrets that we cannot reimburse payments for any cancellation made within 7 days. A cancellation notification must be submitted in writing by mail, fax or e-mail to The Marketing Institute. 14 days prior = 80% refund, 7-14 days prior = 50% refund, no refund thereafter.

Registration opens at 8.45am sharp. The course begins at 9.15am.

The Marketing Institute of Ireland

Leopardstown, Dublin 18

Dublin - Breakfast Event - Age of Change - Tackling what's next?' on 28-Feb-12 7:30 AM

Tue, 28 Feb 2012 07:30:00 GMT

Dublin - Breakfast Event - Age of Change - Tackling ‘what’s next?’
Start Date: 28-Feb-12 7:30 AM
End Time: 28-Feb-12 9:15 AM
Location: The Westbury Hotel
Speaker: Gerard O'Neill, Amarach & Amie Peters, An Post

Event Details:

The Age of Change – Tackling ‘what’s next?’

Get ready for some pearls of wisdom on the future of marketing in Ireland

This one-off event is being brought to you by the Marketing Institute of Ireland together with the An Post Mail Media Unit and Amárach Research, all of whom will provide leading perspectives at this exclusive breakfast.

After a year’s research involving Irish consumers and marketing decision makers, Gerard O’Neill, Chairman of Amárach Research, will present his valuable research findings for the first time.

Amie Peters, Head of Direct Mail - An Post will start by discussing the changes faced by the industry and highlighting the importance of integration and customer loyalty as a route to success.

Gerard O’Neill’s research gems will include:

- Opportunity Shocks! - Opportunities for Growth & Success 2012-2016

- The difference is we’re Irish – Irish vs British consumers

- New ways to connect with customers – the future is a conversation...

The future is moving towards:

· Loyalty: Ireland may not be cash rich but over 90% of the population do have at least one loyalty card in their wallet whether for coffee or hair styles. One in 5 consumers has 5 cards or more.

· Integration: the research revealed that a remarkable 71% of consumers admit they would buy more if they had a catalogue to hand when shopping online.

· Irishness: It also found that a phenomenal 1.3 million Irish adult consumers (38%) are put off by brand advertising not created for and targeted specifically to an Irish audience. That’s over one third of Irish adult consumers who have switched ‘off’ before you air.

You’ll be armed and ready to tap into the estimated €50 billion windfall that will come on stream once consumer confidence is restored in Ireland.

At €15 for MII Members and €25 for non-members, it’s an unmissable opportunity for you and your colleagues to pocket some invaluable insights.

Pay online with (members should login before they register)

Payment for all events organised with The Institute must be made PRIOR to the event.

The Marketing Institute of Ireland regrets that we cannot reimburse registration fees for any cancellation made within 48 hours of the event (and it is our policy to charge full price for all no-shows).

The Westbury Hotel

5 Balfe Street

Dublin 2,

Dublin - Marketing @ Night - Don't give up on Differentiation on 29-Feb-12 6:30 PM

Wed, 29 Feb 2012 18:30:00 GMT

Dublin - Marketing @ Night - Don’t give up on Differentiation
Start Date: 29-Feb-12 6:30 PM
End Time: 29-Feb-12 8:00 PM
Location: Edelman
Speaker: Bronagh Twomey

Event Details:

DON’T GIVE UP ON DIFFERENTIATION - The “No Nonsense Insurance” story
with Bronagh Twomey, Group Head of Marketing, FBD Insurance plc.

The car insurance market had become extremely competitive with numerous players offering very similar propositions. The challenge was how could FBD Insurance differentiate itself within the insurance market to maintain growth and continue to capture market share. To address this challenge the No Nonsense Brand was launched in 2009 and has continued to deliver strong business results ever since. Bronagh shares with us some the practical learnings and insights gained through the journey of developing the No Nonsense brand. She shows no matter what sector your brand plays in, the focus is still the same; don’t give up on differentiation and continuously strive to create an important and meaningful point of difference.

Join fellow marketers at The Marketing @ Night in Edelman, 5th Floor Huguenot House, 37 St Stephen's Green, Dublin 2.

This Marketing Institute of Ireland event is designed not only to bring you examples of business success but to help you meet other business people facing similiar challenges, and build your professional network, be sure to bring your business cards!

* The Main Doors at Edelman close sharply at 6.50pm (please arrive before then).

This series is sponsored by

MARKETING @ NIGHT is a monthly series of evening talks, exploring marketing themes and practices in a range of disciplines and sectors. The series is geared towards marketing professionals involved in strategy, planning, branding, communications, PR, or management. Marketing @ Night also offers a great opportunity to build your personal network in a relaxed atmosphere before the presentation by the guest speaker.

Very limited places , register and pay online to secure you place.

Wine and canapés are served.

View a short video interview with Susan Daly who spoke at a recent Marketing @ Night.

______________________________________________________________________________________

Payment for all events organised with The Institute must be made PRIOR to the event - Pay online with (members should login before they regsiter)

The Marketing Institute of Ireland regrets that we cannot reimburse registration fees for any cancellation made within 48 hours of the event (and it is our policy to charge full price for all no-shows).

Edelman

37 St Stephens Green

Dublin 2

Dublin - Marketing Breakfast - on 14-Mar-12 7:45 AM

Wed, 14 Mar 2012 07:45:00 GMT

Dublin - Marketing Breakfast -
Start Date: 14-Mar-12 7:45 AM
End Time: 14-Mar-12 9:00 AM
Location: Fire Restaurant
Event Details:

Details available shortly!

Join fellow marketers at The Marketing Breakfast in Fire Restaurant on Wednesday 14 March 2012.

This event is designed not only to bring you examples of business success, but to help you build your professional network, be sure to bring your business cards!

Registration from 7.45am for a networking breakfast, 25 minute talk on topic followed by Q&A, plus information on upcoming MII events and a copy of The Irish Times.

If you haven’t attended our events before we promise you a warm welcome. Below Tim Burnell, VP of Corporate Communications at Emirates interviewed by Victor Coleman after the Marketing Breakfast on Wed 25 January 2012.

http://www.youtube.com/watch?v=Djbnxfw5BLI

Pay online with (members should login before they register)

Payment for all events organised with The Institute must be made PRIOR to the event.

The Marketing Institute of Ireland regrets that we cannot reimburse registration fees for any cancellation made within 48 hours of the event (and it is our policy to charge full price for all no-shows).

The Marketing Institute of Ireland would like to thank our Sponsor

Fire Restaurant

17 Dawson Street

Dublin 2

Cork - The Marketing Ball 2012 - Magical Moonlight Ball on 24-Mar-12 7:00 PM

Sat, 24 Mar 2012 19:00:00 GMT

Cork - The Marketing Ball 2012 - Magical Moonlight Ball
Start Date: 24-Mar-12 7:00 PM
End Time: 24-Mar-12 11:45 PM
Location: Silver Springs Moran Hotel, Tivoli, Cork
Speaker: Jenny O’Flynn

Event Details:

The Marketing Institute Ball 2012
Magical Moonlight Ball - Dancing in the moonlight

The Marketing Institute 2012 Magical Moonlight Ball “Dancing in the Moonlight” sponsored by Corona Light will take place on Saturday 24th March 2012 at the Silver Springs Moran Hotel.

This event continues with the glamour and glitz of previous years, with a variety of entertainment and dancing. The Marketing Ball is always a great night for networking with friends, colleagues and fellow professionals. Tickets are now on sale!

Date: Saturday March 24th 2012

Venue: Silver Springs Moran Hotel

Tickets: €75 per person

Drinks Reception: Corona Light and Prosecco Drinks Reception – at 7pm.

Entertainment: The Fabulous Lounge Man will entertain during the Drinks Reception and the main band of the night will be Brass & Co a fantastic Show Band, followed by a DJ.

Gifts/Prizes: The Marketing Ball is famous for its gifts and prizes! Each Couple will receive a Beautiful Irish Gift kindly provided by Kilkenny Group. There’s a Goody Bag Valued at €200, and a Promotional gift from Connect Promotion.

Charity Raffle: The charity raffle is in aid of a very deserving charity The Society of Saint Vincent De Paul, with over 100 prizes to be won.

Dress: Formal / Black Tie

Thank you to our Sponsors, Corona Light, Gouldings, KBC Bank, Kilkenny Group, TCH, B2B Print, B2B Signs, Connect Promotions CAVs Neville Jewellers and Red FM

Main Sponsor

Tickets are available on a first-come, first-served basis and should be booked online payment is by credit / laser. card. Cheques should to be made out to "The Marketing Institute of Ireland" and posted to:
Cecilia McLernon,
Cork Marketing Ball,
The Marketing Institute,
South County Business Park,
Leopardstown,
Dublin 18.

Come and join us for a guaranteed enjoyable night of fun, food, glamour and of course dancing.

Regards

Jenny O’Flynn
Marketing Institute Ball Chairman 2012

south@mii.ie

#ballcork #miisouth

Marketing Institute South Region Event Sponsors

Speaker Accomodation Sponsor
Clarion Hotel Cork

Media Partner

Evening Echo

Calendar of Events Design & Print
B2B Print

Grow Our Membership

If you know someone who you would feel would benefit from membership, please direct them to our website www.mii.ie/join

Silver Springs Moran Hotel

Interview with Daniele Fiandaca, Cheil UK at 32nd National Marketing Conference 2011

Niamh Walsh - noemail@mii.ie — Mon, 14 Nov 2011 08:00:00 GMT

Daniele Fiandaca spoke at the 32nd National Marketing Conference on 9 November 2011 in the Four Seasons Hotel in Dublin on the topic "Communication is no longer linear." You can view a video interview with Daniele taken on the day below. Conference delegates can access a full video of Daniele's presentation by Logging In

Daniele Fiandaca is the founder of Digital Fauna. Previously he ran the global digital communications agency Profero for over 10 years, building it from 20 to over 250 people globally, with a revenue of €23m and clients such as 3M, Apple, ASICS, Channel 4, IKEA, Johnson&Johnson, Lufthansa, MINI and Pepsico. He headed up Profero’s global social media offering, The Hive, ensuring that the agency was rewired for the future. He is now Head of Innovation at Cheil UK.

14-Nov-11 8:00 AM

Video Interview with Caroline Taylor, IBM at the National Marketing Conference 2011

Niamh Walsh - noemail@mii.ie — Fri, 11 Nov 2011 10:00:00 GMT

View our video interview with Caroline Taylor, Vice President Marketing, Communications and Citizenship with IBM.

Caroline spoke at the 32^nd National Marketing Conference, which took place on Wednesday 9 November with over 200 delegates gathering at The Four Seasons in Dublin. "Differentiation for Growth" was the theme of the conference and the day featured a wide range of speakers discussing how marketers can devise strategies to assure growth in the current economic climate.

Global CMO Study

You can download IBM's CMO Study referenced in Caroline Taylor's presentation:
From Stretched to Strengthened - Insights from The Global CMO Study

11-Nov-11 10:00 AM

Dublin - Marketing @ Night - The Shift of Consumer’s Consumption of Media to Digital Media

Cecilia McLernon - noemail@mii.ie — Fri, 21 Oct 2011 11:00:00 GMT

Susan Daly explained why TheJournal.ie was founded as a response to how a new generation are increasingly accessing news online and tailoring their news consumption to their own tastes and interests. TheJournal.ie encourages interactivity with its users and encourages feedback on the news - but also on what constitutes news for this audience - while simultaneously imposing a credible journalistic framework on such contributions. (Its motto is 'Read, share and shape the news'.)

Susan explained the implications of digital media on advertising, brands and traditional marketing practices - and how this new stage in news consumption demands new ideas and creativity from marketers.

Susan is editor of the online-only Irish news publication TheJournal.ie. She has worked in national media for 14 years, was previously day news editor for The Irish Daily Star and news feature writer for the Irish Independent, and frequently guests on current affairs programmes on TV3, RTE1, TodayFM, RTE Radio1 and Newstalk.

TheJournal.ie has become one of the leading news publications in the Irish social media space in the 12 months since going live, attracting 85,000+ followers on Facebook and 20,000+ on Twitter. Over 65,000 smartphone users have downloaded its news app and the website received 720,000 unique users last month.

21-Oct-11 11:00 AM

Marketing to the Baby Boom

Jenny Bishop - noemail@mii.ie — Wed, 28 Sep 2011 08:00:00 GMT

At the latest in the Marketing breakfast series, ‘Marketing to the baby boom’, with Gerard O’Neill, Amárach and Rose Kervick, Eumom, there were three main themes which dominated following a survey conducted by Amárach Research of Eumom members:

· The importance of the sense of community , belonging and trust among members

· Demographics are crucial for marketers and the current baby boom is a key opportunity for brands and marketers alike – if you want to follow the money, demography is destiny

· Mums are key decision makers in household purchases and have a massive sway over consumer spending which translates into billions of euro every year

The importance of the sense of community, belonging and trust among members

Eumom has over 106,000 active members, and they sign up approximately 3000 new members every month. Their members come to the community for new information, support, peer and professional advice and to chat to each other about their experiences as new mothers. Amárach Research conducted the survey on behalf of Eumom and one of the things that struck Amárach was the extraordinary speed of response to the survey – there were 3,400 respondents in total and they had approximately 1000 responses by the end of the first day. This is a very rapid response rate in the online world and shows the level of engagement of mothers with Eumom and the feeling of community and sense of belonging they have.

The fantastic response to the survey indicates a strong affinity to Eumom and the profile of respondents is very representative of the population, age, social class, region, average household income is approximately €47,000; 45% of mums are employed, so the research is mostly based on two income households. 3 in 10 are expecting mums. The Eumom profile gives good depth and breadth to its brand and to marketers trying to understand the ‘mum’ segment in the marketplace.

The issue of trust between consumers and brands is hugely important – gaining, keeping or restoring trust is a really important driver for marketing strategy. The high levels of trust that mothers have with content-based websites such as Eumom is apparent but it’s not just trust that is important, it’s also advice and knowledge sharing. This generation of Mums is the most connected, the most IT literate of any generation and online sites provide a hugely important platform not only for engaging with one another, but also for engaging with brands.

Demographics are crucial for marketers and the current baby boom is a key opportunity for brands and marketers alike

We are one of the very few countries experiencing a growth in population and it’s intriguing to see something of an echo boom – we had a baby boom in the 70’s and early 80’s (David McWilliams coined the phrase ‘pope’s children’)– 30 years later the pope’s children are now having their own children and they are part of the changing landscape for marketers and society. There is a shift in the average age of marriage and the age of the first child being born to 30 and 31. This has a parallel in the surge in the population of under 5’s. If you want to follow the money, demography is destiny, that’s what the research is telling us.

The presentation points to one of the most important demographics today, the few areas that are growing significantly look set to continue - this is an increasingly important group in terms of their power and specifically their spending power.

Mums are key decision makers in household purchases and have a massive sway over consumer spending which translates into billions of euro every year

One thing that struck Amárach was how involved Mums are in consumer decisions for the whole household. The pressures they are facing with income are also apparent, with a high percentage of them experiencing a decrease in income coupled with the increase in the cost of living, which is obviously putting pressure on grocery shopping. Mums are doing more and more savvy things: 97% of them are in loyalty schemes, many of them are using coupons and vouchers to provide them with value and to make their money go further and this figure has even increased on last year.

When you look at sources of influence on Mums decision making, things like word of mouth come through as very crucial plus advice from their own mothers, other Mums and friends. Mums have such important influence over decisions for their families and the challenge for marketers is to get inside that circle of trust through appropriate channels. The rewards of engaging with Irish Mums today are very significant in terms of market share, and share of wallet. Brands can also try to build a legacy that’s multi-generational and you can see it pass on to the next generation, for example Sudocrem, there is a great sense of loyalty and affection for the product. Brand loyalty is very strong with this category, for example baby food. One or two brands dominate in this sector and it shows that loyalty and brand affinity can’t be taken for granted. However the level of switching is increasing right across the marketing landscape – consumers are less loyal even when making decisions for their babies and are actively looking for switching opportunities, taking value for money into consideration. For products such as baby food, there are other considerations such as quality and nutritional content. This is a highly informed market segment, more empowered and more knowledgeable than other generations.

Watch a video of the breakfast presentation

Download the presentation slides

Click here to read more about upcoming events

28-Sep-11 8:00 AM

Trademark & Brand Protection

Judy Goldman - noemail@mii.ie — Mon, 22 Aug 2011 10:00:00 GMT

It is important that every company ensure its trade marks and brands are adequately protected. Simply put, a company’s trade marks are the marks used by the company including names and logos while the brand includes the goodwill and reputation of the company and its products.

A company should:

Register its trade marks;
Ensure its employees’ proper use and display of company trade marks on the web;
Police its copyright and the use of its copyright by third parties; and
Police against and prevent any impersonator’s use of the company trade marks and brands and its customers’ account names and screen identities.

Companies should have policies in place which set out guidelines and restrictions for use of its trade marks by its employees on the internet. They must also ensure that their employees are truthful about what the company has to offer in any postings they may make, as the company may be held liable for misleading commercial practices and such a finding will likely injure the company’s brand. Section 42 of the Consumer Protection Act 2007 (“the CPA”) provides that a trader shall not engage in a misleading commercial practice.

Pursuant to section 43 of the CPA, a commercial practice is misleading if it provides false information which would be likely to cause the average consumer to make a transactional decision that the average consumer would not otherwise make, or if it would be likely to cause the average consumer to be deceived or misled and to make a transactional decision that the average consumer would not otherwise make. The information provided through the commercial practice in question may relate to any number of matters including:

the existence or nature of a product;
the main characteristics of a product such as its geographical origin or its availability at a particular time or place or at a particular price or its benefits or fitness for purpose;
the price of the product, the manner in which that price is calculated or the existence or nature of a specific price advantage;
the existence, extent or nature of any approval or sponsorship (direct or indirect) of the product by others; and
the legal rights of a consumer (whether contractual or otherwise) or matters respecting when, how or in what circumstances those rights may be exercised.

A company should also have guidelines in place for use of its trade marks by third parties to whom it has granted a licence to use its trade marks. For example, if a company enters a sponsorship agreement with an organisation, it may wish to ensure there is language in the sponsorship agreement which requires the organisation to comply with the company guidelines for use of its trade marks. Likewise, an organisation which is providing a sponsor company with a licence to use its trade mark will wish to ensure something similar.

Third parties who are not licenced to use a trade mark should be prevented from so doing. This is not an easy task and, while some companies have personnel who are employed to search the internet for references to the company, this is not feasible for every company. There are sites which help police use of trade marks and other intellectual property (such as www.knowem.com, ww.socialmention.com, usernamecheck.com and checkusernames.com). Please note that neither Beauchamps nor the author have any direct experience with these individual websites and suggest you consider carefully what site might be best suited for your own needs.

If a company realises that someone is illegally using its trade marks, it should act quickly to continue to protect its intellectual property rights. The company’s legal advisor should be contacted as soon as practicable. Some social media platforms have terms of service which may assist in enforcing the takedown of references to the company’s brand if its brand is being used illegally.

A company’s brand must be protected as well. A company should ensure that online content is reviewed for untrue and/or defamatory comments or inappropriate language which might harm the brand. Too many negative comments about a business may hurt a business. If there are more negative comments than would be considered normal about a company or a company’s product on one or more websites, the company may wish to investigate the cause and try to fix matters. However, there must be honesty. There is a trust between business and consumer where the business acts with integrity. Therefore, simply deleting all negative comments may backfire. It may also open the company up to claims of deceptive trade practices.

It is also advisable to review content on other websites for favourable and unfavourable references. It is a worthwhile endeavour to see how a company’s brand is being discussed on other sites so a representative of the company can respond if need be as well as avoid misrepresentations by third parties. To assist with this there are programs such as Google Alerts or Twitter search (which are free and easy to set up but somewhat onerous to monitor) or pay services which will monitor sites and collate all the information.

An example of how a company can be hurt, quickly, by negative comments online occurred recently to a Canadian magazine. An article about the history of apple pie had been written for a publication then republished online by a Canadian cooking magazine without permission. The author was credited for her work but she never consented to nor was she compensated for the use of the article. The magazine’s editor replied to her query about the use of the article by saying that the internet is “public domain”. Public opinion was almost completely on the author’s side. Publishing on the internet is not enough to put something in the public domain.

Online reaction to the allegation of copyright infringement was swift and the magazine’s Facebook page was overrun with negative comments. Allegedly, the magazine’s Facebook page was hacked and fake Facebook and Twitter accounts were created to spread word of the alleged infringement. Facebook users published links to other articles the magazine had allegedly copied and a list of the magazine’s advertisers was posted online with contact information. These advertisers were then targeted to the extent that the magazine issued a plea that users stop bombarding the advertisers with distasteful messages. If the magazine editors at the very least had been aware of the storm brewing online they may have been able to react more quickly, avoiding a lot of embarrassment as well as potentially alienating their advertisers. Of course, a better understanding of what is meant by “public domain” would have avoided the entire mess.

Judy Goldman advises on sponsorship opportunities and agreements, data protection, online marketing, ambush marketing, licence agreements, and legal guidelines to sales and marketing.

Beauchamps Solicitors j.goldman@beauchamps.ie +353 1 418 0600

This article is not to be regarded as legal advice on any particular matter.

22-Aug-11 10:00 AM

Behaviour Change & Effective Behavioural Change Programmes

Jeff French - noemail@mii.ie — Wed, 13 Apr 2011 05:00:00 GMT

Putting theory into practice - What we know about behaviour change 24 lessons from the evidence:

Recent findings from a variety of fields of study have all helped to expand and enhance our understanding of how and why people behave as they do. This learning gives us a powerful set of principles, which can be used to help design more effective social change interventions. In particular, there is a much wider appreciation now that while behaviour can be ‘rational’ and the result of conscious consideration, in practice many decisions flow from emotional engagement, social influence and environmental prompts.

What we now know is that many of our choices and the decisions we make that influence our behaviour are not the result of active decision-making, rather, as discussed above and illustrated in the Value/ Cost Matrix Model, are unconscious and automatic. These ‘decisions’ are influenced by our social and emotional contexts and by factors such as timing, and our physiological state.

The following set of 24 principles summarises much of what we currently know about influencing behaviour drawn from fields of study that include but are not limited to management, psychology, policy development, economics, design, sociology, biology and communication studies.

Change in behaviour is usually a process not an event, and often entails several attempts before success. When delivering intervention programmes there is a need to be persistent, sustain interventions over time and offer multiple paths to success.
A desire or at least an acceptance for change must be present in the target audience: Some people will want to change their behaviour; others will need to be persuaded to consider a change.
People need to feel involved and engaged. Participatory involvement often creates bigger behavioural change effects. Wherever possible, involve, consult and engage people in both designing and delivering interventions.
Active consideration often leads to more permanent change. If people have a chance to explore and consider issues, this soften helps them both reconsider attitudes and beliefs that help them change their behaviour or maintain a positive behaviour.
People can be taught critical thinking skills that can help them take more control over their behaviour and resist media, social and environmental influences on their behaviour.
People are often motivated to do the ‘right thing’ for the community as well as themselves and their families. Interventions that appeal to peoples sense of community togetherness and that the desired behaviour is a norm in the community and one that is valued by others tend to be more successful.
Social relationships, approval and social support have a strong and persistent influence on behaviour. Working with and through key influencers improves the impact of behaviour change programmes. Use the power of group norms and behaviour to inform and engage people in change, let them know that others are changing and use the power of group action.
People can be ‘locked into’ patterns of behaviour and need practical help to help them break or unfreeze current behaviour. Programmes that provide practical support to change are easy to access and require small steps tend to be more effective.
Beliefs and values influence how people behave. Programmes should start by understanding target audience beliefs and attitudes and use these to inform the development of behaviour change services and products.
Behavioural experience can influence beliefs and values. Programmes that move people to behaviour as quickly as possible i.e. give them a chance to try the thing that is being promoted work best. It is not always necessary to rely on shifting attitude first. Often behaving differently often leads to a shift in attitude.
Change is more likely if an undesired behaviour is not part of an individual’s coping strategy. Avoid ‘telling people off’ for ‘bad’ behaviour if they are using it to cope with life. Demonstrates an understanding of the reasons for their behaviour and offer realistic and attractive alternatives that give practical support to change.
People’s perception of their own ability to change can either enhance or detract from attempts to change. Develop services and support that will build people’s confidence knowledge and skills.
People’s perception of their vulnerability to a risk and its severity is key to understanding behaviour and developing effective interventions. Focus on understanding people’s perceptions and how they view the risks associated with the behaviour. Also focus interventions on people’s views and frame risks in ways that they can understand and are meaningful to them.
People’s perceptions of the effectiveness of the recommended behavioural change are key factors affecting decisions to act. This factor means that we need to set out in terms that people value the benefits and impact of the change that is being promoted.
People influence and are influenced by their physical, social and economic environments. There is a limit to a person’s capacity to change if the environment militates against the desired change. Deliver programmes that tackle the underlying environmental, social and economic barriers to change as well as personal factors.
People are loss averse. They will put more effort into retaining what they have than acquiring new assets or benefits. Stress potential losses associated with the behaviour as well as the positive gains that can be accrued from change.
People often use mental short cuts and trial-and-error approaches to make decisions, rather than ‘rational’ decision making. An understanding these short cuts or heuristics should be used to develop interventions and develop new ‘scripts’ associated with the behaviour you are trying to influence.
The more beneficial or rewarding an experience, the more likely it is to be repeated. Maintaining positive behaviour can be assisted by reinforcement. Behavioural interventions should seek to reward desired behaviours and when appropriate penalise inappropriate behaviour. Interventions should also seek to support positive behaviour by maintaining a relationship with people which affirms their new behaviour and encourages them to build on it.
Many people are often more concerned with short-term gains and costs, and tend to place less value on rewards or costs that might happen in the future. Programmes should emphasise short-term as well as long-term benefits and seek to reduce short-term costs.
People will usually change behaviour if they value what is being offered or in the case of a negative penalty that the penalty has meaning and real consequences for them. Offers and penalties need to be presented in a way that people find meaningful and understandable.
Change is more likely, if the actions that have to be taken are easy specific, simple and clear. Making the first step to change very easy also helps engage people in the start of a change process. Keep interventions specific and promote them in a way that the target audience views as relevant and appealing.
People can be helped to change by designing services and environments in such a way that encourage people to act that does not involve complex choice decisions. Design services, environments that encourage ‘mindless choosing’ i.e. by removing the need for complex choices, for example making only low or nonalcoholic drinks available at social functions will encourage less people to get drunk.
Many people are bad at computation and risk assessment. Many of us do not understand numbers, risk ratios or odds. Test the use and understanding of numerical and risk based messages before using them. Convey risks and factual numeric information in ways that the target audience can understand and find compelling, for example the number of Olympic sized swimming pools full of water that can be saved by fitting a low volume flush toilet.
Communications and media including social media can have a powerful effect on people’s attitudes, beliefs and consequently behaviour. However this effect is not mainly concerned with information transmission. The real impact of mass and social media on people is often less. Media can build up impressions of relationships between issues, set the agenda for public debate and create emotional responses as well as transmit information.

What we know about developing effective and efficient intervention processes

Quality Assuring Social Marketing Planning

It is not possible to develop, an exact formula that can be universally applied for delivering population-focused behaviour programmes that will result in success every time. However there is an emerging set of principles that can aid us in the development and application of interventions (French et al, 2009; Klassen, 2010; Suter, 2009). These features are summarised in the following quality assurance list that can be used to test the utility and strength of social marketing plans.

Social Marketing Quality Assurance Planning Checklist

Clear aims and measurable behavioural objectives should be set out in the programme plan together with the target audience(s) and segments that will be the focus of the intervention should be explicit.
Programmes should set out how funding and other resources will be applied and over what time period. A clear expected return on investment case should be set out to justify the level of planned investment.
The programme should be endorsed by policy makers, commissioners and managers, deliverers of the programme. The programme plan should set out the political, policy, managerial and institutional commitment to the programme.
The programme team should capture what evidence about effective practice from reviews and case studies, observational data and target audience psychographic data is being used to formulae insight and interventions.
The programme plan should set out a clear rationale for the programme and why particular interventions have been selected. The programme plan should also indicates the theoretical perspectives and models that have been used to inform planning that is congruent with the form, focus and context of the intervention.
The programme plan should demonstrate that target group(s), stakeholders and partners have been involved in needs assessment, target setting, delivery and evaluation.
The programme plan should set out how prototype interventions or pilots will be tested and used to develop full-scale programmes.
The plan should sets out how the programme will be funded to the level required to achieve impact and how it will be sustained over the recommended time scale for delivery. Plans should also set out key milestones, in developing and delivering the programme. These milestones should cover process, impact and outcome milestones.
Programme plans should set out how coalitions, stakeholders, partners and interest groups will be engaged over the lifetime of the intervention. The plan should also sets out the mechanism for coordinated action between international, national regional and local delivery, and how decision making, governance and coordination of the programme will operate.
Key barriers and enabling factors and other risks should be identified in the programme plan together with what actions will be taken to address these factors.
Evaluation, performance management, learning and feedback mechanisms are clear in the programme plan. Evaluation should encompass short-term impact measures for tracking purposes, process measures of efficiency and outcome evaluation related to the specific objectives of the programme.
All programme plans should be recorded and published, the plan should be based on a proven planning template such as TPP.
These characteristics can be used as a checklist to test the likely impact of social marketing interventions and programmes, and as a checklist when developing a social marketing plan.

Best Practice Behavioural Change Planning Checklist

Answer each of the following questions with Yes, No or Unsure to complete your checklist.

Is there a written social marketing plan and is it based on a recognised planning template?
Are clear aims and measurable behavioural objectives set out?
Are target audience(s) and segments are explicit in the plan?
Is there evidence that target group(s) are or will be involved in needs assessment, target setting, delivery and evaluation?
Does the plan sets out how prototype interventions or pilots will be tested and used to develop full scale programmes?
Does the plan sets out a clear rationale for the programme and why the particular interventions have been selected?
Does the plan sets out how the programme will be funded to the level required to achieve impact and how it will be sustained over the recommended time scale for delivery?
Does the plan set out how coalitions with other stakeholders, partners and interest groups will be developed and coordinated?
Does the plan set out the mechanisms for coordination, decision making, and governance?
Does the plan have political, policy, managerial and institutional commitment?
Are barriers and enabling factors and other risks identified in the plan together with what actions will be taken to address these factors?
Does the plan capture what evidence and data is being used to formulae interventions?
Does the plan indicates what theoretical perspectives have been used to inform it?
Does the plan set out how funding and other resources will be applied and clear expected return on investment?
Are key milestones for development delivery and evaluation set out?
Are evaluation, performance management, learning and feedback mechanisms clearly set out ?

Professor Jeff French is the CEO of Strategic Social Marketing and a recognised global leader in the application of behaviour change and social marketing. Jeff was the organiser of the World Non-Profit & Social Marketing Conference which took place in Dublin on 11 and 12 April 2011.

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13-Apr-11 5:00 AM

Marketing Accountability and the New CMO

Simon Rogals - noemail@mii.ie — Tue, 05 Apr 2011 10:00:00 GMT

The role of the B2B marketing function can be precarious. It can be undervalued as firms struggle to make the link between marketing activities and bottom-line improvement. Linking marketing activity to bottom line results has always been a vexing issue for B2B marketers and for other company executives. Measuring the return on investment from marketing spend on tradeshows, adverts in trade magazines, brochures and breakfast seminars is acknowledged as being problematic. As a result, marketing is often viewed as a function somewhat isolated from sales and sales performance and, as such, lacking in credibility.

"Marketing departments are finding themselves under increasing pressure to justify their spending, prove the effects of their marketing campaigns, and demonstrate program success... or risk losing their budgets.” - Forbes and MarketShare Partners

In recessionary times, marketing can face the deepest cuts. In fact many Fortune 1,000 companies don't even have a CMO role. A 2009 Ernst & Young survey noted that just 13% to 15% of Fortune 1,000 companies employed some sort of marketing position with a chief or senior-executive-level title such as chief marketing officer or chief revenue officer. If you’re a CMO the question is how do you change this. How do you get the rest of the executive team to take marketing seriously? The answer lies in using digital techniques to turn marketing into an accountable function that makes a C-Level contribution to your company’s business growth.

First principles…

CMOs and their marketing teams firstly need to recognise that more than 80% of B2B buyers find their suppliers (mostly by beginning a search on the internet) rather than a supplier finding the buyer. This is a fundamental shift in thinking. The buying process is more complex, especially for high-consideration B2B technology sales. Buyers will investigate solutions on their terms. Your job as a marketer is to reach those buyers with the right content at each step in their buying cycle. This is called content marketing: providing content in the right form for your buyers when and where they want to consume it. To do this successfully, you must first get a deeper understanding of your buyers and their buying process so you can understand what content to produce. Once you've done this, you need to optimise your site to make sure you can be found and use content to raise awareness amongst your buyers. You then need to use selected content to drive buyers to your website and capture their details in return for interesting content. This gives you permission to continue to nurture them until they are ready to make a purchase decision.

With digital marketing, you can track and record every interaction and response from buyers, which means you can quantify the results of your marketing spend and achieve accountability. The tools used in digital demand generation track and record every single interaction, click, open, and contact along the way showing exactly the result of any activity and the contribution to sales.

It is worth noting that there is some sticky ground here. Marketers should not get drawn into an over-reliance on reporting on email opens, page visits, Facebook likes, Twitter followers and so on. They’re useful indicators but what the rest of the organisation cares about are the number of sales ready-leads generated as a result and the cost of generating each lead. That’s the bottom line for marketing effectiveness. All those other indicators let marketing measure their own effectiveness in the process they implement to ultimately generate a lead and they can also help to measure awareness. Think of it this way: reporting how many lines of code the development team has written today is not very exciting for the sales director, but the availability of a new product is.

There’s no need to limit this thinking to the virtual world either. The framework you build for digital marketing should include capturing and nurturing leads from all sources including things like tradeshows, telephone enquiries, and sales calls. Think of digital demand generation as a best practice toolset for the marketing function as a whole not as a separate foray into the world of virtual lead generation.

When implemented together, and viewed as a whole, these techniques will show you exactly what return they produce. If your email campaign and pay-per-click results are added to your website monitoring and nurturing tools and these are all linked to a lead tracking system, you can see each customer’s journey across all your marketing channels. You can see what interaction helped to move the enquiry into a lead, the lead into a prospect, and the prospect in to a sale. As a result you can clearly measure how your spend on this new approach results in buyer awareness, sales-ready opportunities and contribution to revenue.

Your sales funnel becomes much more transparent and granular through this approach. You can identify what tactics are producing the best return, and you can gauge the return. You can also be more precise about the status of prospects in the sales funnel and the likelihood and timelines for conversion to a sale.

The Promise of Marketing Accountability

Fulfilling the promise of marketing accountability will benefit your company in the following ways:

It gives you visibility on future income by showing an accountable pipeline from the very early stages
It helps you form a more confident view of which leads will result in sales.
It lets you work out what spend is required at the top of the sales funnel to keep up or improve the numbers at the bottom of the funnel
It lets you measure the cost of generating leads
It allows you to invest with clarity in marketing, knowing what the return will be on incremental investments.

The whole picture in focus – from lead to sale

If you have the right process in place, you’ll be able to see what leads are being generated at what cost and from what sources. You can adjust your spend to generate more leads from existing sources, and quickly and cheaply test out new tactics to generate new leads. You can actively nurture each lead with a defined programme of interactions to take them to the point of being ‘sales ready’.

To facilitate better integration of sales and marketing functions there should be an agreed definition of a qualified lead. Marketing efforts can then clearly focus on producing more and more leads that are defined as ready for sales. Leads can be passed back if no longer sales-ready. Marketing can demonstrably show its contribution to the top of the sales funnel. And that means better sales results not to mention a more harmonious existence.

With the right processes in place, you can show how many leads are generated and how many of them turn into sales-ready leads. You can show how long the process takes and how much it costs. And, armed with this information, you can plan with confidence how to increase these numbers to deliver more sales-ready leads. The nebulous activity at the top of the sales funnel is now thrown into sharp relief. The true value of all your marketing activity can be revealed. And if the CMO can show the number of leads being generated by the marketing team and the cost of each lead, it makes sense that this should be reported at Board Level by the CMO just like the Sales Director’s sales funnel and the CFO’s financial statements.

Marketing should never be completely numerically driven. Company awareness, goodwill, and light-touch activities are much more difficult to measure but add significantly in terms of value. But the closer it’s aligned to it’s core activity of producing sales leads, and setting itself up to track and measure this activity, the more license it will have to perform these softer activities. The CMO will hold more respect and gravitas when providing input to product decisions, overall strategic direction, and will gain more influence within the organisation. In making a contribution to your company’s’ bottom-line, and for the CMO’s career prospects, marketing must show a strong return on investment.

It’s time for CMOs to stop marketing from being judged on superficial design activity and isolated tasks like event management, and start thinking about how the function of marketing can be accountable for improving the company’s commercial performance.

Simon Rogals is a Director at Bayberry, an independent corporate advisory and management consulting firm. srogals@bayberryconsult.com www.bayberryconsult.com

5-Apr-11 10:00 AM

How Irish Marketers Use Digital

Aileen O'Toole - noemail@mii.ie — Mon, 28 Feb 2011 05:00:00 GMT

Risks as well as opportunities exist in how social media sites such as Facebook, LinkedIn and YouTube are used as marketing channels. This is one of the central findings from the 2011 Irish Digital Marketing Sentiment Survey, the most extensive of its kind undertaken among Irish marketers. It also reveals that marketing budgets continue to move online and that print advertising is losing out to advertising on a range of digital channels.

Conducted by AMAS in partnership with the Marketing Institute of Ireland (MII), over 400 Irish marketers participated and gave insights into how the internet is affecting them. This is the third such survey conducted by AMAS and the MII and attracted the largest response to date. The sample was drawn from across all sectors of the Irish economy and three out of five participants have budgetary responsibility for the marketing function within their businesses.

Attitudes to social media, both positive and negative, proved to be revealing. Social media is an established part of the marketing armoury and is used primarily for relationship building (84%), to create brand awareness (76%) and for listening to and monitoring online conversations about companies, brands and people (66%). Asked to consider the impact of social media, Irish marketers recognised benefits such as:

The ability to understand audiences better (79%)
Delivering cost savings to the business (46%)
Providing the opportunity to make valuable connections (68%)

There is an acknowledgement, though, that social media can have downsides such as:

Increasing a marketer’s workload (64%)
Concerns about damage to a company’s reputation (51%)
The challenges of keeping up to date with what is happening in social media (52%)
A fear of making mistakes on social media sites that cannot be corrected (39%)

Social media is regarded as highly cost-effective, as engagement through these channels does not necessarily mean an investment in a campaign budget. But it has yet to attract significant advertising revenues. In Ireland, as well as globally, social media sites are “under-monetised” – they are not turning the massive scale of their audiences into revenues on the same scale.

Rumours of the death of email are greatly exaggerated. For the third survey in succession, email is the most popular online marketing format and is used by over two-thirds of participants. This correlates with much anecdotal evidence from Irish eCommerce providers which report that conversions are highest, and costs are lowest, through email marketing campaigns.

Social networking sites, such as Facebook and LinkedIn, are the second most popular online marketing format at 55%. YouTube, despite its popularity, is still relatively underdeveloped in commercial terms – the entire video/audio online advertising format is used by only 24% of the survey’s sample.

Being found in the maze of online content is a critical requirement for Irish marketers.

Search engine optimisation – the process by which sites can maximise free or organic rankings – is the third most popular online marketing format (52%) with search engine marketing (most likely Google AdWords) being favoured by 36%.

Marketing budgets continue to migrate online. As the pie chart shows, a third of the respondents are likely to spend between
1-10% of their budgets online, the largest single category of spend. Cumulatively, more than a third of the respondents say they are spending over 21% of their budgets on digital marketing.

Why the shift from traditional to digital channels? The ability to engage with customers (75%), optimising reach for campaigns (62%) and value for money (61%) are the most common reasons given. Digital’s gain is at the expense of print. Some 43% of the sample said that they have moved their marketing spend away from newspapers, while 41% have moved
it away from direct mail. TV, radio, cinema and outdoor have proved to be more resilient

Source: 2011 Irish Online Marketing Sentiment Survey, Marketing Institute of Ireland/AMAS

28-Feb-11 5:00 AM

Dublin - Marketing Breakfast - Is social media overrated? & other digital advertising questions you are too afraid to ask.

Cecilia McLernon - noemail@mii.ie — Tue, 08 Feb 2011 06:00:00 GMT

Mark Congiusta spoke at the Marketing breakfast on Wednesday 26 January 2011 on the topic "Is social media overrated? and other digital advertising questions you are too afraid to ask".

Here's what most marketers know about digital advertising -whatever their partner agencies tell them. That's not necessarily a bad thing, as long as you implicitly trust your agencies to know what they are talking about. And simply because you pay someone for their expertise doesn't mean that you shouldn't arm yourself with a little knowledge as well. The breakneck pace with which the digital ad world moves makes it a full time job just keeping up with the latest trends, never mind trying to figure out how they fit into your overall marketing strategy. In this podcast Mark answers the most frequently asked questions he gets in his role as someone who's job description dictates that he know about these things.

Mark Congiusta has spent the last three years at Irish International as an all around digital workhorse, collaborating with brilliant people and helping great brands to understand the emerging opportunities that digital advertising offers them and their customers.

Recorded live on the morning, approx. running time 20 minutes - Download Podcast

View Photos from the morning

Simon O'Neill speaks to Mark Congiusta, digital marketing expert, about the development of social media as a digital marketing tool and whether its relevance has been exaggerated. V-Stream interview recorded live on the morning View Interview

8-Feb-11 6:00 AM

SMS Marketing for SMEs - An Introduction to Cost Effective SMS Marketing

Margaret Walsh - noemail@mii.ie — Mon, 24 Jan 2011 09:00:00 GMT

In today’s economic environment marketers are seeking more cost effective and timely methods to communicate - this is where mobile marketing comes into its own. With many options available including Mobile App and Mobile Websites, the SMS Text message remains the original and most popular option, in particular for cost considerations and quick turnaround.

SMS Text Messages can be used to simply inform, update, educate or assist in further developing your customer relationship. As a text message is a direct communication into the hands of your client or prospect, it is a very powerful tool that can get results quickly for your business or organisation.

The following are some important areas to consider when planning a SMS campaign:

Data Protection

It is important to ensure that you are fully compliant with the requirements of the Data Protection Office. Many people find this a difficult area to tackle, however it need not be if you follow some simple rules.

The most important rules are:

Ensure all numbers you wish to text have opted in to receive communications from you and keep a record of this opt-in.
Opted in permission is valid for 12 months, or 12 months from your last communication.
Ensure that each marketing SMS message includes a low cost option for the recipient to STOP receiving messages from you. It is then important to ensure you do remove this number from your list before your next SMS campaign.
It is important to remember that you are the data controller and the provider is the data processor and as a controller it is important that you keep your data current and up to date on your own records.

If in doubt, my advice is to contact the commissioner’s office directly, they are very helpful and can point you in the right direction. Also the web site does have a lot of useful resources. For more information visit www.dataprotection.ie

How does it work?

It is extremely easy to set up and run a SMS campaign no matter what the size of your organisation. Firstly, it is important to have a list of opted in numbers, here are a few ideas to get you started:

Capture numbers in store at Point of Sale or competitions - clearly recording an Opt-in.
Current customer details, again gathering an Opt-In.
Use your web site - many businesses capture email addresses for special offers and updates but they fail to collect mobile numbers.
Run an inbound competition or information advert where you invite the public to text a keyword to a short code. You must state clearly in the terms and conditions the Opt-In.
Collect data at exhibitions and conferences - clearly recording an Opt-in.
Invite people to participate in Loyalty or Reward SMS schemes to add value to your client relationship.
Simply ask your clients would they like reminders, updates or product information by SMS.
Going forward on new business ensure to incorporate Opt in options for future use.

Many large organisations use SMS marketing for appointment reminders, booking confirmations, order confirmations, support updates, policy numbers, billing and staff communications to name but a few. There are a number of ways to connect and use SMS including a connection to an existing database so that SMS messages or campaigns can be easily automated. This is simply done by use of an API – which is an interface or plug in that allows the database to talk to the SMS Provider directly.

But what if you are a small business with no experience of SMS marketing? No matter what the size of your organisation, it is possible to tailor a text messaging campaign for your business. For smaller organisations, the SMS campaign can be simply letting your list know about an extra discount or upcoming sale, closing/opening hours due to a cold snap or to drive traffic during a quiet period. Your numbers might be simply saved in an excel file for this requirement and using an online SMS service, you can simply log on to a web account, buy credits, upload your excel file, write your text message and send. It is that simple!

Key Terms

Some terms to be aware of:

Origin Number - this is what appears when the recipient receives your messages. This can generally be alpha numeric. So you can place a number here or brand the message with your company name. Generally this is 16 characters long for a number and 11 characters long for text. Spaces will be removed also.
Standard text - a Text message is 160 characters long, some Unicode characters like {}/^€ can use 2 characters
Concatenation - quality providers will offer the ability to Concatenate. This simply means stringing messages together so they deliver as one. We allow you to string up to 3 standard messages together.
Quality and Economy providers - Cost on providers can vary, it is important to use quality providers as they will retry to send your messages for as long as the network allows, so you get a greater number of your messages delivered. Remember you pay to send the message so the more delivered the better value you get.
Delivery reporting - it is important your provider offers full reporting, as some messages will fail it is good to see which messages failed and why.

I hope this article gives you an insight into using SMS as a marketing tool, it really is a straightforward tool that every marketer should utilize or at least plan for. And it can be implemented even by small businesses at a moment's notice.

Margaret Walsh is the Sales & Marketing Manager for NeonSMS. margaret@neonsms.ie www.neonsms.ie

24-Jan-11 9:00 AM

Grand Prix Awards Quarter Four 2011

noemail@mii.ie — Thu, 19 Jan 2012 04:00:00 GMT

The Independent Digital Grand Prix Awards were set up to recognise brand/marketing managers and the innovation, creativity and effectiveness of their digital campaigns.

Each quarter 6 campaigns are shortlisted from the numerous campaigns running across Independent Digital.

Industry peers are asked to vote for their favourite campaign, and the campaigns that receive the highest votes receives a prize at the end of each quarter whilst also having the opportunity to go through to the 2011 Grand Prix Final.

Voters are provided with detailed information on the nominated campaigns, such as the creative brief and campaign objectives and the criteria for judging includes the use of new formats, creativity, and how the key brand messages are incorporated into the campaign.

Cast your vote here

The Marketing Institute 50 years the Voice of Marketing

noemail@mii.ie — Wed, 18 Jan 2012 09:00:00 GMT

Established in 1962, the Marketing Institute celebrates its 50 year anniversary this year. Over this time the marketing profession has grown and evolved through times of great economic growth and periods of economic difficulty, but we have remained committed to our mission, to be the voice of marketing for all marketers in Ireland.

One could say that our development as an organisation has been a reflection of the growth of modern Ireland. Now in our fifth decade, we have been there all the way, playing our part in Irish business life, facilitating and supporting the marketing professionals and business leaders who, by focusing on customers and markets, played their part in the creation of what was to become the modern Irish economy. In fact, we are particularly proud of the fact that the man widely regarded as the architect of modern Ireland, Taoiseach Seán Lemass TD, was an ardent supporter of our work, and served as President of the Institute for four years from 1967.

The Marketing Institute has had the representation and promotion of marketing as a key business tool at it’s heart over the last 50 years and looks forward to continuing this vital work through the 21st century.

HIRELAND.IE - New Job Creation Initiative Aims To Encourage 5,000 Employers to Pledge a Job

noemail@mii.ie — Mon, 16 Jan 2012 09:00:00 GMT

New research reveals 1 in 2 SMEs plan to hire one or more new employees this year but another 43% undecided Hireland, a new initiative aimed at encouraging job creation for Ireland’s skilled unemployed was launched earlier today. Through collective entrepreneurialism and positive thinking, Hireland hopes to encourage the creation of 5,000 new job opportunities in the first half of 2012. The Hireland initiative whose launch is being extensively covered by the media was the brainchild of Marketing Institute members. If only we had another marketing person, we could... This project aims to encourage job creation activity, getting businesses to identify how an additional hire will help build revenues and generate profits, and spread some of this positive proactive thinking around the place. It's worth remembering that many of today's big name global businesses were founded during economic downturns. So, it's not THE economy you need to worry about, but rather YOUR economy. ...

Independent.ie Tops the Nokia App Charts

noemail@mii.ie — Mon, 12 Dec 2011 05:00:00 GMT

12th December 2011, Dublin Independent.ie is the highest Irish content app being downloaded on the Nokia store and has beat off stiff competition from many Irish and International apps. In the news category Independent.ie tops the charts and is ahead of well known Irish and International online news publishers such as Irishtimes.com. The Independent.ie app receives a 4 star rating while its nearest competitor in the Irish market the Irishtimes.com app receives a 3 star rating. Reviews of the app feature positive posts from users in the Nokia store: ‘fantastic app’ ‘brilliant’ ‘perfect daily news app’ ‘easily best news app on Nokia’ ‘Best Irish newspaper app for Nokias’ ‘simply brilliant’ ‘one of a few free apps that delivers’ ‘still have Irish Times app installed, but only use this now, excellent interface, regular feed updates, still good response time on a 2 + year old phone, excellent...

Cork agency appoints three new Directors & embarks on national partnerships

noemail@mii.ie — Tue, 06 Dec 2011 09:00:00 GMT

It’s a new era for Cork based marketing agency Hopkins Communications, which recently celebrated 21 years in business with a tranche of growth-orientated strategic developments and new wins that will ensure they remain relevant for another 21 years. Three new Directors have been appointed to the company: Donogh O’ Herlihy, Judy Hopkins and Niamh Sullivan, while a strategic partnership to handle crisis management has been set up with Young Communications (Dublin). This follows a recent partnership with O’Mahony Media in Kerry negotiated in June last. To facilitate the growth in the company, Hopkins Communications also recently moved to impressive new premises at Media House, Crawford Business Park, Crosses Green in Cork city centre, after many successful years on Patrick Street, Cork. The agency is headed up by Mark Hopkins, with Mary Hopkins, its founder, as Chairman. It specialises in all aspects of the marketing mix, handling local and national brands including...

2012 All Ireland Marketing Awards Launched

noemail@mii.ie — Thu, 01 Dec 2011 09:00:00 GMT

The Search Commences for Ireland's Top Marketing Achievers

Nominations are now being sought throughout the island of Ireland for finalists to participate in the 2012 All-Ireland Marketing Awards, the prestigious programme run by the Marketing Institute of Ireland.

These "oscars" for the marketing profession are centred on the strategic value of marketing as a driver of business success, and they will highlight excellence and best practice in all areas of marketing.

Tom Trainor FMII, Chief Executive of the Marketing Institute of Ireland said "In a tough economy, marketing becomes even more essential in protecting revenues and strengthening customer loyalty. These awards are designed to recognise the valuable contribution that marketing professionals are making to protect and grow their businesses in the face of unprecedented challenges."

The comprehensive range of awards within the programme reflect the full range of marketing activities including customer relationship management, international marketing, advertising, PR, sponsorship management and digital marketing. View Award Category List

Entries are submitted online and the closing date for entries is Thursday 9th February 2012.

A panel of expert adjudicators will meet all finalists during March 2011 and select the winners. These will remain a closely-guarded secret until the glitzy Gala Dinner on Thursday 17th May 2012 at The Burlington Hotel, Dublin, when they will be announced on stage by MC Bryan Dobson.

Full details are available at the All Ireland Marketnig Awards website www.aimawards.ie

Irish imagination takes flight

noemail@mii.ie — Mon, 14 Nov 2011 06:00:00 GMT

Normal.dotm 0 0 1 610 3478 Crafts Council of Ireland 28 6 4271 12.0 0 false 18 pt 18 pt 0 0 false false false Irish imagination takes flight with international exhibition of Irish made jewellery at The Loop, Dublin Airport Terminal 2 Crafts Council of Ireland urges consumers to GIVE IRISH CRAFT this Christmas THE CRAFTS COUNCIL OF IRELAND (CCoI) has called on Irish families to switch a portion of their gift spend this Christmas from imports to authentic Irish-made jewellery and other crafted design, a move that could help sustain and grow the 5,700 jobs in this important creative sector. Head of Market Development at the Crafts Council of Ireland, Brian McGee, said Ireland’s 1.4 million households are expected to spend on average €520 on gifts this Christmas, down from last year’s average of €650. (Source: Annual Deloitte Christmas spending survey). “So it is critical that as many of those Euros as possible are spent on...

Video Interview with Daniele Fiandaca about Digital Marketing at National Marketing Conference 2011

noemail@mii.ie — Fri, 11 Nov 2011 06:00:00 GMT

View our video interview with Daniele Fiandaca, Head of Innovation, Cheil UK, who spoke about digital marketing at the 32^nd National Marketing Conference, which took place on Wednesday 9 November with over 200 delegates gathering at The Four Seasons in Dublin.

"Differentiation for Growth" was the theme of this year’s conference and the day featured a wide range of speakers discussing how marketers can devise strategies to assure growth in the current economic climate.

View more video interviews with speakers from the National Marketing Conference on The Marketing Institute's YouTube Channel

view all speaker interviews from the day videos on you tube

Video of National Marketing Conference 2011

noemail@mii.ie — Fri, 11 Nov 2011 05:15:00 GMT

Watch the video from our conference below - giving you a taste of the 32nd National Marketing Conference, which took place on Wednesday 9 November with over 200 delegates gathering at The Four Seasons in Dublin. Differentiation for Growth was the theme of this year’s conference and the day featured a wide range of speakers discussing how marketers can devise strategies to assure growth in the current economic climate. The line-up included both Irish and international speakers including Caroline Taylor of IBM, David Cotter of P&G, Colin Gordon of Glanbia Consumer Foods, David Sneddon of Google, and digital marketing thought leader Daniele Fiandaca. Michael Carey, Chairman of the Board of The Marketing Institute opened the conference, followed by an address by John Perry TD, Minister of State for Small Business. Alex Gibson hosted a lively and thought provoking session between economists Brendan Keenan and Constantin Gurdgiev, which provided a very clear...

UCD Smurfit School and the Marketing Institute of Ireland launches Consumer Market Monitor Q3 2011 results

noemail@mii.ie — Thu, 10 Nov 2011 09:00:00 GMT

Consumer confidence weakening as spending continues to decline Strong progress made in reducing household borrowings UCD Smurfit School and the Marketing Institute of Ireland launches Consumer Market Monitor Q3 2011 results. Key Highlights Consumer confidence weakened in Q3 2011, dropping to -24 in September, a significant drop compared to both the UK and Europe for the same period. Spending by consumers, which accounts for 50% of Irish GNP, continues its downward trend, declining -2.9% in Q1, and -2.4% in Q2, with the official forecast of a decline in real personal consumption of -2.6% for 2011. Household borrowing declined 20% to €128 billion by September 2011. Total lending to private households was -4% lower on a year-to-year basis. Retail spending down -3.1% in Q3, and estimated to finish at an average of - 3.4% for 2011. Continued rise in personal savings, increased in 2011 to 12.9%, topping 2010’s peak of 12.3%. UCD Michael Smurfit Graduate Business School...

Marketing Manager - Nutricia Advanced Medical Nutrition

Fri, 03 Feb 2012 00:00:00 GMT

Title: Marketing Manager - Nutricia Advanced Medical Nutrition Description: · Specifically responsible for the development of marketing strategies for E Marketing, Faltering Growth, Allergy Relief and Metabolic categories and the implementation of plans across these categories to achieve agreed share and financial objectives. · Develop and implement in conjunction with MD, other Business/Product Managers the annual strategic marketing plan for Faltering Growth, Allergy Relief and Metabolic categories · Manage, coach and develop a team of profeesional marketeers towards achieving agreed objectives and KPIs specific to the category responsibilities. · In conjuction with other departments within the organisation develop a long term (3-5 year) plan for all three categories that will take and create maximum opportunities relative to a changing marketplace. · Develop marketing business objectives which are fully aligned to the brand strategy...

Marketing Executive - Travelers Insurance

Fri, 03 Feb 2012 00:00:00 GMT

Title: Marketing Executive - Travelers Insurance Description: Bring your marketing talents to Travelers and we’ll promise you challenge, reward and development to help you realise your ambitions. We’re building our business in the UK and Ireland through a range of commercial insurance products and creating a European marketing shared service team who will help drive our business forward. We are looking for a talented individual to join the marketing team who will support the delivery of Travelers marketing plans in both the UK and Ireland. No two days will be the same and your role will be varied, covering all aspects of the marketing mix from sales and promotional support to drive the delivery of all on and offline marketing campaigns. You will be involved in a wide range of activities covering e-marketing, websites, developing marketing collaterals and event support. Working closely with other members of the marketing team you will play a key role in implementing...

International Marketing Manager - International Marketing Firm

Wed, 01 Feb 2012 00:00:00 GMT

Title: International Marketing Manager - International Marketing Firm Description: Marketing Career Recruitments client is a leading and very successful International Financial Services Group. They seek to appoint a Senior Marketing Manager to work within the International Marketing of the firm. The role of the senior marketing manager is to be responsible for the planning and coordination of key elements of the firm’s international marketing strategy. The individual will be responsible for: The planning, coordination and execution of marketing campaigns The planning and execution of client events The coordination of PR strategy, objectives and requirements for International markets The planning and execution of advertising and sponsorship activities The marketing manager must be able to work comfortably with other teams to achieve common objectives and a strong coherent and coordinated output The individual will use the output of various specialist teams to drive the...

Marketing & Communications Manager - Certification Europe

Tue, 31 Jan 2012 00:00:00 GMT

Title: Marketing & Communications Manager - Certification Europe Description: Certification Europe is a rapidly expanding, innovative service provider for third party assessment and inspection where the staff take immense pride in the success the company has achieved. With a rapidly growing client base across Europe, the Middle East, Asia and North America the company has an exciting opportunity for a Marketing Manager to join our team and bring the ‘Wow’ factor to our marketing activities. The successful candidate will be responsible for managing the marketing and communications of Certification Europe’s business proposition to its current clients, prospective clients and other stakeholders. Marketing and communications activities will be executed for the purpose of building brand awareness, lead generation, and fostering relationships with current and prospective clients. Marketing and communication activities will occur across both off-line and on-line...

Marketing and Commercial Services Manager - Cork Chamber

Tue, 31 Jan 2012 00:00:00 GMT

Title: Marketing and Commercial Services Manager - Cork Chamber Description: Cork Chamber is the leading business organisation for the promotion, development and expansion of economic and commercial activity in the Cork Region. The Chamber offers opportunities for organizations to promote their business and to raise their profile with PR, marketing and networking opportunities, and it ensures that organizations are represented on critical business issues, through the collective lobbying voice of Cork Chamber. Overview of role : Reporting to the Chief Executive the Marketing & Commercial Services Manager will works to strategically market and position Cork Chamber as the leading business organisation in the Region, responsible for ensuring that Cork Chamber, its mission, programs and services are consistently delivered to a high standard. It is paramount that a strong, positive image is consistently maintained and that revenue opportunities are maximised. As Marketing &...

Communications and Fundraising Officer - Asthma Society of Ireland

Mon, 30 Jan 2012 00:00:00 GMT

Title: Communications and Fundraising Officer - Asthma Society of Ireland Description: The Asthma Society of Ireland aims to ensure optimal quality of life for the 470,000 people living with asthma in Ireland today. The Asthma Society’s mission is to optimise asthma control for all patients through services, awareness, advocacy, research and development. The Asthma Society is seeking to recruit a Communications and Fundraising Officer. Reporting to the Head of Development & Fundraising, this individual will significantly strengthen The Asthma Society of Ireland’s presence in all media forums, including traditional and social media while maintaining the corporate image and identity of The Asthma Society of Ireland. The Communications and Fundraising Officer will also work on an existing portfolio of fundraising events, campaigns and projects that will meet and maximise designated targets. For a detailed job description visit www.asthmasociety.ie Applicants should submit...

Marketing Officer Finol Oils

Wed, 25 Jan 2012 00:00:00 GMT

Title: Marketing Officer Finol Oils Description: Finol Oils based in Dublin 12, one of Irelands leading Lubricants and speciality fluids distributors is creating a position for a marketing officer. Initially for a 12 month contract, this role is envisioned as a permanent role depending upon the results achieved by the successful candidate. The Company has been operating in Ireland for 35 years and has plans to expand in 2012. This role is part of that expansion process. We are looking for a candidate with little to no practical work experience with a third level degree in Marketing. We feel a graduate looking for a kick-start in their career would benefit greatly from this position giving them a wide variety of experience in many different facets of Marketing and Advertising. For Finol, we are looking for a creative and fresh thinking mind, who can effectively create, manage and measure different campaigns and tasks, who can work independently as well as part of a team. The candidate...

BioInnovate Fellow - BioInnovate Ireland

Wed, 25 Jan 2012 00:00:00 GMT

Title: BioInnovate Fellow - BioInnovate Ireland
Description:

The BioInnovate Ireland Fellowship Progarmme is a stipend support, inter insitutional, medical device innovation training programme modelled on the prestigious Stanford BioDesign programme. This specialist training programme is coordinated by NUI Galway and jointly delivered by DCU, UL and UCC.

The recruitment of the next eight BioInnovate Fellows to work in two elite multidisciplinary teams is now underway. These two teams will focus on a specific clinical area, identifying unmet needs, inventing solutions to meet those needs and implementing the solutions, and mapping a route to commercialisation to enable these solutions to enhance patient care.

Required Experience:

The BioInnovate Fellowship teams are multi-disciplinary and eligible applicants should have a background in business, medicine, engineering or technology. Applicants with a postgraduate degree and / or relevant professional experience are particularly welcome.

This Job Requires the Follow Skills:

Candidates will be assessed for their leadership potential; interest in technology innovation; demonstrated potential for creativity and invention; and the ability to work in a team.

Education Required: hold a Post Graduation Qualification
Planned Duration of Employment: Contract

Contact info:

Clodagh Barry (Add to Contacts)
www.bioinnovate.ie

BioInnovate Ireland

Marketing Director - Branded Service Provider

Wed, 25 Jan 2012 00:00:00 GMT

Title: Marketing Director - Branded Service Provider Description: Marketing Career Recruitments client is a well established and leading branded service provider with a T/O in excess of €50m and seeks to appoint a Marketing Director to work alongside the MD. Responsible for the whole marketing approach going forward the Marketing Director will play an influential role in the future success of the organization through identifying and developing new initiatives, improving the range and quality of the products and growing market share through anticipating changes to the external environment and ensuring the groups services and new extended services/product portfolio remains relevant to all market opportunities Reporting to the Managing Director you will be responsible for; contributing to the formulation, and continual monitoring of the marketing plan, to ensure the attainment of the company’s objectives. This is also a key Board appointment so you will be expected to...

Marketing Assistant - ACRA CONTROL

Fri, 20 Jan 2012 00:00:00 GMT

Title: Marketing Assistant - ACRA CONTROL Description: This is an excellent opportunity for someone at early stage in marketing career to join a growing professional marketing team. We are seeking a driven individual who is determined to make their career in marketing. ACRA offers excellent opportunities for personel development working with a full service marketing team engaged in marketing communications, product marketing and market research. ACRA is part of Curtiss-Wright Controls Avionics & Electronics which is a leading multinational in the aerospace sector. Annual growth rate is approximately 15%, with all business is done internationally and supported from a marketing team based in Ireland. No Agencies Please The responsibilities of the include: · Co-ordination and logistical support for attendance at industry exhibitions and conferences · Execution and support of direct marketing campaigns · Advertising and promotion both in print...

Test

Mon, 30 Jan 2012 09:04:26 GMT

Desired Position Title: Test Experience: Test Skills: Test Ideal Job Description: Test Willing to Relocate: False

Test

Mon, 30 Jan 2012 09:00:00 GMT

Desired Position Title: Test Experience: Test Skills: Test Ideal Job Description: Test Willing to Relocate: False

Marketing Assistant, Seattle, WA, US

Thu, 14 Apr 2011 14:00:00 GMT

Desired Position Title: Marketing Assistant, Seattle, WA, US Experience:

Volunteer Marketing Assistant, Imaging the World (non-profit)
Seattle, WA
10/2010 - Present

Distribution Specialist, Citigroup
Dublin, Ireland
12/2007 - 06/2010

Fund Administrator, Setanta Asset Management (Canada Life)
Dublin, Ireland
02/2006 - 10/2007

Accounting Internship, Superficies Comerciales S.A.
La Coruna, Spain
07/2004 - 12/2004

Prior Experience----------

Product Promotion, Greco Imagen y Comunicacion
La Coruna, Spain
05/2005

Product Promotion, Momentum S.A.
La Coruna, Spain
04/2005

Customer Service, Cuatro Caminos C.C. Shopping Center
La Coruna, Spain
07/1999; 09/2000
09/2002 and 09/2003

Administration/Service Desk, Union Comercial De Orense S.A.
La Coruna, Spain
10/2001 - 11/2001

Customer Service, IX° Spanish Shopping Centre Congress
La Coruna, Spain
07/1995

Skills:

Enthusiastic and well-motivated MBA graduate with five years of experience in business and finance seeking a career in marketing. Exceptional interpersonal communication kills; specializing in representing employees in dealing with senior management. Poised and competent in transcending cultural differences. Excellent team-building skills. Native Spanish speaker. Legally authorized to work in U.S.

Education: MBA, BS in Business Administration and Graduateship in Marketing Location: Seattle Location State: WA Willing to Relocate: False

Senior Customer Insight/Research Manager

Mon, 28 Feb 2011 07:00:00 GMT

Desired Position Title: Senior Customer Insight/Research Manager Experience: Meteor Mobile Communications Head of Customer Insights 02.10.2000 to 25.02.2011 Accountable for leading the customer research & insight function with two direct reports Central member of a Cross Functional Management team with specific responbibility for ensuring that all plans are grounded in consumer insights and that customer communication is relevant and appropriate and can be supported across the business. AXA PMPA Insurance Market Research Manager 09.1996 to 09.2000 Responsibile for creation and running of a research function with 2 direct reports. Lead the planning, designing and commissioning of a wide range of Customer Research for the Group to fit a range of audiences from end customers to brokers. Management of competitive analysis for the group on product, pricing and strategy Bank of Ireland Assistant...

The Marketing Institute – 50 years the Voice of Marketing

Wed, 18 Jan 2012 14:57:36 GMT

Struggling with Digital? New Executive Programme

Wed, 26 Jan 2011 15:35:43 GMT

Become a Member Today

Wed, 14 Apr 2010 17:16:49 GMT

Examinations

Thu, 26 Jan 2012 06:24:11 GMT

EXAMINATION REGULATIONS AND TIMETABLE Examinations take place in May and August each year. Download the 2012 Exam Timetable. Please note that the May 2012 examinations will be run from Tuesday to Friday (inclusive) due to the Bank Holiday on Monday, 7 May. The August 2012 examinations will run as normal from Monday to Thursday (inclusive). All subjects in a stage may be taken in one sitting or divided between two. Students should note that prizes and compensation are available only to those who take all subjects and the project in the same sitting. Students may attempt examinations in any one subject up to six times. Examination centres are listed on the entry form. May and August past examination papers and projects, as well as the Examiner’s Report on each, are available. Past Papers, Reports and Projects. May Examinations Students must register for the examinations and pay the appropriate fee by March 1, 2012. Thereafter a late fee of €35 is imposed. The examination...

Important Dates for Your Diary

Wed, 25 Jan 2012 06:43:25 GMT

Please visit this page regularly to view updated details on dates of exams and deadlines that you need to know. December 14, 2011 Graduation Ceremony Venue The Marketing Institute, Marketing House, South County Business Park, Leopardstown, Dublin 18 Directions........ January 27, 2012 May 2012 Examination Application Forms will be available to download (Please note that students will not be mailed a form automatically) March 1, 2012 May 2011 Examination Registration deadline (late fee of €35 due after this date) April 14/15 & 21/22 Revision Course Venue The Marketing Institute, Marketing House, South County Business Park, Leopardstown, Dublin 18 Directions....... May 8-11, 2012 Examinations Please note examinations will take place from Tuesday to Friday (inclusive) due to the Bank Holiday Monday Venue Wesley House, Leeson Park, Dublin 6 Directions....... June 15, 2012 May Examination Results Mailed June 18, 2012 August 2011 Examination Application Forms will be available to...

Digital Marketing Executive Programme

Tue, 24 Jan 2012 03:57:06 GMT

The Marketing Institute of Ireland’s Digital Marketing Executive Programme is designed to equip participants with the necessary knowledge and skills to develop an effective, long-term digital marketing strategy. The part-time, 13-week programme combines the very best in marketing strategy and digital marketing methodology with practical, real-world application. Participants will interact with leaders from Ireland’s leading Irish online success stories. All the programme contributors have managed large-scale digital marketing projects both in Ireland and abroad, and have real-world responsibility for delivering online revenues. The course also has specialists in key areas such as digital strategy (PR Smith’s SOSTAC® Planning System) and SEM (Praxisnow). The emphasis of the programme is on providing participants with proven frameworks for implementing a digital marketing strategy and overcoming the challenges of implementation in real-life situations....

Membership

Mon, 23 Jan 2012 08:19:27 GMT

JOIN US! If you are not yet a member, we would like to hear from you! Membership is open to anyone with professional responsibilities in any of the marketing disciplines, from market research to sales, and from e-marketing to advertising, or anyone in academia who is teaching or studying any aspect of marketing. If you are unsure whether your experience qualifies you for membership, just give Rose Ellen Kavanagh a call for advice on +353 1 216 0158 or email membership@mii.ie. We look forward to hearing from you soon. Check out the benefits of joining the Marketing Institute How do I become a Member? Full membership of The Marketing Institute may be obtained through one of three routes: The Qualification Route: If you have an approved marketing qualification, AND at least two years of practical work experience in any area of marketing. The Experience Route: If you have five years experience in managing any aspect of marketing. The Exam Route: If you are a marketing graduate, you...

Welcome to The Marketing Institute

Mon, 23 Jan 2012 08:18:18 GMT

These days marketing has one very important brand to build. Marketing.

This task is the raison d’être of the Marketing Institute, a collection of the most senior and most experienced marketing minds in the country. A community of professionals that share the conviction that marketing is fundamental to every successful business model. Together we create opportunities to network, share and learn, and promote excellence. What’s more, we give marketing a voice.

If your role involves responsibility for anything to do with customers or markets, you should be connected. It makes sense. Especially now. Join the Marketing Institute Today

Renew your Membership Today!

Mon, 23 Jan 2012 05:09:33 GMT

How to pay online First you must log in (see help section below if you don't know how to login) Select Member - My Membership from the top navigation menu of the website Click on the Pay Online Now link which is highlighted in yellow (if the link is missing, please contact membership@mii.ie) You are transferred to a payment screen. Enter your credit card or laser card details and click on the Pay Now button. How to pay by phone or fax Phone + 353 1 295 2355 between 9am and 5pm Monday through Friday with your credit card or laser details including card number, expiry, the name on the card, and the security code (last three digits on the back of the card). You can also pay by fax if you wish - Download Faxback Form and fax to +353 1 295 2453. How to pay by cheque, direct debit or EFT Pay by cheque Make your cheque payable to The Marketing Institute of Ireland and post to us. Pay by direct debit Download the direct debit form. Print and post the completed, signed original to us. ...

August 2011 Exam Papers and Reports

Thu, 19 Jan 2012 06:58:53 GMT

AUGUST 2011 EXAM PAPERS Stage 2 Foundation Certificate in Marketing 2.01 Marketing Information Analysis 2 2.02 Marketing Finance 2.03 Regulatory Environment for Marketing 2.04 International Business Stage 3 Diploma in Marketing 3.01 Buyer Behaviour 3.02 Marketing Communications 3.03 Management of Sales 3.04 International Marketing Management & Strategy Stage 4 Graduateship in Marketing 4.01 Services Marketing Management 4.02 B2B Marketing Management 4.03 Marketing Planning & Management 4.04 Logistics Management AUGUST 2011 EXAMINERS' REPORTS Due to the low numbers sitting the August 2011 examinations, we regret that there are no Examiners' Reports available for this Exam Session.

Electronic Newsletter - Marketing Insider

Mon, 19 Dec 2011 11:03:09 GMT

Our electronic newsletter, Marketing Insider, is sent once a month to over 6000 opt-in subscribers and members of the Marketing Institute.

You can advertise in our 468 x 60 banner displayed prominently at the top of our ezine. JPG, static or animated gifs. (Flash is rejected by most email applications.) The absolute maximum file size is 45K. The cost is €600 per month.

Contact Marie Therese Campbell at mtc@mii.ie to book your space.

Marketing Masters - Executive MSc in Marketing

Mon, 19 Dec 2011 06:16:17 GMT

Visit the programme page on the DIT website: MSc Marketing (Executive) The Marketing Institute of Ireland's Marketing Masters is delivered through our partners at Dublin Institute of Technology. Th Executive MSc in Marketing master's degree is the Marketing Institute's premier programme for leading marketing practitioners in Ireland. With just 25 places available each year, we can take only the very best. To apply, you'll need to have a good business-related degree and at least five years experience. PROGRAMME TITLE: MSc in Marketing (Executive) PROGRAMME LENGTH: Two Years, Part-Time LOCATION: DIT Aungier Street, Dublin 2 FOR: The Masters in Marketing is designed for learners with relevant undergraduate academic qualifications and an average of five years relevant industry experience, who wish to accelerate their career. PROGRAMME STRUCTURE: Four semesters of course work, involving the completion of eight core modules plus and the completion...

4.04 Logistics Management

Mon, 05 Dec 2011 11:11:10 GMT

GRADUATESHIP 4.04 LOGISTICS MANAGEMENT - 2011/12 The objective of this course is that, on completion, the student will have the theoretical base and the practical tools to analyse logistics problems and to take logistic management decisions. Achieving this objective is mediated by the following four aims which correlate with the structure of the exam paper. They are to develop: (a) Capability to integrate knowledge of theory and expertise with models on case studies. (b) Knowledge of logistics theory and an appreciation of its implications for management. (c) Understanding of how to formulate models and how to apply them in practical situations. (d) Facility with using various techniques to solve operational problems and provide analysis to assist decision-making. SECTION A: CASE STUDY (40%) Four case studies which will be distributed by the lecturer. One of these will be examined in May, a different one in August. A copy of the case study will be supplied with the examination...

Analytics - Led by Lar Veale

noemail@mii.ie — Tue, 20 Dec 2011 06:00:00 GMT

Objectives: Elicit feedback from people attending our training courses.

Release Date: 20-Dec-11 6:00 AM
Expiration Date: 19-Mar-12 6:00 AM

Targetting International Markets - Led by Dermot Quirke

noemail@mii.ie — Tue, 20 Dec 2011 05:00:00 GMT

Objectives: Elicit feedback from people attending our training courses.

Release Date: 20-Dec-11 5:00 AM
Expiration Date: 19-Mar-12 5:00 AM

User Interface - Led by Lar Veale

noemail@mii.ie — Tue, 20 Dec 2011 03:00:00 GMT

Objectives: Elicit feedback from people attending our training courses.

Release Date: 20-Dec-11 3:00 AM
Expiration Date: 19-Mar-12 3:00 AM

Mobile Marketing - Led by Eamon Hession

noemail@mii.ie — Tue, 13 Dec 2011 05:00:00 GMT

Objectives: Elicit feedback from people attending our training courses.

Release Date: 13-Dec-11 5:00 AM
Expiration Date: 12-Mar-12 5:00 AM

International Marketing - Led by Dermot Quirke

noemail@mii.ie — Wed, 30 Nov 2011 03:00:00 GMT

Objectives: Elicit feedback from people attending our training courses.

Release Date: 30-Nov-11 3:00 AM
Expiration Date: 28-Feb-12 3:00 AM

User Experience - Led by Lar Veale

noemail@mii.ie — Mon, 28 Nov 2011 04:00:00 GMT

Objectives: Elicit feedback from people attending our training courses.

Release Date: 28-Nov-11 4:00 AM
Expiration Date: 26-Feb-12 4:00 AM

e-Commerce- Led by Liam Lennon

noemail@mii.ie — Wed, 16 Nov 2011 03:00:00 GMT

Objectives: Elicit feedback from people attending our training courses.

Release Date: 16-Nov-11 3:00 AM
Expiration Date: 14-Feb-12 3:00 AM

Mobile Marketing - Led by Eamon Hession

noemail@mii.ie — Wed, 09 Nov 2011 10:00:00 GMT

Objectives: Elicit feedback from people attending our training courses.

Release Date: 9-Nov-11 10:00 AM
Expiration Date: 7-Feb-12 10:00 AM

Affiliate Marketing- Led by Patrick Murphy

noemail@mii.ie — Wed, 02 Nov 2011 04:00:00 GMT

Objectives: Elicit feedback from people attending our training courses.

Release Date: 2-Nov-11 4:00 AM
Expiration Date: 31-Jan-12 4:00 AM

Social Media - Led by Paul Dervan

noemail@mii.ie — Wed, 26 Oct 2011 03:00:00 GMT

Objectives: Elicit feedback from people attending our training courses.

Release Date: 26-Oct-11 3:00 AM
Expiration Date: 24-Jan-12 3:00 AM

Vincent Scanlon, Chairperson The Marketing Institute of Ireland, Southern Region

Sat, 04 Feb 2012 07:57:34 GMT

Vincent Scanlon, Chairperson The Marketing Institute of Ireland, Southern Region. Picture, Tony O'Connell Photography.

L to R., Declan Lordan, Norina O'Callaghan, Robert Daly, Vincent Scanlon, Present Chairperson, Brendan Coughlan, Paula Cogan and Mark Hegarty.

Sat, 04 Feb 2012 07:57:34 GMT

At the Hayfield Manor Hotel for the Marketing Institute of Ireland Evening Business Seminar were Past Chairpersons L to R., Declan Lordan, Norina O'Callaghan, Robert Daly, Vincent Scanlon, Present Chairperson, Brendan Coughlan, Paula Cogan and Mark Hegarty. Picture, Tony O'Connell Photography.

L to R., JohnMullins, President Cork Chamber, Don O'Leary, GOOGLE ( Guest Speaker ), Jenny O'Flynn, Vice Chairperson, MII and Vincent Scanlon, Chairperson The Marketing Institute of Ireland, Southern

Sat, 04 Feb 2012 07:57:34 GMT

At the Hayfield Manor Hotel for the MArketing Institute of Ireland, Evening Business Seminar were L to R., JohnMullins, President Cork Chamber, Don O'Leary, GOOGLE ( Guest Speaker ), Jenny O'Flynn, Vice Chairperson, MII and Vincent Scanlon, Chairperson The Marketing Institute of Ireland, Southern Region. Picture, Tony O'Connell Photography.

L to R., Robert Daly, UCC Creative Digital Marketing,, Aidan Mc Carthy, File One, Paula Cogan, Marketing Manager, The River Lee Hotel and Ray Lougheed, Brand Manager, Evening Echo.

Sat, 04 Feb 2012 07:57:35 GMT

At the Hayfield Manor Hotel for the Marketing Institute of Ireland Evening Business Seminar were L to R., Robert Daly, UCC Creative Digital Marketing,, Aidan Mc Carthy, File One, Paula Cogan, Marketing Manager, The River Lee Hotel and Ray Lougheed, Brand Manager, Evening Echo. picture, Tony O'Connell Photography.

L to R., Audey Burke Mc Carthy, MotivAction, Norina O'Callaghan, Marketing Manager Moran Silversprings Hotel and Jenny O'Flynn, Vice Chairperson, Marketing Institute of Ireland.

Sat, 04 Feb 2012 07:57:35 GMT

At the Hayfield Manor Hotel for the Marketing Insttitute of Ireland Business Seminar were L to R., Audey Burke Mc Carthy, MotivAction, Norina O'Callaghan, Marketing Manager Moran Silversprings Hotel and Jenny O'Flynn, Vice Chairperson, Marketing Institute of Ireland. Picture, Tony O'Connell Photography.

L to R., Claire O'Brien, Leading Edge Group and Gerard O'Brieen, Commerceware

Sat, 04 Feb 2012 07:57:35 GMT

L to R., Claire O'Brien, Leading Edge Group and Gerard O'Brieen, Commerceware Picture, Tony O'Connell Photography.

L to R., Dymphna Lordan, Blackrock Hall Primary Care Centre, Christina Giliberti, CG Online Marketing and Olive O'Brien, Cork College of Commerce.

Sat, 04 Feb 2012 07:57:35 GMT

At the Marketing Institute of Ireland Evening Business Seminar at the Hayfield Manor Hotel were L to R., Dymphna Lordan, Blackrock Hall Primary Care Centre, Christina Giliberti, CG Online Marketing and Olive O'Brien, Cork College of Commerce. Picture, Tony O'Connell Photography.

MII-J 4102

Sat, 04 Feb 2012 07:57:35 GMT

File uploaded by Cecilia McLernon.

L to R., John Lotty, Katherine Gordon, Ktherine Gordan & Co Accounts and Chad Evans, Chad Evans Interior Architecture & Design.

Sat, 04 Feb 2012 07:57:35 GMT

At the Hayfield Manor Hotel for the Marketing Institute of Ireland Evening Business Seminar were L to R., John Lotty, Katherine Gordon, Ktherine Gordan & Co Accounts and Chad Evans, Chad Evans Interior Architecture & Design. Picture, Tony O'Connell Photography.

L to R.,Michell Cantwell, Paul O'Connell and Ciara Mahon of the Hayfield Mnor Hotel.

Sat, 04 Feb 2012 07:57:35 GMT

At the Marketing Institute of Ireland Business Seminar at the Hayfield Manor Hotel were L to R.,Michell Cantwell, Paul O'Connell and Ciara Mahon of the Hayfield Mnor Hotel. picture, Tony O'Connell Photography.

SalesWise - Sales Management & Coaching

2008-06-02T08:00:00Z

Instructor: Top trainers include Paul O'Dea, Select Strategies, Michael McGowan, DEI Management Group and Dr Lau

The programme is delivered over eight months: Participants undertake one module each month for eight months, each module comprising preparation work, two intensive days of expert tuition, and structured follow-up. Participants will complete assignments in each module, related to their real-life sales management challenges. Participants will receive personal coaching support throughout the programme THE MODULES Customer Value Proposition: Guides the participant to develop the fundamental building block without which all your selling activity will fail a compelling customer value proposition. This is the basis of your essential differentiation from the competition. Sales Strategy: Provides practical approaches to developing sales strategies that are effective in particular by harnessing the power of an integrated sales and marketing approach. In this module the participant develops the game plan. Key Account & Channel Management: Key Account Management considers the development of key account relationships and the alignment of related business strategies. The Channel Management section focuses on building and implementing effective channels; when is the introduction of a sales channel appropriate and how to choose the best channel partner for your organisation? Sales Process: Leads the participant through the essential processes of selling and sales management. This module strips away the perception of wizardry, and show how sales success is in fact about competent execution of certain key processes. Designing for Sales Organisation Effectiveness: Provides practical tools and approaches to enable effective sales planning to secure revenue flows in both the short and long terms. The module will cover the key issues of forecasting, budgeting and territory management. Managing for Effective Sales Force Performance: The critical success factor in sales management is getting the very best performance from the team. This module focuses on helping the participant to develop key leadership and coaching skills, and effectively recruit, select, train and coach the team. Personal Selling Skills: Assists the participant to develop key personal skills, including prospecting, proposal writing, presenting, and pipeline management, to become faster and more effective at progressing sales opportunities through the pipeline. Consultative Selling and Negotiation: Building on the previous module, this one focuses on teaching the skills of negotiation and closing. It provides practical approaches to building customer relationships based on trust, and creating win-win outcomes.

eMarketing

2008-01-01T08:00:00Z

Instructor:

Marketing Institute RSS Feed

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Interview with Daniele Fiandaca, Cheil UK at 32nd National Marketing Conference 2011

Video Interview with Caroline Taylor, IBM at the National Marketing Conference 2011

Global CMO Study

Dublin - Marketing @ Night - The Shift of Consumer’s Consumption of Media to Digital Media

Marketing to the Baby Boom

Trademark & Brand Protection

Behaviour Change & Effective Behavioural Change Programmes

What we know about developing effective and efficient intervention processes

Quality Assuring Social Marketing Planning

Social Marketing Quality Assurance Planning Checklist

Best Practice Behavioural Change Planning Checklist

Marketing Accountability and the New CMO

First principles…

The whole picture in focus – from lead to sale

How Irish Marketers Use Digital

Dublin - Marketing Breakfast - Is social media overrated? & other digital advertising questions you are too afraid to ask.

SMS Marketing for SMEs - An Introduction to Cost Effective SMS Marketing

Data Protection

How does it work?

Key Terms

Grand Prix Awards Quarter Four 2011

The Marketing Institute 50 years the Voice of Marketing

HIRELAND.IE - New Job Creation Initiative Aims To Encourage 5,000 Employers to Pledge a Job

Independent.ie Tops the Nokia App Charts

Cork agency appoints three new Directors & embarks on national partnerships

2012 All Ireland Marketing Awards Launched

The Search Commences for Ireland's Top Marketing Achievers

Irish imagination takes flight

Video Interview with Daniele Fiandaca about Digital Marketing at National Marketing Conference 2011

Video of National Marketing Conference 2011

UCD Smurfit School and the Marketing Institute of Ireland launches Consumer Market Monitor Q3 2011 results

Marketing Manager - Nutricia Advanced Medical Nutrition

Marketing Executive - Travelers Insurance

International Marketing Manager - International Marketing Firm

Marketing & Communications Manager - Certification Europe

Marketing and Commercial Services Manager - Cork Chamber

Communications and Fundraising Officer - Asthma Society of Ireland

Marketing Officer Finol Oils

BioInnovate Fellow - BioInnovate Ireland

Marketing Director - Branded Service Provider

Marketing Assistant - ACRA CONTROL

Test

Test

Marketing Assistant, Seattle, WA, US

Senior Customer Insight/Research Manager

The Marketing Institute – 50 years the Voice of Marketing

Struggling with Digital? New Executive Programme

Become a Member Today

Examinations

Important Dates for Your Diary

Digital Marketing Executive Programme

Membership

Welcome to The Marketing Institute

These days marketing has one very important brand to build. Marketing.

Renew your Membership Today!

August 2011 Exam Papers and Reports

Electronic Newsletter - Marketing Insider

Marketing Masters - Executive MSc in Marketing

4.04 Logistics Management

Analytics - Led by Lar Veale

Targetting International Markets - Led by Dermot Quirke

User Interface - Led by Lar Veale

Mobile Marketing - Led by Eamon Hession

International Marketing - Led by Dermot Quirke

User Experience - Led by Lar Veale