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All Ireland Marketing Awards - Awards Ceremony on 17-May-12 7:00 PM

Thu, 17 May 2012 19:00:00 GMT

All Ireland Marketing Awards - Awards Ceremony
Start Date: 17-May-12 7:00 PM
End Time: 17-May-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.

Gala Awards Ceremony:17th May 2012, Burlington Hotel

Drinks Reception 7pm to 8.50pm
Dinner 8pm to 10pm
Awards Presentations 10pm to 11pm
Networking and Dancing till late.....

Dress is Black Tie

@AimAwardsie - #aima12

We would like to thank our Media Partner

Sign Up for our Ezine

http://twitter.com/#!/AimAwardsie http://www.facebook.com/AimAwards.ie

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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

Dublin - Marketing @ Night, Digital Brand Marketing in Fragmented Times on 30-May-12 6:30 PM

Wed, 30 May 2012 18:30:00 GMT

Dublin - Marketing @ Night, Digital Brand Marketing in Fragmented Times
Start Date: 30-May-12 6:30 PM
End Time: 30-May-12 8:00 PM
Location: Edelman
Speaker: Julian Douglas, entertainment.ie

Event Details:

Julian Douglas, Managing Director, entertainment.ie will review the fast changing online landscape - and the differences between each platform - Social, Publisher, Search - how to reach the exploding mobile audience and why you can't ignore your brand online. He will discuss how to capture an online audience in today's world of device agnostic users on web, TV and mobile. Julian will also look at cross media brand campaigns and how web, TV and mobile can work together to deliver audience.

He will comment on context, impact and ROI using online brand advertising - web, mobile, apps and tablets.

Julian will also talk about entertainment.ie and how value is delivered to its customers and brands.

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.

Wine and canapés are served.

View short video interviews with recent speakers at Marketing @ Night.

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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).

On Twitter @IrishMarketers - #miiman

Edelman

5th Floor, Huguenot House, St Stephens Green,

Dublin Ireland 2

Dublin - Breakfast Briefing - Mintel Ireland's 2015 Trends on 31-May-12 7:45 AM

Thu, 31 May 2012 07:45:00 GMT

Dublin - Breakfast Briefing - Mintel Ireland’s 2015 Trends
Start Date: 31-May-12 7:45 AM
End Time: 31-May-12 9:30 AM
Location: Westbury Hotel, Grafton Suite,
Speaker: Richard Cope

Event Details:

This Mintel event is in association with The Marketing Institute will look at Ireland’s 2015 Trends.

Richard Cope, Principal Trends Analyst, Mintel Inspire has ten years' experience at Mintel and excels in identifying consumer trends and applying them for clients.

We know you are already thinking, planning and anticipating what will happen next year. But have you thought any further?

We have...

With a challenging economic climate, dropping consumer confidence and ever growing demand for value, understanding tomorrow’s consumer has never been more important.

Mintel Ireland’s 2015 trends will use analysis and ideas from Mintel’s top experts to show you what consumers, markets, products and ideas are set to shape the consumer and business between now and 2015. It will tell you what to watch out for, take advantage of and how to plan for success.

The seminar will focus on four main predictions:

Access Anything, Anywhere

Brand Intervention

East meets West...Meets East

Old Gold

Richard Cope, has recently worked on projects for Mediacom, Harrods, Legal & General and Channel 5, looking at how to engage young people in retirement planning, the untapped opportunities of reality TV advertising and exploring the futures of wine retailing, coffee shops and the automotive industry. Most recently he welcomed Mintel's clients for a special look at the UK consumer in 2020.

7 Week Social Media Marketing eCourse on 4-Jun-12 11:00 AM

Mon, 04 Jun 2012 11:00:00 GMT

7 Week Social Media Marketing eCourse
Start Date: 4-Jun-12 11:00 AM
End Time: 4-Jun-12 5:00 PM
Event Details:

This is a seven-week eCourse providing a comprehensive introduction to Social Media Marketing, from the Basics to detailed instructions on how to build and run a Social Media programme.

This eCourse is conducted on a web-based e-learning software platform, enabling course participants to proceed at their own pace, accessing materials online. This particular eCourse provides content in a variety of multimedia forms, including videos, slideshows, flash-based presentations and PDF files. No special software is required to participate.

Course lessons will be provided weekly in seven parts, for participants to access in accordance with their own timetables. Interaction with the course tutor is enabled through the platform software tools (with telephone backup if required).

What you should learn as a result of the course

The principles of effective marketing in social media
Which social networks are strongest in Ireland, who uses them and how to sign up
What social media can do for your business
How to build a social media programme (you’ll start constructing your own during the course)
The best tools and techniques for monitoring social networks
How to really understand and engage with the consumer
How to create relevant, informative, killer content for your social media programme
How to define and measure meaningful numbers to determine the success (or otherwise) of your social media activities
Answering those questions that (if you’re not prepared) could kill your career
How to watch for, and adapt to, the Next Big Thing in Social Media (whatever that is)

Course Content

Introduction: Why Social Media Silence is Deadly
Lesson One: The Basics
Lesson Two: Social Media and You
Lesson Three: Building your own Social Media Plan
Lesson Four: Monitoring
Lesson Five: Consumer Engagement
Lesson Six: Creating Killer Content
Lesson Seven: Metrics and ROI
Conclusion: Where do we go from here?

Feedback from previous Social Media Marketing eCourse Participants

“this was the best professional development course I have done in many years” - Mark R, Senior Agency Exec responsible for social media
“thought the information within was outstanding” - Ed P, General Manager
“What I loved was that I started with a fairly rudimentary understanding of social media but have learned a lot – including where to find more information as I need it.” – Fiona W, Marketing Manager
“I found it relevant, informative, topical, insightful and a bloody good read. It’s never evangelical, too techy, patronising, assumes that you know too much or too little about digital and has a warm sense of humour in the communication throughout which helped faciliate the learning process for me.” — Adrienne B, New Media Senior Executive
“Thanks for pointing me in the direction of this course! It’s been extremely enlightening” — Shayne P, Design Agency Director
“I’m really enjoying the course – learning a lot – and I know the two friends I persuaded to join us are also loving it.” — Lavinia C, Designer
“Am thoroughly enjoying the content!” – Kara B, Magazine Co-ordinator
“I completed the first lesson today and found it really interesting and love the interaction already! I am so looking forward to the second lesson already … ” — Annette B, Public Relations Director
“I was already engaging with social media and have been doing so for about 6 years or so. But, did I know how to use social media in a marketing and business sense? No, I simply did not. This course was a great way to show me how to do that.” — Sheryl K, Online Marketer

This course has been created and is administered by Michael Carney, a longtime global marketer and published author with a special interest in digital marketing.

Once you have registered and paid, you will be provided with details of how to access the online course on Monday 4 June. You then navigate through the course at your own pace over the seven weeks. If you have any questions about this course, please contact ailish@mii.ie

Dublin - Masterclass Brand, Customer and/or Performance challenges on 6-Jun-12 1:00 PM

Wed, 06 Jun 2012 13:00:00 GMT

Dublin - Masterclass Brand, Customer and/or Performance challenges
Start Date: 6-Jun-12 1:00 PM
End Time: 6-Jun-12 6:00 PM
Location: RTÉ Studios
Speaker: Hamish Taylor, Roland Reid, Shane Horgan & Enda McNulty

Event Details:

Following Hamish Taylor’s highly successful masterclasses in UK, USA, Europe and Asia, Skills Exchange Network presents an unique Dublin masterclass in conjunction with the Marketing Institute of Ireland and with The London Speaker Bureau Ireland

Together with guests from the worlds of RTÉ television and Irish professional rugby, Hamish will challenge us to "steal breakthrough ideas for our business, personal and team".

Hamish Taylor has an outstanding track record in delivering business breakthroughs in a wide variety of industries and is a recognised leader in the fields of Innovation, Branding and Marketing.

His ability to take ideas from one arena and apply them to produce breakthroughs in another led to the Inspired Leaders Network giving him the title “Master thief”.

How will the day work:
Modeled on a television talk show, with Hamish Taylor as your host for the day, you will be introduced to new and innovative perspectives on how to improve performance.

In addition to Hamish’s cases, war stories and tools, Shane Horgan - Irish International and Enda McNulty, Motiv8 will be on stage to share their expertise through presentation, video, Q & A and an innovation challenge to the audience.

Hamish will also share tools that we can all use to identify new sources of inspiration for tackling our specific challenges – so we can all become master thieves.

As the event is within RTÉ studios, Hamish will be drawing lessons from TV production and, in particular, the disciplines required to make a live television show deliver its promise in an environment where missing deadlines is simply not an option.
What lessons can we learn for the work environment from the recent outstanding successes of Irish professional Rugby? From coaching, analysis, sports psychology and even refereeing, tools and techniques will be outlined and guests will share their expertise. Hamish will be assisted by Roland Reid - former Scottish International rugby player.

The event will be followed by some light refreshments and networking.

view event Agenda

Testimonials

"Hamish brings an infectious energy to the table”

“Brilliant inspirational speaker. Really enjoyed the session.”

“The partners raved about him”

“I’ve attended many of these sessions over the years
and that was undoubtedly the best ever”

“Very interesting, thought provoking, fun day. Introduced ideas and techniques that will without doubt help me with internal/external communications."

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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 1 week of the event (and it is our policy to charge full price for all no-shows).

On Twitter @IrishMarketers

RTÉ Studios

Donnybrook

Dublin 4,

Qualified Marketer Examination on 7-Jun-12 9:45 AM

Thu, 07 Jun 2012 09:45:00 GMT

Qualified Marketer Examination
Start Date: 7-Jun-12 9:45 AM
End Time: 7-Jun-12 5:00 PM
Location: Dublin Institute of Technology, Dublin, Dublin 2
Event Details:

The Marketing Institute maintains a Register of Qualified Marketers that lists the names of full members of the Institute who, in addition to having an approved, degree-level qualification in marketing, have also successfully undertaken the Institute's own Qualified Marketer Exam, and who are granted the right to use the professional designatory letters MMII Grad. or, in the case of Fellows of the Institute, FMII Grad.

The Register, which contains the name of each qualified marketer, is publicly available on our website at www.mii.ie/register

Entry to the Register is by examination. To be eligible to sit the Qualified Marketer Exam, you should already hold a degree or postgraduate qualification in marketing or in a business subject that contains a strong component of marketing. Visit www.mii.ie/register to view a list of approved qualifications.

If you are not a member, please visit www.mii.ie/join, complete the application form and select Join By Exam. If you are an existing member, all you need to do is register for this event by clicking on the red Register tab above. There is no charge for existing members to sit the exam. Success in the exam entitles you to be listed in the Marketing Institute's Qualified Marketer Register.

To find out more about this exam, please visit www.mii.ie/register or contact rose@mii.ie

Dublin Institute of Technology

Aungier Street

Dublin, Dublin 2

Dublin - eMarketing and The Social Media Revolution on 14-Jun-12 9:00 AM

Thu, 14 Jun 2012 09:00:00 GMT

Dublin - eMarketing and The Social Media Revolution
Start Date: 14-Jun-12 9:00 AM
End Time: 15-Jun-12 5:00 PM
Location: 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.

Marketing Institute of Ireland

Marketing House

Leopardstown, Dublin 18 Ireland

Dublin - Digital Marketing Executive Programme on 17-Sep-12 6:30 PM

Mon, 17 Sep 2012 18:30:00 GMT

Dublin - Digital Marketing Executive Programme
Start Date: 17-Sep-12 6:30 PM
End Time: 17-Sep-12 9:30 PM
Location: Marketing Institute of Ireland, Leopardstown, Dublin 18
Speaker: / Lecturers: Colin Lewis, Denise Cox, PR S mith, Liam Lennon,

Event Details:

Many Irish organisations recognise the importance of adapting their marketing plans to the online world but struggle with how to implement an integrated marketing strategy. The new Marketing Institute Digital Marketing Executive Programme is designed to equip you and your organisation with the necessary knowledge and skills to develop an effective, long-term digital marketing strategy.

Our lecturers are not just leading experts in digital marketing, they are marketing practitioners with hands-on experience working in companies rather than as consultants or agencies. The emphasis is on teaching you proven frameworks for implementing a digital marketing strategy and overcoming the challenges of implementation.

Who Should Attend

The Marketing Institute Digital Marketing Executive Programme is tailored to participants who wish to actively apply a digital marketing strategy to their organisation. The content is geared to ensure your company has a proper foundation for their digital marketing strategy and will also include advanced content that attendees can apply and use straightaway.

Attendees may include:

Brand/Marketing Managers
Business to Business and Business to Consumer Sales and Marketing Professionals
Web Marketers/Internet Consultants
Website Owners/Webmasters/Website Content Managers
Small Business Owners
Businesses exporting or marketing internationally
Not-for-Profit organisations

Content Overview

Week 1

Day 1 Digital Marketing Strategy − where it fits within corporate marketing strategy
Day 2 Developing a Digital Marketing Strategy using Digital Marketing Frameworks

Week 2  Search Engine Marketing 1 − Introduction
Week 3  Search Engine Marketing 2
Week 4  Email Marketing
Week 5  Social Media Marketing 1
Week 6  Social Media Marketing 2 − Online PR and Reputation Management
Week 7 Affiliate Marketing
Week 8 Mobile Marketing
Week 9 eCommerce
Week 10 Site Optimisation − Design and User Experience
Week 11 Targeting International Markets through Online
Week 12 Analytics and Data Strategy
Week 13 Customer Retention and Relationship Building Online

Key Takeaways

Particpants will learn how to:

Understand the value of Digital Marketing why it is a critical component of your marketing strategy
Effectively set up and manage Search Engine Marketing and Social Media Campaigns
Develop an Email Marketing Strategy that aligns with your business goals
Uncover the tools and resources to build effective eCommerce sites at low cost
Use Digital Marketing to sell internationally
Understand analytics and KPIs to continuously improve your digital marketing
Discover the best way to develop and retain customers online

Lecturers

You will learn from professional marketers with real-life digital marketing experience and bottom-line responsibility for online revenue. Our practitioners can pass on to you the lessons learned from implementing digital marketing strategies rather than offering advice from consultants or agencies. A highlight of the course is a module focusing on marketing internationally using digital channels.

All our lecturers have managed large-scale digital marketing programmes both in Ireland and abroad, and have responsibility for delivering online revenue. Lecturers include Colin Lewis, CMO Conduit 11850 and Paul R Smith, co-author of eMarketing Excellence4 on “Digital Marketing Strategy”; Denise Cox Lead Consultant for Newsweaver and Liam Lennon, Group Online Marketing Manager at Saon Group on “eCommerce” and “Analytics” .

Entry Requirements

Applicants must meet our minimum entry requirements to enter the programme, which includes a third-level qualification in business or marketing and two years’ relevant business experience. The Marketing Institute recognises prior experiential learning in order that applicants who do not meet the academic requirements may be considered based on exceptional business experience.

Duration

The course takes 13 weeks and comprises 14 sessions. The classes take place on Tuesday evenings from 6.30pm to 9.30pm and includes an extra introductory class on Monday 17th September 2012. Classes then begin the following evening on Tuesday 18th September 2012

Accreditation

The Digital Marketing Executive Programme is accredited by The Marketing Institute of Ireland, an established leader in executive education with a history of almost 50 years’ of marketing education. Few marketing organisations can draw on the breadth of experience and resources of the Marketing Institute of Ireland. Established in 1962, the Marketing Institute is a collection of the most senior and most experienced marketing minds in the country, who share the conviction that marketing is fundamental to every successful business model. Course attendees will be required to produce a real-life, digital marketing strategy as part of their assessment. Participants will be required to give a presentation about their strategy, and answer questions on it. Results will be provided in terms of Pass or Fail, with no specific grading given.

Venue

To be Confirmed

Course Fee

Members €1650, Non-Members €1850

We are offering a special "Early Bird" rate for bookings placed before 2nd July 2012.

Early Bird Rate: Non-Members 1,650.00, Members 1,450.00

Membership of the Marketing Institute is open to practicing Marketing Professionals in Ireland Find out more about Membership

How to Apply

To find out more about our Digital Marketing Executive Programme, contact Ailish Hollingsworth at ailish@mii.ie or 01 295 2355.

Programme dates, fees, and venue are subject to change. If a programme is cancelled, the Marketing Institute will refund the programme fees in full but the Marketing Institute is not responsible for travel, accommodation or other expenses incurred by a participant.

Marketing Institute of Ireland

Marketing House

Leopardstown, Dublin 18 Ireland

It's Alive Inside! A Note on the Prevalence of Personification

Niamh Walsh - noemail@mii.ie — Tue, 20 Dec 2011 09:00:00 GMT

Personification is a literary device ordinarily associated with ‘babbling’ brooks, ‘weeping’ willows and ‘dancing’ daffodils. It is also widely used in marketing and advertising. Pepsi’s ‘smiling’ logo, Yakult’s ‘friendly’ bacteria, Karmi’s ‘feminine’ beer bottle and academics’ venerable ideas about product life cycles and marketing myopia, are just some of our many
attempts to humanise marketing phenomena.

Taking Guinness as a guiding exemplar, this paper develops a taxonomy of brand personifications and attempts to account for the trope’s popularity in marketing theory and practice.

Download Full Article

Published in The Irish Marketing Review Volume 21 Number 1 & 2 2011

20-Dec-11 9:00 AM

Branding and Begorrah: The Importance of Ireland's Nation Brand Image

Niamh Walsh - noemail@mii.ie — Tue, 20 Dec 2011 09:00:00 GMT

The concept of a nation brand image is attracting increasing importance in recent years as globalisation has made the world more interdependent and all nations are in competition for investment, tourists, exports, education and talent of all kinds. The essential elements of Irish national identity, established and disseminated by the writers and artists of the ‘Celtic revival’ over a hundred years ago – and still recognised affirmatively by a diverse range of international commentators – represent a natural storehouse of positive imagery that transcends current economic difficulties and is particularly apposite for the twenty first century. The article considers how best to capitalise on this extremely valuable asset, and build a nation brand image through the work of the Industrial Development Authority (IDA), Tourism Ireland, Bord Bia, and Culture Ireland, supported by an imaginative coordinating effort at national government level.

Download Full Article

Published in The Irish Marketing Review Volume 21 Number 1 & 2 2011

20-Dec-11 9:00 AM

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

INDEPENDENT Digital and Independent.ie has recorded yet another record year

noemail@mii.ie — Mon, 14 May 2012 05:00:00 GMT

INDEPENDENT Digital and Independent.ie has recorded yet another record year, according to figures just published by ABC Electronic (ABCe) – the online / digital arm of newspaper circulation auditors. The latest audited figures from ABCe show that Independent Digital racked up 4 million unique browsers in March 2012, up 25% on its last audit*. Page impressions have also grown massively and are at 46 million. A range of interesting and highly controversial articles from news, lifestyle and sport saw millions of users flock to Independent.ie in March. Stories included ‘Search for mum heavily pregnant with twins: Body is found in sea at Howth’; ‘Brian Kennedy: “I can’t confirm or deny fling with leading rugby star”’; and ‘State funeral for football star Jim Stynes’. The hugely controversial story ‘Australian Embassy blasts racist advert asking “no Irish” to apply for bricklaying job’ created an instant...

All Ireland Marketing Awards - Event Booked Out

noemail@mii.ie — Tue, 08 May 2012 04:00:00 GMT

THIS EVENT IS NOW BOOKED OUT

The finalists in the 2012 All Ireland Marketing Awards, the prestigious programme run by the Marketing Institute of Ireland, have been announced. The number of entries received was once again very high this year, with every category oversubscribed, some very significantly so. The quality of entries was higher, with entrants investing time and effort to carefully present their achievements in a concise and compelling way. This level of participation against the backdrop of a tough trading environment is an interesting comment on the proactive response of Ireland’s marketing profession. Now in its sixth year, the nation’s marketing awards programme can be said to be very firmly established in Ireland’s business calendar, and this may be taken as a sign of its credibility in the eyes of marketing practitioners.

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.

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.

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 Marketing Awards website www.aimawards.ie

View Finalists

NeonSMS Solutions Appoints New CEO

noemail@mii.ie — Wed, 25 Apr 2012 06:00:00 GMT

NeonSMS Solutions has announced the appointment of Brian O’Neill as new CEO. Brian is a serial entrepreneur with thirty years’ experience in the Technology sector. Brian says, “Taking the helm at NeonSMS.ie is an exciting challenge, Social media and smart mobile technology is revolutionising the communications industry. I am looking forward to harnessing the expertise and dedication to excellence in customer service of the current Neon team and expanding it to provide innovative products and services to businesses looking to optimise their communications with their customers and staff.” NeonSMS Solutions is Ireland’s leading provider of flexible text messaging solutions for public and private enterprises. Brian has successfully managed several start-up companies specialising in network design and implementation, client/server software development for hospitality and business process automation, and online document management in a cloud based software as a...

AOP Launch The Study of Online Engagement

noemail@mii.ie — Tue, 17 Apr 2012 10:00:00 GMT

The Association of Online Publishers commissioned Amárach Research to conduct 'The Study of Online Engagement' and the findings were launched at a recent breakfast briefing.

Amárach Research used Irish content sites, social networks and portals to conduct the reasearch and they looked at the value Irish publishing companies with local and original content bring to advertisers, the factors that determine positive online brand engagement and user reaction to advertising on different website types.

Amárach found the following were key in online engagement:

1. A Matter of Trust
Trust is key in driving both site engagement and advertising responsiveness

2. Context is King
In an age of distraction, the quality and relevance of the content is a vital factor in driving online engagement

3. Agenda Setting
Investing in original, quality content and curating that content continues to appeal to Irish Internet users as ‘go to’ sources of information

4. Higher Engagement
In terms of word-of-mouth, the ability of Irish content websites to attract, engage, and re-attract Irish consumers is vital to online (and offline)marketing success…

5. Positive Endorsement
With marketers under increasing pressure to demonstrate a return on investment, Irish content sites are delivering measurably superior results

6. Funnel Vision
The task of marketing is to support sales, whether purchasing online or offline. Irish content sites deliver at each stage of the sales funnel… and beyond

Click here to Download the Presentation in PDF format.

The Association of Online Publishers Ireland is an industry body representing Irish digital publishing companies that create original, branded, local, quality content. Current members include entertainment.ie, irishtimes.com, tv3.ie, independent.ie and rte.ie

Click here to visit www.aop.ie

Marketing Institute Qualified Marketer Exam - Accepting Registrations

noemail@mii.ie — Mon, 26 Mar 2012 09:00:00 GMT

In order to uphold professional standards in Marketing, the Marketing Institute publishes a quarterly Register of Qualified Marketers, which lists members who have passed the Institute’s Qualified Marketer Exam.

The Register lists the names of members of the Institute who have an approved, degree-level qualification in marketing and additionally have passed the Institute's Qualified Marketer Exam. Success in the exam grants the member the right to use the professional designatory letters MMII Grad. (or, in the case of Fellows of the Institute, FMII Grad.)

The Register, which contains the name of each qualified marketer, is publicly available on the Marketing Institute website at www.mii.ie/register

To be eligible to sit the Qualified Marketer Exam, candidates should already hold an approved degree or postgraduate qualification in marketing or in a business subject that contains a strong component of marketing. The Qualified Marketer exam is a one-day, open-book examination based on a supplied case study. The objective of this examination is to assess the practical application of degree-level knowledge of marketing in a real-life situation.

The first Qualified Marketer Exam will be held in Dublin Institute of Technology (and nationwide depending on numbers) on Thursday 7 June. The fee for the Qualified Marketer Exam is €195, which includes a year of membership of The Marketing Institute of Ireland, if successful in the exam. The exam is free for existing members.

To find out more, Download PDF or visit www.mii.ie/register

Grand Prix Finalists 2011

noemail@mii.ie — Fri, 02 Mar 2012 08:00:00 GMT

It's here: The Grand Prix Final 2011.

The Grand Prix Awards were set up to recognise brand/marketing managers and the innovation, creativity and effectiveness of their digital campaigns. The campaigns that received the highest votes in 2011 received a prize at the end of each quarter, and have made it through to the 2011 Grand Prix Final.

A big congratulations to all our finalists and the best of luck.

Don't delay, cast your vote today! Here are the nominees:

- Quarter One: Renault Scrappage

- Quarter Two: Mc Donald's

- Quarter Three: Debenhams

- Quarter Four: Oxfam

Vote Now!

Hireland.ie - Job Creation Initiative Surpasses 2,500 Job Pledges in First Month Since Launch

noemail@mii.ie — Thu, 23 Feb 2012 09:00:00 GMT

Launched just over one month ago, Hireland can today confirm that the initiative has already received over 2,500 job pledges from businesses all over the country. This is all the more impressive as Hireland had set a 6 month target of 5,000 pledges and is now at the halfway point after little more than a month. As of today, 589 companies have pledged jobs across a wide range of sectors from software design and development to engineering and pharmaceuticals to sales, marketing and retail and hotel, hospitality and sports leisure. Furthermore, there has been a swift translation from pledges to jobs with 150 having commenced jobs already that were pledged on Hireland.ie. These jobs are in a variety of companies in Ireland including; ely Winebar, Hauste Group, Spirit Motor Group, Red Tree Consulting, Byrne Curtin Kelly and Murex Advanced Technologies. Speaking after her appearance in RTE’s The Frontline last night, Lucy Masterson, co-founder of Hireland commented, “We...

Irish Times Increases Size of Business Coverage

noemail@mii.ie — Wed, 22 Feb 2012 10:00:00 GMT

The Irish Times has increased the size of its business coverage to eight pages between Monday and Thursday. The paper's flagship business supplement will continue to be published on Friday. According to John McManus, the paper's business editor, we are adding extra pages and new writers to give our readers a broader and deeper picture of what is happening in Irish and global business. Each day in our new supplements we will bring them something fresh and compelling. It could be our Beijing correspondent Clifford Coonan on doing business in China or Martin Wolf's expert analysis of the global economic situation. We will also be digging deeper into the areas that our readers have told us they want to know more about; from Irish small and medium business to managing their investments. A recent survey of The Irish Times readers indicated they want more personal finance coverage, as well as more coverage of small and medium businesses in Ireland. Readers also said that they were looking...

Marketing Institute and UCD Smurfit School Launch Latest Consumer Market Monitor

noemail@mii.ie — Wed, 15 Feb 2012 09:00:00 GMT

Austerity Strikes Severe Blow To Consumer Confidence The latest Consumer Market Monitor from the Marketing Institute of Ireland and UCD Smurfit School shows that austerity measures have struck a severe blow to consumer confidence. The report for Q4 2011 shows that consumer confidence in Ireland plunged dramatically in December, down 28 per cent from mid-2011. This rapid loss of confidence reversed a full year of progress that had been made towards restoring some semblance of normality in the consumer economy. In fact, the December 2011 figure of -32 was on par with the lowest point reach in the depths of the financial crisis in 2008/2009. Highlights of Consumer Market Monitor Dramatic plunge in consumer confidence in December 2011- figure is the same as lowest point in 2008/2009. Consumer spending maintained downward trend in 2011, declining drastically in final quarter. Trend is expected to continue as impact of December budget is felt. Retail sales declined in 2011, with drop in...

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

Marketing Communications Director - S3 Group

Fri, 11 May 2012 00:00:00 GMT

Title: Marketing Communications Director - S3 Group Description: Founded in 1986, S3 Group is an Irish headquartered multinational technology company providing products, solutions and professional services to the Digital TV, Telehealth, and Semiconductor Industries world-wide. Since its formation S3 Group has actively pursued the aim of working with leading edge technologies to provide solutions that address the complex business challenges faced by our Tier One global clients. Companies continue to work with S3 Group because of our in-depth knowledge of our customers key business challenges, proven design and development consultancy capabilities, our extensive product portfolio and IP and our professional services expertise. We are trusted by some of the world's leading organizations including BSkyB, DirecTV, Motorola, Samsung, Philips, NXP, Fujitsu, Cisco, Iridium, Qualcomm, Swisscom and many others. We also collaborate with world-class technology partners including IBM, ST...

Marketing Executive - Newsweaver - Cork

Wed, 09 May 2012 00:00:00 GMT

Title: Marketing Executive - Newsweaver - Cork Description: Newsweaver is Europe's leading email newsletter publishing system. Due to continuing expansion, we are looking for a dynamic person to join our Marketing Team as Marketing Executive. Reporting to the Marketing Manager, this role offers the opportunity to join a very successful and driven team, working with a diversity of public and private sector clients throughout Europe. This is a permanent, full-time role based in Cork. We are seeking applications from experienced, enthusiastic, motivated, flexible, creative and team orientated marketing candidates that would like to develop a bright career in the Software industry. This is a hands-on role and requires previous demonstrable experience achieving results in all elements of the marketing mix. Day-to-day responsibilities (include but not exclusive to) Assisting with executing current marketing strategies, specifically in relation to generation of sales leads for both...

Marketing Communications Executive - Marketing Career Recruitment

Wed, 09 May 2012 00:00:00 GMT

Title: Marketing Communications Executive - Marketing Career Recruitment Description: Marketing Career Recruitments client requires a dynamic Marketing Communications Executive to work within the HQ of highly successful Irish owned retail branded and service group based in Dublin City. Reporting to a Marketing Manager, the role involves providing marketing support together with contributing to the development of the brand’s to ensure new and innovative approaches are implemented throughout its business divisions. Duties include: · To support and participate in the development of all marketing activity undertaken by 4 branded company divisions. · To assist in identifying new promotional and marketing opportunities to support the growth of sales across each division. · Assist with implementation of tactical sales promotions and implement an evaluation model using appropriate metrics to report on their success. · Planning and coordination of...

Associate Product Marketing Manager, Small Business Marketing EMEA - Google

Tue, 08 May 2012 00:00:00 GMT

Title: Associate Product Marketing Manager, Small Business Marketing EMEA - Google Description: This position is based in our EU Headquarters in Dublin, Ireland. The area: MarketingKnow the user. Know the magic. Connect the two. At its core, marketing at Google starts with technology and ends with the user, bringing both together in unconventional ways. Our job is to demonstrate how Google's products solve the world's problems--from the everyday to the epic, from the mundane to the monumental. And, we approach marketing in a way that only Google can--breaking the rules, redefining the medium, making the user the hero, and ultimately, letting the technology speak for itself. The role: Associate Product Marketing Manager, Small Business Marketing EMEAAs a Marketing manager, you are a fully dedicated business leader, shaping the future of one of our many Google products. Whether you're on a consumer product (like Gmail, Search, Maps, Chrome, Android) or a business product (AdWords,...

Marketing Manager Investments (Temporary Position) - New Ireland Assurance

Tue, 08 May 2012 00:00:00 GMT

Title: Marketing Manager Investments (Temporary Position) - New Ireland Assurance Description: Marketing Manager Investments (Temporary Position), New Ireland Assurance Location: 9-12 Dawson St, Dublin 2 Established in 1918, New Ireland Assurance is one of the largest Life and Pensions providers in the Irish market with 500,000 policyholders and €10 billion in assets under management. The company has a very strong brand in the Irish Financial Advisor market and has excellent distribution reach through a network of over 2,000 independent brokers and a direct sales force of 200 tied agents. The company has two customer facing brands New Ireland Assurance in the independent broker market and direct sales force and Bank of Ireland Life within the Bank of Ireland branch network nationwide. Reporting to the Head of Marketing, this role will develop and manage the Investments Proposition to position New Ireland as leading investment solution providers in the Irish market. The...

Interim Marketing Manager - Kepak Convenience Foods

Fri, 04 May 2012 00:00:00 GMT

Title: Interim Marketing Manager - Kepak Convenience Foods Description: Company overview: As part of the Kepak Group, Kepak Convenience Foods (KCF) is a rapidly growing Irish company which has market leading brands across all of the sectors in which it operates. Big Al’s is the number one brand within Frozen Convenient Meat in the Irish Market, and Rustlers is one of the largest and most successful chilled snacking brands in Europe. KCF are currently looking to recruit an interim marketing manager to cover maternity leave. Key responsibilities: § Development and implementation of marketing strategies across multiple markets to deliver sustainable growth and profitability. § Management of all product and consumer research projects § Management and mentoring of marketing assistant and brand manager § Manage relationships with external agencies and suppliers Required Experience: Candidates must have at least 7 years experience in an...

Marketing Officer, Supporter Team - Trocaire

Thu, 26 Apr 2012 00:00:00 GMT

Title: Marketing Officer, Supporter Team - Trocaire Description: Our Vision: Trócaire envisages a just and peaceful world where people’s dignity is ensured and rights are respected; where basic needs are met and resources are shared equitably; where people have control over their own lives and those in power act for the common good Our Promise: We promise to relentlessly challenge and strive to overcome the causes and symptoms of poverty and injustice. It is our promise to make what is fundamentally right and fair known, acknowledged and respected. We stand together with the women, men and children who face poverty & injustice and help to make a difference to their lives. We do this so that people in the developing world have the opportunity to live full lives. Lives all are entitled to – lives of dignity, potential, hope and freedom Description of the unit / department: The Fundraising and Marketing Team within the Ireland Division of Trócaire...

Product Manager - Oral Nutrition (Maternity Cover) - Nutricia Advanced Medical Nutrition

Wed, 25 Apr 2012 00:00:00 GMT

Title: Product Manager - Oral Nutrition (Maternity Cover) - Nutricia Advanced Medical Nutrition Description: Purpose · Develop and excecute the annual strategic marketing plan for the Oral Nutrition product range, based on thorough analysis of the market, environment, consumer and competitiive trends, to drive HCP (Healthcare Professional’s) recommendation and use of our products. · Manage a range of Oral Nutrition products for use / prescription by HCPs to achieve sales growth and market share targets. · Particpate in customer-centric high performance teams, focussed on strategy development and optimising opportunities · Develop promotional campaigns and all associated support materials for the Sales Team business objectives which are fully aligned to the brand strategy for the Oral Nutrition Brands. · Track, report and analyse sales and market share data to identify threats or opportunities to the business, and develop...

Digital Marketing Specialist - Software Asset Management Ireland

Tue, 24 Apr 2012 00:00:00 GMT

Title: Digital Marketing Specialist - Software Asset Management Ireland Description: SAMI is one of the leading suppliers of software licensing and ICT solutions in Ireland to the education sector. Are you looking for a chance to grow a brand into a major online player? Do you have energy, marketing skills and a love of online? Can you ...... Understand business objectives and translate them into marketing challenges? Analyse a market and determine the right target audience? Generate insight into that target audience? Create brand identity and messaging to connect to your target audience? Do you ...... Know how to communicate with a youth audience? Have experience in creating content for an online audience – blogging, newsletters, social media? Know how to turn ideas into online experiences? Know how to connect with industry leaders and influencers? Have you ...... the SEO skills required to maintain an e-commerce site’s top rankings in a competitive...

Marketing Officer, Education Sector - Trocaire

Fri, 20 Apr 2012 00:00:00 GMT

Title: Marketing Officer, Education Sector - Trocaire Description: Our Vision: Trócaire envisages a just and peaceful world where people’s dignity is ensured and rights are respected; where basic needs are met and resources are shared equitably; where people have control over their own lives and those in power act for the common good Our Promise: We promise to relentlessly challenge and strive to overcome the causes and symptoms of poverty and injustice. It is our promise to make what is fundamentally right and fair known, acknowledged and respected. We stand together with the women, men and children who face poverty & injustice and help to make a difference to their lives. We do this so that people in the developing world have the opportunity to live full lives. Lives all are entitled to – lives of dignity, potential, hope and freedom ...

The Marketing Institute – 50 years the Voice of Marketing

Wed, 18 Jan 2012 14:57:36 GMT

Board of Directors

Wed, 16 May 2012 10:14:47 GMT

Michael Carey FMII Chairman of the Board Michael Carey joined The Marketing Institute of Ireland in 1985 and became a fellow in 2005, the year in which he also won the E&Y Industry Entrepreneur of the Year. He was president of the Institute from 2006 until 2008. Michael has built his career from a solid early foundation in marketing. After graduating from University College Dublin with a B.Comm and a Masters in Marketing, he took up a marketing role with Bachelors. His career has taken him through marketing director roles at C&C and Jacobs, as well as managing director positions in Ireland and the UK at Kelloggs, Fox’s Biscuits and Evian/Volvic. His current role as executive chairman and majority shareholder of Jacob Fruitfield Food Group encompasses responsibility for sales revenues of €100m, over 500 employees and a stable of household name brands. Michael is also a director of the Consumer Foods Board of Bord Bia, and a director of Traidlinks, the NGO which promotes...

May 2012 Exam Papers and Reports

Tue, 15 May 2012 09:21:31 GMT

MAY 2012 EXAM PAPERS 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 MAY 2012 EXAMINERS' REPORTS Please note the Examiners' Reports will be available to download after 18 June, 2012 Stage 3 Diploma in Marketing 3.01 Buyer Behaviour 3.02 Marketing Communications 3.03 Management of Sales 3.04 International Marketing Management & Strategy 3.05 Written Project Stage 4 Graduateship in Marketing 4.01 Services Marketing Management 4.02 B2B Marketing Management 4.03 Marketing Planning & Management 4.04 Logistics Management 4.05 Written Project

Examinations

Tue, 08 May 2012 03:08:47 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...

Register of Qualified Marketers

Wed, 02 May 2012 06:30:15 GMT

As the professional body for marketing people throughout Ireland, one of the core objectives of the Institute is to uphold professional standards in Marketing. In order to meet this objective, the Marketing Institute publishes a quarterly Register of Qualified Marketers. What is the Marketing Institute Register of Qualified Marketers? The Marketing Institute maintains a Register of Qualified Marketers that lists the names of full members of the Institute who, in addition to having an approved, degree-level qualification in marketing, have also successfully undertaken the Institute's own Qualified Marketer Exam, and who are granted the right to use the professional designatory letters MMII Grad. or, in the case of Fellows of the Institute, FMII Grad. The Register, which contains the name of each qualified marketer, is publicly available on our website at www.mii.ie/register Download Register Please note that the Register of Qualified Marketers includes only those...

Fellows of the Institute

Thu, 26 Apr 2012 04:31:26 GMT

Fellowship is awarded in recognition of a member's contribution to business and marketing and/or to the work of the Institute itself and is the highest category of membership of the Marketing Institute of Ireland. Fellows Directory The names of members who have been conferred with fellowship of the Institute are listed in downloadable PDF format: Download Fellows Directory Latest Fellowships The following eleven members were conferred with fellowship in 2010: Amie Peters FMII, An Post Ann O’Dea FMII, Whitespace Publishing Declan Fleming FMII, NUI Galway Ed McDonald FMII, Advertising Association of Ireland Geoff Lyons FMII, Independent Newspaper Group Gerard O’Neill FMII, Amárach Research John Trainor FMII, Onside Sponsorship Mark Mortell FMII, Fleishman Hillard Meadhbh Quinn FMII, Meteor Michael Barry FMII, Barry & Fitzwilliam Rosita Wolfe FMII, National Concert Hall View Photos from the day. Amie Peters FMII Head of Direct Mail, An Post ...

Digital Marketing Executive Programme

Wed, 25 Apr 2012 10:28:14 GMT

Ireland's Premier Digital Marketing Course 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 digital marketing course 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). Unlike other Internet marketing courses, the emphasis of our programme is on providing participants with proven frameworks for implementing a...

Our History

Thu, 19 Apr 2012 06:47:33 GMT

The Marketing Institute of Ireland is today a modern and forward-looking network of professionals. Given the current economic challenges arising from global recession, one can say with certainty that never before has Ireland more needed top class marketing people. So our mission is a critical one for business, and perhaps all of society, across our island. But where have we come from? Here is a synopsis of our history. Institute Interwoven with Development of the Nation 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 creating 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,...

The Graduateship

Fri, 23 Mar 2012 12:04:36 GMT

Graduateship Phase-Out As a result of changing trends in the nature of marketing education in Ireland, and the ready availability of a wide range of excellent marketing courses and qualifications, the Marketing Institute of Ireland has been phasing out its Graduateship programme. The Institute remains committed to the cause of marketing education, and will continue to operate alternative models of educational involvement including increased collaboration and partnerships with other education providers at various levels. The following are the details of the phasing-out arrangements: 1. There was no new intake into Stage 1 of the programme (the first year of the Foundation Certificate in Marketing) in 2009/10 and the final sitting of examinations for Stage 1 was held in 2010. 2. There was no new intake into Stage 2 of the programme (the second year of the Foundation Certificate in Marketing) in 2010/11 and the final sitting of examinations for Stage 2 was held in 2011. 3. There was...

Important Dates for Your Diary

Thu, 22 Mar 2012 06:17:17 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. Please note change of venue from Wesley House to The Marketing Institute as outlined below Venue The Marketing Institute, Marketing House, South County Business Park, Leopardstown,...

Marketing Institute Staff Team

Thu, 15 Mar 2012 15:53:45 GMT

Meet the Team I'm Rose and I am your contact point for all queries relating to membership. I receive and process membership applications from all over Ireland, and I liaise with new members. People are surprised how easy it is to join. Whether joining via the Qualifications route, or the Experience route, the process is smooth and fast. I have been with the Institute since 1997, starting as Receptionist Administrator, and progressing through the Marketing Education area, before becoming Membership Executive. MEMBERSHIP Rose Ellen Kavanagh E rose@mii.ie T +353 1 216 0158 I'm Carole Ann and I joined the Institute in 1983. I organise the college-based Graduateship programme. This is the major qualification for marketing and sales management practitioners in Ireland, and it is offered through a range of third level colleges including DIT. I am the contact person for colleges and lecturers. I am also the liaison person for student registration and examinations, and I coordinate...

Social Media - Led by Paul Dervan Tuesday 6th March 2012

noemail@mii.ie — Mon, 12 Mar 2012 11:00:00 GMT

Objectives: Elicit feedback from people attending our training courses.

Release Date: 12-Mar-12 11:00 AM
Expiration Date: 10-Jun-12 11:00 AM

Social Media - Led by Paul Dervan Tuesday 28th February 2012

noemail@mii.ie — Mon, 12 Mar 2012 07:00:00 GMT

Objectives: Elicit feedback from people attending our training courses.

Release Date: 12-Mar-12 7:00 AM
Expiration Date: 10-Jun-12 7:00 AM

Email Marketing- Led by Denise Cox 21st February 2012

noemail@mii.ie — Fri, 24 Feb 2012 06:00:00 GMT

Objectives: Elicit feedback from people attending our training courses.

Release Date: 24-Feb-12 6:00 AM
Expiration Date: 24-May-12 6:00 AM

Search Engine Optimisation- Led by John Coburn February 2012

noemail@mii.ie — Fri, 24 Feb 2012 05:00:00 GMT

Objectives: Elicit feedback from people attending our training courses.

Release Date: 24-Feb-12 5:00 AM
Expiration Date: 24-May-12 5:00 AM

Digital Marketing Strategy - Led by PR Smith January 2012

noemail@mii.ie — Mon, 13 Feb 2012 09:00:00 GMT

Objectives: Elicit feedback from people attending our training courses.

Release Date: 13-Feb-12 9:00 AM
Expiration Date: 13-May-12 9:00 AM

Digital Marketing Strategy - Led by PR Smith January 2012

noemail@mii.ie — Wed, 08 Feb 2012 09:00:00 GMT

Objectives: Elicit feedback from people attending our training courses.

Release Date: 8-Feb-12 9:00 AM
Expiration Date: 8-May-12 9:00 AM

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

Jenny O'Flynn MMII and Declan Lordan, Douglas Control and Automation.

Thu, 17 May 2012 04:15:37 GMT

Chairperson of the Marketing Institute of Ireland Jenny O'Flynn MMII and Declan Lordan, Douglas Control and Automation. Picture, Tony O'Connell Photography.

Chairperson Vincent Scanlon MII congratulating the incoming Chairperson Jenny O'Flynn, The Event Planner.

Thu, 17 May 2012 04:15:37 GMT

At the Silversprings Moran Hotel for the Marketing Institute of Ireland, South Region Annual Members Meeting, outgoing Chairperson Vincent Scanlon MII congratulating the incoming Chairperson Jenny O'Flynn, The Event Planner. Picture, Tony O'Connell Photography.

John Cashell MII, Vincent Scanlon, Outgoing Chairman MII and Ger Manning.

Thu, 17 May 2012 04:15:37 GMT

L to R., John Cashell MII, Vincent Scanlon, Outgoing Chairman MII and Ger Manning. Picture, Tony O'Connell Photography.

John Cashell MMII and Ger Manning MMII.

Thu, 17 May 2012 04:15:37 GMT

At the Silversprings Moran Hotel for the Marketing Institute of Ireland, South Region, Annual Members Meeting L to R., John Cashell MMII and Ger Manning MMII. Picture, Tony O"Connell Photography.

John Lotty, President Douglas Lions Club and Mark Hegarty, Irishformations.ie.

Thu, 17 May 2012 04:15:37 GMT

At the Silversprings Moran Hotel for the Marketing Institute of Ireland, South Region Annual Memebrs Meeting were L to R., John Lotty, President Douglas Lions Club and Mark Hegarty, Irishformations.ie. Picture, Tony O'Connell Photography.

Richard Crotty, Crotty & Co and Brendan Hyland MMII

Thu, 17 May 2012 04:15:37 GMT

At the Silversprings Moran Hotel for the Marketing Institute of Ireland, South Region Annual Meeting were ,Richard Crotty, Crotty & Co and Brendan Hyland MMII. Picture, Tony O'Connell Photography.

Avril Brophy, AB Communications

Thu, 17 May 2012 04:15:37 GMT

Avril Brophy, AB Communications

Ian Murray & Keira Kennedy Leinster Rugby with Feargal Jennings, Keep Thinking Marketing Services

Thu, 17 May 2012 04:15:37 GMT

Ian Murray & Keira Kennedy Leinster Rugby with Feargal Jennings, Keep Thinking Marketing Services

John Hayes, Sponsorship Consultant

Thu, 17 May 2012 04:15:37 GMT

John Hayes, Sponsorship Consultant

Richard

Thu, 17 May 2012 04:15:37 GMT

Richard Tierney, Head of Marketing Partnerships @ Live Nation Ireland, was the lead on both O2 and Bord Gais Energy Theatre projects. Speaker at Marketing at Night on Wed 25 April 2012.

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: