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Posted By The Marketing Institute,
Tuesday 22 November 2016
Updated: Tuesday 22 November 2016
On 21st November, RTÉ once again celebrated World Television Day, a European initiative to promote the power of television.
Following last year’s success, RTÉ created an even bigger event with a campaign entitled “shared Moments”. The concept was a series of vignettes starring 19 staff members from agencies Core Media, Group M, Omnicom, Dentsu Aegis, IPG Mediabrands, Javelin, Havas Media and Focus Advertising.
All contributors were filmed in their respective agency and talked about well-known RTÉ television moments.
RTÉ AdLab, RTE's commercial creative unit, produced the executions, which aired on RTÉ One on the evening of 21st November.
Posted By Administration,
Wednesday 9 November 2016
Niall O’Grady, Director of Permanent TSB’s Product Management Unit spoke at the Marketing Institute Breakfast on 9th November at Fire Restaurant. Niall discussed the link between Marketing and the Banking Crisis, Brexit and Donald Trump.
In the wake of the US elections results, one question is on everyone’s mind: how did Donald Trump win the elections for the US presidency?
Niall highlighted the key factors and steps that Trump has used to engineer the marketing campaign that lead to his victory. And one of the most crucial success factor is customer experience, and its delivery.
In many businesses today, marketing is still only a support role when it should be at the head of the organisation, Niall argued. Beyond the most classic aspects of marketing such as research, one should try to identify the key business drivers and what improvements could be made to improve their delivery. Customer experience is a big one, although in Ireland today it is taken up inconsistently at best. Consumers are looking for simplicity, accessibility and authenticity. They want simple, tangible solutions to complex problems that they cannot entirely grasp. And Donald Trump gave them this simplicity, while telling a consistent story throughout his campaign.
Here are the Steps he Followed:
1. Donald Trump started with fact-based insights. There is one part of the US population that is frustrated and hasn’t experienced any improvement under the previous administration.
2. Next came Behavioural Analysis. Trump actively targeted this part of the population, who is looking for a change that will affect them in particular. He created a message directly aimed at this audience and a brand they could believe in.
3. He then used motivation through fear and hope, always keeping in mind his key audience.
4. Trump carefully crafted the delivery of his message, by showing up to meetings where he told the same story consistently, thus building and reinforcing the Trump brand.
So what can marketers learn from Trump’s campaign?
• Relying on research alone is not enough. Pre-election polls proved wrong both in the case of Brexit and of the US Presidential elections. In business too, research can seem to support what an organisation is already doing, which can lead to complacency and prevent change.
• The impact of regulations is generally beneficial for organisations. But in the case of Trump it is the lack of fact-checking and regulations on what can and what cannot be said that played in his favour.
• We should not underestimate the power of emotion over rationality. The polls predicting Clinton’s victory were based on rational thinking, but Trump touched a portion of the US population by appealing to their emotions.
Regardless of what one might think of Trump, he has executed an undeniably successful marketing campaign that we can all learn from.
Posted By The Marketing Institute & the Department of Marketing, Entrepreneurship & Strategy Ulster University,
Monday 24 October 2016
The Marketing Institute of Ireland and the Department of Marketing, Entrepreneurship and Strategy at Ulster University recently made metric-centric momentum, by collaborating in the staging of a ‘MEMETRICKS Symposium’, facilitating current and future marketing educators to exchange perspectives on the developmental and enabling tricks of the entrepreneurial learning and teaching trade which equip marketing professionals to meet performance expectations and standards.
Dr Ponsonby-McCabe, the Department Learning and Teaching Coordinator & Advisor highlighted that “this initiative was welcomed by colleagues, who, at the time of its launch, were becoming increasingly aware of the growing need for marketing educators and graduates to creatively and strategically align their practices with key 'metrics'. The symposia, which examine different aspects of innovative learning and teaching theory and practice, operate under the MEMETRICKS banner, reflecting the differing chairpersons' roles in unveiling and sharing the tricks of the metrics trade in their respective areas of expertise”.
Dr Pauric McGowan, who is Professor of Entrepreneurship at the Ulster University Business School, chaired the recent MEMETRICKS symposium which he titled ‘On becoming an ‘entrepreneurial’ educator’. He argued that the fundamental principles of entrepreneurship which depict it as being about challenging the status quo in ways that make a positive difference to peoples’ lives as well as about taking positive action to initiate change, were pertinent in challenging educators to become more entrepreneurial in how they helped their students learn. Starting a business venture is only one context in which the entrepreneurial person is active. Other contexts are self-employment or as an entrepreneurial employee engaged in growing a business or a social enterprise.
Dr McGowan noted the importance of “recognising the difference in an approach that focuses on learning ‘for’ versus learning ‘about’ entrepreneurial engagement”, highlighting that this is “a key ingredient in becoming an ‘entrepreneurial’ educator”. With respect to his own professional practice, Dr McGowan outlined that “different learning approaches have sought to recognise the ‘individual in the learner’ where possible”; and, with regard to wider approaches, suggested a more recent “shift from ‘learning by transmission’ or ‘passive learning’ towards more ‘problem solving’ and ‘active engagement/learning’”.
Dr McGowan’s core message was that “the marketing educator who tunes into his or her own entrepreneurial potential, draws on an intimate, research and practice based knowledge of his or her subject, and is highly empathetic. He or she recognises the potential for co-learning, demonstrates mutual respect, is passionate about learning (their own and that of others), and desirous of making a lasting impact- of making a difference in how marketing practitioners think and act”.