Stuart Fogarty

https://www.irishtimes.com/business/business-podcast/inside-business-ad-man-stuart-fogarty-on-disrupting-the-irish-market-1.4869310

Advertising. Do it Better.

A series of 6 x 1 hour zoom sessions which will give you a better insight into how advertising works, why it doesn’t sometimes and therefore, how to do it better.

This can also be in-office, or in-person, with a bespoke programme for your staff (and we say that, because we’ve been asked to do that too).

You will learn about Advertising, Media and give you new skills to be able to get more from your Advertising campaigns. A full interactive Q&A at the end of each session gives you the opportunity to ask questions directly.

Session 1 The Story of Advertising – understanding it’s history.

Session 2 Building a Brand, Finding a proposition, starting Creative approaches

Session 3 Targeting an Audience. Who are they and why target them?

Session 4 Classic Advertising Campaigns, what works and what doesn’t

Session 5 The Media marketplace including all media and online/programmatic

Session 6 Execution and campaign delivery, the other issues such as Promotion, PR, Experiential to create overall impact with results

Cost 200 euro (plus VAT @ 23%) all 6 sessions.

Any one session 50 euro.

Timings Every Friday for 6 weeks 10am-1pm followed by Q&A

Enquire Now for the next one Stuart@admatic.ie

Stuart Fogarty is a high profile, often controversial, outspoken second-generation Adman. He is CEO of Admatic.ie

A real insider as Former President and Fellow of The Advertising Institute (IAPI); Board Member and Fellow of The Marketing Institute; Chairman of The Advertising Press Club; Board member of The Publicity Club; former Ad Agency CEO and Owner of Ireland’s largest Ad Agency McConnell’s and AFAO’Meara Advertising; Co-Founder of Core Media, Ireland’s largest Media Agency: Founder of Digital Agency ICAN; Son of an Ad Agency CEO; Founder of Club Internet (floated Nasdaq March 2000 as Via Net Works); regular media contributor on advertising matters; Sailing World record holder.

 

As pandemic restrictions are lifted and Irish consumers return to some degree of normality, new research carried out by Radio Centre Ireland shows that 9 out of 10 adults listen to the radio every day.

The research shows that during the pandemic, over a third of people changed their listening habits, largely due to working from home. This included listening to more radio, listening to more stations and at different times and on different platforms.

Podcast listening, according to the research, also increased with 50% of adults saying they listen to podcasts, rising to 76% for 18-34 year olds.

The research, which was carried out by Amarach, also shows that a large percentage of people (27%) said they listened more to news, current affairs 23%) and talk shows (20%) as the pandemic unfolded. In addition, a large portion of those surveyed said when working from home, said radio helped keep them company (46%), lift their mood (28%) and even help them focus and be more productive (18%).

“Not only was radio a trusted source of news and information during the pandemic, it was also a companion for people working from home and a lot of people want to continue working from home post pandemic restrictions,” says Ciaran Cunningham, CEO of Radiocentre Ireland.

“The research also shows that post restrictions, people are itching to spend their money on areas that they missed hugely, namely leisure and travel are spending more on eating out, holidays and concerts,” he adds.

“While recent developments in Ukraine have added to economic uncertainty, Irish consumers are nevertheless in ‘catch up’ mode when it comes to their spending behaviour after two years of pandemic and lockdowns. They have piled up more savings than before, which will be used to do some of the catching up in the months ahead,” adds Gerard O’Neill, Amarach Research.

Mall Scene: James Byrne, marketing manager PML Group with this week’s Out \ Look on Out of Home. 

Mall Scene – More than Shopping Centres

In this week’s Out \ Look, we publish new research from our iQ programme ‘Mall Scene’ investigating retail trends amongst 300 Dubliners, aged 16-54. The findings suggest consumers look to shopping centres for far more than just shopping. Consumers are taking full advantage of both retail and leisure amenities that shopping centres have to offer.

The traditional shopping centre has long been characterized by its large department stores and surrounding clusters of retail apparel chains. But now, shopping centres combine retail with other non-retail attractions such as entertainment venues, expanded dining options, fitness centres and beauty services. These non-retail amenities help drive footfall and provide advertisers with great opportunities to reach their target audience near points of purchase.

With consumers spending more time outside of the home, we asked respondents how often they would visit a shopping centre. 65% of all respondents visit a shopping centre once a week or more. This peaked amongst 35-44s with 83% of females and 69% of males visiting at least once a week or more. Another strong age category is 16-24s with 68% of females and 60% of males. The findings suggest shopping centres are attracting more than just your average shopper as attendance is strong across all categories.

In terms of time spent, 45% of respondents spend about two hours in a shopping centre during a typical visit. 65% of females and 46% of males spend up to 3 hours during a typical visit. DOOH formats such as dPods, iVisions and DX Screens in retail environments help brands extend their messaging along the entire path to purchase. This is a necessary move as consumers are spending more time in retail settings and more time interacting with brands throughout their buying journey.

Following this, we asked respondents about types of activities they take part in during their visit. The chart above demonstrates how there is an appetite amongst consumers to get out and socialise through a range of leisure activities such as visiting a restaurant, the cinema or simply going for a coffee.  Shopping centres are truly evolving into ‘leisure centres’ to drive footfall and encourage greater social interactions between visitors.

Leisure activities such as visiting the cinema or a restaurant were the most popular during the weekend. Interestingly, only 26% of respondents shop for groceries during the weekend. When comparing grocery shopping to weekdays, this figure increased by 11% amongst all respondents. This peaked for main shoppers at 43% who said they take part in grocery shopping during weekdays. In terms of age categories, 35-44s shop for groceries during weekdays (51% of females and 40% of males).  With this insight in mind, brands can tailor their messaging and contextually target consumers using DOOH. The landmark three-stage research ‘Moments of Truth’ study highlighted the effectiveness of relevance in Digital OOH advertising from the point of view of brain response, ad recall and sales. Key findings from this pioneering study reveal that consumer brain response is 18% higher when viewing relevant content in digital Out of Home campaigns, which in turn leads to a 17% increase in consumers’ spontaneous advertising recall, and ultimately proving that dynamic digital Out of Home campaigns can deliver a 16% sales uplift.

Our ‘Mall Scene’ research highlights how brands can create more interesting advertising and better experiences for consumers via retail environments. The networks now exist in Ireland to make that impact scalable and truly powerful.  As we move beyond the third-party cookie, unblockable channels like Dynamic OOH will be more prominent and a bright opportunity lies in contextual targeting.